Nutrigums' Vitality Series launched with a Liver Support Gummy with a science-backed blend of choline, Vitamin C and E, and milk thistle. For the kickoff of this new supplement series, Nutrigums opted for a liver support product because of its appeal across everything from energy and digestion to metabolic health.
This targeted wellness product, and Nutrigums' evolving strategy, comes in response to a 2025 cross-market study that showed about half of consumers—and two-thirds of Gen Z and Millennials—purchased functional nutrition products in the last year. “Consumers are no longer satisfied with generic wellness products," said Fabian Whittingham, co-founder of Nutrigums. "They want targeted solutions, transparent ingredients, and formats they’ll actually stick with. The Vitality Series offers a more premium option at an affordable price tag.”
Why This Trend Is Growing
- Targeted Functional Gummies
- The popularity of organ-specific chewables points to product formats that combine clinically dosed compounds with palatable delivery methods for sustained daily use.
- Ingredient Transparency Premiumization
- A shift toward clear labeling and premium positioning signals opportunity for provenance verification, standardized dosing claims, and third-party-backed quality tiers in mass-market supplements.
- Youth-driven Personalized Wellness
- High adoption among Gen Z and Millennials reveals demand for personalized regimens that integrate lifestyle preferences, targeted benefits, and social-native brand experiences.
Industries Being Reshaped
- Nutraceuticals
- Growing interest in science-backed blends like choline and milk thistle suggests room for R&D-driven product lines that blur the line between pharmaceuticals and supplements.
- Food-tech Confectionery
- The crossover of confectionery formats and functional ingredients indicates potential for novel manufacturing techniques that ensure stability and bioavailability in appealing formats.
- Digital Health Platforms
- Consumer desire for targeted solutions implies integration opportunities for apps and services that recommend, monitor, and optimize supplement use based on personal data.
