Published on May 27, 2026
AG1, a trailblazer in the nutritional supplement industry since 2010, is experiencing a shift in the wellness landscape. Previously celebrated for its green powder mix, the company has enjoyed steady growth driven by a dedicated customer base and a robust marketing strategy involving high-profile endorsers. In 2024, AG1 reported sales of $600 million, indicating a solid hold on a market that transformed supplements into mainstream products.
However, a new trend has emerged: the rise of gummy supplements, captivating consumers with their candy-like appeal. Brands such as Grüns have surged in popularity, raising questions for established players like AG1. Gummy supplements promise convenience and flavor, often positioning themselves as a more enjoyable alternative to powders, which some consumers find unpalatable and inconvenient.
The gummy revolution has forced AG1 to reassess its strategy. While CEO Kat Cole remains firm in her commitment to science-based supplements, the influx of new competitors offers an intriguing challenge. Gummy manufacturers argue that advancements in production techniques render their products both enjoyable and effective, making it easier for consumers to maintain daily nutrition habits.
This evolving market poses significant implications for AG1. To maintain its competitive edge, the company must adapt while adhering to its foundational principles of quality and effectiveness. As consumer preferences shift towards more accessible and enjoyable formats, AG1 faces the delicate task of balancing tradition and innovation in a rapidly changing environment.
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