Functional gummy mania sends confectionery sales soaring

Functional gummies market growth – Key trends summary

• Functional gummies market valued at $25.74bn and growing rapidly
• Millennials and Gen Z drive demand for tasty wellness supplements
• Clean-label, vegan and plant-based gummies dominate consumer preferences
• Popular ingredients include vitamins, adaptogens, collagen and botanicals
• Sugar-free and low-sugar options rise due to health-conscious consumers

The functional gummies market is growing fast. Worth an incredible $25.74bn (€21.86bn), it’s projected to reach $38.12bn by the end of the decade (market insights company Mordor Intelligence).

“This sustained growth is driven by increasing consumer demand for convenient, palatable, and multifunctional wellness products that combine indulgence with health benefits, positioning gummy supplements as a dynamic segment within the broader nutraceutical and confectionery industries,” says Manvi Verma, senior research analyst at Mordor Intelligence.

Why are functional gummies so popular?

One of the reasons the functional gummy market is growing so quickly is its broad appeal. Everyone from Gen Alpha to Boomers are showing interest in the sweet treats with added benefits.

However, Millennials and Gen Z are currently emerging as the primary growth drivers.

“Younger demographics are highly receptive to products that combine health benefits with convenience and taste,” says Mordor Intelligence‘s Verma. “Their strong preference for clean-label, vegan, and naturally formulated products has accelerated the adoption of gummies infused with vitamins, collagen, probiotics, and adaptogens.”

Having said that, Millennials, Gen X and Boomers are becoming a key consumer base, particularly for formulations designed to support bone health, joint care, immune function, and cognitive wellness. This, says Verma, reflects an increasing emphasis on preventive health solutions within ageing populations, positioning functional gummies as an accessible and enjoyable supplement format across age groups.

“Consumers want wellness to feel effortless,” adds Simon Salter, co-founder of functional mushroom brand Dirtea. “This could be a busy professional who wants more focus, a parent who wants better energy and immunity, or someone who wants to support their skin from within.”

What functional ingredients do consumers want?

The functional gummies category has expanded rapidly, with a wide range of active ingredients catering to mainstream wellness needs and more specific health requirements.

“Vitamins remain the most widely used functional ingredient,” says Mordor Intelligence‘s Verma. “Particularly Vitamin C, B12, and D, owing to their established role in supporting immunity, energy, and overall health.”

Beyond vitamins, adaptogens such as ashwagandha, ginseng, and reishi mushroom are gaining notable traction, driven by growing consumer interest in stress relief, mood balance, and resilience.

Similarly, botanical extracts like elderberry and chamomile are expanding their share in the market, by appealing to consumers seeking natural solutions for immunity and relaxation.

Collagen has also established itself as a popular functional ingredient, particularly among beauty-conscious consumers who associate it with benefits for skin elasticity, hair growth, and joint support.

Meanwhile, CBD gummies have emerged as one of the fastest-growing segments in regions with favourable regulatory environments, tapping into rising demand for natural remedies that promote calmness, sleep quality, and pain relief.

“These ingredient trends highlight a clear shift toward multifunctional and holistic wellness benefits, positioning functional gummies as a preferred format in the broader intersection of confectionery and nutraceuticals,” says Verma.

Trends impacting functional gummies?

Confectionery is constantly changing with the times. Flavour trends come and go, formats fall in and out of favour, even economic changes have an impact.

So what are the biggest trends influencing confectionery, or more specifically functional gummies, in 2025?

The answer - clean label and plant based.

“The clean-label and plant-based movements are playing a transformative role in the evolution of functional gummies, shaping product formulation, consumer expectations, and market positioning,” says Mordor Intelligence‘s Verma.

Consumers are increasingly seeking gummies free from artificial colours, flavours, and preservatives, favouring formulations that adhere to clean-label principles of simplicity, transparency, and natural sourcing.

At the same time, plant-based gummies, which replace traditional gelatin with alternatives such as pectin or agar, have gained significant traction. This is fuelled by rising plant-based diets, allergen sensitivities, and heightened environmental awareness.

“Brands that prioritise sustainability, ingredient transparency, and holistic wellness are cultivating deeper consumer trust and loyalty, establishing a competitive edge within a highly crowded confectionery space,” says Verma. “Furthermore, the clean-label and plant-based trends align synergistically with the growing interest in botanical extracts and adaptogens, positioning functional gummies as not only indulgent but also credible wellness solutions.”

Sugar-free and low-sugar

Another key interest in the functional gummy space is that of sugar. Consumers are increasingly opting for sugar-free and low-sugar options.

“Consumers, including diabetics, fitness enthusiasts, and parents seeking healthier alternatives for children, are actively seeking gummies sweetened with natural or artificial substitutes such as stevia, erythritol, monk fruit, and allulose,” says Mordor Intelligence‘s Verma.

Added to this, regulatory pressures, including sugar taxes and public health initiatives in key markets, have accelerated the mainstream adoption of sugar-reduced formulations.

“Clean-label products are becoming non-negotiable,” says Dirtea’s Simon Salter. “People want sugar-free, naturally flavoured, and responsibly formulated products. Gummies are evolving into serious wellness products, and the ingredients need to reflect that.”

The future of functional gummies

Emerging health concerns and evolving lifestyle trends in 2025 are poised to drive significant innovation in the functional gummy segment.

Increasing consumer emphasis on preventive health and self-care is fuelling demand for gummies that support immunity, cognitive function, stress relief, and digestive wellness.

The growing trend towards personalised nutrition is also encouraging brands to develop targeted gummy formulations, addressing specific demographic needs and health objectives, including women’s health, seniors, and athletes.

Mental wellness is a particularly strong influence, with rising consumer interest in adaptogens, nootropics, and calming botanicals aimed at enhancing focus, relaxation, and sleep quality.

Clean-label, plant-based, and vegan principles continue to shape product development by excluding artificial additives and animal-derived ingredients, thereby aligning with ethical, environmental, and wellness values.

The popularity of adaptogens, nootropics, and mushroom extracts underscores a holistic wellness approach that addresses mental clarity, relaxation, and sustained energy.

Sugar reduction and the use of natural sweeteners remain critical trends, driven by mounting concerns about metabolic health and chronic disease.

As consumer priorities shift toward holistic, convenient wellness, functional gummies are emerging as a leading format - bridging indulgence with science-backed health benefits across all age groups.