# Gummy Serenity The edible vitamin format is being leveraged for mental healing. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published May 20, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/gummy-serenity ## Key Figures - Trend score: 3.9/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Dec 12, 2019 to Jan 5, 2021 - Published: May 20, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Gummy Serenity trend ### Mental Wellness Edibles Edible vitamin formats are shifting focus away from physical benefits to mental benefits by utilizing alternative or additional ingredients beyond CBD. ### Functional Benefit Gummies Gummy supplements are becoming more specialized with a focus on specific benefits like immunity, sleep, and energy. ### 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. ## What the Gummy Serenity trend means for industry ### For 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 for Gummy Serenity Trend score 3.9 out of 10, from popularity 55%, activity 53%, freshness 9%. - Popularity: 55% - Activity: 53% - Freshness: 9% ## Examples of the Gummy Serenity trend 6 featured examples from Dec 12, 2019 to Jan 5, 2021. - [Benefit-Focused Gummies](https://www.trendhunter.com/trends/medterra-cbd-gummies): Medterra's CBD Gummies Help with Alertness, Sleep or Calming (Category: Lifestyle) Implication: The CBD products industry can take advantage of the trend by developing a wide range of benefit-focused gummies that address various wellness concerns. - [Tri-Fold Immune Supplements](https://www.trendhunter.com/trends/immune-supplement): vitafusion Triple Immune Power Has Prebiotics, Vitamins & Elderberry (Category: Lifestyle) Implication: Disruptive innovation opportunity: Combine the growing demand for health and wellness products with innovative gummy vitamin supplements. - [Adaptogenic Calming Gummies](https://www.trendhunter.com/trends/calming-gummies): HUM Nutrition's Calm Sweet Calm Gummies Contain Ashwagandha Root (Category: Lifestyle) Implication: 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… - [CBN-Infused Edibles](https://www.trendhunter.com/trends/cannabs-infused-edibles): Kiva Confections' Cannabis-Infused Edibles Feature a Different Cannabinoid (Category: Lifestyle) Implication: The cannabis edibles industry has an opportunity to leverage lesser-known cannabinoids like CBN and functional ingredients to target specific consumer needs. - [Functional Family Vitamins](https://www.trendhunter.com/trends/organic-gummy-vitamin): Hello Bello's Organic Gummy Vitamin Pack Supports the Whole Family (Category: Lifestyle) Implication: The health and wellness industry can capitalize on the growing demand for organic gummy vitamins and functional formulas. - [Antioxidant Matcha Gummies](https://www.trendhunter.com/trends/matcha-bears): Matcha Bears Help to Support Calm, Focused Energy (Category: Lifestyle) Implication: 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… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)