The clean label trend has penetrated nearly all other food categories so it’s only natural that the trend is now a driver in the nutritional supplement and vitamin category. This is especially true in the gummy vitamin category where consumers are demanding gelatin-free varieties.
Finding a suitable replacement for gelatin in gummy candies and vitamins has long been a goal for food formulators but, until recently, such a replacement was elusive.
Why do consumers want gelatin-free gummy vitamins?
The demand for gelatin-free options has been attributed to consumer desire for more transparency into the ingredients used in foods. Some consumers choose to avoid gelatin in order to adhere to religious dietary rules such as kosher or halal, while others avoid gelatin because they are following vegan or vegetarian dietary guidelines.
