Category
Lifestyle
Assisted Choices
Trend cluster
Category
Gummy
Serenity
The edible vitamin format is being leveraged for mental healing.
3.9
Trend score
Trend
What is the Gummy Serenity trend?
Gummy Serenity: As an off-shoot of CBD gummies flooding the market with promises of calm and mental clarity, more edible vitamins are shifting focus away from physical benefits to mental benefits. New iterations utilize alternative or additional ingredients, as opposed to the original CBD-only set.
Insight
The consumer insight behind the Gummy Serenity trend
The same factors that resulted in more mainstream acceptance of cannabis and its by-products are creating a demand for non-cannabis wellness products that promise mental calm and focus. Those factors include more widespread conversations online surrounding mental health as a part of the holistic wellness conversation, and societal pressures increasing the urgency of access to mental healing products.
Trend themes
Themes within the Gummy Serenity trend
Three behaviours holding the trend together01
Mental Wellness Edibles
Edible vitamin formats are shifting focus away from physical benefits to mental benefits by utilizing alternative or additional ingredients beyond CBD.
02
Functional Benefit Gummies
Gummy supplements are becoming more specialized with a focus on specific benefits like immunity, sleep, and energy.
03
Adaptogenic Stress Relief Gummies
Functional gummies with adaptogenic ingredients like ashwagandha are gaining popularity as a convenient way to integrate support for stress into daily life.
Industry implications
What the Gummy Serenity trend means for industry
Where the trend changes the playbookFor
Health and Wellness
The health and wellness industry is benefiting from the demand for non-cannabis wellness products that offer mental benefits like calm and focus.
For
Supplements
The supplement industry is expanding to fill gaps in the gummy vitamin category with new products for skin health, teen wellness, and Tri-Fold Immune Power.
For
CBD Industry
The CBD industry is expanding with a range of cannabis-infused edibles that feature a different cannabinoid beyond the well-known THC and CBD.
Workshop question
How can your brand create a sense of calm for consumers?
Trend signals
Trend signals for Gummy Serenity
Trend score 3.9 out of 10, from popularity 55%, activity 53%, freshness 9%.
Popularity55%
Activity53%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Gummy Serenity trend
6 featured examples from Dec 12, 2019 to Jan 5, 2021CategoryLifestyle
Benefit-Focused Gummies
Medterra's CBD Gummies Help with Alertness, Sleep or Calming
The CBD products industry can take advantage of the trend by developing a wide range of benefit-focused gummies that address various wellness concerns.
CategoryLifestyle
Tri-Fold Immune Supplements
vitafusion Triple Immune Power Has Prebiotics, Vitamins & Elderberry
Disruptive innovation opportunity: Combine the growing demand for health and wellness products with innovative gummy vitamin supplements.
CategoryLifestyle
Adaptogenic Calming Gummies
HUM Nutrition's Calm Sweet Calm Gummies Contain Ashwagandha Root
The wellness industry can take advantage of the growing demand for stress-relief solutions by integrating adaptogenic ingredients into products like supplements and functional foo…
CategoryLifestyle
CBN-Infused Edibles
Kiva Confections' Cannabis-Infused Edibles Feature a Different Cannabinoid
The cannabis edibles industry has an opportunity to leverage lesser-known cannabinoids like CBN and functional ingredients to target specific consumer needs.
CategoryLifestyle
Functional Family Vitamins
Hello Bello's Organic Gummy Vitamin Pack Supports the Whole Family
The health and wellness industry can capitalize on the growing demand for organic gummy vitamins and functional formulas.
CategoryLifestyle
Antioxidant Matcha Gummies
Matcha Bears Help to Support Calm, Focused Energy
Disruptive innovation opportunity: Find creative ways to enhance the delivery and effectiveness of health supplements to meet the growing demand for natural and convenient solutio…
