The global rise of ‘candyceuticals’ and fortified gummies

Chocolate and gummies are presently occupying the top two trends in confectionery on a global level. The gummy market had a market size of $25.3 billion worldwide in 2024 and expected to grow by 2.3% in 2026-2027. In this special guest feature, Shivani Nainwal, Research Analyst, and Disha Tripathi, Research Analyst, Food and Nutrition, ChemBizR, offer an assessment of the sector’s development

When it comes to gummies, we can see a shift in consumer preferences. There is increasing demand for vegan/plant-based gummies, clean-label gummies, and reduced-sugar options. In 2024, around 442 gummy products with these labels were launched, compared to just 187 in 2020. This shows that the number of launches more than doubled in the last four years. The trend of fortification is also gaining attention in the market, with gummies being incorporated with vitamins and nutrients to create health-focused formulations.

The fortification trend is not only evident in gummies but also is revolving around chocolates. Where chocolates are being infused with functional ingredients such as adaptogens, proteins, antioxidants, etc. These chocolates offer indulgence paired with health benefits, which is transforming a traditionally indulgent treat into a valuable wellness product.

Functional Confectionery: The Undeniable Trend
The trend of functional confectionery is primarily evident in candies and gummies infused with ingredients that provide additional benefits. These include immunity boosters, skin-enhancing properties, digestive support, mental health benefits such as mood enhancement and stress relief, cardiovascular health support, and essential minerals and vitamins to address deficiencies.

The demand for functional confectionery (gummies and chocolate) is higher in Europe, supported by the natural, sugar-free, and vegan formulation trend. In 2024, the global share of product launches in the EU was 20%. Nutrigums (France) has launched a new chewable gummy that combines cranberry and Vitamin C. These may help prevent urinary tract infections (UTIs), support the immune system, and act as antioxidants.

While there are plenty of brands operating in the functional gummies and chocolate space in North America, the pace of product launches has slowed, accounting for 7% of global functional gummies launches in 2024.

CBD Life Sciences Inc. (USA) has launched a new line of mushroom-infused gummies, Rise gummies and Dream gummies. As a part of this line, these gummies focus on boosting mental clarity, providing stress relief, and promoting emotional balance without being habit-forming. Cheribundi (USA) has launched Cheribundi Tart Cherry Gummies designed to support recovery. help with occasional sleep issues and improve overall health. These are made with natural tart cherry juice extract.

The APAC region may not hold the largest market share in terms of overall sales, but it is a key player in the functional gummies and chocolate trend. In 2024, APAC leads globally with the highest share of new product launches, accounting for 57% of all functional gummy introductions. SIRIO Pharma (China) is launching a new line of GummiBiotics.

This line includes GummiBiotics Defense, which supports immune health; GummiBiotics IBS Ease, which helps with bloating, diarrhea, and abdominal pain; and these contain postbiotic strains. Power Gummies (India) is a popular brand that offers functional gummies for hair growth, skin collagen building, and better sleep. It has secured $1.2 million in funding and plans to use this money to grow its business in Dubai and the UK.

The demand for adaptogens is so high that it has become a top ingredient for functional confectionery; not only in gummies but also adaptogen-fortified chocolates are also making waves in the market, especially since this supports holistic health. Adaptogens such as ashwagandha, Rhodiola rosea, ginseng, reishi, etc. provide benefits like helping in stress reduction and improving sleep quality, helping in mood enhancement.

There is a noticeable trend in the market that now chocolate manufacturers are tweaking their chocolates with adaptogens, which turned out to be just what the industry needed. For example, Daesang Pikitaka (South Korea) has launched Mint Choco Almond with red ginseng, which is known for its antioxidant properties. Sheer Element (UK) has launched SheerGenius, which is a bar of activated chocolate for better focus, mental clarity, and enhanced memory. This chocolate has adaptogenic mushrooms and rhodiola rosea, which helps with cognitive function.

Siddha Remedies (USA) has launched focus chocolates with botanicals such as reishi mushroom, pomegranate flower essence, rosa macrophylla flower essence, and shasta lily flower essence. B.T.R Nation has launched brownie batter hazelnut butter cups, which are functional chocolate as they have added reishi mushroom for mood-boosting benefits.

Collagen, which helps maintain skin elasticity; biotin, an essential ingredient for hair growth; and peptides, an anti-aging ingredient, are also gaining popularity in the functional confectionery space. For example, BioCell Technology (Germany) has launched BioCell Collagen® ERP (Extra Refined Palatable), specially designed for supplements like gummies, lozenges, and chewables.

Nature’s Way (USA) has launched Biotin Gummies, which are strawberry-flavoured, and each gummy provides 5000 micrograms of biotin and is 99% sugar-free. Glanbia Nutritionals (Ireland), in partnership with Jellice Co. (Japan), has launched Collameta, a new type of collagen. Which is designed to be absorbed four times faster than regular collagen peptides and can be used in the production of powder mixes, gummies, and tablets.

Formulators and manufacturers are exploring the use of CBD for anxiety relief, sleep improvement, and mood enhancement benefits. CBD is a compound from the cannabis plant known for its therapeutic benefits. Many new launches are coming to the market in the form of gummies and candies that are fortified with CBD to meet the growing demand. For example, Extract Labs (USA) has launched two new products, Organic CBD Gummies Full Spectrum and Organic CBD Gummies THC Free. These are designed for daily use to support overall wellness and help reduce stress and are also USDA certified.

Tilray Brands Inc. (USA) has launched new Charlotte’s Web CBD gummies in Canada; these are specifically for people who take CBD regularly; these help with relaxation and overall wellness routine.

Candyceuticals: The New Term in the Market
Candyceauticals are candies infused with pharmaceutical properties that provide health benefits beyond basic nutrition. It is somewhat similar to functional gummies and candies, but candyceuticals offer targeted health benefits, and these often mimic supplements or medicines, but in candy format, they are also relatively high in dosage. And these are available in the market in the form of gummies, candies, and popsicles.

The top ingredients that are used in candyceuticals are vitamin D and calcium for bone health, omega-3s for pain relief and anti-inflammatory and heart health, vitamin C for immune support, and medicated ginger and honey for cough relief. Candyceauticals term is quite new to the market, but many supplement players are currently working in this field.

A clear example of this is Funtrition (USA), which specialises in nutraceutical gummies and launched Super G this year. This product is a plant-based green gummy with vitamins and a mix of natural fruits like cranberry, pomegranate, and elderberry, as well as vegetables to support gut health. This company has plenty more such gummies, such as PEC-G, which has pectin, and gummy gels with gelatin, etc. SmartyPants (USA) Vitamins has launched a new gummy supplement for kids called Kids Triple Action Immunity. It contains vitamins C, D, and B12.

The term “candyceutical” was introduced to make medical supplements more appealing and portrayed as enjoyable treats. Normal supplements are taken with water, which now seems like a lot of work since candyceuticals have been introduced in the market. The use of the word “neutraceutical” in “candyceutical” lends the product a sense of trustworthiness and medicinal value, which makes it sound scientifically backed. This creates an illusion of credibility and efficacy even if the product is more about general wellness than a treatment for specific conditions. In the end, the truth behind the marketing gimmick is that they are designed to be more appealing and accessible rather than more effective. While these products may offer some health benefits, they should not be seen as replacements for medically proven supplements prescribed by doctors.

Conclusion
Candyceauticals, which is an obvious part of the broad functional confectionery, definitely comes with added health benefits, and it is an innovative concept. However, this trend also requires a deeper examination of their clinical efficacy and regulatory oversight. The regulatory bodies all over the world are not very focused on the safety regulations of these candyceuticals, but this needs to be addressed to ensure it does not have any negative impacts on human health. As the industry grows, the focus should be balanced; meeting consumer demand and the safety and efficacy of the products are also important.