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Gummie Gummie Gummie... Generation Sweet Tooth.



Fascinating reports published by the Council for Responsible Nutrition have made us aware of just how much the USA vitamin industry is worth - an estimated $36 billion in 2020, to be precise. The industry is booming and the yanks bloody LOVE it!


Raising your eyebrows at this? We’re not kidding. A 2019 report stated that 77% of Americans take dietary supplements with more and more people choosing chewy vitamin gummies as opposed to actual capsules.


Marketing research group Mintel also reported that chewable vitamins are the most popular method of consuming supplements for the under 35 age group… Essentially, we’re all a bunch of oversized kids who cba to grow up.


The ‘big kid’ trend has made itself rather apparent across other industries too. New companies are attempting to market towards Millennials and Gen Zers, with the assurance that they can avoid 'adulting' entirely by sticking to familiar, nostalgia-inducing products.


The psychology behind this proves very effective when considering how to successfully reach your audience. So now they have their messaging nailed, what is the best way for a vit-gummy company to grab the attention of thousands upon thousands of young people?


*Vitamin brands flood to Instagram*


They came, they saw, and they sure as hell have capitalised kids. Here are the American vitamin gummy companies who are absolutely smashing it right now and our Truffle ratings for each of them.


  1. Nordic Naturals / @nordicnaturals / 319k Following - ⭐⭐⭐⭐⭐

Scrolling through their feed you will see Nordic Naturals showcasing their products through engaging IGTVs, short videos and images. Their vitamins are branded as indispensable and ready to accompany every mealtime or drink.

Up to date on their trends, zeitgeist terminology and advice from dietitians and nutritionists… these guys show us how it’s done.




  1. Garden of Life - 168k following - ⭐⭐⭐⭐

Garden of Life adopts an influencer heavy feed with fun recipes to broadcast their vast range of gummies, syrups and vitamins. Their account is bright with an uplifting feel, clearly showing their variety of products. A popular choice!






  1. Smartypants Vitamins - 98.8k following - ⭐⭐⭐⭐

A simple, fresh looking page aesthetic is what you’ll find with Smartypants Vitamins. With their product range featuring heavily in their content, the beautiful backgrounds broken up by calm pastel graphics display a wholesome feel to their feed.






  1. Mega Food - 35.5k - ⭐⭐⭐⭐

With an au natural, outdoorsy feel to their feed - Mega Food stands out as the ethically conscious, responsible and environmentally friendly vitamin brand. With a well-thought out balance between their values versus product posts, we’re sold.






  1. Nature Made - 16.5k - ⭐⭐⭐

Nature Made focus their content primarily around wellness and self-care with both interactive and educational posts. We definitely learnt a thing or two whilst scrolling!






And that's it for our Gummy-Vit Truffle ratings!


All in all, regardless of differing opinions on the health benefits of vitamin gummies, we can all safely agree that appealing to the masses of young-ish instagrammers by tapping deep into their psyches is a smart move. #GummiesNotDummies


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