Chewable vitamins are now the most popular way for American adults age 35 and younger to consume supplements.
But the sugary treat wasn’t always this popular — it took a lot of trial and error, and a few different gummy brands, to nail down the formulas we see today.
Though early gummy vitamins used gelatin to achieve the familiar, chewy texture, it wasn’t ideal because it takes up too much space.
Nowadays, many manufacturers use pectin, and the category is worth billions globally.
Read Business Insider’s full investigation into the world of gummy vitamins here.
Vitamins are big business. According to Andrew Stablein, a research analyst at Euromonitor, the supplement industry will surpass $36 billion this year.
And thanks to the Kardashians and a few lucky strokes of marketing genius, chewable vitamins are now the most popular way for American adults age 35 and younger to consume supplements, despite skepticism