Toby Howell

Supplements are a far less regulated industry than pharma, which means they are far easier for influencers to sell, which they do in droves.

The U.S.

supplement market reached $69 billion in 2024 and is expected to balloon to $87 billion by 2028, according to a Nutrition Business Journal industry report.

Neil, it is gummy mania out there.

Don't expose me for mixing all my powders and stuff in the morning.

That stays between us and the MBD team.

But you are right.

The industry as a whole is embracing this category with open arms.

I look at Unilever, who just sold their big food business to Spicemaker McCormick.

in a $44 billion deal.

The main star of that show was Hellman's, which is mayonnaise.

Now here they are splashing out a billion dollars on Groons, which is a supplement.

You can see the thought process in that alone.

Would you rather have a household staple that grew at a meager 0.4% in the last year, or would you want to move into the supplement category, specifically gummies, which grew 4.7% over the same period?

So

Yeah, and the final factor here is the GLP-1s because GLP-1s are hurting the packaged food industry as a whole, but they are helping the supplement industry because as you eat less, you want to fill some of those nutritional gaps that you are seeing in your diet.

And one thing that Grooms did very well is they hyped up their fiber offerings each week.

serving of Groons comes with six grams of fiber.

And remember, we've talked about how GLP-1 users don't get enough fiber.

They don't get enough of some of the essential ingredients that they need.