Kerry Group, a global leader in taste and nutrition solutions, has launched its 2025 Supplement Taste Charts, a comprehensive guide to evolving flavour trends and innovations in the wellness industry. These charts serve as an essential tool for supplement and nutraceutical manufacturers, helping them anticipate market shifts and create health and flavour-forward products.
Taste is a critical factor in supplement innovation. Consumers expect their wellness products—whether traditional or emerging supplement formats—to offer enjoyable and recognisable flavours while supporting their health goals. Kerry’s 2025 Supplement Taste Charts provide a strategic roadmap for brands to navigate these evolving expectations, leveraging insights grounded in market reality and future-forward predictions.
“Consumer demand for exceptional taste is reshaping the supplements industry,” said Soumya Nair, Global Research, and Insights Director at Kerry. “From gummies to powders and capsules to chewable, our 2025 Supplement Taste Charts empower brands to anticipate market shifts and deliver health benefits with flavours consumers will love.”
Flavour trends reshaping the supplement industry
Global and regional influences continue to reshape the landscape of supplement flavours. Key trends include:
- Tropical and vibrant fruit notes like mango in gummies and supplement powders, apricot in gummies, and watermelon in gummies, chewables, and supplements in North America, and lychee, mangosteen, and pi pa fruits in supplements in Southeast Asia are rapidly expanding, aligning with consumer demand for hydration and immune support.
- Around the world, botanical and herbal flavours inspired by traditional wellness practices continue to grow in popularity, with mint and lime being particularly notable.
- Orange remains a mainstream flavour across the world – a staple in immunity-boosting formulations and functional beverages.
- Cocoa, lavender, and rose are emerging in supplements in Australia and New Zealand, catering to consumers seeking both functionality and indulgence.
- In Europe, nostalgia-driven flavours, like caramel, vanilla, and cola are making a comeback in supplements — where these creamy, sweet notes offer a functional boost with an indulgent experience.
- Meanwhile, Mediterranean-inspired profiles such as basil, sage, and elderflower are gaining ground, in supplement flavours, tapping into the region’s herbal traditions and growing demand for natural remedies.
Beyond flavours the 2025 Supplement Taste Charts also track the dynamic shift in supplement formats. The industry is increasingly moving away from traditional tablets and capsules, with new formats like gummies, stick packs, chewables, meltables, popsicles, and lollipops emerging as popular choices. These non-pill formats are growing rapidly and now account for 61.8% of market sales, with gummies leading at 23.4% of total sales, followed by powders at 15.7% and capsules at 14.5%, according to Nutrition Business Journal (NBJ) Delivery Format Report 2022. This growth is attributed to consumers’ demand for more enjoyable, convenient ways to take supplements, driven by factors like convenience, bioavailability, and sustainability. As these innovative formats evolve, brands are turning to trusted partners like Kerry as partners to not only understand the emerging new formats but also formulate for them with better-tasting solutions – while maintaining the efficacy of research-driven ingredients.
