Skip to main content

Tag: gummies

Reinventing nutraceuticals through innovation and consumer insights: Vitafoods 2024

“Innovate, network, and learn.” Three propositions that the 2024 edition of Vitafoods did not fail to present to its 20,000 visitors. Like every year, key trends emerged from the event, shaping the future of the nutraceutical offer. However, keeping up with the changes in a dynamic sector while differentiating themselves from the competition is challenging. One key: identifying, trusting, and responding to consumer insights in the most appropriate way possible.

Present at Vitafoods, the BOTANI BRANDS team analyses two trends observed at Vitafoods 2024.

Gummies get a makeover: innovation at Vitafoods

Unsurprisingly, gummies remain in the spotlight once again at Vitafoods this year – a success also reflected in the sell-out figures of French pharmacies: in just two years, the market has grown from €38 million in 2021 to over €88 million in 2023. This impressive growth of more than 132% is primarily driven by the sleep category, which accounts for 35% of the market, followed by products for sore throats and those for energy and vitality.1,2


Gummies are no longer just about being tasty. The new generation of this initially fun dosage form aims to be more technical and especially more nutritional. This specific positioning is reminiscent of acacia gum lozenges, which, in addition to being rich in fibre, are very low in calories, flavour-revealing, and have a significant environmental and societal impact (see our full article on this topic here)3.

Thus, Vitafoods presented liquid-filled gummies (allowing the incorporation of thermosensitive or naturally incompatible actives), multi-layered gummies to enhance a complex mode of action, or soft-textured gummies that can contain enough actives to limit the dosage to a single daily intake.

Other manufacturers played the “nutrition” card to bypass one of the most limiting characteristics of this dosage form: excessive sugar content. As a result, some 2.0 gummies sport a Nutri-Score A, while other European industrial experts do not hesitate to exploit the double potential of fibres (especially inulin) both as a texturiser and as a prebiotic ingredient.

Prebiotics fuel innovation: a focus on the new ingredients zone at Vitafoods

Prebiotics are also in the spotlight. Alone or combined (with probiotics or post-biotics), their presence in the nutraceutical landscape is increasing.

Driven by advances in research and the growing awareness of populations about their intestinal and immune health, this market is booming: it posted a global growth of 29.5% over the period 2017-2022, with a value of $2.58 billion in 20224.

These fibres promote the growth of “beneficial” gut bacteria (Lactobacillus and Bifidobacterium being the most well-known) by serving as their food substrate.


Galacto-oligosaccharides, fructo-oligosaccharides, beta-glucans, chicory fibre, and inulin… all these compounds have a prebiotic effect and are increasingly seen as future pathways for mineral absorption, blood sugar regulation, digestion, immune function enhancement, and reducing the risk of cardiovascular disease. A study by Kirsten Berding et al. published in Psychopharmacology (Berl) in January 2021 even revealed that specific dietary fibre supplementation (polydextrose) improved cognitive performance5.

The New Ingredients Zone at Vitafoods carved them a place of choice. Some examples include:

  • Biombalance® grape seed polyphenols from Berkem (since polyphenols have also been recognised for their prebiotic effect since 2017 by the ISAPP – International Scientific Association for Probiotics and Prebiotics).6
  • Benicaros® from Nutrileads, a prebiotic derived from upcycled carrot juice that claims a low daily dose (300mg) and no intestinal discomfort.
  • Dulse algae cultivated by Arcadian, rich in xylan, a polysaccharide that constitutes its cell wall, and whose complex structure allows it to pass through the upper digestive tract intact to the lower intestine, where it serves as a substrate for the gut microbiota.
  • Hydrolysed guar gum from Zymebase, whose distribution in the body is improved thanks to its molecular weight of 20,000Da.

Health indications, daily dosage, assimilation by the body, source, and origin of prebiotics…: the innovation levers are numerous and promising for the future of this category.

Consumer insight: a catalyst for innovation and brand loyalty

A professional innovation trade show like Vitafoods, although rich in ideas and new concepts, represents only the “tip of the iceberg.” The innovation of tomorrow lies primarily in the habits, motivations, values, and needs of consumers.

Consumer insight could be defined as “the perception of an unresolved problem or dilemma in a product category. Consumer insight is thus the discovery of a need the consumer wasn’t aware of “7.

consumer insights

These insights are revealed through an in-depth analysis and knowledge of the target market and its consumers, their psychology, and their purchasing behaviour.

Through this reflection prism, some products highlighting innovation at Vitafoods take on a new dimension.

For example, orodispersible mini-granules in sticks offered by an Italian CMO to address the recurring (and still unresolved) issue consumers face in swallowing their dietary supplements. Capsules and tablets may hold over 60% of the market share in Europe8, but these classic and “reassuring” dosage forms are not necessarily easy to ingest. Should consumers have to crush a tablet or open a capsule to swallow its contents?

This practical barrier aligns with a more strategic insight for the dietary supplement sector: the pleasure of consumption (see our full article on this topic here)9. It’s no coincidence that food matrices like fruits (from Paradise Fruit), chocolate (from Althae Nutrition), creams, or jellies (from Gricar) are making inroads among traditional pills. These new forms reinforce the natural and historical links between “food and food-supplement,” bringing back pleasure and familiarity to consuming food supplements.

Consumer insights in the food supplement sector are numerous and understanding them is essential in building an innovative product offer.

With its in-depth knowledge of the nutraceutical market, the BOTANI BRANDS team offers to assist you in this process and to develop innovative health solutions with you, from A to Z, that are naturally aligned with the deep aspirations of your consumers.

Would you like to discuss tomorrow’s innovations and benefit from exclusive technologies through our privileged network of industrial partners?

Contact us


  1. GERS DATA top 15 sales figures for gummies
  2. Gummies: Trend or Real Dosage Form Revolution? Stephen Robert
  3. Acacia Gum and Gummies: The Story of a Beautiful Encounter – BOTANI BRANDS blog
  4. GM Insights Prebiotics market size, industry share and growth 2032
  5. Berding, K., Long-Smith, C. M., Carbia, C., Bastiaanssen, T. F. S., van de Wouw, M., Wiley, N., Strain, C. R., Fouhy, F., Stanton, C., Cryan, J. F., & Dinan, T. G. (2021). A specific dietary fibre supplementation improves cognitive performance-an exploratory randomised, placebo-controlled, crossover study. Psychopharmacology (Berl), 238(1), 149-163.
  6. Polyphenols and prebiotics – ISAPP
  7. Definition of insight –
  8. Mintel GNPD –
  9. Galenic innovation: the importance of combining effectiveness and pleasure in food supplements – BOTANI BRANDS blog

Acacia Gum and Gummies: The Story of a Beautiful Encounter

100% plant-based, rich in fibre, low in calories, flavour-enhancing with a significant environmental and societal impact: acacia gum possesses all the necessary qualities to captivate gummies, the playful form of supplements currently booming in the food supplement market.

Acacia, a Gum with Nutritional Fibre!

Acacia gum, also known as gum arabic, is a resinous exudate extracted from the Acacia senegal (L.) Willd tree. Sudan and other sub-Saharan African countries such as Chad, Nigeria, Senegal, Mali, Niger, and Mauritania are the main producers of these solidified sap fragments 1.

Once harvested and dried, these precious amber aggregates are either crushed or transformed into a versatile powder by industrial stakeholders, with two of the major players being French companies: Alland & Robert and Nexira. Together, they represent over half of the global market for gum arabic 2.

BOTANI BRANDS: The Architect of Your Natural Solutions for the Development of Gummies and 2.0 Lozenges with acacia gum.

This texturising agent, also labelled as E414, is highly sought after by the food industry due to its emulsifying capacity, stabilising properties, and ability to capture flavours, making it an essential ingredient in beverages and sweets.

Beyond its technical properties, acacia gum is also valued for its high fibre content (ranging from 91% to 97%) and beneficial nutrients such as calcium, magnesium, and potassium. Since December 2021, the FDA has authorised the qualification of acacia gum as a “dietary fibre.” 3

This means that its beneficial effects on human health are officially recognised, including the reduction of postprandial glycemia, improvement of digestive comfort, and its role as a source of prebiotic fibres 4.

Acacia gum also has the notable advantage of not contributing to tooth decay. As a non-fermentable carbohydrate, it does not feed the mouth bacteria responsible for acidifying dental plaque 5.

Gum Arabic: Ecological and Sustainable Production

Before becoming an indispensable ingredient for Western industries, acacia gum primarily serves as a source of income for entire villages in the Sahel region.

Generations of men and women have learned how to cultivate gum-yielding trees (in the wild, only one in 10,000 acacia species naturally produces resin). They also know the purely manual methods for tapping the trees to extract their valuable sap, as well as cleaning and drying techniques that ensure the production of high-quality gum.

The production of gum arabic also protects the soil from erosion thanks to the tree’s root system, which slows down desertification. These “gum trees” store CO2 and contribute to soil fertilisation by providing significant amounts of nitrogen, phosphorus, and proteins. Senegalese acacia plantations also help maintain high biodiversity along the edge of the Sahara.

Major industrial stakeholders involved in the transformation of this resin must ensure that producers are adequately compensated for the difficulty of their work and their expertise. The two main stakeholders, Nexira and Alland & Robert, are committed to sustainable development practices that aim to protect this resource, improve producers’ income, and contribute to the development of this supply chain 6,7.

The BOTANI BRANDS team guides and supports you in formulating acacia gum-based nutritional gummies.

Emiga, a company specialized in sourcing this matter8, has also distinguished itself with the creation of the “Niger Acacia Senegal Plantation Project.” 9

Initiated in 2005 by Thierry Dulon and his associate Boureima Wankoye This project was originally part of the Kyoto Protocol’s efforts to reduce greenhouse gas emissions. Its objective was to restore deforested and degraded lands in Niger by empowering rural communities to adopt sustainable agroforestry through the cultivation of indigenous species, specifically Acacia senegalensis.

Thierry Dulon explains, “Thirty-three village communities have received carbon credits, and the income generated by cultivating acacia has enabled them to invest in healthcare, education, and the construction of seed farms.

Acacia gum is not just a plant-based gelling agent. Its added value lies in the nutritional and sensory properties it offers to consumers of food supplements. It provides the rapidly growing gummy market with an innovative, healthy, and sustainable alternative to the more traditional fruit pectins.

When Gummies and Acacia Gum Make a Perfect Pair

In search of the ideal texturising agent capable of combining taste pleasure, technological properties, and nutritional benefits, gummy manufacturers see the potential of incorporating this plant resin directly from Africa.

These food supplements, resembling candies, are primarily composed of fruit pectin extracted from food industry by-products. Based on its dual technical and nutritional role, acacia gum possesses all the advantages to diversify this market segment and enhance the “health” aspect of gummies, which is sometimes overshadowed by sugar and taste.

Thanks to its emulsifying properties, acacia gum stabilises flavours and essential oils, providing an optimised sensory experience for the consumer 10. Its texture enables forming a protective film in the mouth and throat mucosa, with the prolonged release of  active ingredients.

The brand “Pâte suisse” from Lehning Laboratories has successfully highlighted the health positioning of acacia gum by featuring it in a complete product range of nine “sugar-free Swiss pastilles.” These gummies are formulated with polyols (sorbitol and maltitol syrup), low-calorie sweeteners 11.

Lehning’s communication states, “Made from 100% natural acacia gum, Swiss pastilles fulfill all daily needs, including soothing sore throats, relieving coughs, improving sleep, and addressing vitamin deficiencies.

The Mémé brand highlights the prebiotic properties of acacia gum as its star ingredient 12.

Mé-Mé’s communication  states, “Rich in fibre, acacia sap aids digestion and is recognised as a natural prebiotic and excellent anti-inflammatory. Mé-Mé gummies are highly recommended after meals or coffee.

BOTANI BRANDS: The Architect of Your Natural Solutions for the Development of Gummies and 2.0 Lozenges. The BOTANI BRANDS team guides and supports you in formulating acacia gum-based nutritional gummies that will attract users seeking effectiveness, sensory pleasure, and responsible consumption.


Sources :

  1. Dr. Aafi Abderrahman’s gum arabic
  2. Source UNCTAD: United Nations Conference on Trade and Development
  3. Acacia gum granted by FDA as dietary fiber
  4. Journal Food and Nutrition Sciences, Vol 13 No.4 (2022) : « Bongartz, U., Erlenbeck, C. and Wohlfahrt, I. (2022) The Effect of Gum Acacia on Post-Prandial Glucose and Insulin Levels in Healthy Subjects. Food and Nutrition Sciences, 13, 424-438. .
  5. Arch Oral Biol 2008 Mar;53(3):257-60. T Onishi 1, S Umemura, M Yanagawa, M Matsumura, Y Sasaki, T Ogasawara, T Ooshima : « Remineralization effects of gum arabic on caries-like enamel lesions »
  6. Nexira commitments
  7. Alland & Robert commitments
  10. Gum arabic and essential oil
  11. Pâtes suisses de Lehning
  12. Gummies Mémé à la gomme d’acacia

Soft chews: a new wave from the USA

The United States is the world’s leading consumer of vitamins and food supplements with a market posting over 50 billion dollars in the nutraceutical sector.1 Like gummies, many innovations are born across the Atlantic to then conquer European pharmacies. History seems to be repeating itself with the appearance of a new galenic in this health niche: soft chews, the newer version of gummies. This latest generation of chewing gum is conquering more and more brands, seduced by their sensory qualities and their high content of active ingredients.

Soft chews: an innovation in food supplements

These “tender bites” initially intended for the confectionery sector have finally established themselves as an innovative and fun galenic for food supplements. Like gummies, soft chews offer a pleasant healthy format enabling enhanced consumer sensation.

They come in the form of small 4-to-5-gram squares with generally a recommended daily intake of one or even two units.

While allowing the use of active ingredients such as vitamins, minerals or plant extracts, this galenic is also particularly interesting for its organoleptic aspect: taste, smell and texture (finally!) become essential parameters in nutraceuticals.

More attractive and pleasant than typically pharmaceutical formats such as capsules or tablets, soft chews call for better consumer compliance with treatments.

Self care applications

In parallel with gummies, soft chews therefore embody a new trend in naturalin natural health products self-medication.

The American site iHerb, one of the most important platforms for online natural products sales, already has more than 1000 references.2

Dulcolax notably launched Dulcolax Soft chews composed of magnesium hydroxide (quantity of 1200mg per chew) intended to improve occasional constipation in Canada.3

The brand emphasizes mechanical and rapid effectiveness (“relief in 30 minutes”) of the natural health product on constipation and does not fail to highlight the nomadic and gustatory aspect of this solution: “With Dulcolax® Soft Chews, adults and kids (12+) have a tasty and convenient new way to get things moving.”

Moreover, the chewing induced by this form of chewing gum, is a major interest for formulations such as these, intended to accompany digestive disorders.

Science has long been interested in the impact of proper chewing on digestion, helping to reduce gastric reflux, bloating, flatulence, and stomach aches.4,5,6

So, why not offer pregnant women to chew soft chews to help them reduce potential pregnancy nausea? The Mega Food brand has thought of this with its Baby & Me 2 sachet of 30 naturally lemon-flavoured formulated soft chews made with ginger and organic honey.7

They are available and also respond to all the indications commonly found in nutraceuticals: immunity, energy, sleep, relaxation, hair, skin, memory and digestion…

The Dutch brand Celebrate has chosen to bet on this differentiating galenic with a range of single ingredient (iron or calcium) or multivitamin soft chews.8

Actives ingredients and sensory qualities of soft chews

In addition to their taste input, soft chews enable incorporating a large quantity of active ingredients. Dulcolax chews are a good example with 1200mg of magnesium oxide per unit.

While standard size gummies contain an average of 70 to 80 mg of active ingredients, they do not face the same capacity limitations as former versions.

The number of intakes per day is therefore reduced, thus facilitating the following of the treatment by the consumer.

From a technical point of view, this galenic allows formulators to consider numerous combinations and synergies of active ingredients without space constraints.

Developed without gelatin, soft chews are ready to be certified vegan friendly and contribute in this sense to a reasoned, healthy, and natural diet that is increasingly popular with consumers.

In addition to their functional benefits for the body, soft chews have many advantages in terms of their texture, taste, and appearance.

In addition to other classic galenic forms, these “soft pastes” are popular in terms of dosage and taste pleasure.

It is a safe bet that this galenic offers broad prospects for development in Europe in the wake of its American boom.

In order to position you at the heart of this new trend, Botani Brands supports you in designing your soft chews thanks to its relevant and effective approach to the formulation of natural ingredients.


Sources :

  5. Esther H-J Kim et al. Chewing differences in consumers affect the digestion and colonic fermentation outcomes: in vitro studies. Food & Function journal. 2022 Sep 22;13(18):9355-9371.
  6. Mercier P., & Poitras, P.. Gastrointestinal symptoms and masticatory dysfunction. Journal of gastroenterology and hepatology, 7(1), 61-65. (1992)

Our references

© 2024 Botani Brands