The options for dietary supplements are virtually limitless at this point and whatever ingredients you want to ingest can undoubtedly be found in gummy form. In fact, I’d go as far as to say that we are living in the “golden age” of gummy supplements. But while gummies have become a staple within the supplement industry, format growth rate has normalized after the “Great Shutdown” spike. However, for you “gummy supplement haters,” don’t misinterpret that slowdown as some type of leading indicator for a near-term market correction. Yes, more consumers are realizing that gummies aren’t perfect…but they’re also uninterested in totally abandoning the flavorful format that inherently promotes usage consistency. And that changing consumer behavior undoubtedly creates a market opportunity…one that I’m confident supplement brands will fully embrace unlocking through product innovation.