Beyond Gummies: The Next Format Shift Is Already Underway

The supplement industry has seen what happens when a new dosage format changes consumer behavior.

Gummies moved from novelty to mainstream—and brands that entered late faced a very different market: more similar products, greater pricing pressure, and less room to shape the category.

Now, the conversation is shifting again.

At Vitafoods Europe, one of the world’s largest multinational healthcare companies put it simply:

“We already missed gummy. We don’t want to miss the advanced chewable dosage format.”

The conversation did not begin with pricing or MOQ. It began with timing.

That distinction says a lot about where the market is heading.

From “Should We?” to “How Early?”

Chewables are no longer simply about making supplements more enjoyable.

As gummies have matured, brands are looking more closely at what the dosage form can actually deliver:

Can sensitive actives maintain potency throughout shelf life?
Can meaningful levels of actives fit into one convenient serving?
Can challenging ingredients deliver both efficacy and an enjoyable experience?

The focus is moving from format novelty to delivery performance.

And the strategic question is changing with it.

It is no longer simply:

“Should we explore a new format?”

Increasingly, it is:

“Can we still get ahead of it?”

Advanced Chewables Are Moving Beyond Gummy Limitations

This shift does not mean gummies are disappearing. They have already established something important: consumers value supplements that are convenient, enjoyable, and easy to make part of a daily routine.

The next generation of chewables builds on that behavior while addressing some of the limitations of conventional gummy manufacturing.

Boncha Bio’s Burst Chews use a central-filled, dual-layer structure combined with low-temperature processing, creating greater flexibility for sensitive actives, oil-based ingredients, higher active loads, and ingredients with challenging taste profiles.

The result is a dosage-form platform designed around four increasingly important requirements:

Potency. Taste. Convenience. Differentiation.

The Cost of Moving Late

Missing a format shift is not simply about missing a trend.

It can mean entering years later, when products have become more similar, competition has intensified, and price has become a larger part of the conversation.

That lesson from gummies is already influencing how established supplement and healthcare companies evaluate advanced chewables today.

The opportunity is no longer theoretical. Product teams are already evaluating the next generation of chewable formats and considering where they fit within future portfolios.

The question for brands is becoming less about whether chewables will continue to evolve—and more about where they want to be as that evolution takes place.

Protect Every Active. Burst Every Market. Win Every Heart.