A gaggle of gummies

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Gummy supplements are all the rage in 2025. According to Grand View Research, the global gummy market is expected to grow at 11.8% per year through to 2030, with evolving consumer preferences driving this uptick in popularity. Gummies are also expanding beyond the children’s nutrition market and into adult nutrition, with adults now representing the core consumer base for gummy supplements. With their candy-like taste and texture, gummies improve the experience of taking supplements for consumers, offering an easier-to-swallow alternative to tablets and capsules. As gummies soar in popularity, contract manufacturers are increasingly offering gummy supplements as one of the many services within their portfolios. Here are just some of the emerging trends in gummies that contract manufacturers are witnessing.

Gummy Formats Trend Across Categories

Gummy supplements are rapidly expanding into nearly every healthy category. Michelle Herrera, head of market intelligence at gummy contract manufacturer Funtrition (Miramar, FL), says consumers are increasingly interested in not only preventative nutrition, but also nutritional products that help meet nutritional requirements that cannot be met through diet. Herrera notes that gummies offer indulgence, convenience, and nutrition, and can be adapted to any category.

“We’re observing significant interest in gummy formats across several key health categories,” Herrera says. “Some trending this year include mental health and sleep, women’s health, fitness and performance, and metabolism support.”

Gummies are increasingly popular for sleep and relaxation products, Herrera says, addressing a growing need for stress management and mental well-being. Meanwhile, women’s health gummies are catering to specific needs like hair care, nail care, skincare, and reproductive health. Among active consumers, gummies are gaining traction for fitness-oriented products like hydration solutions, electrolyte products, and targeted micronutrient delivery. Finally, Herrera explains, metabolism-boosting gummies are growing as a portable and convenient way to support peak energy, cardiovascular health, and digestive balance. Meanwhile, Angie Rimel, marketing communications manager, North America, for Gelita (Sioux City, IA), says that gummy formats are also growing in sectors like vitamins and minerals, immune health, and heart health.

Brands Look for Diverse Options

Rimel says that brands who are developing gummy products often seek a mix of both turnkey and custom options depending on the brand’s unique needs and market goals. Turnkey services, for instance, are particularly appealing to customers that are new to the industry and who want to launch a new product quickly. Meanwhile, established brands or brands targeting niche markets typically prefer a custom formulation.

“Custom formulations offer creative and unique products that cater to specific consumer needs or preferences,” Rimel says. “This includes flavor profiles and specific health benefits.”

Rimel says that contract manufacturers are even offering application-specific gummy solutions for brands who know exactly what they want. She points to Gelita’s branded Verisol HST as an example, which is a gelatin solution for nutricosmetic gummies that leverages bioactive collagen peptides to support skin, hair, and nail health.

In addition to custom and turnkey solutions, some contract manufacturers are also offering a middle solution. Rosella Del Vecchio, marketing director at Funtrition, says this approach enables brands to stand out without fully investing in custom development. Funtrition’s semi-custom solutions enable brands to modify key elements like flavors, ingredients, and dosages while leveraging preexisting formulations. Del Vecchio notes that a semi-custom solution is a cost-effective way to create product differentiation without the extended lead times or higher research and development costs of a fully bespoke product.

New Customers Come with Misconceptions

The soaring popularity of gummies is attracting new brands into the gummy space; however, these customers often come to contract manufacturers with a variety of misconceptions about gummies. Del Vecchio says that the most common misconception among brands is that gummies are “just candy with supplements added.” In reality, gummies require precise formulation and ingredient interaction to ensure stability, efficacy, and proper nutrient delivery, she explains.

Another common misconception among brands is that all gummy manufacturers are the same. Many new customers assume that any manufacturer can produce high-quality, stable gummies, however, Del Vecchio says that specific expertise is required to ensure bioavailability, shelf stability, and regulatory compliance.

“Customers also often think that customization is always better,” Del Vecchio notes. “While a unique formula may seem more appealing, it often involves longer research and development timelines, higher minimum order quantities, and additional stability testing. In many cases, leveraging proven formulations with minor modifications is a smarter go-to-market strategy.”

Marketing Gummies to Older Consumers

While gummies were originally conceived as a children’s product, gummy supplements are now mainstream and popular among consumers of all ages. That means brands need to be prepared to market gummy supplements to consumers across the entire lifespan, not just children. Rimel says brands can market to older consumers by emphasizing that gummies are easier to swallow than pills, as older consumers may have difficulty swallowing.

“Older consumers are also health-conscious and look for products with natural ingredients,” Rimel explains. “Gelatin is natural and familiar, and it combines multiple benefits and functionalities into a single ingredient.”

Sugar Content Remains a Concern

Critics of alternative dosage formats like gummies have often noted that traditional gummy supplements have a high sugar content. As consumers increasingly look to reduce their sugar intake, low-sugar gummy options are trending upward. Herrera says that contract manufacturers like Funtrition are leveraging innovative sweeteners to bridge the gap between taste and nutrition, offering guilt-free indulgence. This includes formulating with natural sweeteners like fibers, allulose, and stevia.

Meanwhile, contract manufacturers are introducing other low-sugar technologies that maintain taste. Gelita recently introduced its branded Soluform gelatin, an innovative gelatin that enables gummy formulations with reduced sugar content and an enriched collagen concentration. Soluform maintains gelatin’s one-of-a-kind texture while also providing an abundance of flavor.

Gummy Supplements Make Nutrition Fun

Contract manufacturers have stepped up their gummy game in response to strong demand for tasty, low-sugar gummy options that can handle a diverse range of ingredients. With more brands choosing gummies as their preferred delivery method, gummy contract manufacturers are also introducing more flexible manufacturing options that bridge the gap between turnkey and custom solutions. As gummies continue to grow in popularity, expect contract manufacturers to offer even more diverse options to brands looking to get in on the gummy craze.

Reference

1. Grand View Research. “Gummy market size, share & trends analysis by product (vitamins, minerals, dietary fibers), by ingredient (gelatin, plant-based gelatin substitutes), by end-use (adults, kids), by distribution channel, by region, and segment forecasts, 2024-2030.” 2024. https://www.grandviewresearch.com/industry-analysis/gummy-market-report