Consumer attitudes towards ageing are changing. It’s not just about living longer; it’s about living better.
As global life expectancies rise, adding life to years matters as much as adding years to life. Nutrition is at the heart of this shift. And with cost-of-living pressures shaping day-to-day choices, consumers want options that are not only functional, but genuinely accessible.
Nutrition equity is emerging as a global priority. By 2030, one in six people will be over 60, and the rise of age-related conditions will accelerate demand for everyday nutrition that supports long-term vitality.1 From microbiome science to cognitive support and more personalised approaches to weight management, nutrition is widening its role in preventive health to help people add valuable life to their years.
Across APMEA – Asia Pacific, the Middle East and Africa – the supplement market value is expected to increase consistently, reaching $45.2b in 2025, $50b in 2027 and $55b in 2029.2 In fact, two in five APAC consumers take supplements to improve their health, with 87% of consumers maintaining or increasing supplement consumption.
Taste: Flavour forward formats
Flavour forward formats are rising in popularity with supplements that are consumed, not simply swallowed. While health remains a core driver in the supplement space, consumer preferences are increasingly shifting towards taste-driven formats, where efficacy alone is no longer sufficient without an enjoyable taste experience.
Consumers are seeking more experimental formats that are enjoyable, moving away from traditional, easily forgotten pills. Subsequently, texture and flavour have emerged as powerful tools to build brand loyalty and differentiate products from other nutraceuticals in the market.
The beneficial ingredients used in supplements, such as vitamins, minerals and plant-based proteins, often have naturally unpleasant tastes – including bitter, metallic or earthy notes. This can deter consumers from using the product regularly enough to achieve the intended health benefits. Flavour masking can help to improve to palatability of products that contain these off-putting tastes, allowing manufacturers to include beneficial ingredients without compromising taste.
As taste drivers increasingly shape the future of supplements, this shift has opened new market opportunities for innovative flavour combinations. Maximalism is no longer a visual trend – it is a flavour movement. This flavour trend can celebrate shock, awe and originality as layered, multisensory creations help to defy restraint and generate intrigue.
Consumers are no longer confined to traditional F&B supplement categories. A rise of hybrid products aims to defy expectations: think savoury energy bars, confectionery-inspired supplement formats or coffee-infused condiments. By leveraging format innovation and unexpected pairing, brands can create offerings that reflect how consumers are eating today.
With health still a core purchase driver, consumers are gravitating towards transparency and ingredient authenticity. This has elevated whole foods, fermented flavours and flavour profiles that feel wholesome. Popular flavours include citrus, yuzu, ginger, turmeric, matcha, elderflower, mint, yogurt and honey – celebrating flavours that enhance a product’s perceived health benefits.
The format of a supplement is also heavily dependent on taste modulation. A chew or gummy can mimic the appearance, texture and taste of traditional confectionery. But, to achieve this, it is important for manufacturers to start with a neutral base so great tasting products can be delivered. If the flavour is very medicinal (due to unmasked actives) it can be difficult to deliver a fun flavour profile that aligns with confectionery standards.
Next era of flavour – what’s new?
As product innovation evolves to reflect new trends, so does flavour preference. To help brands create products that are better for people and the planet, Kerry Group is working to develop ingredients and flavours to improve taste, texture and nutrition.
Kerry takes a holistic approach to taste. When co-creating a supplement, Kerry considers the complete taste spectrum to create solutions that satisfy consumers at every stage of the taste experience. By offering specialised ingredient solutions, Kerry helps to develop flavours that align with trends while addressing key technical challenges in product formulation, such as palatability and texture enhancement.
In 2026, Kerry launched its ‘2026 Supplement Taste Charts’ to define the next era of flavour supplements. In doing so, Kerry has uncovered the new flavours dominating the SEA market, including:
- What’s now (dominant flavours) Orange, strawberry, mixed berry, lemon and peach
- What’s new (fast growing flavours) Turmeric, mandarin, milk chocolate, pomegranate and yuzu
- What’s next (future flavours) Coconut, hawthorn, guava, lavender and melon
“Consumers across APMEA are demanding more from their proactive health products, not only clinically supported benefits, but also flavours that excite,” says Olivier De Salmiech, Vice President, Health & Therapies at Kerry Asia Pacific, Middle East & Africa.
“When products taste great, has science-backed benefits, and integrate naturally into everyday life, they become wellness rituals consumers look forward to.”
The 2026 Taste Chart provides data-rich analysis of the supplement market’s flavour and format trends across different geographical locations. The report highlights taste preferences across APAC, MEA, Australia, China and SEA to help manufacturers create products that align with regional consumer expectations.
Consumers are demanding more from supplements. The long-held assumption that “if it tastes bad, it must be doing you good” is ending.3 Kerry’s 2026 Taste Chart provides the insights needed to forecast and shape the future of taste in supplements. Operating at the intersection of science and taste, Kerry helps manufacturers enhance flavour profiles, create unique flavour combinations and mask undesirable off notes.
Taste drivers are fundamental to consumer satisfaction and repeat purchases, moving supplements from a chore to an anticipated sensory experience.
Find out more about the flavours dominating the market in ‘Kerry’s 2026 Supplement Taste Chart’.
References
- World Health Organization. Ageing and health.
- Euromonitor. Consumer Health: Euromonitor from trade sources / national statistics.
- Kerry. From Function to Flavour: Why Taste is Now Driving Growth in Asia Pacific’s Supplements Industry.
