Gummy Vitamins 2023: The Format War Reshaping US Supplements

Executive Summary#

Sales of gummy supplements on a leading US marketplace reached US$ 660 million in 2023, up 50% year-on-year (YoY), which made gummies the fastest-growing dosage form in dietary supplements. Capsules still hold 47% of sales, but consumers are moving quickly toward formats that are pleasant and convenient to take, and we believe this shift will shape brand strategy for years to come. This analysis uses Moojing Market Intelligence data to look at how the dosage forms are changing within US$ 9.6 billion of supplement sales on the marketplace.

Capsules Remain the Largest Format as Gummies Gain Ground#

Capsules were still the largest dosage form in dietary supplements on the marketplace in 2023, with 47% of sales. Tablets followed at 18%, powders at 12%, softgels at 9%, gummy supplements at 7%, liquids at 4% and other formats at 3%. Capsules owe their position to advantages that are well understood, among them precise dosage control, stable ingredients and a manufacturing base built up over decades.

These shares, however, hide faster movement underneath, since gummy supplements generated US$ 660 million in sales, up 50% YoY, a pace well ahead of every other dosage form. At 7% of sales, gummies are still a small part of the US$ 9.6 billion total, but we believe their growth suggests that their share will expand substantially over the next two to three years.

Capsules lead at 47% share, but gummies are gaining ground rapidly

*Source: MoAnalysis*

Taste and Convenience Drive the Consumer Shift#

The main force behind the growth of gummy supplements is consumer preference, and manufacturing economics play a smaller part. Capsules and tablets can be hard to swallow, unpleasant to taste and easy to skip, and over time these barriers make people less likely to keep taking their supplements. Gummy vitamins remove them by delivering nutrients in a form that consumers enjoy taking.

Harris Poll data puts a number on this preference: 28.0% of US adults surveyed said they had tried gummy vitamins in the past year. That is a high trial rate for a format with only 7% of sales, which suggests substantial unmet demand and room to grow. The conversion figure tells us more, since 53.0% of the adults who had tried gummy vitamins said they took them daily.

We believe the step from 28% trial to 53% daily use is one of the strongest signs of product-market fit in the supplements industry. More than half of the consumers who try gummies go on to take them every day. That loyalty supports further growth, as repeat purchases fund wider product ranges, and wider ranges bring in new consumers who try the format for the first time.

New Product Launches Speed Up the Transition#

Manufacturers have responded to this demand, and launches of new products in gummy form tripled between 2021 and 2023 as brands extended their ranges beyond capsules and tablets. The new launches cover nearly every major supplement category, from multivitamins and vitamin D to collagen, melatonin, elderberry and apple cider vinegar.

As gummies spread across categories, the effect builds on itself, because consumers who find a gummy option in one supplement category look for the same format in the next. A consumer who switches from vitamin C capsules to a gummy version may then look for gummy probiotics, omega-3s and sleep aids. Each extension into a new category strengthens the preference for the format and widens the market it can reach.

This puts pressure on brands whose positioning rests on capsule-only product lines, since supplement companies that are slow to diversify their formats risk losing shelf space, both in stores and online, to competitors that recognised the shift early.

Strategic Implications for Brand Positioning#

The shift in dosage forms calls for different strategies depending on where a brand stands in the market today.

For established brands built on capsules, the priority is to diversify in order to defend their position. Adding gummy versions of their best-selling products protects them against the loss of share while making use of the brand equity they already have. The main risk is doing nothing, since brands that treat gummies as a niche trend may find themselves competing for a smaller share of the capsule market.

For new entrants, gummies offer a way to enter the market on the front foot. A range that launches with gummies first is aligned with the fastest-growing format and avoids head-on competition with established capsule brands. A gummy market of US$ 660 million, growing 50% YoY, is large enough to build a meaningful business while the format's growth continues.

For international brands entering the US online market for dietary supplements, the choice of dosage forms should be central to their plans for market entry. Consumer preference data favours brands that offer gummy options alongside the traditional formats, and the 28% trial rate among adults, together with the 53% daily conversion rate, shows that American consumers are ready to make gummies a daily habit.

Key Takeaways#

• Capsules hold 47% of sales but face sustained pressure from faster-growing formats, above all gummy supplements, which grew 50% YoY.
• Sales of gummy supplements on a leading US marketplace reached US$ 660 million in 2023, which made them the fastest-growing dosage form.
• Harris Poll data shows a 28.0% trial rate among adults and 53.0% daily conversion, a strong sign of product-market fit, which we believe shows that the shift to gummies is structural and will outlast the current cycle.
• Launches of new products in gummy form tripled between 2021 and 2023, which has made gummies available in nearly every supplement category.
• Brands that are slow to diversify their formats risk losing ground in a market where consumers increasingly favour taste and convenience.

About the Data#

This analysis is based on Moojing Market Intelligence data covering dietary supplement sales on one leading US marketplace in 2023. For the full dataset and methodology, download the complete report: 2023 Brief: U.S. Dietary Supplements Online Market Analysis.

Moojing Market Intelligence (魔镜洞察) analyses brand and category performance on leading e-commerce marketplaces internationally. For inquiries, contact info@moojing-global.com.