As demand for more personalized nutrition alternatives continues to grow within the vitamin and supplement space, sugar-free varieties remain a priority for consumers in every aisle, said Rhonda Hoffman, chief growth officer at Nature Made.
“The expansion of Nature Made’s existing gummies portfolio illustrates the brand’s unwavering commitment to delivering innovative, science-backed products that fit consumers’ lifestyle needs at every stage,” she added.
The supplements are available at NatureMade.com. Amazon, Target and Walgreens, with other major U.S. retailers rolling out the assortment over the coming months.
The collection provides nutrients to support immune and bone health, cellular energy, sleep and overall wellbeing in several flavors. It offers the same nutrient value found in traditional Nature Made gummies but uses maltitol, a sugar alcohol with a similar sweetness to sugar and high GI tolerance but with less caloric value, the company said.
Nature Made noted that each product has also earned the United States Pharmacopeia’s (USP) Verified Dietary Supplement seal through third-party verification, meeting purity and potency criteria.
Increasing valuation
Most American adults still consume more than two to three times the recommended amount of sugar or about 17 teaspoons of added sugar per day.
However, according to Nature Made parent company Pharmavite, 64% of consumers recently purchased zero-sugar products, and 42% consider low sugar essential in the new food and beverages they purchase.
In 2023, the sugar-free gummy market was valued at $627 million and is estimated to grow at a CAGR of 5.3% to over $1 billion by 2033, according to Future Market Insights.
“The future of the sugar-free gummy market looks promising as the market is expected to grow on the back of increased deficiency of various vitamins and minerals among individuals and a growing number of health-conscious populations in the world and the increased trend for weight loss,” according to the market research firm.
The zero sugar Nature Made gummies launch folds into the company's increasing efforts to offer consumers more products aimed at wellbeing.
In April 2022, Nature Made announced the launch of Wellblends, a line of curated health products to promote sleep, stress and immune health balance, and just last month introduced Nature Made Advanced Multivitamin Gummies, formulated with 20 essential nutrients to support brain, heart, eye and bone health.