Kerry 2026 supplements taste report highlights ‘hybrid’ flavors

The supplement industry is undergoing a significant transformation, shifting away from traditional pill formats towards more palatable and convenient options. According to recently released 2026 Supplements Taste Charts, gummies, chews, powders, and stick packs now represent over 60% of global supplement sales, signaling a consumer preference for ease, familiarity, and enjoyable sensory experiences.

A Shift in Consumer Preferences

This move away from pills isn’t simply a matter of taste. Research indicates that convenience is a major driver of purchase decisions, with 41% of consumers prioritizing it – a figure not far behind the 53% who cite scientific evidence. This demand for convenience is particularly evident in the popularity of gummies, which currently hold a 23.4% share of the global supplement market.

Challenges and Opportunities for Manufacturers

Mindy Leveille, senior strategic marketing manager for supplements at Kerry, notes that this consumer shift presents a new competitive landscape for manufacturers. To stand out, companies are focusing on differentiating their products through flavor and “sensory experiences,” utilizing tastes inspired by familiar foods and beverages, as well as incorporating cooling or spicy notes.

However, innovation in delivery formats also presents formulation challenges. Leveille identifies three key hurdles: masking unpleasant tastes or metallic notes from active ingredients, maintaining a balance between sensory appeal and the potency of the active ingredients, and ensuring consistent flavor profiles across different formats.

Flavor Strategies for Success

The choice of flavor is critical, as it significantly impacts whether a supplement becomes a regular part of someone’s routine. Citrus and berry flavors generally pair well with powders and liquids, offering freshness and masking unwanted tastes. Conversely, richer, creamier flavors are often better suited for gummies, and chews.

Successful flavor development also involves considering the active ingredients themselves. Pairing flavors that complement the inherent taste notes of an active ingredient can reduce the need for heavy masking and create a more harmonious sensory experience. A hybrid approach – combining familiar flavors with bolder, more unexpected notes – is often the most effective strategy for attracting consumers.

Manufacturers are also encouraged to explore a wider range of delivery formats beyond gummies, including gels, effervescents, and fast-melt powders, to cater to diverse usage occasions and reduce reliance on a single, increasingly crowded category.

Frequently Asked Questions

What is driving the shift away from traditional supplement pills?

Ease, familiarity, and the sensory appeal of alternative formats like gummies, chews, powders, and stick packs are driving the shift away from pills.

How important is convenience to supplement consumers?

Convenience is a key purchase driver for 41% of consumers, which is not far behind scientific evidence at 53%.

What are some of the challenges manufacturers face when developing new supplement formats?

The three major barriers are masking bitter or metallic active-ingredient notes, balancing sensory attributes without diluting actives, and ensuring consistency across formats.

As the supplement industry continues to evolve, will you be more likely to choose a supplement based on its convenience and taste, or its scientific backing?