At Zhou, it’s no secret: we have a soft spot for gummies. This month alone, we rolled out three new gummies, and we have more in the works.
Gummies are fun, tasty, and easy to take. But those aren’t the only reasons why gummy supplements have exploded in popularity. The answer to why gummies have become so appealing—and whether they are right for you—actually lies in behavioral science. In fact, it might even trace back to our ancestors.
Let’s dig into what that means and explore whether gummy supplements are more or less effective than traditional supplements.
The Habit Advantage
Life is busy. Between work or school, family, and exercise routines, even small daily habits can feel hard to maintain. We’ve all been there: Excited to start new habits, only to drop them after a few days, weeks, or months have passed. It’s a universal struggle, and adding supplements to your daily routine is no different.
That’s where behavioral science comes in. Two popular books in the self-improvement and business worlds really dig into this subject: Atomic Habits by James Clear and The Power of Habit by Charles Duhigg. Some of their principles, which are rooted in actual behavioral psychology, can be applied to taking gummy supplements.
Gummies Reduce Friction
In Atomic Habits, Clear offers several rules for how to make habits stick. A big one: make it easy.
“Whether a response occurs depends on how motivated you are and how much friction is associated with the behavior. If a particular action requires more physical or mental effort than you are willing to expend, then you won’t do it.”1
Swallowing a tasteless capsule? For some, that’s friction. Mixing in a powder? A great option, but it involves a few extra steps. Popping a tasty gummy, though? There’s almost no friction there. And that’s exactly why it’s more likely to become a lasting part of your routine.
Gummies Use The Cue–Routine–Reward Loop
In The Power of Habit, Duhigg explains that the powerful “habit loop” we typically succumb to on a daily basis has three parts: cue → routine → reward. The more this loop is used, the more solidified it becomes until it’s almost automatic.2
Gummy supplements do more than deliver nutrients—they double as a tasty treat. Their sweet, satisfying flavor creates a reward in and of itself. Combined with the ease of taking them, it’s a recipe for blending essential vitamins and nutrients seamlessly with your daily routine.
The immediacy of the reward is powerful, too. While the benefits of supplements to your health and wellness may take time to manifest—as most healthy habits do—gummies’ nice taste delivers an immediate sensory payoff.
Gummies are Attractive to Our Brains
Another key principle from Atomic Habits? Make it attractive.
Clear explains that our brains are wired to crave salt, sugar, fat, and brightly colored foods because, for most of human history, those nutrients were rare. Modern food manufacturers exploit that wiring with snacks that taste amazing and spike our brains’ pleasure response, but do very little for our health.1
Real change happens, not by fighting our nature, but by harnessing it. You can use this wiring to your advantage. A gummy vitamin satisfies your natural desire for sweetness while giving your body real support. Instead of fighting your biology, you’re working with it.
That’s why at Zhou, we guarantee great taste on every gummy or chewable. We know these supplements can benefit your wellness, and they’re more likely to become a lasting part of your routine if they taste good. (Let’s be real: not all gummy supplements do.) So we put a lot of effort into providing the nutrients you need in a package that actually tastes good. And we’re so confident you will, if you don’t like the flavor of any Zhou gummy, powder, or chewable, you can contact us to claim a full refund.
[👉 Explore the Great Taste Guaranteed collection here.]
Some people don’t like swallowing supps (or can’t)
While gummies can be more appealing to our systems, for some, it goes beyond that. Many people struggle to swallow pills in general. A few reasons for that:
- They’re older
- They have salivary issues
- They have a strong gag reflex
Gummies (and powders) help solve this problem. And whether aversion to pills is clinical or just a matter of convenience, supplements shouldn’t feel like a chore. Sweet-tasting gummies? They never do.
At Zhou, we want to make wellness as accessible as possible. Creating new formulas in innovative packages, like gummies, is a key part of that mission.
Finding the Perfect Gummy for Your Routine
We currently offer 15 different gummy formulas for your daily wellness routine. Here are a few standouts:
- NEW Mag Glycinate Gummies (fruit punch flavor) – an essential mineral that supports bones, muscles, and nerve function.*
- NEW CoQBeet™ Gummies (huckleberry flavor) – combines beet root with CoQ10 for stamina and performance support.*
- NEW Irish Sea Moss Gummies (green apple flavor) – traditional superfood formula made with sea moss sourced from real marine environments.
- Elder-Mune™ Elderberry Gummies – fan-favorite wellness support to feel your best in every season.
- Vitamin C+ Gummies (orange blast flavor) – enhanced immune-supporting formula with antioxidants, rose hips & bioflavonoids.*
- D3+K2 Gummies (strawberry flavor) – two key nutrients working together for bone and immune support.*
[👉 See the full gummy lineup here.]
Shoutout: Creatine Chews
They’re not gummies, but they’re pretty close! In 2024, we launched a naturally flavored, chewable version of our Creatine powder. It popped off, so we added a peach mango flavor this year. For muscle and physical performance support you can count on, try our Creatine Chews.* (Don’t worry—they’re Great Taste Guaranteed too.)
Make it Automatic
Another habit principle: Automation. If you remove the need to make a decision or take action, it’s easier to keep something up.
That’s why we offer Subscribe & Save on all our products. It automatically drops your favorite supplements, like gummies, on your doorstep so you don’t have to worry about reordering or running out. Plus, you automatically get 20% off every single order, so it’s like a coupon that auto-renews. Click the option on any product on our site.
Gummy Vitamins vs. Traditional Pills
Some argue that traditional pills are superior to gummies for a few reasons: they’re “more potent,” have a longer shelf life, and contain no added sugar. Here’s our take:
- Potency: Every Zhou gummy is formulated with care to deliver the clinically relevant dose you need for specific benefits. So, you aren’t missing out, and you get exactly what we promise on every package.
- Sugar: Our gummies contain very little sugar, and we use natural sources like stevia leaf.
- Shelf life: Gummies don’t last as long as pills. But if you’re taking them daily (and enjoying them), they won’t sit on the shelf longer than they’re good for. We design them to be taken regularly and taste great.
Bottom line: the best supplement is the one you’ll actually take, just like the best exercise is the one you’ll actually do. If it’s easier to take gummies, it’s a great way to fill nutrition gaps and support your daily wellness.
The Final Word: Are gummies right for you?
At Zhou, we believe wellness should be approachable, effective, and enjoyable. That’s why we offer a wide range of formats: capsules, powders, liquids, and gummies.
If you’re already consistent with capsules, great—stick with what works. But if you’ve struggled to make supplements a lasting habit, gummies might be the game-changer you’ve been waiting for.
They’re easy. They’re enjoyable. And at Zhou, they’re rigorously tested and backed by real science. Most importantly, they’re designed to help you build habits you’ll actually keep.
Follow @zhou_nutrition for more fitness and wellness tips!
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease.
Resources
- Clear, J. Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones. Avery, Penguin Random House, New York, 2018. Accessed September 27, 2025. https://dn790007.ca.archive.org/.../Atomic%20habits%20%28%20PDFDrive%20%29._
- Duhigg, C. The Power of Habit: Why We Do What We Do in Life and Business. Random House, 2012.
