The weird science behind your favorite gummy vitamins

  • 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

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