Bright, fun and tasty, there is now a ‘gummy’ for everything. But do these ‘candyceuticals’ offer any real benefits? Laura Potter looks into the booming chewables market to find out what we are actually being asked to swallow
Squishy, fruity, sweet-tasting, chewable treats in adorable shapes, such as teddy bears, stars and berries. They’re not in plastic packets, but colourful tubs or beautifully designed subscription boxes. We’re not talking about children’s sweeties, but gummy supplements. We’re told these little morsels can give us thicker hair, healthier skin and stronger nails, they can improve our sleep and mood, and ease our digestion. Taken daily, they’ll even help us cope with the demands of modern life. And they are very big business.
The UK vitamins and supplements market is currently worth £520m, with nearly one in four Brits popping vitamins, minerals or supplements daily and, increasingly, we are chewing rather than swallowing our way to healthier versions of ourselves. Gummies are the star of the industry. The global market in cute, chewable gummy vitamins is worth an estimated $7.3bn, displacing pills which, according to the Nutrition Business Journal, officially slipped behind non-pill format supplements in 2019. The appeal of gummies ties into a high demand for personalised supplements, according to market research agency Mintel, and “beauty from within”.
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