Gummies are by far the most popular edible CBD delivery format. They’re convenient and discreet. They’re flavorful. And, they’re fun. The sweet, brightly-colored cubes are a more friendly—and less clinical-feeling—delivery format. Gummies spark fond memories of favorite candy from childhood (and adulthood). Many turn to the soft chews as a welcome alternative in a daily regimen of pills. In the past few years, they’ve also become a very familiar format for vitamins, even for adults, with gummy supplement sales growing by double digits since 2016. Sales grew by 18% from 2019 to 2020, according to Nutrition Business Journal’s Supplement Business Report 2021. In the overall supplement market, adult gummy supplements are even more popular than children’s gummy supplements. Sales are estimated to reach $8,099 million in 2021 and $10,261 million by 2024.
Their growing popularity is spelled out by Amazon sales stats, too. Among multivitamins sold there, gummies are the delivery method with the second-highest revenue, with the highest year-over-year growth at 61%. Gummies are “trending upwards at an almost-meteoric rate compared to other, more traditional delivery methods,” according to Clearcut Analytics. In categories where gummies are a newer delivery method, Clearcut calls their growth “staggering.” In the Magnesium category on Amazon, Gummies are growing 130% year-over-year. There are currently only five gummy products sold, and three of these were released in the past year. In the Turmeric category, gummies capture only around 2% of the market, but that number has more than doubled year-over-year. The term “gummy” has grown 70.8% in the past year, according to Spate, a company that tracks wellness consumer trends through online search analysis as reported by Eater.com.
Why CBD gummies?
Gummies appeal to a critical segment of CBD customers: new CBD users. According to High Yield Insights, a Chicago-based consumer data research firm. Their research found that six in 10 new CBD customers try CBD gummies before sampling any other form of CBD.
More and more consumers are turning to CBD to calm their minds and soothe their bodies. Out of nearly 2000 respondents to a CBDistillery survey, 89% report that CBD helps calm their mind, 88% report that CBD helps with mild or temporary anxiety, and 90% tell us they prefer CBD over turmeric, a supplement often used by athletes for post-workout recovery. Most survey respondents reported using the company’s hemp-derived products for better sleep, for inflammation, pain, and stiffness after physical activity, and to feel more relaxed. Sixty-two percent of the consumers who use multiple CBD products daily found CBD more effective than using a single product on its own, according to the survey.
Not all CBD gummies are alike
The colorful smorgasbord of CBD gummy options can overwhelm consumers. This is where education about cannabinoids can help clarify choices—and increase retailers’ value as trusted sources of supplement information. The options obviously go beyond the range of shapes that include bears, worms, gumdrops cubes and more.
Some products contain CBD isolate, a powder created by removing all other molecules from cannabis except CBD. It contains no THC, the psychoactive cannabinoid. Other gummies feature broad spectrum CBD, a formula that contains all the plants other compounds, such as cannabinoids, terpenes and flavonoids—but no THC (may contain trace amounts of THC less than .01%). Gummies that include full spectrum CBD leverage the complete power of the hemp plant by including all the plant’s terpenes, flavonoids and cannabinoids, including less than 0.3% THC.
Full spectrum CBD gummies deliver more complete benefits through what is commonly called the entourage effect. Compounds in hemp have greater wellness potential when consumed together than each plant part consumed on its own. Although CBD is the most abundant, full-spectrum extracts also have small amounts of more than 100 minor cannabinoids and more than 200 individual terpenes. Each plant element is found in the same ratios as the original plant source. When these cannabinoids, terpenes and flavonoids work together, their combined synergy creates benefits that are greater than the sum of their separate parts.
As with other CBD products, quality varies. Though the sweet, bright gummies may have a less clinical appeal than other delivery formats, choose brands that bring the same level commitment to gummies as they do to oils and capsules. CBDistillery’s new Full Spectrum CBD Gummies deliver 30 mg of CBD in a lightly-sugared, vegan chew—the same formula available in the brand’s capsules, oils and softgels. The strawberry flavor enhances the bold hemp terpene taste.
The company is certified by the U.S. Hemp Authority, the hemp-derived CBD industry’s initiative to provide high standards, best practices and self-regulation, giving consumers and retailers confidence in hemp and CBD products. Each bottle has a scannable QR code for easy access to third-party test results, which can also be found on the product page on the website. More than 2 million people trust the Denver-based company. It sources its high-quality, fairly priced products from naturally cultivated crops grown from non-GMO industrial seeds on American soil.
Convenient, delicious gummies from top quality manufacturers provide a delivery format that appeals to CBD users—and the CBD-curious—offering an easy way for consumers to add CBD to their daily life and experience the potential wellness benefits of cannabinoids.