After a six-year effort, the company is now offering Vitamin C and D3 in gummy formats that meet NOW’s quality requirements.
“We recognized that this format has grown in popularity over the years,” said Kim Perkins, NOW’s supplement category manager. “Our biggest challenge was finding a partner that could meet our strict quality standards and pass our audit requirements. After many years, we are proud of the result and believe these new SKUs will be a popular addition to our extensive supplement line.”
NOW Vitamin C Gummies delivers 250 mg per serving in an orange flavor while NOW Vitamin D3 Gummies provides 1,000 IU per gummy in a strawberry flavor. The gummies are geared toward adults and children ages four and up. They are made and quality-tested in the United States using globally sourced ingredients and produced in a GMP facility. Both gummies are gelatin-free.
NOW is evaluating other gummy product options but wanted to ensure the initial launch and testing went smoothly before committing to additional SKUs, a spokesperson said.
The gummy market
NOW’s decision to expand into gummies falls squarely within what consumers are demanding from supplements formats.
Recent data indicates that gummies account for 25% of the supplement market, holding the largest share compared to other non-pill formats.
According to Research and Markets, the gummy supplements market grew from over $21 billion in 2024 to nearly $24 billion in 2025 and is projected to reach $41 billion by 2030. Consumers have expressed interest in gummies because they are looking for alternatives to traditional pill-oriented supplements while also seeking better taste profiles and personalized health solutions. Consumers also want greater convenience from the supplements they buy.
Nick Morgan, managing director of market intelligence firm Nutrition Integrated, said earlier this year that gummies are a mature category in the United States but that in Europe the market is still seeing acceleration, especially when it comes to specific ingredients like creatine and protein gummies.
According to NOW, gummy vitamins are difficult to make correctly. The process is complex and many products struggle to deliver the exact nutrients listed on the label. Approximately 80% of gummy vitamins fail quality tests because they do no deliver on what was initially promised.
“NOW maintains robust quality standards that require full stability testing and ensure manufacturing controls are in place to prevent contamination, so customers get the nutrients they want without the contaminants they don’t,” the company said.
