“Good-for-you” gummies for adults are all the rage in the vitamin and supplement market. In fact, millions of Americans are already hooked on gummy multivitamins, reports Abby Ellin, which “accounted for 7.5 percent of the $6 billion multivitamin market in the United States in 2016.”

“They taste good — like candy,” Susan Drexler, a Manhattan real estate agent and gummy vitamin lover told NYT. “I take them much more consistently.”

Originally designed for children, gummy vitamins and supplements underwent a makeover in 2012, when a supplement maker in Ireland began marketing them to adults. Thanks to “pill fatigue,” gummies gained in popularity quickly, especially among adults 45 and older who say they typically take four medications daily.

Last year, says Ellin, “the company announced that it was partnering with Ferrara Candy Company, maker of Trolli Sour Brite Crawlers, to develop multivitamins for adults over 30.”

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