AUSTIN, Texas — The U.S. gummy supplement market continues to grow as consumers increasingly choose chewable, flavorful wellness options. According to new data from DataM Intelligence, gummies are now one of the fastest-growing delivery methods in the consumer health industry. The United States remains the largest global market, accounting for 37 percent of worldwide gummy revenue and expected to cross USD 24 billion by 2031.
The broader global market is projected to reach USD 66.79 billion by that time, but the U.S. plays a significant role in shaping trends, product innovation, and retail execution across vitamins, minerals, and supplements.
US Consumers Drive Format Shift as Convenience Outweighs Traditional Pills
Gummy supplements have gone far beyond a niche market, becoming the preferred daily supplement choice for most U.S. shoppers. According to the report, “74 percent of U.S. supplement buyers prefer gummies over traditional pills,” a statistic that highlights the quick shift in consumer expectations for convenience and taste.
Compliance remains one of the strongest adoption drivers, especially for children, older adults and pregnant women. DataM Intelligence notes that gummies are expanding because they offer “convenient, flavorful, and easy-to-consume supplement formats that appeal to adults, kids, and aging populations alike.”
For many brands and retailers, gummies now act as the entry point for consumers to reengage with preventive health, energy support, sleep aids, and immunity products.
Clean-Label and Plant-Based Gummies Align With US Shopper Priorities
Clean-label expectations continue shaping U.S. supplement buying habits. Vegan, sugar-free, non-GMO, and naturally flavored gummy options are rapidly expanding. The report notes that “plant-based pectin gummies grew 22 percent year over year,” a shift driven mostly by U.S. consumers who are increasingly rejecting gelatin and artificial ingredients.
These cleaner formulations are performing well across mass retail, natural channels, and e-commerce. Beauty-from-within gummies, collagen chews, and vitamin D3 gummies (a top category for U.S. deficiency concerns) continue to experience steady double-digit growth.
Online Sales Accelerate as Subscriptions Fuel Repeat Purchases
Digital channels continue to be a major driver of the gummy boom. DataM Intelligence reports that online gummy sales in the U.S. “grew 31 percent year over year,” fueled by influencer-led wellness brands, high-velocity TikTok marketing, and personalized subscription programs offering “auto-refill vitamin packs.”
This digital-first trend is also influencing how people find new products. Younger U.S. consumers often discover gummies through social media trends, while adults depend on targeted advertising from D2C brands that highlight flavor, convenience, and lifestyle fit.
Retail Stores Expand Gummy Assortments Across Drug, Mass and Grocery
Brick-and-mortar retailers continue to expand shelf space for gummies as repeat purchases grow and consumer loyalty strengthens. In the U.S., drug stores remain a vital channel because of the format’s clinical positioning and pharmacist recommendations.
Gummy supplements are prominently positioned across areas like immune support, sleep, hair-skin-nails, prenatal health, stress relief, and metabolic support. In-store demand is especially high for vitamin C gummies, multivitamin gummies, melatonin gummies, and collagen chews.
Convenience formats are also important in drug stores. Energy, immune, and sleep gummies placed near the front checkout are selling well as impulse buys.
Meanwhile, supermarkets and hypermarkets remain the leaders in overall global distribution, driven by U.S. traffic trends and increased cross-merchandising among wellness, beauty, and functional beverages.
Ingredient Innovation Resonates With US Shoppers
The U.S. market remains a trendsetter in ingredient innovation. Brands are expanding lines across:
• Multivitamin and vitamin C gummies, still core sellers
• Vitamin D3 gummies, supported by clinical deficiency data
• Collagen and beauty-from-within gummies, a rapidly scaling adult segment
• Algal-based omega-3 gummies, appealing to plant-focused consumers
• Melatonin and sleep-support gummies, a staple category in drug stores
• Nootropic and stress-support blends, gaining attention in younger consumers
These formats reflect the report’s view that gummies “bridge the gap between functional nutrition and enjoyable consumption,” enabling lifestyle-forward marketing strategies that resonate with U.S. households.
The US Competitive Landscape: Major Consumer Health Players Double Down
Category expansion in the U.S. is driven by large multinational and domestic brands, including:
• Bayer, with Flintstones Gummies and One A Day® gummy formats
• Haleon, with a strong gummy presence in immunity, energy and general wellness
• Church and Dwight, supported by women’s health and adult multivitamin gummies
• Nestlé Health Science, with premium gummy offerings across metabolic, gut health and beauty-from-within
• Unilever, expanding in immunity and women’s wellness gummies
• Amway, growing its Nutrilite gummy vitamin penetration across the U.S. and APAC
These companies continue to invest in clean-label innovation, plant-based composition and expanded digital marketing strategies to meet U.S. demand.
What the US Gummy Market Will Look Like by 2031
The DataM Intelligence report outlines several developments expected to define the American gummy supplements market over the next decade:
• AI-personalized gummy packs offering customized ingredient combinations
• Clean-label gummies dominate a majority of sales
• Pectin-based gummies becoming the U.S. standard
• Medicinal gummies incorporating probiotics, peptides, adaptogens and CBD
• Functional confectionery that blurs the line between candy and supplements
• Premium beauty gummies driving strong growth among adult women
• Clinical-grade gummies are gaining traction through healthcare provider recommendations
As U.S. shoppers continue to prioritize taste, convenience, and clean ingredients, gummy supplements are expected to remain a key part of the most transformative delivery formats in the consumer health market. For drug stores and retail pharmacies, the category offers ongoing opportunities to expand assortments, build shopper trust, and target fast-growing segments across various health priorities.
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