The supplements landscape is changing
We can all recall a time when we’ve pinched our nose, closed our eyes, and gulped down something green in the name of “good health”, even if it meant sacrificing our taste buds in the process.
Especially true for supplements, chalky, chunky, difficult-to-swallow tablets were the norm – the chunkier the better with bonus points for lingering after-taste. Afterall, if it tastes bad, it must be healthy, right? No pain, no gain.
Thankfully, along with a rising interest in digital detoxing and increasing awareness on the impact of stress on health, 2025 health and lifestyle trends see us set to enter a new era of wellness, with desire for taste finally reigning supreme in consumer demand for their health products.
And, as consumers increasingly focus on overall health – ranging from diet and supplements to reducing alcohol intake- developers are beginning to respond by innovating with more exciting and unique flavour profiles, allowing consumers to experiment and enjoy supplements as part of a healthier lifestyle, with no taste compromise.
As Kerry’s Research, Development and Applications Director for Beverage and Supplement Markets Emmet Malone puts it, “Historically, the supplements industry has accepted average or even poor-tasting products, often under the assumption that ‘if it doesn’t taste great, it must be good for me.’ However, the landscape is shifting. Taste is now king. The flavour profile and taste experience are now critical in securing repeat consumer purchases and gaining market share.”
So, with that in mind, what future flavours are expected to dominate the world of supplements in 2025?
Just ask the Kerry 2025 Supplements Taste Charts!
From twists on the old reliables like strawberry and orange to the more Gen Z inspired yuzu and lavender, the supplement landscape is getting a taste makeover. But if flavours like yuzu and matcha have you scratching your head, don’t worry, you’re not alone. This is where the Supplements Taste Charts come in!
Crafted from deep analysis of global consumer research, social media data, and product launches, Kerry’s Supplements Taste Charts explore everything from mainstream favourites to emerging sensations that are predicted to make a splash in the category in the coming year.
As Malone states, “The Supplements Taste Charts are an essential resource for any brand aiming to create market-leading products that resonate with consumers. They provide a straightforward way to review and understand the flavour profiles currently shaping the market, as well as to identify emerging trends that should be considered for future product launches.”
Consumers are going cleaner and greener
So, where are the bolder flavours coming from then? Malone explains that as consumers increasingly commit to cleaner, healthier lifestyles, they are also greatly influenced by the content they consume online, particularly through the diverse global content served to them via social media platforms.
Malone states, “Social media is a major driver of consumer adventurousness. People can easily draw inspiration from other cultures and regions of the world more easily than ever before. Taking an example from the Beverage Taste Charts, we see flavours like Lychee, which is in the ‘Mainstream’ category in Asia, appearing in the ‘Up & Coming’ category in the US, and the ‘Emerging’ category in Europe.”
Commenting on the global scope of Taste Charts, Kerry’s Business Development Director for Beverage & Supplements Taste Angela Getzel adds, “One innovative way to use the Taste Charts is to compare other regions to your own. We find that often the next emerging trend is already mainstream or key in another region; this gives customers the chance to be a leader in innovation in their own region.”
Of course, with more enjoyable flavours comes more enjoyable formats. As Malone explains, “In the past, the supplement industry was dominated by capsules, tablets, and soft gels. In recent years, however, there has been an explosion of new formats such as Ready-To-Mix Beverages, Gummies, and more recently, Chews. The Taste Charts serve as an invaluable resource for brands, offering insights into the formats and flavours currently shaping the market and helping forecast the trends that will drive future growth.”
