Growing Trends Of Function Gummy Candies

Following the popularity of "diet coffee" and "enzyme soft drinks" among young people, functional gummies are becoming popular.

You can see nowadays’ young people chewing gummies and taking care of their health everywhere in life,taking two iron supplements in the morning, one probiotic gummy after a meal, and two melatonin gummies before bed.

With the post-90s becoming the main consumer group in the market, the functional gummy candy industry has started to grow against the trend.

Actually,gummies are the new fad for young people to take care of their health.

After being labelled with various functional labels, gummy candies have become increasingly popular, breaking consumers' inherent impression of functional foods, not in the form of powders or tablets, and using snacks as a carrier to better meet the demand for multi-scene, anytime, anywhere supplementation.

For China's market, functional gummy candy is one of the categories that should not be underestimated among the new consumer brands.

According to data from the China Business Industry Research Institute, the functional food market in China is expected to exceed 600 billion yuan in 2022. There is no shortage of functional foods in the form of snacks such as jelly and gummy candy.

In recent years, the rise of functional gummy candy has opened up a breakthrough for the young market of health food.

"Use the most expensive skin care products, eat the most expensive maintenance products, stay up the most late at night", this full of flirtation with the meaning of the network buzzword said a lot of young people's daily life, more and more young people began to pay attention to health care.

When you open an online social sharing platform, most of the videos of young people flipping through their bags contain various kinds of functional gummies, and live broadcasters are also promoting various kinds of functional gummies.

According to the "Young People's Health Consumption Trend Report", contemporary young people's awareness of health care has never been higher, and there is a vast space for young life scenarios such as staying up late, brain tonic and stomach health.

However, the trend of snacking on health care products is obvious, and it is important to nourish and nourish health at any time and anywhere.So more people tend to choose functional food and health care products to assist health conditioning.

In recent years, the post-90s and post-95s have become the backbone of online purchases of nourishing nutrition products.

As post-90s and post-95s consumers start to become the main consumers, the younger generation is more concerned about product selling points such as fun, high value and convenience.

As a result, functional gummies are attracting a lot of attention. Xiao Di, a post-90s consumer, said: "I eat the collagen gummy bears, which are cute and have the same texture as the gummy bears I ate as a child. The taste is like the gummy candy you ate as a child, sour and sweet, especially delicious."

It is understood that most of the functional gummies sold in the market are based on bright and cute packaging, with a variety of gummy shapes, animal and flower types to meet the aesthetic needs of young people.

In contrast to traditional nutritional supplements, which are generally capsules or tablets without taste or somewhat unpleasant to drink, functional gummies have captured the hearts of young people with their obvious advantages in terms of value and taste, and it has even become fashionable to eat functional gummies.

90-year-old Kodi is also a member of this wave of consumers. Before choosing functional gummies, Kodi relied on products from traditional health food companies such as Swisse and BY-HEALTH for her daily regimen, and started buying functional gummies after being amused by bloggers on many seeding platforms.

"I used to take Swisse's multivitamins and calcium tablets, which were particularly large and difficult to swallow, but now I eat functional gummies, which are sweet and sour, and I accidentally eat more of them".

According to relevant data, the total transaction volume of Tmall's "Double 11" in 2021 was 540.3 billion yuan. Among them, the sales of health food products performed outstandingly.

It is understood that China's health food sales in the e-commerce channel, accounting for more than 40% of the overall market sales, leading the other marketing channels, and the data is still climbing.

Among them, functional gummies are significantly ahead of other e-commerce health food products and belong to one of the more popular categories.

The emergence of new health food products such as functional gummies has pointed out the direction for the future development of the industry.

Some experts even said, China's existing functional soft candy production enterprises are relatively small, to enhance China's functional gummy candy production capacity is the industry's future development that needs to focus on the issue.

Functional gummy candy is a common consumer trend promoted and paid attention to by the new generation of consumers, providing the convenient possibility of health care and wellness in multiple scenes, anytime and anywhere.

Judging from the current development of functional food, its explosive power is quite strong. Not only is there a sudden increase in consumers, but at the same time, a large number of brands have also gained the favor of capital, including Sequoia Capital, IDG, Matrix Partners China, Plum Capital and other well-known institutions. Among the many functional foods, functional gummies are particularly popular.

The high price premium and the increasing number of consumers willing to pay for health have led to capital and companies coming to the industry with the following three characteristics:

First, new consumer brands backed by capital. For example, BUFFX, which has been online for less than 12 months, has already received three rounds of funding, with each round amounting to RMB 10 million.

In addition, a number of new consumer brands such as wonderlab, minayo, joliyoyo, nelo, super zero and mint health have taken advantage of the momentum to catch up, all launching gummies with different functions.

Secondly, upstream raw material producers began to launch their own brands, such as Huaxi Bio launching chewable tablets of hyaluronic acid and gummies; Xianle Health said it wanted to develop gummies and powders into the Group's second growth curve.

Thirdly, there are traditional health food companies and pharmaceutical companies that have entered the market across the border. So far, Yunnan Baiyao, Nanjing Tongrentang and Guangya Baiyunshan have all launched gummy candies with different functions.

Health food companies such as Swisse and BY-HEALTH have also launched health food in the form of gummy candies in addition to the traditional tablets and capsules. Such companies can use their advantages in R&D, channels and brand influence to quickly cut into the functional soft candy track.

Industry professionals said that with the promotion of multiple enterprises and capital, the functional gummy candy track is now thriving and bustling.

In February 2021, the State Administration of Market Supervision issued the "Health Food Product Filing Form and Technical Requirements (2021 Edition)", which for the first time included gel candy in food form into the health food filing form.

This is conducive to the diversification of jellybean products, bringing a stronger impetus to the rapid development of functional jellybean, and also means that functional jellybean is formally included in the health food category and the industry standard is clearer.

Industry professionals said that the opening of this policy means that functional jellybeans will have the support of health food, which further caters to the market demand and also allows the healthy development of the functional jellybean market.

The filing system has injected new vitality into the rapidly developing gummy candy market, and there will likely be more functional gummy candy products with a variety of functions in the future, as well as more evidence.

Functional gummy candies are bucking the trend of growth by virtue of their functionality and snackability, catering to the current consumer demand for snackability in health food.

Moreover, the implementation of the filing system may promote the transformation of functional gummy candy into health food.

Analysts in the industry said that with the enhancement of consumers' health care awareness and the development trend of health food snacking, the functional gummy candy market has ushered in a good opportunity for development, while the promulgation of relevant standards has brought a stronger impetus to the development of the functional gummy candy industry.

At present, China's functional gummy candy market is still in the early stage, and the number of enterprises in the industry is relatively small, so the future development potential of the industry is large.