Consumer healthcare brands are doubling down on chewable vitamins, supplements, and functional gummy formats to capture Gen Z’s attention, tapping into their deep interest in wellness, personalization, and convenience. Young consumers—particularly Gen Z—are increasingly gravitating toward evidence-based, multifunctional health products that are easy to consume and tech‑friendly . They rely heavily on digital platforms and social media, not only to discover products but also to vet their efficacy through influencer reviews and peer recommendations . This shift is prompting brands to expand beyond traditional pills and powders, creating flavored, on‑the‑go chewables that align with Gen Z’s preference for experiential, fun, and personalized wellness options—bolstered by strong scientific claims and digital storytelling .

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