The Kerry Group has unveiled its 2026 Supplements Taste Charts, designed as a comprehensive industry resource. This guide aims to illuminate how flavor and product format can enhance brand loyalty and motivate individuals to adopt healthier habits.
A significant revelation from the report is the substantial departure from traditional pill forms, with gummies, chews, powders, and stick packs now representing over 60% of global supplement sales. In fact, gummies alone account for 23.4% of the overall market share. This trend reflects a shift toward more accessible and enjoyable delivery formats, making them increasingly attractive to consumers.
Furthermore, the report highlights convenience as a major purchasing factor, cited by 41% of consumers, closely following scientific evidence, which stands at 53%. This data, shared by Kerry, comes from consumer research conducted by FMCG Gurus.
Mindy Leveille, senior strategic marketing manager for supplements at Kerry, explained to NutraIngredients that the growing consumer preference for gummies changes the competitive landscape for manufacturers.
Leveraging Sensory Experiences to Tackle Formulation Challenges
As gummies continue to rise in popularity, manufacturers have the opportunity to set their products apart through taste and unique sensory experiences. Leveille noted that flavors derived from familiar foods and beverages, as well as sensory elements like cooling or spicy notes, can help enhance shelf appeal.
“Producers should not limit themselves to gummies but also explore a variety of delivery formats,” she advised. “Innovative options like gels, effervescents, and fast-melt powders allow for various use cases — from hydration and on-the-go wellness to rapid benefits — enabling brands to broaden their portfolios while easing the competition within the crowded gummy market.”
However, as manufacturers innovate with new delivery formats, they must navigate several formulation challenges. Leveille identified three primary hurdles: masking bitter or metallic flavors of active ingredients, balancing sensory attributes without losing efficacy, and maintaining consistency across formats, as not all flavor systems will transfer seamlessly.
Selecting the Right Flavors for Supplements
Flavor plays a crucial role in determining whether a supplement becomes a staple in someone’s daily routine. Thus, flavor selection is vital for manufacturers. Leveille recommends that developers consider certain foundational principles when choosing flavors. For example, citrus and berry flavors often pair well with powders and liquids due to their freshness and ability to mask undesirable aftertastes, while richer flavors are generally better suited for gummies and chews. The active ingredients can also influence flavor selection.
“Many active ingredients come with their own taste profiles, which can either complement or clash with chosen flavors,” Leveille stated. “By selecting flavors that naturally align with these notes, manufacturers can reduce the need for heavy masking and create a more harmonious sensory experience.”
With flavors needing to match delivery formats and active ingredients, the objective then becomes to develop tastes that are sufficiently intriguing to stand out to consumers. Leveille suggested a balanced approach: combining familiar flavors that offer reassurance with bolder or unexpected elements.
“In practice, a hybrid approach often proves most effective. Integrating trusted, familiar flavor cues with innovative profiles enables brands to establish a solid foundation that meets consumer expectations while also providing differentiation in a competitive landscape,” Leveille concluded.
