The number of adults over the age of 60 in the UK is expected to double by 2050. As incidence of chronic disease – notably obesity, diabetes, and cancer – continues to increase, a shift towards prevention rather than treatment is needed to match quality of health to the rise in longevity (1).
Supplement brands are catering to savvy seniors and taking into consideration their unique needs when designing products. Making the format and dosing process as easy as possible for seniors can help with adherence. Interesting delivery formats give consumers the vitamins in a nicer, enjoyable form, which improves compliance (2).
The best actions that consumers can take to prevent chronic disease, maximise immune system response, decrease inflammation and prevent premature ageing are focusing on healthy diet and incorporating supplements into their daily regimens to fill in nutrition gaps. The market for supplementation for over 55’s is strong. According to the Council for Responsible Nutrition’s (CRN; Washington, DC) data from the association’s 2019 Consumer Survey on Dietary Supplements, 79% of adults aged 55 and over take a vitamin supplement. Emerging research showing the growing benefits of vitamins, in addition to expanded formulation choices has played a part in this huge increase (3).
Seniors already have a lot of tablets to take. One AARP study (4) found that consumers aged 50 to 64 take three to four different prescription drugs daily, with older Americans regularly taking as many as five. Adding even more pills to the mix increases the burden, however the senior segment continue to rely on supplements for the nutrients they need. Seniors are challenged more than other age groups when taking supplements because of the natural changes associated with the ageing process. With many adults struggling to swallow large pills and tablets, gummy vitamins have risen in popularity, offering an appealing alternative. Plus, the flavourings can mask the chalky or bitter taste of tablets.
The global market for gummy vitamins was valued at $2,864m in 2020 (5). There are no signs of gummy sales slowing down- the market is set to continue growing with an annual growth rate of 5% over the next 8 years, reaching $4.17 billion by 2025 (6).
HTC’s gummy range
At HTC, we have included a wide variety of ingredients in our gummy range. Unlike other gummies on the market, our specially crafted recipes enable a higher concentration of active ingredients to remain stable for a longer period of time. Our Research and Development team have also carried our significant research to ensure that our gummies have a delicious flavour and brilliant mouthfeel.
All of our gummy health supplements are free from artificial colours and flavours. For more information on any of our gummy lines, contact us on +44 (0) 1923 652 529 or email us at firstname.lastname@example.org
*Claims for food supplements mentioned in this article are not meant for general public, but are purely for information of food supplement industry professionals. Please note that the claims are not authorised by European Food Safety Authority for use on labels or marketing materials.