Why Gummy Supplements Are Growing in Europe

Gummy supplements have moved from a children's niche to one of the fastest-growing formats in European nutraceuticals. Format preference data consistently shows that adult consumers — particularly women aged 25–44 — prefer chewable formats over capsules and tablets, citing taste, ritual, and ease of daily compliance.

For brands, the implication is concrete: if you are launching a wellness or beauty range in 2025+ and you do not include at least one gummy SKU, you are likely under-indexed against your category. Retailer category buyers are now asking for a gummy hero ahead of capsule extensions in many launches.

This piece looks at three dynamics shaping the category — format preference, retail shelf reorganisation, and DTC unit economics — and what they mean for new private label entrants.