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LATE LAST YEAR, a PR agency introduced me to a wellness product that promised a “rich, velvety on-the-go energy boost” derived from 100% Hawaiian-grown Kona coffee beans, velvety cacao, and Guarana.
In simpler terms, it was candy infused with guarana.
From Melatonin-infused gummy bears to collagen-loaded chews and candyceuticals.” Companies like Funtrition are capitalizing on the notion that gummies are as tasty as they are beneficial, leaving traditional pills behind for the more playful options.
As anticipated, this trend is generating substantial revenue. An ADM report reveals that the gummy supplement market is expected to soar to $48.5 billion by 2028, well ahead of traditional pills and capsules.
And if you’re looking to assign blame—or credit, depending on your perspective—for this trend, it seems that Millennials and Gen Z are leading the charge. “Millennials and Gen Z are at the forefront of this gummy revolution, with 30% and 38%, respectively, preferring gummies over traditional formats,” the ADM report notes, referring to capsules primarily aimed at older demographics.
There’s a notable pattern: “Millennials and Gen Z not only embrace gummy supplements but also show a significant aversion to tablets,” the report states. A critical aversion to tablet forms!
Though technically adults, Millennials and Gen Z are opting for gummies—not just for their vitamins, but also for supplements like creatine, B-12, beetroot, and even greens like they’re still children?
Undoubtedly, the pandemic triggered a significant boom in supplement use, a trend that’s likely to persist. We also recognize that supplement companies are battling for market share with flashy marketing campaigns—think of guarana-infused, chocolate-covered coffee beans. Yet, broader cultural shifts are also influencing this trend.
The crux of the candyceutical phenomenon? Some dietitians argue that these offerings might be more akin to candy than genuine supplements.
So, Why Is Every Supplement Now a Gummy?
Several factors contribute to this trend, according to Emily Contois, PhD, who studies the intersection of popular culture and nutrition at The University of Tulsa.
First, gummies are rapidly catching up to traditional chocolate in terms of popularity. Gen Z is gravitating toward gummy candies (think Nerds Gummy Clusters) because they’re perceived as cheaper, less guilt-inducing, and visually appealing for social media.
There’s also a nostalgic factor for Millennials: Most iconic gummy snacks—think fruit snacks, Gushers, and Fruit Roll-Ups—were popularized in the 1980s and 1990s. Why opt for a conventional capsule when you can savor a taste of nostalgia in gummy form?
Moreover, gummies have found success in markets beyond traditional candy. They gained prominence after California legalized cannabis around two decades ago, offering an alternative to smoking or vaping. “With increasing discussions surrounding sleep issues, melatonin gummies have become a household name,” Contois notes.
Interestingly, gummies possess a health halo, which feels paradoxical. “While gummies may come across as a fun treat, pills and tablets carry a more medicinal connotation,” Contois explains. “Consumers may wish to distance themselves from the medical framework associated with supplements, opting instead for a wellness-focused or recreational approach.”
This perception extends to less traditional supplements, like creatine, which was once associated with steroids and bodybuilding but can now be conveniently bought in gummy form online. It simplifies access to better health, packaged as a treat—at least that’s how the marketing suggests.
However, the pressing question remains: do these gummy supplements truly deliver on their health promises?
Are Gummy Supplements Healthier Than Other Supplements?
Currently, the answer leans toward no.
“Gummy supplements often contain sugar, whereas traditional pills typically do not,” states Abby Langer, RD, a nutrition advisor for Men’s Health and author of Good Food, Bad Diet. While this isn’t always a significant amount of added sugar, consider this: some creatine gummies have 1 gram of sugar per chew, but you need to consume five to reach the minimum effective dose. That amounts to 5 grams of added sugar a day—or 35 grams each week—that you wouldn’t have ingested otherwise. It may not seem like much, but it adds up.
Furthermore, gummies tend to be less potent, may include lower levels of active ingredients, and can lack nutrients not suitable for gummy formulations, such as iron, as pointed out by Langer. Gummies also tend to be pricier than tablets. While future iterations may address these shortcomings (and sugar-free options exist), traditional pill formats still hold an edge in terms of nutrition.
“For those who genuinely struggle to swallow pills, gummy supplements can serve as a better alternative,” Langer advises. “However, you should compare gummy versions of supplements with their traditional pill counterparts to ensure you’re receiving similar nutrients in similar quantities. Don’t just grab gummy supplements without verifying their nutritional value; many are subpar and marketed with dubious claims.”
At least Nerds Gummy Clusters don’t pretend to be more than they are.
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