As the line between supplement and candy continues to blur, what does this mean for consumers?
Author:Daley QuinnPublish date:Mar 10, 2020My Olly Sleep Gummies currently hide in a drawer next to my bed, only seeing the light of my lamp on nights I know it'll be tough to fall asleep. Each time I reach for them, I slowly open the drawer, pull the purple packaging under my covers, unscrew the child-locked lid, and quietly pop one into my mouth.
A lackluster healthcare system might be encouraging consumers to educate themselves on preventative health, including a formerly confusing vitamin market. "Speaking as a consumer, what has changed [in the vitamin market] has been communication, personalization and consumption options," says Dawn Russell, founder of 8Greens, which recently launched a gummy form of its popular effervescent dietary supplement tablet.
With an influx of new gummy vitamin brands flooding my inbox weekly, it has me newly pondering just how oversaturated the market has become. But according to Faulstroh, the vitamin industry has always been oversaturated. "There are few industries as fragmented as ours, which is great for the consumer and really stimulates innovation," he says.
With America's obsession over sugar and obesity rates on the rise, it's no wonder we've discovered a sweeter way to swallow our nutrients. "A bigger concern is for kids who are becoming conditioned to getting their nutrients in sugary-coated forms," says Beckerman. "The serving size ranges from two to six gummies, and there are about one or more grams of sugar per gummy, which is equivalent to one Sour Patch Kid .
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