The Kerry Group released its 2026 Supplements Taste Charts as an industry guide, aiming to provide insights into how flavor and format can support stronger brand loyalty and encourage individuals to maintain healthier routines.
One of the report’s key findings is the broad shift away from pills as the primary supplement form, with gummies, chews, powders and stick packs now accounting for over 60% of global supplement sales. The research found that gummies alone hold a 23.4% share of global sales, with this broader move from pills driven by ease, familiarity and sensory appeal of the alternative delivery formats.
Building on the theme of greater ease for consumers was the finding that convenience is one of the key purchase drivers (41%), which registered not far behind scientific evidence (53%), Kerry stated, citing FMCG Gurus consumer research.
Mindy Leveille, senior strategic marketing manager for supplements at Kerry, told NutraIngredients that this consumer demand for gummies, driven by convenience, alters the competitive challenge for manufacturers.
Using sensory experiences to overcome formulation challenges
With the increasing popularity of gummies, manufacturers can differentiate their products by taste or by “sensory experiences.” This can be achieved through flavors inspired by familiar foods and beverages, as well as through sensory cooling or spicy notes, to help the products stand out on the shelf, Leveille explained.
“Manufacturers should also look beyond gummies to a broader mix of delivery formats,” she said. “‘New’ formats such as gels, effervescents and fast-melt powders support a wider range of usage occasions—from hydration and on-the-go wellness to fast-acting benefits—helping brands extend their portfolios while reducing reliance on an increasingly crowded gummy category.”
As manufacturers push to innovate on delivery formats, new challenges need to be overcome at the formulation stage. For Leveille, the three major barriers to developing these delivery options are masking bitter or metallic active-ingredient notes, balancing sensory attributes without diluting actives and ensuring consistency across formats, when not all flavor systems will be readily transferable.
How to choose the right flavors for supplements
With taste playing a significant role in whether a product becomes a part of someone’s daily routine, the choice of flavor can be crucial for manufacturers. Certain basic principles can guide developers in their choice, Leveille explained, as citrus and berry flavors tend to better match with powders and liquids due to their ability to provide freshness and help mask off-notes. In contrast, richer or creamier profiles tend to be better suited to gummies or chews. The decision on flavor can also be dictated by the active ingredients themselves.
“Many actives carry inherent taste notes that can either clash with or complement specific flavor profiles,” Leveille said. “Pairing flavors that naturally align with these notes reduces the need for heavy masking and creates a more balanced sensory experience.”
With specific flavors tending to match to delivery formats or active ingredients, the challenge then becomes to create tastes that are interesting enough to differentiate products for consumers. The right approach is to blend familiarity, which provides reassurance and broad appeal, with bolder or unexpected notes, Leveille suggested.
“In practice, a hybrid approach is often the most effective,” she said. “Combining trusted, familiar flavor cues with more creative or out-of-the-box profiles allows brands to build a strong foundation that meets consumer expectations while still delivering differentiation in a crowded market.”
