NOW has finally launched its Vitamin C and D3 in gummy forms after six years of meticulous effort to ensure they meet their stringent quality standards.
“We recognized the growing popularity of this format,” stated Kim Perkins, the supplement category manager at NOW. “Our primary challenge was partnering with a manufacturer that could adhere to our rigorous quality criteria and pass our audit requirements. After this lengthy process, we are thrilled with the outcome and anticipate that these new products will enhance our extensive supplement range.”
NOW Vitamin C Gummies offer 250 mg per serving in a refreshing orange flavor, while NOW Vitamin D3 Gummies deliver 1,000 IU per gummy in a delightful strawberry flavor. These gummies cater to both adults and children aged four and older. Crafted and rigorously tested in the United States, they utilize globally sourced ingredients and are produced in a GMP-certified facility. Notably, both gummy products are gelatin-free.
The company is exploring additional gummy product options but aims to ensure that the initial launch and testing phases are thoroughly successful before introducing more varieties, according to a spokesperson.
The Gummy Market
NOW’s move into the gummy segment aligns seamlessly with current consumer preferences for supplement formats.
Recent statistics reveal that gummies constitute 25% of the supplement market, occupying the largest share among non-pill formats.
According to Research and Markets, the gummy supplements market expanded from over $21 billion in 2024 to nearly $24 billion in 2025 and is projected to reach a staggering $41 billion by 2030. Consumers are increasingly seeking alternatives to traditional pill supplements, favoring better taste profiles and tailored health solutions. Convenience is also a significant factor in their purchasing decisions.
Nick Morgan, managing director at market intelligence firm Nutrition Integrated, mentioned earlier this year that while gummies represent a mature segment in the U.S., the market in Europe is still experiencing significant growth, particularly for specific ingredients like creatine and protein gummies.
According to NOW, producing gummy vitamins accurately can be challenging. The manufacturing process is complex, and many products fail to deliver the precise nutrients promised on their labels. Approximately 80% of gummy vitamins do not pass quality tests, often falling short of their claims.
“NOW enforces stringent quality standards that include comprehensive stability testing and manufacturing controls to prevent contamination, ensuring that customers receive the nutrients they seek without any unwanted additives,” the company affirmed.
