Nutraceuticals are based on foods or components of foods that have a major role in altering and sustaining optimal physiological function in the human body. The distinction between food and medicine is being bridged by nutraceuticals. They possess the potential for enhancing nutrition, safety, and therapeutic outcomes. Nutraceuticals have attracted a lot of attention in recent years. Recently, processed foods with high functional nutrition value have become the prime focus of consumers concerning their healthy eating habits. The consumer trend has changed to favour food products that are providing HDL cholesterol, vitamins, dietary fibre, phytopigments, and minerals and are also facilitating by reducing the intake of calories and triglycerides. Nutraceutical gummies are agar-agar or gelatinous sugar-based formulations possessing Phyto-components having functional nutrition with different flavours and colours. Regular multivitamins, immunity, detox, sleep, digestion, lifestyle supplements and children’s calcium requirements have all benefitted greatly from gummies. This review aims to emphasize the health-promoting effects of nutraceutical gummies and their market scenario.


Stephen De Felice of the Foundation for Innovation in Medicine (FIM), acquaint the world with the phrase “nutraceutical” (Lipi et al. 2012; Maddi et al. 2007). The term “nutraceutical” is derived from a combination of two terms “nutrition” and “pharmaceuticals”. He defined nutraceuticals as “foods (or parts of foods) that give medicinal or health benefits, such as the prevention and/or treatment of a disease” (DeFelice S.L, 1995). These food products range from isolated minerals, dietary supplements and specialized diets to designer foods made through genetic engineering and herbal remedies (Mamta Kumari et al. 2015). The majority of therapeutic fields are covered by nutraceuticals, including cold and flu, digestion, arthritis, sleeping issues, the prevention of specific cancers, cholesterol control, osteoporosis, depression, blood pressure, pain relievers and diabetes (Lipi et al. 2012; Pandey et al. 2010).

Consumers in the 21st century are more aware of the benefits of keeping good health through small modifications in their routine lifestyle, specifically regarding eating habits. Although, the standard of living has upgraded owing to economic growth and globalization and all of this has and continues to contribute to lifestyle disorders. The uncontrolled habit of consuming junk food or street food has only multiplied over the years, with ailments linked to nutritional deficiencies. To regulate them, nutritional supplements are crucial and they are becoming more popular these days in the regular market.

The demand for active constituents, therapeutics and food supplements made with natural substances have been increasing annually (Henriksen, L et al. 2015). The use of food enhanced with nutrients as an adjunct to a regular diet has gained acceptance. Nutraceuticals can be marketed in different dosage forms, such as tablets and capsules. Since patients in paediatric and geriatric care have the highest compliance rates, the oral route is gaining recognition as the most practical and secure form of drug delivery (Thakur, et al. 2012). The oral route is one of the most acceptable and appropriate routes for the delivery of bioactive substances present in food supplements, in addition to continuing to providing vital sources of functional nutrition, etc. However, designing dosage forms and concealing the taste of bioactive/s that are bitter, salty or sour when taken orally are a few of the hurdles in formulation development, particularly if the product needs to be designed for the paediatric population.

Nutraceutical gummies as dosage forms are a good solution to this problem. Owing to their organic nature and chewy character, jellies and gummies are especially well-liked by younger people (Edite Teixeira-Lemos et al. 2021; Moloughney S, 2011). Gummies with a fruit content of 45g/100g and glucose and/or sucrose syrup at a concentration of roughly 55g/100g build a gelatinous structure with excipients, like gelling agents, acids, flavours and food colouring (Mutlu C. et al. 2018).

Health Benefits

Gummies are emerging as a supplement of functional nutrition specifically for adding micronutrients to routine diet to combat malnutrition-associated symptoms among people who are trying to build healthy lifestyle changes (Ellinfeb, 2017). As suggested by health experts, gummies can be an effective way to achieve the necessary nutrient levels. The millennial generation is observing longer working hours, while at the same time there is an increase in the number of elderly people having issues with an intake of multiple formulations across the globe. Primarily for these reasons and many other reasons, vitamin-based goods that are portable and simple to take are in great demand among customers in the market. Gummy vitamins, which are chewable sweets, help solve these issues and offer consumers convenience and on-the-go consumption qualities. Medicines taken orally directly enter the bloodstream and produce immediate results. This process is known as buccal absorption. Gummies boost bioavailability, which is the amount and pace of medicine or dietary supplement circulation in the body.

Vitamin B12 and Vitamin D are difficult for vegetarians to obtain and hence these supplements tend to fulfill the requirement. Prebiotics and probiotics are also getting popular these days and the delivery of microorganisms is always a challenge which can be easily overcome with nutraceutical gummies. A few gummy formulations are specially made for women’s needs and the underlying causes of problems like poor metabolism and digestion, PMS, PCOS and UTIs. By taking these nutraceutical gummies rich in lupine supplements, consumers can lessen the stress brought on by increased screen time. People relish eating and prefer the flavour to take medicines during stressful moments. Restricted in their confined spaces, the taste draws individuals to gummies for a stress-relieving chew during the day. They strive for healthier digestion and a healthy gut. These gummies also help with hunger control, body detoxification and weight management. It is important to keep in mind that they should be consumed in addition to a balanced diet.

Target Consumers

It was initially introduced to broaden the kids-targeted market. Gummy vitamin consumption, however, has increased globally as a result of the enthusiasm that adults and people in older age groups have shown for using them. It is intended for customers who are open to trying different dosages or delivery methods in place of tablets, capsules and pills, among others to make up for nutritional deficiencies or gaps. The fact that these gummies are easy to chew and swallow and provide all the necessary advantages is another reason why consumers choose them. Over 30% of customers, mostly women and older persons have trouble swallowing tablets, according to a study that was published in the European Journal of Clinical Pharmacology. This finding supports the rise in popularity of vitamin-infused candies. (Markets and Markets, 2020)

Market Overview

In the late 1990s, fortified candies were first introduced in the United States as a different way to provide kids with vitamins and minerals. Since then, gummy supplements have seen tremendous growth. With a 58% share of all debuts in 2018, vitamins and minerals are by far the most appreciated gummy sub-category. (Nutraceuticals World, 2020)

This Gummy Market is expanding as a result of rising demand for goods that promote heart health, bone health and stamina, as well as vitamin C and vitamin D. Many people stocked up on vitamin supplies during the Covid-19 outbreak to boost their immunity against the illness. As a result, over the past year, these gummy supplements also steadily increased in popularity (The Print, 2021). The Global Market for Gummy Vitamins reached a value of US$6.4 billion in 2021, according to Research and Markets’ study from 2022, “Gummy Vitamins Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027.” Additionally, the market is anticipated to grow at a CAGR of 5.31% from 2022 to 2027, reaching US$8.6 billion. According to the study, the market expansion is being driven by increased health awareness among the general public and growing knowledge of the advantages of nutraceuticals to ensure good health. Although, the industry is divided into gummies and jellies, in the Asia-Pacific region, gummies lead the market, owing to the rise in health consciousness, according to a detailed interpretation from Market Research Firm, Data Bridge Market Research titled “Asia-Pacific Gummies and Jellies Market—Industry Trends and Forecast to 2027.” According to Industry Research Firm Technavio, China and India are the main nations fostering expansion in the Asian continent (Financial Express, May 2022).

Key Contributors

The Gummy Supplements Market is highly competitive, due to the significant presence of International Pharmaceutical Industry giants as well as Domestic Confectionery-focused players. To meet the increase in demand from consumers, the market is predicted to experience innovation in terms of flavour, serving size and format. Unilever PLC(OLLY), Nestle SA, Pharmavite LLC, Bayer AG, Church & Dwight Co., Inc., Pfizer Inc., The Honest Company Inc., GlaxoSmithKline (GSK), Bayer AG, Church & Dwight Co. Inc. and The Clorox Company are a few of the major companies in the gummy supplements business. The Clorox Company’s growth accelerated in March 2018 as a result of the purchase of Nutranext, one of the top brands. As a result, the business was able to add the nutritional supplements Nutranext and RenewLife to its lineup of health and wellness goods (Markets and Markets, 2020).

Church & Dwight introduced Vitafusion Organic, a new range of organic supplements in April 2019 under the Vitafusion brand, which includes women’s and men’s multivitamins Vitamin B12 and Vitamin D3. This aided the company in diversifying its line of organic gummy vitamins. Robitussin® Naturals, the company’s first-ever range of drug-free products that relieve coughing was announced in 2020, according to a release from GSK Consumer Healthcare. These include gummies, Robitussin Naturals Cough Relief + Immune Health Syrup and Robitussin Naturals Cough Relief Syrup.

In Canada, New RestoraFIBRE® Daily Gummies were introduced by Bayer AG in 2021. These gummies provide an easy way to get fibre. Inulin, soluble fibre and prebiotics found in RestoraFIBRE Daily Gummies aid in promoting the development of good gut bacteria (Mordor Intelligence, 2021). In 2021, several new brands entered the gummies segment in Indian Market. To combat the vitamin D deficiency that affects 76% of Indians in the 18–30 age group, medical device company Abbott Laboratories introduced orange-flavoured Arachitol Gummies in April. These dietary supplements for daily vitamin D were approved by the Food Safety and Standards Authority (FSSAI) of India. Welly, a D2C health and wellness startup company based in New Delhi was established in 2021 by Urvi Raghbeer. It provides gummies for sound sleep, immunity and healthy skin, hair and nails. It also boasts of being 100% vegan, gluten-free and free of added preservatives, colours, artificial flavours, gelatin and sugar. With its worldwide patented formulation that guarantees buccal absorption of curcumin, Forever Living Products, an Indian company debuted a turmeric lozenge- Forever Aloe Turm, infused with the benefits of Aloe Vera (Financial Express, May 2022).


In comparison to other dosage forms, gummy nutrient supplements or Nutraceutical Gummies are more desirable among a class of population, owing to their aesthetic acceptance and delivery convenience. Gummies with nutritional supplements facilitate the dispensing of vital essential micronutrients to the generation of the 21st century that wants to maintain a healthy lifestyle with ease. A variety of lifestyle amendments viz. digestive health issues, general cardiac problems, micronutrient deficiencies and gut-microbiome issues can be supported with such formulations. In addition to vitamins and minerals, macronutrients like proteins, omega-3 fatty acids and DHA diets can also be supplemented. To increase the gummies’ appeal to customers, a variety of active substances and plant-based or microorganism-based food additives can be added.

Future Prospects

Gummies are becoming more and more popular in the market globally, as individuals have become more mindful of maintaining a healthy midlife lifestyle. There is still room to develop and market a variety of vegan, gluten-free and gelatin-free gummies. They can also be enhanced by incorporating various nutraceutical components and tastes. Further, sugar can be reduced by using non-caloric sweeteners and sugar alcohols in place of sugar. Space food is also one of the areas that can be targeted with aesthetically appealing and functional nutrition-rich nutraceutical gummies that may provide promising psychological effects in addition to general nutrition.


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About the Authors:
1. Jyoti Sarkar
I.K Gujral Punjab Technical University, Kapurthala, Punjab India
2. Dr. Daisy Sharma
CT institute of Pharmaceutical Sciences, Shahpur, Punjab India.
3. Dr. Gazal Sharma*
I.K Gujral Punjab Technical University, Kapurthala, Punjab India
*Corresponding Author Email ID: gazalsharma@ptu.ac.in


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An editor by day & dreamer at night; passionately involved with both print and digital media; Pet lover; Solo traveller.

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