by Kyle Lentz, category analyst, part of Monthly Retailer Category Tips
From our annual review of new HBW items launched in 2025, gummies continue to be a popular form trend for the fifth year in a row. Gummy launches can be found across a variety of categories, however they are
particularly popular in vitamins & dietary supplements.
Specifically, 98 new items were launched in gummy form in 2025, or over 4% of all 2025 HBW launches. The launches spanned four categories: cold & allergy, digestive health, feminine care, and vitamins & dietary supplements.
HRG analysts are already seeing a variety of new gummy product launches in early 2026 and forecast more to come. Take advantage of the popularity of this form and stock a variety of gummy supplements. Don’t forget to promote new ones you add to your assortment in-store and online. In-store promotion could include creating an endcap or power wing with the gummies arranged by their target use.
Another popular trend in new supplements released in 2025 was magnesium as an ingredient. In 2024 HRG analysts identified 7% of new vitamins & dietary supplement products launched included magnesium as an ingredient. This trend continued in 2025 with a slight uptick — 11.1% of new vitamins & dietary supplements released included magnesium. Be prepared to discuss the different types of magnesium and the benefits that may be experienced when it is added as a part of a regimen.
Women’s health is a topic that is getting a lot of attention, as witnessed by modifications made in our March Fine Line Classification System updates, and the new products specific to women’s wellbeing introduced over the past few years. There are several product types in the vitamins and supplements department that could be part of a women’s health endcap. Include supplements for bone strength; to support hair, skin, and nails; sleep aids; and stress reducers. Don’t forget items specific to prenatal, postnatal, perimenopause, menopause, and post-menopause.