Gummies have become one of the most popular supplement formats in recent years, and it’s easy to see why. For children, they offer a playful, tasty way to take daily vitamins and nutrients, avoiding the struggle often associated with pills, powders, or syrups.
Why gummies work for children
Children are naturally selective when it comes to food and supplements. Taste, texture, and experience matter. Gummies respond to this challenge effectively: they are often fruit-flavoured, soft, and chewy—making them feel more like a treat than a health product.
Recent consumer research supports this appeal. Seventy-eight per cent of respondents say gummies are enjoyable to take, 75% cite their good taste, and 73% appreciate their convenience. With 88% awareness of the format, gummies are widely recognised, especially among women and parents (1).
Importantly, many parents report that gummies have higher adherence and are less likely to be forgotten, thus helping ensure consistent intake. This is key when supporting children's growth, development, and immunity on a regular basis.
Common concerns: sugar, perception and overdosage
One of the most frequent concerns about gummies relates to their sugar content. Around 28% of consumers highlight this as a drawback (1). However, the gummy format has evolved considerably. Today’s gummies often feature sugar-free or low-sugar formulations, use natural flavours, and meet clean-label standards.
This evolution mirrors a broader shift in consumer expectations. More than ever, families are seeking “free-from” solutions—products that exclude allergens and artificial additives while aligning with health-conscious lifestyles. In fact, 43% of consumers report actively reducing their intake of common allergens like gluten and lactose (2).
Another concern lies in the perception that gummies are less effective or provide lower dosages than traditional formats like tablets or capsules—an opinion held by about 20% of consumers (1). Yet, advances in formulation science now enable the stable incorporation of high-dose active ingredients into gummies, proving that taste and therapeutic efficacy can go hand in hand.
For example, studies have shown that Vitamin D is twice as bioavailable in gummies compared to capsules, thanks to enhanced absorption in the mouth (3). At Activ’Inside, our technologies allow us to incorporate up to 600 mg of active ingredients—the equivalent of two capsules—into a single gummy. As Dr Benjamin Moras, PhD in Agro-Industrial Chemistry and R&D Director at Activ’Inside, explains: “We’ve developed technologies that combine efficacy, stability, and consumer pleasure in a single format.”
Clinical validation further supports this progress. Our double-blind clinical study on Safr’Inside™ gummies demonstrated significant improvements in sleep quality and microbiota modulation, reinforcing the idea that gummies can deliver both measurable health benefits and enjoyable experiences.
As gummies become a staple in family wellness routines, caution is still warranted. Overconsumption, particularly among children, and the combination of multiple gummy products can result in unintentional ingredient overlap—raising the risk of overdosage, especially with vitamins and minerals.
The solution lies in responsible formulation, clear consumer education, and packaging designed for safety and adaptability. Finally, taste differentiation is another crucial element. Brands can collaborate with sensory experts to develop signature flavours that stand apart from “candy-like” profiles, helping consumers recognise the balance between healthful gummies and confectionery-style treats.
At Activ’Inside, our dedicated sensory team is equipped to test and refine flavours, ensuring that gummies not only deliver health benefits but also provide a trusted, enjoyable experience.
A simpler daily routine: adapting to families’ needs
Children’s health priorities—immunity, sleep, digestion, and energy—align well with what gummies can deliver. But the format’s benefits aren’t limited to kids. Today’s families are looking for wellness solutions that span generations. This is pushing the market toward more inclusive offerings: supplements in gummy form that are suitable for both children and adults, adapted to varying nutritional needs across life stages.
Parents value simplicity, especially when it comes to daily health routines. Formulated correctly, gummies could potentially offer a full, effective daily dose in just one gummy, using bioavailable and stable active ingredients. This straightforward format reduces confusion, improves compliance, and builds trust in the product’s efficacy.
Formulation, gummy, sensory and packaging expertise are key
Of course, behind the fun format lies real formulation complexity. Active ingredients, vitamins, and minerals must endure processing steps like co-dispersion into liquid, pH adjustments, and heat treatment. Solving these technical challenges requires specialised expertise and continuous innovation.
While many brands are exploring innovation in the gummy space, at Activ’Inside, we’ve taken gummies to the next level. Our new generation of vegan, sugar-free, and clean-label gummies is carefully developed for the whole family, including children.
With deep expertise in formulation science, sensory design, and child-resistant packaging, Activ’Inside gummies are far more than a playful supplement format. They’re a trusted, effective solution for supporting health and wellness—at every life stage.
Want to know more? Contact us at formore@activinside.com.
Attending Vitafoods Asia? Stop by booth F21 to know more about our gummies and other services, from active ingredients to a 360° contract manufacturing service.
References:
1 – Expansion Consulteam, “Zoom sur les gummies”
2 – Silesie “Trends in Confectionery: Spotlight on Gummies”
3 – Randomised Controlled Trial Nutrients. 2019 May 7;11(5):1023. doi: 10.3390/nu11051023. Bioequivalence studies of Vitamin D gummies and tablets in healthy adults: results of a cross-over study. Carol L Wagner, Judy R Shary, Paul J Nietert, Amy E Wahlquist, Myla D Ebeling, Bruce W Hollis
