SINGAPORE | Taste is a critical factor in supplement innovation.
From gummies, liquid shots, and effervescent powders to chewables, consumers expect their wellness products, whether traditional or emerging supplement formats, to offer enjoyable and recognisable flavours while supporting their health goals.
Kerry Group has launched its 2025 Supplement Taste Charts, a comprehensive guide to evolving flavour trends and innovations in the wellness industry. These charts are essential for supplement and nutraceutical manufacturers, helping them anticipate market shifts and create health and flavour-forward products.
They also provide a strategic roadmap for brands to navigate these evolving expectations, leveraging insights grounded in market reality and future-forward predictions.
In Asia Pacific, Middle East and Africa, the dietary supplements market size grew to USD 75 billion in 2024, up from USD 61 billion in 2021, due to rising consumer awareness of the importance of health, a growing ageing population, and higher disposable income.
“As consumers in the region become more knowledgeable about their health, they want personalised solutions to increase wellbeing and vitality, and the flavour is a significant factor in their supplement choices,” said Olivier De Salmiech, Vice President, Nutritional Supplements, Kerry Asia Pacific, Middle East & Africa.
“Whether it's masking undesirable tastes, creating unique flavour combinations, or enhancing the overall sensory experience, flavour has become key in shaping the perceived value of supplements.”
Global and regional influences have continued to reshape the landscape of supplement flavours.
Key trends include:
- Tropical and vibrant fruit notes like lychee, mangosteen, and pi pa are rapidly expanding in Southeast Asia, matching consumer demand for hydration and immune support.
- Botanical and herbal flavours inspired by traditional wellness practices continue to grow in popularity worldwide, with ginger, hawthorn, and lime being particularly notable in Asia.
- Orange remains a mainstream flavour worldwide, a staple in immunity-boosting formulations and functional beverages. Passionfruit is also a choice of supplement flavour in Asia.
- Cocoa, lavender, and rose are emerging in Australia and New Zealand, catering to consumers seeking functionality and indulgence.
- In South Korea and Japan, consumers choose supplements with Asian flavours such as acai, black sesame, and chestnut.
- Turmeric and thyme are used for perceived anti-inflammatory and antimicrobial benefits, and fun flavours such as tutti frutti, coconut, caramel, and cream are growing across the Middle East.
The industry is increasingly moving away from traditional tablets and capsules, with new flavour-forward formats like gummies, stick packs, chewables, meltables, popsicles, and lollipops emerging as popular choices.
According to Nutrition Business Journal, these non-pill formats are multiplying globally and now account for 61.8 percent of market sales, with gummies leading at 23.4 percent of total sales, followed by powders at 15.7 percent and capsules at 14.5 percent.
This growth was attributed to consumers’ demand for more enjoyable, convenient ways to take supplements, driven by convenience, bioavailability, and sustainability.
As these innovative formats evolve, brands have turned to trusted partners like Kerry to understand the emerging new formats and formulate better-tasting solutions for them while maintaining the efficacy of research-driven ingredients.
“Consumer demand for exceptional taste is reshaping the supplements industry,” said Olivier De Salmiech.
“With the 2025 Supplement Taste Charts, Kerry empowers brands to stay ahead of these market shifts. By blending science, sustainability and authentic flavour with region-specific solutions, Kerry is shaping the future of supplements, delivering health benefits with flavours consumers will love.”
