Interest in functional gummies has skyrocketed recently, offering consumers a convenient and enjoyable way to incorporate functional ingredients, such as botanical extracts and nootropic mushrooms, into their daily self-care routine. And with many plant-based consumers also prioritising health, demand for vegan-friendly variants is on the rise. We take a look.

The functional gummies market was initially dominated by multivitamins, which mainly targeted children and older adults who find it hard to swallow pills. Today, however, the category has evolved into a booming, multi-billion-dollar global industry, offering a diverse range of products targeting specific health needs and benefits.

Vaughn DuBow, senior director of product portfolio marketing for ADM’s health and wellness division, told The Plant Base: “The functional gummy market is expected to reach $48.5 billion by 2028, growing at a CAGR of 14.5%. This growth will be shaped by several trends, including demand for personalised nutrition, advancements in microbiome research, and ongoing innovation in plant-based and reduced-sugar formulations.”

With research showing that 57% of US consumers find gummies easy to incorporate into their routine, and 65% prefer them for their enjoyable taste, DuBow noted that consumers may be more motivated to consistently adhere to gummy supplementation compared to other dietary supplement formats.

Doron Delouya, chief product officer at gummy supplement manufacturer TopGum, added: “Unlike pills or capsules, gummies offer a flavourful experience with a wide range of delicious tastes, making them a treat rather than a chore".

“On a broader level, people today seek small moments of joy throughout their day – whether it’s a favourite song or a tasty gummy that supports their wellness while boosting their mood. This combination of efficacy, enjoyment and emotional wellbeing is driving the shift toward gummies as the preferred supplement delivery system.”

Furthermore, there is a crossover between health-conscious consumers and those looking for vegan-friendly or ‘plant-forward’ options, as well as clean label and sugar-free or sugar-reduced varieties, as highlighted by ADM’s DuBow.

“As more shoppers continue to seek out gummies, many are also flipping over products to check labels for added sugar content and review ingredient labels for plant-based options,” he explained.

Gummies for all

While many functional gummy supplements are made with gelatine, the rising demand for vegetarian and vegan options has led to an increase in the launch of gummies made with plant-based gelling agents such as pectin, carrageenan and agar. This caters to a more diverse and inclusive audience, reflecting the evolving dietary needs and preferences of today’s consumers.

While ‘one-size-fits-all’ multivitamins once led the category, today’s functional gummy market supports consumers in countless areas of wellbeing. Whatever your health goals, there is likely a gummy designed to help you achieve them.

Brian Appell, marketing manager for health and nutrition at Givaudan Taste and Wellbeing, highlighted that pill fatigue continues to drive the popularity of gummies. This trend overlaps with the growing ‘functional everywhere’ trend, which refers to the increasing consumer demand for functional ingredients in a wide variety of products, beyond traditional supplements.

“You can find a gummy for almost any health benefit but most of the focus areas we see are cognitive function, energy, stress, sports performance, gut health and, not surprisingly, the GLP-1 support category,” he told The Plant Base.

Indeed, the rise of GLP-1 medications – such as Ozempic, Mounjaro and Wegovy – is having a notable impact on the food and beverage industry. A recent study from Cornell University in the US shed light on how these drugs, originally developed for diabetes management but now widely used for weight loss, are affecting consumer eating habits and grocery purchasing behaviour.

In line with the appetite-suppressing effects of these medications, users have been found to reduce spending on calorie-dense, processed foods and prioritise more nutrient-rich options. Those taking the drugs are also more likely to seek out health-supporting solutions overall, extending into the functional supplements category.

TopGum’s Delouya commented: “We believe GLP-1 support will be the next major game-changer in the supplement industry, creating an entirely new ecosystem of supporting products. As interest in this space grows, demand for complementary solutions that aid metabolism, digestion and overall nutritional balance will continue to rise.”

Lynsey Vaughan, associate nutritionist at supplement company Higher Nature, pointed out that GLP-1 users may need to pay closer attention to supplementing key nutrients to combat side effects and prevent deficiencies due to decreased caloric intake. She highlighted the importance of omega-3 supplements, as well as solutions that support gut health.

“GLP-1s can have gastrointestinal side effects due to the slowing down of the digestive system,” Vaughan warned. “Opting for an enhanced gutfriendly diet whilst using GLP-1s can be beneficial… Supplements with high-strength gut-friendly bacteria can also help to reduce common issues such as constipation and nausea.”

ADM recently developed a vegan apple cider doughnut-flavoured gummy concept, targeting digestive health support while catering to demand for an elevated sensory experience.

“This concept showcases our modified tapioca starch, DE111 (Bacillus subtilis) spore-forming probiotic, SweetRight sweetening solutions and natural cinnamon pastry flavour,” said ADM’s DuBow. “Another concept is a vegan finger lime mint-flavoured gummy. It features three microbiome-supporting solutions: ADM/Matsutani LLC’s Fibersol prebiotic dietary fibre, DE111 spore-forming probiotic and BPL1 (Bifidobacterium animalis subsp. lactis CECT8145) postbiotic, demonstrating synergies between different functional ingredients to support overall health and wellbeing.”

Women’s health has also become a major focus in the dietary supplements industry, including gummies. Sara Lesina, general manager of Sirio Europe and Americas, highlighted market research from the Industry Transparency Center in 2024 indicating that women aged 18-34 are the primary consumers of nutraceutical gummies, driving demand for women’s health solutions.

“These include gummies for active lifestyles, iron supplementation, menstrual care and pre/postnatal support,” she commented, adding that beauty gummies for hair, skin and nails are also increasing in popularity with this group.

This ‘beauty from within’ trend often includes supplements made with typically animal-derived ingredients such as hyaluronic acid and collagen, to help with skin hydration, texture and elasticity. However, more vegan-friendly options have hit health store shelves, including ‘vegan collagen’ gummies designed to encourage the body’s natural production through collagen by nutrients like vitamin C, zinc and biotin.

Sirio’s approach to gummies for women’s health is holistic, addressing different life stages and specific needs. For example, its pectin-based ‘Morning Glow’ gummies combine algae oil with ginger powder and vitamin B6, aiming to help alleviate nausea and vomiting associated with morning sickness in pregnancy. Meanwhile, the ‘Menobalance’ concept contains ADM’s Novasoy soy isoflavones to regulate temperature during menopause, offered in a pectin-based gummy with lychee and blackcurrant flavours, sage extract and vitamin E for added support.

Ingredients from nature

Botanical extracts such as ashwagandha, lemon balm and chamomile are popular in the formulation of plant-based functional gummies due to their potential health benefits in areas such as relaxation, sleep improvement and inflammation reduction. Additionally, they appeal to consumers who are seeking more natural plant-sourced ingredients.

TopGum’s Delouya noted that algae-based omega-3 is on the rise as consumers shift away from traditional fish oil. He also observed increasing demand for gummies that offer complex blends of “greens and superfoods,” such as acai, pomegranate and cranberry.

Nootropic mushrooms, like lion’s mane, reishi, chaga and cordyceps, have also been gaining traction. The functional mushrooms, used for centuries, have seen a surge in popularity in food and beverage formulations, including supplements, due to growing awareness of their health benefits and the increasing demand for natural solutions.

Dirtea, a UK brand specialising in functional mushroom powder blends and coffee products, expanded into the gummies market last year with the launch of a vegan mushroom gummies range.

Simon Salter, co-founder of Dirtea, said: “Functional mushrooms have been used for thousands of years in traditional medicine, but they’re now being embraced by modern wellness science for their powerful benefits. They’re natural adaptogens, meaning they help the body manage stress, support immunity and enhance cognitive function.”

“At Dirtea, we’ve always been about making functional mushrooms as accessible and enjoyable as possible. While our powders and blends have been hugely popular, we knew that not everyone wants to prepare a drink or mix a powder every day. Gummies are an easy and approachable way to introduce functional mushrooms to people who may not be as well-versed in them – or to those who just want a simple, delicious way to get their daily dose.”

The brand’s gummy portfolio features four options: Focus, Immunity, Performance and Beauty. The apple-flavoured Focus gummies, which contain lion’s mane mushroom extract, support cognitive function, memory and mentalclarity. Meanwhile, the citrusy Immunity line, made with chaga mushroom, are rich in antioxidants and beta-glucans to help support the body’s immune defences. For an energy boost, the berry-flavoured Performance gummies contain cordyceps, offering enhanced endurance and vitality to consumers with active lifestyles. Finally, the Beauty gummies contain tremella, designed to promote skin hydration and collagen synthesis, offered in a peach flavour.

“We’ve carefully selected the most effective functional mushroom extracts, ensuring each gummy delivers a potent, research-backed dose of active compound,” said Salter. “We only use pure and potent extracts, which means higher levels of beneficial beta-glucans, polysaccharides and triterpenes.”

He added that the brand collaborated with food scientists to develop flavours that enhance the natural profiles of the mushrooms, rather than mask them. Additionally, the focus on plant-based ingredients and no refined sugars was key for Dirtea. The gummies are made with pectin and tapioca syrup, using natural fruit and plant extracts rather than artificial colours and flavours.

Finding the formula

Formulating plant-based functional gummies comes with challenges around taste and texture, dosage and stability of active ingredients, and clean labelling. Darin Reid, applications specialist at Fiberstar, said: “Gelatine is a typical gelling agent in gummies because it creates great chewing texture while being heat resistant, flavourless and translucent”. He added that other gelling agents like agar, pectin and starches tend to create softer textures, which can impact stability.

Fiberstar’s upcycled citrus fibre ingredient, Citri-Fi, contains both insoluble and soluble fibre in the form of HM-pectin (high methoxyl pectin), which is extracted from citrus fruit peels. Reid explained that it can replace gelling agents when used alone or in combination with others, while enhancing thermal tolerance due to its heat stability. Additionally, since it is not a humectant, it can be used as an anti-sticking coating, particularly in reduced-sugar formats.

“Typically, gummies are coated with sugar to prevent sticking due to water migration,” he told The Plant Base. “However, Citri-Fi can be used to coat the gummy surfaces at very low percentages and prevent sticking without sugar. When used as a coating there is no noticeable mouthfeel due to the low usage rate. It is able to be used in small quantities due to its high water-holding capacity.”

As well as having no impact on flavour, Citri-Fi qualifies as a dietary fibre, meaning it does not contribute sugar to the nutrition label and can provide some nutritional benefits, despite its primary use in gummies being for textural purposes.

Sugar reduction presents a key challenge. Unlike in the gummy confectionery market, where consumers view the product as a sweet treat, functional gummy supplements are becoming part of consumers’ everyday routines due to their wellbeing benefits. Simply packing gummies with sugar to achieve a sweet, pleasant flavour will not suffice for health-conscious consumers in this category. Since sugar also contributes to texture, selecting an alternative requires careful formulation.

“Sugar plays a vital role in maintaining structure, preventing crystallisation and creating an ideal taste experience,” said ADM’s DuBow. ADM uses its ‘Replace Rebalance Rebuild’ approach to identify the best sweetening systems when working with functional gummy formulations, helping to replace sweetness, rebalance flavour and rebuild functionality.

DuBow highlighted that low- or no-sugar gummies can benefit from combining the company’s new SweetRight Stevia Edgility sweetener solution with its SweetRight Reduced Sugar Glucose Syrup for bulking, as it functions like corn syrup, a common ingredient in gummies. “We can also reduce sugar while maintaining texture with Fibersol, which features structural and binding qualities to build back integrity that can be lost when sugar is removed,” he continued.

Another challenge to consider is taste, with many plant-based active ingredients offering bitter or earthy off notes.

TopGum’s Delouya said: “Certain botanical ingredients have very challenging flavours or textures. At TopGum, we take challenging ingredients and deliver a gummy that has a pleasant flavour and texture. In certain cases, we can employ our proprietary TopCap microencapsulation process to mask flavours using plant-based ingredients.”

Flavour challenges are a much greater consideration in the manufacturing of functional gummies compared to other dietary supplement formats like softgels and hard capsules, which are swallowed quickly and not chewed. Many consumers choose gummies because they enjoy the experience.

Givaudan’s Appell warned: “Most consumers can forgive colour variations and even alterations in flavours, to some extent. But if a gummy has a strong astringency, bitterness or odour, then expect consumers to walk away from the brand after the first try.”

“The ability to build turnkey solutions that offer a health benefit and can easily fit into different applications is a unique way manufacturers can help brand partners differentiate their products.”

Appell pointed out that dose is also crucial and manufacturers should remember that consumers are taking gummies for a benefit.

“There are many products on the market that are under-dosed because the actual amounts needed are too large or can’t be masked sufficiently,” he said. “Givaudan is actively working to align our portfolio with products that provide efficacy at a low dose with minimal impact on flavour and texture.”

As well as ensuring that sufficient levels of active ingredient can be incorporated without negatively affecting taste and texture, stability and shelf life are major considerations, added Sirio’s Lesina.

“For manufacturers, ingredient sourcing, stability and consumer preferences are crucial factors,” she emphasised. “Ensuring that plant-based ingredients retain their potency over time is essential, as is selecting sustainable and ethically sourced materials that align with consumer values. With the rise of personalised nutrition, brands should also focus on tailoring formulations to specific consumer needs, whether through targeted health benefits or region-specific preferences. The ability to offer high-quality, plant-based options that do not compromise on efficacy or taste will be a key differentiator.”

The future is functional

Lesina noted that the demand for higher-strength supplements is rising, making it easier for consumers to meet their daily nutritional needs with a single gummy dose. She also believes bioavailability will be a crucial factor in shaping the category’s future.

“As consumers become more informed about nutrient absorption, brands that can demonstrate superior efficacy will gain a competitive advantage,” she commented. “Advanced delivery technologies, such as liposomal encapsulation and enzymatic processing, will play an increasing role in improving nutrient uptake.”

Jennifer Stephens, VP of marketing at Fiberstar predicts that gummies will come in more shapes and sizes to deliver the correct dosage, and that gummy supplements will have more flexibility than those in the confectionery market when it comes to textural expectations.

“Consumers may be more accepting of softer chewy textures, giving formulators a wider ingredient toolbox to choose from,” she said, highlighting that sugar reduction will continue its trajectory, especially in functional gummies for children, as food and beverage products aimed at kids face increasing scrutiny over added sugar content.

TopGum’s Delouya concluded: “At TopGum, we believe that with advancements in technology and R&D, the vitamin and mineral supplements category is evolving rapidly. New ingredients and formulations will emerge, allowing for greater innovation in plant-based products.”

“Technology will enable us to incorporate ingredients that, in the past, we could only dream of using – enhancing efficacy, bioavailability and overall consumer experience.”