Gummies have grown up. Once a favorite confection among young people, they evolved to a kid-friendly delivery vehicle for multivitamins and are now making their mark in the adult VMS (Vitamin, Mineral, Supplement) arena.

According to Datamonitor, vitamins and supplements are getting smaller, and are coming in alternative forms to address “pill fatigue.” Newer products and delivery systems that address this issue can keep existing consumers happy, and can help attract new customers. Older consumers in particular can have difficulty swallowing tablets and pills, making alternative delivery systems necessary. Gummy vitamins can be differentiated by flavor and can be chewed, making them easier to swallow than large pills or tablets.

The most recently available statistics for sales within the VMS market show the U.S. as the number one market in the world for VMS at $4,064 ($M – 2012 figures, Datamonitor). It is on track to reach $14 billion by 2016. According to Mintel consumer research, seven in 10 respondents take vitamins in the form of pills and four in 10 take mineral supplements in pill format.

Men are more likely to take multivitamins while women are more likely to take single supplements, such as calcium and vitamin D. The top product claims for 2012 VMS launches according to Mintel’s GNPD are low/no/reduced allergens and no additives/preservatives. Because approximately 12 million consumers suffer from some type of food allergy, meeting demand for products that will not cause an allergic reaction will be important in the coming years if manufacturers want to accommodate all users.

Because they are chewable and tend to have more pleasant flavors than traditional pills, gummies have found their way into the adult VMS category. By avoiding issues related to taste and difficulty swallowing, gummies have helped to drive growth in the market.

More info on gummy formulation and the opportunities within the dietary supplements market can be found at www.fortitechpremixes.com/supplements