Kerry, a global leader in taste and nutrition, has unveiled its highly anticipated 2025 Supplements Taste Charts, spotlighting the fast-evolving landscape of consumer preferences in the supplement space. Moving away from the era of chalky tablets and bitter potions, the latest insights signal a bold new direction where taste, innovation, and consumer well-being intersect like never before.
With rising interest in holistic health, digital detoxing, and conscious living, the supplements market is now embracing enjoyable flavours and formats that support both health and happiness. From Ready-To-Mix beverages to chews and gummies, formats are getting more playful—while still packing a punch in functionality.
Emmet Malone, Kerry’s Research, Development and Applications Director for Beverage and Supplement Markets, affirms the shift:
“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.”
According to Kerry’s findings, consumers now demand flavourful wellness solutions that align with their clean-label expectations and global inspiration drawn from social media. The 2025 Taste Charts highlight emerging flavours such as yuzu, lavender, and lychee, while also charting the trajectory of familiar favourites like strawberry and orange across global regions.
“Social media is a major driver of consumer adventurousness,” says Malone. “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.”
Angela Getzel, Kerry’s Business Development Director for Beverage & Supplements Taste, sees this global view as a strategic advantage:
“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.”
But flavour is only part of the equation. As supplement formats diversify, developers are being challenged to marry taste with efficacy and functionality.
“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,” says Malone. “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.”
Creating products that delight while delivering results requires deep technical expertise, and Getzel emphasizes that taste must always align with the intended benefit.
“The format is greatly dependent on taste modulation. It is important for a developer to be able to create a neutral base to start with so they can then deliver a fantastic tasting product. A Chew or a gummy can make the consumer feel like they are having a candy, if the flavour is very medicinal because the actives are not masked then it is impossible to deliver a fun flavour profile to align with a candy.”
Kerry’s 2025 Supplements Taste Charts are rooted in extensive global consumer research, social media analytics, and new product launches, delivering a resource that is both insightful and actionable.
“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,” notes Malone.
Beyond trends, the Taste Charts also reflect Kerry’s core mission: keeping the consumer at the heart of all innovation.
“It is important to match the flavour profile to the health benefit. This puts the customer in the right state of mind before even consuming the product. So, as the health trends change so will the taste profiles,” adds Getzel.
From taste modulation and masking to sugar reduction and authentic extracts, Kerry offers end-to-end solutions tailored to supplement development—equipping brands to meet rising consumer expectations with confidence and creativity.
As the supplement category continues its glow-up, Kerry’s 2025 Taste Charts provide the compass for brands navigating this exciting terrain. The future of wellness is not only functional—it’s flavourful.