gooms: colombian Brand Democratizes Well-being with Functional Gummies

In an era where healthy habits are increasingly valued, Gooms, a colombian brand, is innovating the well-being landscape.The company offers functional gummies designed to make maintaining a healthy lifestyle both practical and enjoyable. Sebastián Canal, co-founder of Gooms, explains that the company aims to break down barriers and democratize the well-being sector by providing a tasty option to traditional health supplements. Gooms’ approach focuses on habit formation, making wellness accessible to a broader audience.

The Genesis of Gooms: A Focus on Habit Formation

The concept for Gooms originated from a desire to leverage prior startup experience. Sebastián Canal noted that he and his partner, who also co-founded Laika, sought to create a second venture, building on past successes and addressing previous challenges. The brand’s core mission is deeply rooted in the principles of habit formation.

Canal elaborated on the inspiration behind gooms, explaining that the third co-founder was reading “The Power of Habits,” a book that explores how people can build habits through rewards. They “fell in love with an idea that develops in the book that explains how people can build a habit through a ‘reward’ (reward) in the consumption of products and repeat a constant action.” This concept of rewarding healthy behavior through enjoyable products became the cornerstone of Gooms’ mission.

The objective was to create a product that not only fosters positive habits but also resonates with consumers who are increasingly health-conscious. gooms aims to be “that brand that makes it easier for the user to approach well -being.”

Why Gummies? The Appeal of Indulgence and Practicality

Gooms selected gummies as it’s initial product offering because of their inherent appeal and practicality. The company aimed to develop products that were both indulgent and convenient, ensuring that consumers could easily incorporate them into their daily routines. Canal emphasized that they wanted to avoid the common pitfalls of traditional supplements, where people “did not have to eat a pill or prepare a shake that eventually would not know well, but could venture into this world of well -being through something he enjoyed.”

While gummies are the starting point, Gooms has ambitions to expand its product line within the food category, continuing to prioritize taste and convenience.

Gooms’ value Proposition: Personalized Well-being

Gooms distinguishes itself from competitors by recognizing the subjective nature of well-being. The company believes that well-being is not a one-size-fits-all concept and aims to provide personalized solutions that cater to individual needs and preferences. Canal explained, “We consider that well -being is subjective, that is, the perception of each person around it is entirely different. we want to facilitate access without feeling like a standard.”

The brand’s philosophy centers on balance rather than strict adherence to rigid health routines. “The well -being has nothing to do seven times a week to the gym or with eating salad every day. We believe it has to do more with the balance that everyone wants to have,” Canal stated. Gooms aims to “accompany the user in their daily life so that I can find it and feel that you can live more full.”

Identifying Key Areas of Focus

To determine which areas of well-being to address, Gooms conducted thorough market research, analyzing competitors both in Colombia and internationally. The company also identified the most common health concerns among Colombian consumers. This research led Gooms to focus on products that promote good sleep, energy, digestion, beauty, immunity, and concentration.

Canal noted, “From ther we start with references focused on good sleep, energy, digestion, beauty and the whole issue of immunity and concentration. We started from that thinking that we could reach as many population as possible.”

While these areas are the initial focus, Gooms remains open to exploring other product opportunities and functionalities in the future.

Building a Community Through Engagement

Community building is a key component of Gooms’ strategy. The company prioritizes understanding its users and providing them with support and convenience. Canal emphasized the importance of being “as close as possible and really understand 2000% to the user to know how we can accompany it and how we can facilitate comfort without generating friction.”

Gooms employs various tactics to foster community engagement, including a subscription program and a “wellness test,” along with other content designed to create a sense of belonging and support.

Distribution Channels: direct-to-Consumer and B2B2C

Gooms utilizes a multi-channel distribution strategy to reach its target audience. The primary channel is a direct-to-consumer e-commerce platform where customers can place orders or subscribe for monthly refills.Canal explained, “We have a direct channel with the consumer, which is through our e-commerce. On the platform you can make the normal order or subscribe to have a monthly ‘refill’.”

The subscription model is designed to align with the recommended daily consumption of two gummies, with each product containing 60 gummies. “Our product contains 60 rubber, the suggestion is to consume two gummies a day, then they last for 30 days. with this option, complying with that period, you are generated an automatic order and the payment method you have selected is made,” Canal said.

Along with the direct channel, Gooms also employs a B2B2C strategy, partnering with pharmacies throughout Colombia. “At this time we are more than 100 pharmatds throughout the country and we are encoding new channels to have more presence and reach more colombian companies,” Canal added.

Market Dynamics and Future Growth

canal believes that the well-being market in colombia is still in its early stages, requiring more education and awareness. He noted that “Colombia was or remains a very immature category in the sense that more pedagogy or details about the issue of well -being is still missing. Because people are willing to take care, it is backed by data, only that sometimes they don’t know how or where to start.”

Despite the challenges, Canal is optimistic about the future, predicting a meaningful growth trend in the well-being category. “Though,I believe that a trend or a wave of growth in the very vital category comes. In any line of well -being you want to see, from mental well -being, body well -being and others. It is indeed something that is already happening and that is that every time Colombians are more willing to take care of ourselves and to think about ourselves,” he stated.

2024 performance and 2025 Plans

Gooms experienced ample growth in 2024, with sales increasing fivefold compared to 2023. The company sold approximately 50,000 units. Looking ahead to 2025, Gooms aims to maintain this growth trajectory and is planning to launch a second product line to make well-being products more accessible. Canal stated, “We hope to maintain that growth trend, that is, make four times more in sales.We are also in plans to launch a second product line with which we seek to break the price barrier that is usually an impediment for people to enter this segment.”

Conclusion

Gooms is poised to continue its mission of democratizing well-being in Colombia and beyond. By offering functional gummies that are both enjoyable and practical, the company is making it easier for individuals to adopt and maintain healthy habits. With a focus on personalized solutions and community engagement,Gooms is well-positioned to capitalize on the growing demand for accessible and convenient well-being products.