Gummy candy: a blue ocean in the health food market

Gelatin candies are made from sugar, syrup or sweeteners, edible gums (or starch), etc. as the main raw materials, and are made by related processes. They are elastic and chewy candies, that is, soft candies. Although jelly is a common snack, the application of this form to the functional food industry has become popular in recent years. According to Nutrition Business Journal data, in 2018, the compound annual growth rate of the global gum dietary supplement market was about 16%, which is one of the fastest growing dosage forms. In that year, the compound annual growth rate of the entire dietary supplement market was only 6%, and the sales of gummies accounted for 12% of all dietary supplements. In my country, according to supporting documents issued by the State Administration for Market Supervision and Administration not long ago, food forms such as jelly candies will also be allowed to be used in the filing of vitamin and mineral products.

Jelly candy or will "wrap" more health food

In order to expand the formulation of health food filing products, according to the relevant national Food Safety standards and the status of registered products, the State Administration for Market Regulation recently organized the drafting of technical requirements for the filing of jelly candies and powders, and revised the "Excipients and Excipients Available for Health Food Filing Regulations for Use (2020 Edition) (Draft for Soliciting Comments)" and "Formulations and Main Production Processes of Health Food Filing Products (2020 Edition) (Draft for Soliciting Comments)".
　　
It is understood that in 2017, when the filing of health foods began, the raw materials that could be filed were vitamin and mineral raw materials, including tablets, hard capsules, soft capsules, oral liquids, and granules. The two food forms of jelly candy and powder added in the supporting documents will all be used in the filing of vitamin and mineral products. For the raw materials that will be included in the health food raw materials catalogue in the future, the product formulations (or food forms) that can be filed will be implemented in accordance with the published "Health Food Raw Materials Catalog" and the requirements of supporting documents. The health food raw materials catalog will be further adjusted and increased in the future. The characteristics of the raw materials and the dosage forms (or food forms) that can be filed in the future will also make relevant regulations and requirements in the relevant supporting documents.

Insiders predict that with the expansion of the range of health food raw materials, the raw materials that can be used for filing will not be limited to vitamin and mineral products, but include more functional raw materials.

Gummy dietary supplements meet consumer demand

In addition to the rapid growth of the industry itself, the explosive growth of fudge dietary supplements is also inseparable from its traditional food form and pleasant food.
　　
In the past few years, the consumption of dietary supplements has increased rapidly among consumers of all ages, and at the same time, "pill fatigue" has also appeared. Like medicines, most dietary supplements are sold in the traditional form of tablets, capsules, and oral liquids. Many people need to take a lot of them throughout the day, which will invisibly cause a lot of psychological stress, which also promotes the diet. Innovation in supplement formulations.

Gummy candy, which has long been used as a snack, not only does not look like a medicine, but also allows consumers to take in nutrition in a fun, delicious and portable way, making the brand stand out. Initially, the gummy formulations were mainly aimed at children who did not like to "take medicine". Currently, gummy candies account for more than half of the sales of children's vitamins, minerals and functional foods. The soft candies can be swallowed without water, have a long shelf life and rich flavor and color, and have begun to attract young women and middle-aged and elderly groups to consume. Currently, adults are already the main target audience for gummies, accounting for more than 65% of the gummies supplement market.

Data show that in 2019, 49% of dietary supplement users in the United States switched from traditional tablets and capsules to soft sweets. In 2019, the largest category of gum supplements in the U.S. is vitamins and minerals. Other categories such as herbal/botanicals, probiotics, and melatonin are also becoming more popular.

New product iteration drives the market forward

In order to meet the health demands of new consumer groups, companies have begun to continuously introduce new fudge dietary supplements with excellent color, flavor and functions.
　　
For a long time, plant-based Gelatin extracted from bovine and pig bones and skins is the main raw material for making soft candies, giving the soft candies a stable, gummy and elastic texture. However, the low melting point of gelatin (about 35°C) makes the product easy Melted during storage and transportation, resulting in deformation and agglomeration. At the same time, plant-based raw materials began to be favored by consumers. Plant colloids such as pectin, seaweed gum, gum arabic, guar gum, agar, etc., began to gradually replace the gelatin in jelly. These plant colloids often contain a large amount of dietary fiber, which is beneficial to digestion and has high thermal stability.

The flavor of reduced-sugar gummies is the main factor in winning the market, but its higher sugar content may cause tooth decay in children and lead to obesity. Therefore, reducing the sugar content of gummies and maintaining their flavor is also an important innovation trend. Manufacturers can substitute sugar substitutes such as Erythritol, stevia, and Luo Han Guo, or use natural fruit and vegetable ingredients instead of sugar.

Clean label Although the price of gum supplements is higher than similar products, consumers are still willing to pay more for organic gums. It is understood that in some developing countries, consumers are increasingly willing to buy soft sweets with natural ingredients due to the high importance of food safety and product quality.

In addition, portable pouch packaging and more innovative flavor products are also being further developed.

Product functions tend to be diversified

Vitamins/minerals are the most important type of gum supplement. Relevant data show that the outlook for the gum vitamin market is optimistic, with a compound annual growth rate of about 6%, and it is expected to grow from about US$3.1 billion in 2018 to about US$5.8 billion in 2029. Among them, women's consumption of gummy vitamins is high, and by 2024, children will become the main consumers of vitamin gummy candies.
　　
In addition, gummy vitamins rich in probiotics are gaining attention. The health benefits of probiotics in improving immunity and promoting digestion are becoming more and more known to consumers.

Other common functional gums include melatonin gums that promote sleep, collagen gums for beauty and whitening, omega-3 gums for intelligence, and gums that protect the heart and brain blood vessels.