The report suggests nostalgic tastes are providing a sense of security, emotional comfort and assurance of quality, making them key to innovation strategies.
Flavors from the past are also making food and drink products feel like an indulgent treat, with these qualities extending to dietary supplements, too, according to Regina Maisevičiūtė-Haydon, food and drink associate principal at Mintel.
“Nostalgia and comfort are shaping flavor innovation,” she told NutraIngredients. “In supplements, bakery, dessert and chocolate flavors can feel like a small treat, adding a sense of indulgence while tapping into familiar, comforting tastes.”
Balancing taste with clean label demands
Flavor is deemed to be integral to food, drink and dietary supplement innovation because it directly influences consumer satisfaction, adherence and repeat purchases.
In supplements, the main challenge is disguising the taste of active ingredients, which often taste bitter or metallic. This is particularly important in powders, stick packs, gummies, chews and functional shots which pass over the tongue.
A common tactic is to use sweeteners and artificial flavors. However, Mintel’s report suggests that consumers perceive natural ingredients, such as botanicals, as more beneficial than artificial ones.
As a result, ingredient companies are increasingly shifting from synthetic flavorings and enhancers toward naturally derived alternatives. However, the report highlights that consumer education—particularly the challenge of explaining complex new technologies to the public and securing regulatory acceptance across different jurisdictions—remain significant hurdles.
The report also identifies social media as a tool for engaging young consumers, with 29% of Gen Zs reportedly influenced by food and beverage brands’ social media when deciding which food and drink products to buy, and 23% swayed by social media influencers.
Maisevičiūtė-Haydon said targeting young consumers is a valuable tactic for dietary supplement brands, particularly through collaborations and partnerships which deliver unique, engaging flavor experiences that tend to resonate with this demographic.
“Flavor is getting more sophisticated in supplements, with brands even teaming up with food names like Reese’s to create familiar tastes in formats like gummies,” she said. “This matters most for younger consumers. For instance, in the US, 30% of 18–24s and 34% of 25–34s say taste influences their supplement choices, higher than average and much higher than among older consumers.”
Delivering both function and enjoyment
In order to see success with new formulations, Mintel recommends brands bridge the gap between health and indulgence.
One method is to use traditional and culturally rooted ingredients. Mintel sees a particular opportunity for RTD formats which utilize such ingredients, especially if they are accompanied by authentic storytelling.
Ultimately, the report highlights that taste is the primary driver of consumer food and drink choices, and remains and important differentiator for dietary supplements, too.
“Flavor is shifting from a compliance tool to a brand differentiator, particularly in supplements, where differentiation based on health and nutrition alone is challenging,” said Maisevičiūtė-Haydon. “This is driving development towards flavor-led NPD and multisensory design that deliver both function and enjoyment, rather than a ‘health first, taste second’ approach.”
