Adult Vitamin Gummies Market Size, Share & Trends Analysis Report By Product (Single Vitamins, Multi-Vitamins, Type III & Others), By Application, By Distribution Channel, By Region, And Segment Forecasts, 2024 - 2030

Adult Vitamin Gummies Market Trends

The global adult vitamin gummies market size was valued at USD 5.77 billion in 2023 and is projected to grow at a CAGR of 6.0% from 2024 to 2030. Rising awareness about the significance of health and well-being, a growing rate of vitamin deficiencies among adults, and an increase in the prevalence of chronic diseases involving treatments related to vitamin supplements are some of the key driving factors for the growth of this market. The easy availability of nutrition-related products such as nutraceuticals, vitamin supplements, and protein supplements in novel forms such as gummies is also expected to generate greater demand for this market.

Currently, multiple traditional supplements with a strong taste are available in the market. However, consumers have preferred alternatives such as gummies offered in different flavors. The chewy texture, ease of availability, suitable tastes, accessibility through multiple channels, and diverse range of product portfolios offered by the key market participants have been developing growing demand for the product in recent years.

The growing availability of vitamin gummies through online platforms is expected to assist the market in reaching a larger number of customers and gaining market penetration as it offers easy accessibility and availability for customers. Health practitioners are increasingly recommending vitamin gummies to patients suffering from vitamin deficiency and chronic diseases simultaneously. In addition, the growing inclination towards using vitamin gummies in customers associated with sports, outdoor activities, and regular fitness regimes is expected to drive growth for this market during the forecast period.

Product Insights & Trends

Multi-vitamins segment dominated the global market and accounted for a share of 73.4% in 2023. The growth is fueled by the increasing consumption of multivitamins among millennials and adults. The increased use of these vitamins for improving metabolic health, boosting immunity, and managing body weight is driving the growth of this segment. Multivitamins consist of choline, iodine, zinc, niacin, and folic acid. Often, multivitamins are consumed to maintain optimal health and prevent deficiencies.

Single vitamins segment is expected to experience significant CAGR during the forecast period. A rise in vitamin deficiencies among individuals is driving the growth of this segment. Single vitamins are advised after the determination of deficiency of a particular vitamin. For instance, D2 and D3 are recommended to be consumed in the presence of meals containing fat to ensure utmost absorption. According to Oregon State University, Micronutrient deficiencies, particularly vitamin A, iron, iodine, zinc, and folate are prevalent around the world, affecting an estimated amount of 2 billion people worldwide.

Distribution Channel Insights & Trends

The offline segment dominated the market in 2023. The offline shopping experience of adult gummies often involves settings such as pharmacies, nutritional products stores, convenience stores, supermarkets, and specialty stores. Here, customers are usually assisted by store personnel and offered multiple choices for examination. The immediate possession and ease of accessibility also play a vital role in the growth of this segment.

The online segment is expected to register the fastest CAGR from 2024 to 2030. Additional services provided by the key online platforms such as doorstep deliveries, return & refund policy, display of detailed product description, availability of unfiltered reviews shared by previous buyers, multiple payment gateways, and efficient customer assistance services post-sale play significant role in a growing demand for this segment.

Application Insights & Trends

Vitamin deficiency segment accounted for the largest revenue share of the global market in 2023. According to a survey conducted by The Council for Responsible Nutrition (CRN), 70% of participants reported consuming multivitamins in 12-month periods. The increasing prevalence of vitamin deficiency due to sedentary lifestyles, consumption of unbalanced diets, and a growing number of surgeries leading to reduced capacity to absorb vitamins is expected to generate greater demand for the adult vitamin gummies market.

The food supplements segment is expected to experience the fastest CAGR from 2024 to 2030. Growing labelling of vitamin gummies as food supplements in regional markets such as Europe, an increase in awareness regarding nutritional deficiencies, and the availability of a diverse range of products in the category are expected to generate greater demand for the segment in the approaching years. Increasing adoption of food supplements among adults, ease of accessibility, and continuous research & development undertaken by key companies and institutes around the world are also projected to drive growth for this market.

Regional Insights & Trends

North America adult vitamin gummies market dominated the global industry in 2023 with a revenue share of 47.3%. An increase in awareness about healthy lifestyles and well-being is primarily driving this market. Unhealthy lifestyles, lack of activity, vitamin deficiencies of various sorts and growing recommendations by health practitioners are generating an upsurge in demand for adult vitamin gummies in the regional industry.

U.S. Adult Vitamin Gummies Market Trends

The adult vitamin gummies market in the U.S. is expected to grow rapidly in the upcoming years. This is attributed to a large number of consumers seeking the right amount of supplements to meet their nutritional needs and address health conditions while preferring gummies over traditional products with strong taste. The presence of multiple domestic brands and internationally marketed products in the country, the easy availability of adult vitamin gummies through multiple channels, and increased expenditure on health & well-being are some of the other factors driving growth for this market.

Europe Adult Vitamin Gummies Market Trends

Europe adult vitamin gummies market was identified as a lucrative regional industry. Some of the key factors attributing to this growth are labelling of vitamin gummies as food supplements, growing vitamin & nutritional deficiencies in the population, online availability of vitamin gummies, the convenience offered by the products in terms of taste, innovation and new product launches in the regional industry.

UK adult vitamin gummies market is expected to experience a significant CAGR during the forecast period. This market is primarily driven by factors such as growing awareness regarding health & fitness, increasing acceptance of food supplements, rising adoption of supplements in routine health practices, an increase in new cases of vitamin deficiency, and encouraging regulations regarding food supplements in the region.

Asia Pacific Adult Vitamin Gummies Market Trends

Asia Pacific adult vitamin gummies market is anticipated to witness noteworthy growth from 2024 to 2030. The growth in expenditure on health, a rise in awareness regarding nutritional health, changing lifestyles, the presence of a large young population and the availability of a diverse range of products offered by the key companies in this market are expected to drive growth for this market in approaching years.

Adult vitamin gummies market in China held a significant revenue share of the regional industry. This market is primarily driven by factors such as growth in disposable income level, entry of multiple global health & nutritional brands in the region, ease of accessibility & availability, and rising acceptance of vitamin supplements.

Key Adult Vitamin Gummies Company Insights

Some of the key companies in the adult vitamin gummies market are Pfizer Inc., Church & Dwight Co., Inc., Bayer AG, Pharmavite, Ferrara Candy Company, and others. Market vendors are focused on growing their customer base by offering a diverse range of products in the market. To develop a competitive advantage in a fiercely competitive market, some of the major market participants have adopted strategies such as collaboration, enhanced research & development efforts, innovation, improved packaging and efficient distribution, new product launches and geographical expansions as well.

• Pfizer Inc., a consumer healthcare company, operates in multiple business segments including medicines, vaccines, and other healthcare products. In 2019, Pfizer formed joint venture named as Haleon with minor stake in it. The portfolio of this venture offers vitamin gummies under brand name Centrum.

• Church & Dwight Co., Inc., one of the prominent players in development & distribution of household, personal care and other specialty products, offers vitamin gummies through its brandVitafusion. The company acquired the Avid Health and expanded its portfolio in the industry to strengthen its positioning.

Recent Developments

• In February 2024, Pharmavite - Nature Made introduced advanced multivitamin gummies equipped with a unique combination of 20 necessary nutrients to help consumers get daily nutritional support. The products are divided into nature-made advanced multivitamins for him, nature-made advanced multivitamins for her, and nature-made advanced multivitamins for adults.

Adult Vitamin Gummies Market Report Scope

Global Adult Vitamin Gummies Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global adult vitamin gummies market report based on product, application, distribution channel, and region.

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Single Vitamins

  • Multi-Vitamins

  • Type III & Others

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Food Supplements

  • Vitamin Deficiency

  • Weight Management

  • Immunity

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioner

    • Others

  • Online

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Australia

    • New Zealand

  • Latin America

    • Brazil

  • Middle East and Africa (MEA)

    • South Africa