4 Top Trends in Functional Gummies (+ Bonus Regional Insights!)
In this fast-growing category, there are several drivers shaping the future of functional gummies. Here, we outline four global trends plus three regional insights our team of innovation experts are following:
1. Going vegan.
The plant-based movement has successfully disrupted every food and beverage category, including confectionery. It challenges product developers to balance consumers’ desires and dietary preferences with ensuring a great sensory experience – while not adding too many steps to the manufacturing process. In gummies, that means finding a vegan and halal replacement for animal-derived gelatin.
The ideal candidate would be an ingredient that has a low set temperature, is easy to hydrate and offers good clarity, texture and flavor release to rival gelatin. Luckily, CP Kelco has a portfolio of nature-based ingredients for formulating vegan gummies, depending on your texture preference.
2. E-commerce for ease.
E-commerce has proven to be the game changer for functional gummies, allowing manufacturers to easily reach a global audience and giving consumers plenty of choices. However, gelatin melts at approximately 35° C (95° F). With e-commerce, your gummies can easily encounter unrefrigerated transportation and storage temperatures above this. CP Kelco can help you find a gelatin replacement like GENU® Pectin and KELCOGEL® Gellan Gum that can stand up to the heat, so your gummies arrive in great condition.
3. Sugar-free, please.
There is a rise in demand for sugar-free gummies. Governments around the world are also implementing new food policies to encourage consumers to rethink their eating habits and hopefully reduce diet-related diseases such as diabetes by discouraging sugar consumption.
Traditionally, functional gummies contain between two and eight grams of sugar per serving on average. For reference, a sugar cube contains four grams, and the American Heart Association recommends only 25 grams of sugar daily for women and 36 grams of sugar for men. CP Kelco can help customers reformulate to reduce or remove sugar in gummies without losing the sensory experience.
4. Beauty from within.
According to Innova Market Insights, functional gummies for improving hair, skin and nails have experienced an average growth of +54% in launches (Global, CAGR 2017-2022). The APAC region led with 35% of launches in 2021, ahead of Europe (24%) and North America (14.5%). Fueled by younger generations, sales at China’s 2022 618 shopping festival were up 2,266%, according to Tmall Global, and searches for “beauty vitamins” are up 2,170% on boots.com in the UK.
Some view these “beauty bites” as the next step in inclusive beauty products, seeing all humans the same at the cellular level with no need to produce different shades for different skin tones. However, this year, a major beauty brand introduced the first 3D printed, personalized gummies tailored to the nutrient needs of an individual’s skin.
Formulating trends from around the world
Formulating trends from around the world
With innovation centers across the world, our technical experts are well-positioned to spot trends as they happen. Here is what product developers are saying about formulating functional gummies in their regions:
Trends in Europe, the Middle East & Africa
Gummy bears were invented in Germany over 100 years ago. Today, with its strict quality standards, Germany has become a leader in the supplements market. Put the two together and you have a tasty and convenient format that Europeans love and trust. Sugar-free formulation is a big trend in EMEA.
Trends in Europe, the Middle East & Africa
Gummy bears were invented in Germany over 100 years ago. Today, with its strict quality standards, Germany has become a leader in the supplements market. Put the two together and you have a tasty and convenient format that Europeans love and trust. Sugar-free formulation is a big trend in EMEA.
Trends in the Americas
U.S. sales of functional gummies surged 74.8% in 2021, according to Nutrition Business Journal. North America is the largest market for functional gummies. Influencers and celebrities have made it even more popular by touting their favorite brands. New food labeling regulations in Brazil have made “no added sugar” a top claim there.
Trends in the Americas
U.S. sales of functional gummies surged 74.8% in 2021, according to Nutrition Business Journal. North America is the largest market for functional gummies. Influencers and celebrities have made it even more popular by touting their favorite brands. New food labeling regulations in Brazil have made “no added sugar” a top claim there.
Trends in Asia-Pacific
Despite India’s rich history with kadhas (natural remedies), busy consumers often do not have time to prepare them so functional gummies are gaining ground for convenience. Pectin is a top texture choice for its chewability. In Japan, product development is very targeted, catering to different ages and wellness needs. In China, vegan gummies are the new market favorite, replacing animal-based gelatin.
Trends in Asia-Pacific
Despite India’s rich history with kadhas (natural remedies), busy consumers often do not have time to prepare them so functional gummies are gaining ground for convenience. Pectin is a top texture choice for its chewability. In Japan, product development is very targeted, catering to different ages and wellness needs. In China, vegan gummies are the new market favorite, replacing animal-based gelatin.
Get that great gummy texture with CP Kelco's portfolio
Along with the trends, texture plays a vital role in determining consumer demand. With 90 years of global experience, we are the texture innovator with the knowhow to exceed consumer expectations. Contact us to learn more about how CP Kelco’s unique portfolio of responsibly sourced, nature-based ingredients and technical expertise can help you fast track your next big idea in functional gummies.