GUMMY PRODUCTION AND INNOVATION
further into mainstream confectionery, the products that stand out are likely to be those that can reconcile seemingly opposing demands: health and indulgence, efficacy and enjoyment, sophisticated formulation and familiar eating experiences. For Meggiloaro, that is ultimately where
the category is heading. “Success will come from understanding that functionality and indulgence are no longer separate concepts. Increasingly, they are complementary consumer expectations.” Functional gummies capture that evolution
particularly well. They demonstrate how ingredient science, formulation expertise and a deeper understanding of consumer behaviour are allowing confectionery to move beyond simple indulgence – without asking consumers to give up the taste, texture and enjoyment that brought them to the category in the first place.
From supplement to daily ritual The growth of functional gummies reflects a wider change in how consumers are approaching wellness. Spacegoods, which built its profile around functional mushroom coffee, has expanded into gummies alongside coffee, matcha and ready-to- drink products, responding to demand for functional products that can fit more naturally into everyday routines. The appeal of the gummy lies partly in
its accessibility. Rather than presenting functional wellness as something that requires a significant change in behaviour, the format brings it into a familiar, convenient and enjoyable form. “Our gummies were designed to make functional wellness genuinely enjoyable and accessible,” says Spacegoods CEO David Randall. “From the outset, we saw strong demand from consumers looking for convenient formats that fit easily into everyday routines, and that appetite has only grown as awareness of functional ingredients has increased.” Although the portfolio has continued to
diversify, gummies remain an important part of the brand’s growth strategy. They offer an approachable entry point into functional wellness, particularly for consumers who are not necessarily looking for a traditional supplement format but still want products that combine convenience, taste and consistency with a functional benefit. That positioning is becoming increasingly
relevant as functional products move further into mainstream consumption. The gummy can sit comfortably alongside
more traditional confectionery, while offering brands an opportunity to introduce ingredients and benefits more commonly associated with the supplement market. Ingredient familiarity is another important
part of that proposition. The strongest consumer pull is towards functional ingredients that people already recognise and understand, rather than increasingly unfamiliar compounds that require significant explanation. “We’re seeing the strongest pull toward
ingredients people already have an emotional relationship with,” Randall says. “Ashwagandha, lion’s mane, magnesium, and L-theanine keep topping the list because consumers understand what they’re for without needing an education.” Demand is not uniform across all
functional benefits, however. Energy and stress support remain the biggest need states, while sleep and mood are also gaining momentum. Those shifts are feeding into the innovation pipeline, with development focused on familiar, proven functional ingredients while exploring how dosage and delivery can be improved. “Energy and stress support are still the
biggest need states, but sleep and mood are catching up fast,” Randall explains. “That’s shaping our innovation pipeline specifically. Rather than chasing novel, hard-to-explain compounds, we’re doubling down on proven functional ingredients and innovating on dose and format, making sure people actually feel something, not just recognise a buzzword on the label.” Translating those ingredients into a
successful gummy, however, is considerably more complicated than simply incorporating them into a recipe. The technical requirements of delivering an efficacious dose can come into direct conflict with the sensory characteristics expected from confectionery. “The honest answer is that these three goals
often conflict,” Randall says of efficacy, taste and texture. “Efficacious doses of adaptogens and functional compounds are frequently bitter, chalky or unstable at the temperatures needed to set a gummy properly.”
26 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2026
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