North America Gummy Supplements Market - 2025-2032

North America Gummy Supplements Market reached US$ 10.43 million in 2024 and is expected to reach US$ 29.68 million by 2032, growing with a CAGR of 14.1% during the forecast period 2025-2032.

The North American gummy supplements market is experiencing robust growth, driven by increasing consumer demand for convenient, palatable alternatives to traditional supplement formats. Rising health consciousness and the preference for functional foods have accelerated the adoption of gummy supplements, particularly those formulated for immune support, digestive health and sleep enhancement.

Moreover, the expanding aging population in North America underscores the growth potential of the gummy supplements market, driven by seniors' preference for convenient, palatable alternatives to traditional supplement formats. According to U.S. Census Bureau, 2023 National Population Projections, the U.S. population aged 65 and older is expected to grow from 58 million in 2022 to 82 million by 2050, marking a 47% increase. Their share of the total population will rise from 17% to 23%. This demographic shift is pushing supplement brands to innovate with functional, sugar-free and high-absorption gummy products tailored to older consumers' wellness needs.

Market Dynamics

Driver - Rising Health Awareness and Preventive Healthcare

The growing emphasis on health awareness and preventive healthcare is a key driver of the North American gummy supplement market, as consumers increasingly prioritize proactive wellness solutions.

In December 2024, the US Food and Drug Administration announced the launch of a new initiative, Home as a Health Care Hub, to help reimagine the home environment as an integral part of the health care system, to advance health equity for all people in the US. This initiative promotes self-care, proactive wellness and personalized nutrition, encouraging individuals to integrate dietary supplements into daily routines.

Sustainability Analysis

Sustainability in packaging presents a significant opportunity for the North American gummy supplement market as consumers increasingly prioritize eco-friendly choices. Brands adopting biodegradable, recyclable or compostable packaging can attract environmentally conscious buyers, enhancing brand loyalty and differentiation.

US Environmental Protection Agency (US EPA), highlighted that US government has set a goal to reduce plastic waste by 50% by 2030, further incentivizing companies to adopt sustainable packaging solutions. The shifts not only reduce environmental impact but also strengthen brand loyalty, as 70% of consumers associate sustainable practices with higher product quality.

Segment Analysis

Vitamins in gummy form address several consumer preferences, such as taste, convenience and ease of consumption, which are particularly advantageous for children, elderly individuals and those with difficulty swallowing pills. For instance, according to an article published in UCLA Health, 2022, stated that traditional pills and capsules don’t always make it easy to take the vitamins. They can be challenging to swallow, have an unpleasant smell and taste and cause upset stomach especially if not taken with food.

Market Geographical Share

North American gummy supplement market is growing rapidly, driven by increasing consumer demand for convenient and tasty alternatives to traditional pills and capsules. US leads the market, followed by Canada and Mexico, with rising health awareness and a preference for chewable supplements boosting sales across all three countries. Key trends include the expansion of functional gummies targeting immunity, digestion, sleep and beauty, along with innovations in sugar-free organic and plant-based formulations.

Regional manufacturers are introducing unique goods to address these needs. SmartyPants Vitamins launched ""Kids Triple Action Immunity"" in September 2024, a gummy supplement containing 90 mg of vitamin C, 12.5 mcg (500 IU) of vitamin D, 3 mg of zinc citrate and 2 mcg of vitamin B12 as methylcobalamin. This formulation contains ElderCraft, a clinically evaluated black elderberry extract that provides antioxidant support.

Key Market Players

Key players are Protector & Gamble, Unilever PLC, Bayer AG, Church & Dwight Co., Inc, Now Foods, Hero Nutritionals, Inc., Nature's Truth, Haleon plc, Amway and Nestle S.A.

Key Developments

In January 2025, TopGum Industries, Ltd. expanded into North America with the acquisition of Canadian CDMO Island Abbey Nutritionals, enhancing its manufacturing and technological capabilities. This strategic move reinforces TopGum’s position as a global leader in gummy supplements. The acquisition aligns with its vision to drive growth in the ""Enjoyables"" segment through innovation and expansion.

In April 2022, in April 2022, L’il Critters, America’s leading kids' gummy vitamin brand, introduced L’il Critters Melatonin, a delicious gummy supplement designed to support children’s sleep naturally. Formulated for kids ages four and up, this new gummy helps regulate sleep cycles and promote restful sleep.

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