How to go gummy: Sirio Pharma unpacks formulation challenges behind fun format

Gummies have become one of the fastest-growing formats as they provide a fun way for consumers to take their daily supplements. However, Evelyn Reinson, Sirio Pharma’s brand and consumer engagement director, warns that companies new to gummies may underestimate the complexity of R&D and manufacturing and offers recommendations for brands wanting to enter the gummy space.

“Originally, gummies were seen as the less serious dosage format; people didn’t think they were as good as capsules, softgels, or tablets,” Reinson tells Nutrition Insight. “But today, they’ve surpassed many traditional formats in market share — and that growth is accelerating.” 

“For consumers with pill fatigue, gummies offer a welcome break. And consistent supplement compliance is the key to results. During COVID-19, we saw a surge in supplement sales, but people often stopped because the experience wasn’t enjoyable.” 

At the same time, Reinson underscores the technical complexity of gummy production. “You’re not just formulating for efficacy — designing for taste, texture, nutritional accuracy, and structural integrity. Plus, there’s the issue of stability.”

For manufacturers wanting to “go gummy,” she recommends treating gummies as a strategic decision, not a format extension. Reinson stresses that companies must consider the manufacturing complexity, taste, textures, stability, active ingredients, and product differentiation. 

From enjoyment to efficacy

Reinson says that gummies’ sensory appeal is driving market growth. Gummy supplements are enjoyable to take. “Unlike capsules or tablets, which can be hard to swallow or require water, gummies feel like a treat.” 

“That sense of enjoyment leads to consistency. Consistency then leads to efficacy, which builds trust and long-term loyalty, making consumers more likely to take them every day. When they do that, the product is more likely to work and consumers will repurchase it.” 

She adds that formulations and products have improved significantly over the years. “Gummies are now of similar quality to capsules and tablets, and they’re no longer viewed as less effective. Manufacturers continuously improve to include high-quality ingredients in gummies and do novel things.” 

Gummies have overtaken traditional supplement formats in popularity thanks to their enjoyable taste and improved efficacy.As many consumers still view capsules and tablets as medicinal, gummies offer a good entry format for supplements. “Younger consumers grew up with gummy vitamins, so continuing with gummies feels natural.”

Taste and textures

To ensure consumers enjoy gummy supplements, manufacturers must consider various factors. Reinson highlights nuances in gummies’ taste, textures, base, and consistency.

“Some ingredients — like iron, magnesium, and botanicals — have powerful tastes and are hard to mask,” she details. “You can’t just coat it, or add sugar or flavoring.” 

“Flavor-masking in gummies is a beautiful science, almost an art; you choose flavors that almost complement the ingredient rather than fight it. This ensures it doesn’t taste artificial, especially since many consumers are becoming very sensitive to artificial masking.” 

Textures are also crucial — a gummy can’t be too soft, hard, sticky, or gritty. “Depending on your base — gelatin or pectin — you’ll get different textural profiles.” 

Reinson says other dosage formats don’t have these limitations; consumers pop a capsule in their mouth and swallow it. “But with gummies, the experience is longer.” 

Moreover, she cautions that loading a capsule with high dosages of active ingredients is easier than loading a gummy. 

Ensuring gummy supplements work and taste good requires “constant tweaking” in their manufacturing process — every gummy, formulation, and base. 

“Consistency is vital too,” Reinson adds. “Each gummy has to look and taste the same throughout the production run.”

Evelyn Reinson detailed Sirio Pharma’s product development at Natural Products Expo West this year.“Sirio Pharma has a background in pharmaceutical manufacturing, which gives us an edge. That attention to detail, high manufacturing standards, and stringent guidelines make our gummies more consistent and enjoyable.”

R&D and production phase

According to Reinson, R&D and a robust manufacturing process are crucial for a successful gummy. 

“It’s also important to know your formulations and ingredients, how a base affects taste, how ingredients interact and behave during manufacturing, and what flavor they have,” she adds. 

“The R&D phase helps to uncover many of these aspects before manufacturing, but continually tweaking during production is also important. Conducting pilot tests for taste and texture is also important.” 

Reinson highlights aerated gummies as an interesting innovation. These incorporate air into a gummy to create light and fluffy textures, which can also help reduce the taste of bitter ingredients. “Not many companies offer this in the US, but it’s something Sirio does well.”

“On-the-go formats are increasingly important, especially with consumers who are back in offices and commuting again.”

Reinson also recommends that manufacturers develop more targeted health solutions. 

“Innovative and targeted wellness products are the future — sleep, energy, stress, hydration, sports nutrition, women’s health, and men’s health,” she predicts. “Gummies started as multivitamins, especially for kids, but now the supplement market is too saturated for general products.” 

She highlights several gummy supplement concepts developed by Sirio Pharma. “Stand-out products we developed in 2025 are an electrolyte gummy for hydration and a creatine gummy.”

“We’ve also developed melatonin-free sleep gummies with botanicals and L-theanine. It’s low sugar, which is becoming more important as well.”

How to “go gummy”

In making a strategic decision whether to develop gummy supplements, Reinson urges that companies first understand the complexity of manufacturing these products and approach it with science-backed information. They must consider bioavailability, ingredients, shelf life, stability, shipping, and product base.

Creating effective and tasty gummies is complex, requiring manufacturers to balance taste, textures, dosage, and stability.“Adapting a formulation to a specific climate is key,” she adds. “We went to a trade show in Brazil, a market with a tropical climate where gummies are still fairly new. Pectin hasn’t entered the market there, but gelatin is more heat sensitive. When you enter stores, some products look like one gummy glob melted together.” 

“Textures and flavor are imperative for consistency and long-term consumer loyalty,” she underscores. “Clean label, low sugar, or plant-based options may also be things consumers are looking for — they seek out natural tasting gummies that are not masked with artificial ingredients.”  

Moreover, Reinson advises companies to align their formulation with clear consumer benefits. “Having trends and consumer pain points in mind before entering the gummy industry is also important.”

“Differentiation is crucial — don’t just make another apple cider vinegar gummy. Will you win on the shelves if you produce something already done?”

At the same time, she notes that some formulations that have been on the market for years could “probably use a revamp.” For example, as consumers increasingly take multiple supplements, companies could consider combining apple cider vinegar or magnesium with something else. 

“Anyone who enters the market now must consider these things,” says Reinson. “Consumers are more educated, they look at labels, how many gummies they need to take, and what their sugar content is.” 

“Gummies are an experience; if it’s not a pleasant experience, you won’t have a repeat buyer.” 

Reinson says there is still much room for innovation in gummy supplements, as the market is young. “I’d love to see more aerated or bilayer gummies, or individualized gummies, for example, in a gummy snack pack designed for personalization — one gummy for magnesium, one for skin, one for immunity.”

“We’re also trying new ingredients constantly. You would have never seen creatine in a gummy a few years ago, and now it exists. We’ll see more and more ingredients emerging in the gummy format,” she concludes.