Gummy beauty? TopGum Medical cruising for APAC sales success with edible format

By Guan Yu Lim

- Last updated on GMT

The firm is tapping on Asia's huge nutritional supplement market to grow its sales ©TopGum Medical
The firm is tapping on Asia's huge nutritional supplement market to grow its sales ©TopGum Medical

Related tags Gummy vitamin APAC Nutricosmetics Israel TopGum Medical

TopGum Medical, the supplements division of Israeli manufacturer TopGum, is banking on Asia to drive growth of its gummy sales, with beauty, immunity and antioxidant products topping the trends list.

The company started as a gummy-bear manufacturer for the confectionery market in 2004, before branching into gummy supplements three years ago.

It entered the Asia market in May this year when it began selling into China, India and Hong Kong.

Guy Daneman, vice-president of international sales at Top Gum Industries told NutraIngredients-Asia​: “Currently, 10% of our sales are contributed by nutritional supplements. We believe that in 18 months, it will grow to 50%.”

He added, “[we see] that this category [gummy supplement] is growing much faster compared to tablets or liquid gel.”

One reason for the growth of supplements in gummy format is that it is “a quick, fun and easy-to-carry means for taking nutritional supplements​,” Daneman said.

We think the next big trend in nutritional supplements in Asia will be antioxidant, beauty, and immune-support products​.”

The gummy factory

The gummies are sugar-free with no sweeteners, vegan, and Kosher and Halal certificated.

Daneman said the decision to go into nutricosmetics and nutritional supplements was followed by, “a big investment on machinery and infrastructure where today we have a state of the art plant with GMP supplements, HACCP, FSSC & ISO certificates with the ability to manufacture 2.5 Metric Tons per Hour​.”

The company’s plant is located in Israel, with subsidiaries in China and U.S.

Nonetheless, he said the investment was worthy as the company seek to “supply to the rest of Asia​.”

We want to develop, produce, and distribute innovative, high quality, and tasty bioavailable nutrition gummy supplements for enhancing health around the globe​.

“Ultimately, we want to expand globally with the right partners and pass our message to the market that gummy is healthy and nutritional​,” he said.

Asian activity

In Asia, Daneman said the company’s best performing nutricosmetic products are Collagen, and Hair, Skin & Nails Formulations.

The major active ingredients in the nutricosmetic products are usually collagen, vitamin C, biotin, and phosphatidylserine, Eng Amith, head of R&D at Top Gum said.

Vitamin A and C are known to be antioxidants that help protect against oxidative stress caused by free radicals, which can block the growth of hair and increase skin ageing.

Vitamin C also helps the body absorb iron, a mineral essential for hair growth.

Biotin is an important component of enzymes in the body that break down certain substances like fats, carbohydrates, and is important for keratin infrastructure (make up hair and nails).

Another active ingredient phospholipid, is a main component of the cell membrane, which play a key role in cell cycle signalling, specifically in relationship to apoptosis (cell death). When consumed together with collagen, it helps promote better skin health.

Outside of nutricosmetics, Daneman said the company is constantly developing new ranges, with a particular focus on anti-hangover and eye health products.

Apart from the line of existing super foods they are using such as turmeric, spirulina, phycocyanin, beta-carotene and lycopene, the firm is now exploring maqui berry.

Maqui can be used for dry eye, weight loss, prediabetes, diabetes, diarrhea, fever, heart disease, fatigue, and for general health and wellness​,” he said.

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