Kerry Group charts future flavours in wellness

From gummies, liquid shots, effervescent powders to chewables — whether traditional or emerging supplement formats — taste is a critical factor for wellness products. Kerry’s 2025 Supplement Taste Charts provide a roadmap for brands to navigate the evolving expectations of consumers, leveraging insights grounded in market reality and future-forward predictions.

In Asia–Pacific, Middle East and Africa, Euromonitor reported that the dietary supplements market size grew to US$75bn in 2024, up from US$61bn in 2020, 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 flavour is a significant factor in their supplement choices. 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,” said Olivier De Salmiech, Vice President, Nutritional Supplements, Kerry Asia Pacific, Middle East & Africa.

 Key taste trends identified in the charts include:

• Tropical and vibrant fruit notes like lychee, mangosteen and pi pa in South-East Asia are rapidly expanding, matching consumer demand for hydration and immune support.
• Around the world, botanical and herbal flavours inspired by traditional wellness practices continue to grow in popularity, with ginger, hawthorn and lime being particularly notable in Asia.
• Orange remains a mainstream flavour across the world — a staple in immunity-boosting formulations and functional beverages. Passionfruit is also a choice supplement flavour in Asia.
• Cocoa, lavender and rose are emerging in Australia and New Zealand, catering to consumers seeking both functionality and indulgence.
• In South Korea and Japan, consumers are opting for Asian flavours such as acai, black sesame and chestnut in their supplement choices.
• Turmeric, thyme for perceived anti-inflammatory and antimicrobial benefits, along with fun flavours such as tutti frutti, coconut, caramel & 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. These non-pill formats are growing rapidly globally and now account for 61.8% of market sales, with gummies leading at 23.4% of total sales, followed by powders at 15.7% and capsules at 14.5%, according to Nutrition Business Journal. This growth is attributed to consumers’ demand for more enjoyable, convenient ways to take supplements, driven by factors like convenience, bioavailability and sustainability.

“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,” De Salmiech said.

To download the chart, click here.

Image credit: iStock.com/ratmaner