Fudge is a very popular product and has attracted a lot of consumers in recent two years, but also injected new vitality to the pill-led traditional dietary supplement market. Products in place of tablet form accounting for 47% of dietary supplements, and fudge supplements account for 30% of non-pill dietary supplements. Based on the market data researched by Transparency Market Research, the market for fudge vitamins is expected to grow at a compound annual growth rate of 5.2% in 2017-2025, with a market size of $4.17 billion. The rapid development and popularity of the fudge market is mainly due to its good taste and edible convenience, which prompting children and adults to increase consumption of fudge vitamins.

In fact, adults account for a larger proportion of the consumption of fudge supplements more than children. NBJ market data shows that adult fudge products accounted for 65% of all fudge supplements in 2017 and the market for children is only 20%. So most products target adult consumers and multivitamins are the most popular fudge supplements for adults and children.

The market for fudge is potential, while it also exists great challenges. Although fudge tastes good, the seek for more healthier raw material such as low-sugar, cleaning labels, organic foods or non-GM foods becomes the main trend for future fudge market. The innovation in sugar-free fudge foods is the use of honey as a natural sweetener, mixing inulin, fruit juice and maltodextrin to maintain the taste of the product. The limitation of fudge supplement products poses a number of challenges for manufacturers, and the search for organic, non-GM and low-sugar option will has more competition in this area.

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