Kerry Group unveils 2025 supplement taste charts, consumer demand for flavor-driven wellness on the rise 

GLOBAL – Kerry Group, a global leader in taste and nutrition solutions, has released its 2025 Supplement Taste Charts, highlighting evolving consumer preferences for personalized wellness solutions.  

The latest insights reveal that flavor plays a critical role in supplement choices, as consumers seek enjoyable and functional products that enhance their overall wellbeing and vitality. 

The Supplement Taste Charts serve as a comprehensive guide for supplement and nutraceutical manufacturers, helping them anticipate market trends and develop innovative, health-focused products. 

With supplement innovation expanding beyond traditional pills and capsules, taste has become a defining factor in product success.  

Consumers now expect their wellness products whether in the form of gummies, liquid shots, effervescent powders, or chewables to offer pleasant and recognizable flavors while delivering key health benefits. 

The dietary supplements market in Asia Pacific, the Middle East, and Africa has witnessed significant growth, reaching US$75 billion in 2024, up from US$61 billion in 2020.

This surge is driven by increased consumer awareness of health, an aging population, and higher disposable income. 

“As consumers in the region become more knowledgeable about their health, they want personalized solutions to increase wellbeing and vitality, and flavor 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 flavor combinations, or enhancing the overall sensory experience, flavor has become key in shaping the perceived value of supplements.” 

In Southeast Asia, tropical fruit flavors such as lychee, mangosteen, and pi pa are growing in popularity, aligning with consumer demand for hydration and immune support. 

Botanical and herbal flavors, inspired by traditional wellness practices, continue to rise worldwide, with ginger, hawthorn, and lime gaining traction in Asia. 

In Australia and New Zealand, cocoa, lavender, and rose are emerging as popular choices, appealing to consumers looking for both functionality and indulgence.  

South Korea and Japan are witnessing increased interest in flavors like acai, black sesame, and chestnut, while in the Middle East, turmeric and thyme are gaining attention for their perceived anti-inflammatory and antimicrobial benefits.

Fun and nostalgic flavors such as tutti frutti, coconut, and caramel & cream are also growing in demand. 

The supplement industry is moving away from traditional tablet and capsule formats, with flavor-forward alternatives such as gummies, stick packs, chewables, meltables, popsicles, and lollipops becoming more prominent.  

This shift is driven by consumer demand for more enjoyable and convenient supplement formats, which also offer improved bioavailability and sustainability. 

According to Nutrition Business Journal, non-pill formats now account for 61.8% of global supplement sales.

Gummies lead the segment with 23.4% of total sales, followed by powders at 15.7% and capsules at 14.5%. 

“Consumer demand for exceptional taste is reshaping the supplements industry,” De Salmiech added. 

“By blending science, sustainability, and authentic flavor with region-specific solutions, Kerry is shaping the future of supplements, delivering health benefits with flavors consumers will love.”