Taste and nutrition specialist Kerry has debuted its 2025 Supplement Taste Charts mapping the up-and-coming flavour trends in dietary supplements.
The company created this guide to assist both supplement and nutraceutical manufacturers in creating trendy and appealing supplements in the rapidly evolving market.
Through its proprietary research, Kerry has discovered five dietary supplement flavour trends globally:
- North America: Tropical notes are growing in popularity amongst this consumer group — with flavours like mango gaining popularity in gummies and powders, while apricot and watermelon are also proving popular in gummy formulations
- South-east Asia: Similar to the North American cohort, vibrant tropical notes are hugely popular, with flavours like lychee, mangosteen and pi pa gaining traction in the area. These flavours are often found in both hydration and immune support formulations
- Europe: The indulgent notes of caramel, vanilla and cola are all making a comeback within dietary supplements in the region. For those who prefer botanical notes, herbal flavours such as basil, sage and elderflower are also gaining ground
- Oceania: Relaxing and indulgent flavours such as cocoa, lavender and rose are proving popular with consumers in this region
- Globally: Unsurprisingly, orange remains a top flavour choice globally, with many immune-boosting formulations incorporating the note. However, botanical and herbal flavours are gaining traction worldwide, with mint and lime topping Kerry's list this year.
To create this list, Kerry leveraged insights from market research and AI-driven predictions — offering brands a strategic roadmap to ensure their supplement flavours are a hit with consumers.
“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 chewables, brands need to anticipate market shifts and deliver supplements with flavours consumers will love."
Supplement format shifts in 2025
As well as the shift in supplement flavour preferences, the 2025 Supplement Taste Charts has tracked the shift in consumer supplement format preference.
Notably, the industry has moved further away from traditional forms such as tablets and capsules in favour of newer, more user-centric iterations such as gummies, chewables, stick packs, meltables and even lollipops.
According to a 2022 report from the Nutrition Business Journal, non-pill formats now account for almost two thirds of market sales globally, with gummies taking 23.4% of this margin.
This trend is likely driven by conusmer demand for enjoyable and convenient supplements.