Gel confectionery is a candy with elasticity and chewiness, also known as soft candy, made from sugar, syrup or sweetener, edible gum (or starch), etc. as the main raw materials through relevant processes. Although fudge is a common snack, applying this form to the functional food industry has become popular in recent years.

According to Nutrition Business Journal, the global gummy dietary supplement market grew at a CAGR of around 16% in 2018, making it one of the fastest growing dosage forms. In that year, however, the overall dietary supplement market grew at a CAGR of only 6%, and sales of soft candies accounted for 12% of all dietary supplements. In China, according to the State Administration of Market Supervision and Administration of the supporting documents released recently, gel candy and other food forms will also be allowed to be used for vitamin minerals in the product record.

Gel candy or “package” more health food

In order to expand the dosage form of health food products for the record, according to the relevant national food safety standards and registered products, the State Administration for Market Supervision and Administration recently organized the drafting of the technical requirements for the filing of gel confectionery and powder, and supporting the revision of the “health food for the record of the use of excipients and their use of the provisions of the 2020 edition) (draft)” and “health food for the record of the product dosage form and the main production process (2020 edition) (draft)”. (2020 Edition) (Draft for Opinion).

It is understood that in 2017, when the health food filing work was carried out, the raw materials that could be filed were vitamin mineral raw materials, including tablets, hard capsules, soft capsules, oral liquids and granules. The two food forms of gel candy and powder added in this supporting document will both be available for use in the product filing of vitamin minerals.

The future incorporation of health food ingredients catalog raw materials, its recordable product dosage form (or food form), will be based on the release of the “Health Food Ingredients Catalog” and supporting documents required to implement the health food ingredients catalog will be further adjusted in the future to increase the number of raw materials according to the characteristics of the future can be filed in dosage form (or food form) will be made with the relevant supporting documents related to the relevant provisions and requirements.

Some industry insiders predict that, with the expansion of the scope of health food ingredients, can be used for the record of raw materials will not be limited to vitamins and minerals products, but includes more functional raw materials.

Soft candy dietary supplements to meet consumer demand

The explosive growth of soft candy dietary supplements, in addition to the rapid growth from the industry itself, and its traditional food form, with a pleasant sense of food, with the experience is also inseparable.

Over the past few years, dietary supplement consumption has grown rapidly among consumers of all ages, and at the same time the phenomenon of “pill fatigue” has emerged. Most dietary supplements, like pharmaceuticals, are sold in the traditional form of tablets, capsules, and oral liquids, and many people need to take a large number of them throughout the day, which inadvertently creates a great deal of psychological pressure, which has also driven innovation in the dosage form of dietary supplements.

Long used as a snack, gummies not only don’t look like a drug, but they also allow consumers to consume nutrients in a fun, tasty and portable way that makes brands stand out. Initially targeted at children who don’t like to “take pills,” gummies now account for more than half of sales in the children’s vitamins, minerals and functional foods segment. Gummies, which can be swallowed without water, have a long shelf life, and are rich in flavor and color, have begun to attract young women and middle-aged and older adults. Adults are now the primary target audience for gummies, accounting for more than 65% of the gummy supplement market.

Data shows that in 2019, 49% of dietary supplement users in the U.S. shifted to gummies from traditional forms such as tablets, capsules, etc. in 2019, the largest category of gummy supplements in the U.S. is vitamins and minerals, and other categories such as herbs/botanicals, probiotics, and melatonin are becoming increasingly popular.

New product iterations drive the market forward

In order to meet the health demands of new consumer groups, companies are now beginning to introduce new gummy dietary supplements with excellent color, flavor, and functionality.

Plant-based For a long time, gelatin extracted from cow and pig bones and skin is the main raw material for making gummy candy, which gives gummy candy a stable, sticky and elastic texture, but the low melting point of gelatin (about 35°C) leads to the product easy to melt in storage and transportation, which leads to deformation and lumps, and at the same time, plant-based raw materials are beginning to be favored by consumers. Vegetable colloids such as pectin, seaweed gum, gum arabic, guar gum, agar, etc., are beginning to gradually replace gelatin in soft candies. These vegetable colloids tend to contain high amounts of dietary fiber, which is good for digestion and more heat-stable.

The flavor of reduced-sugar gummies is a major factor in winning the market, but their higher sugar content may cause tooth decay in children and contribute to obesity, so reducing the sugar content of gummies and maintaining their flavor is also an important innovation trend, with manufacturers replacing sugar with sugar substitutes such as erythritol, stevia, and rosmarinic acid, or using natural fruit and vegetable ingredients.

Clean Label Despite the fact that fudge supplements are inherently more expensive than their counterparts, consumers are willing to pay more for organic fudge. It is understood that in some developing countries, the willingness to buy fudge with natural ingredients is increasing day by day due to consumers’ high regard for food safety and product quality.

In addition, portable sachet packaging and more innovative flavor products are also in further development.

Product functions tend to be diversified

Vitamins/minerals are the most dominant type of gummy supplements. Relevant data suggests that the gummy vitamins market has an optimistic outlook, growing at a CAGR of around 6% and is expected to grow from around USD 3.1 billion in 2018 to around USD 5.8 billion by 2029. Among them, women have high consumption of gummy vitamins, while children will be the major consumers of gummy vitamins by 2024.

Additionally, gummy vitamins enriched with probiotics are gaining attention. The health benefits of probiotics in terms of boosting immunity and improving digestion are becoming increasingly known to consumers.

Other common functional gummies include melatonin gummies with sleep-promoting functions, collagen gummies for beauty and whitening, omega-3 gummies for intelligence, and gummies for cardiovascular protection.

Practical Case – Gummy Candy Test

Twelve mainstream gummy products were collected from the Chinese market and consumers were asked to experience and describe how the appearance and texture of the products made them feel.

consumer terminology

Sensory Profile Assessment Factors for Soft Candy: Based on consumer-generated descriptive language and a proprietary sensory profile lexicon, the above consumer descriptive language is regularized into scientifically valid and measurable sensory factors.