The charts are designed to serve as a roadmap for nutraceutical manufacturers, helping to predict market shifts and create health- and flavor-forward products.
“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, our 2025 Supplement Taste Charts empower brands to anticipate market shifts and deliver health benefits with flavors consumers will love.”
Nair said that after 13 years of tracking insights across food categories, Kerry recognized the growing demand for tailored flavor profiles in health and wellness. After the pandemic shifted consumer priorities closer to health, Kerry decided to develop a distinct categorization for supplements, too.
Thanks to rapid access to information, Nair said that there are a lot more dynamic changes in flavors happening, especially in supplements. While Kerry only releases its taste charts once a year, Nair admits she does dip into the trend report more frequently:
“Perhaps I would look at it maybe once and twice a year, right? Mid-year, end of year, what’s really happening, what’s changing, what are the ingredients, are the trends evolving?” she said. “We then started to see that’s not enough. In the last five years alone, we’re now looking at it on a quarterly basis. So I think timeliness is very important, and then also you rightfully asked the question about generations and genders. It is significantly more important to cater to trend ingredients, flavors based off of the generation that you’re trying to target.”
Nair also offered insights into emerging trends, predicting a rise in multi-benefit supplements that cater to interconnected health needs, such as the relationship between gut health and mood, as consumers become more informed about holistic wellness.
To hear how consumer preferences have shifted and the growing emphasis on innovating flavors to cater to diverse generational needs, listen to the NutraCast.
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