In a world where choices abound, standing out can be quite the challenge, but Kerry Group emphasizes that the key to capturing attention lies in the ‘sensory experience’ that products offer. Recently, they unveiled their 2026 Supplements Taste Charts, which serve as a guide for the industry, aiming to shed light on how flavor and product format can enhance brand loyalty while encouraging consumers to adopt healthier habits.
One striking revelation from this report is the significant move away from traditional pill forms of supplements. In fact, gummies, chews, powders, and stick packs now represent over 60% of global supplement sales. To highlight the shift, gummies alone account for a remarkable 23.4% of these sales. This transition away from pills is largely attributed to the convenience, familiarity, and sensory appeal presented by these alternative delivery formats.
Delving deeper into consumer behavior, Kerry discovered that convenience serves as a critical driver for purchases, influencing 41% of consumers, just behind scientific evidence, which captures 53%. This information comes from consumer research conducted by FMCG Gurus, reinforcing the notion that ease of use is becoming increasingly important in the supplement market.
Mindy Leveille, who is the senior strategic marketing manager for supplements at Kerry, shared insights with NutraIngredients, noting that the rising demand for gummies, primarily due to their convenience, alters the competitive landscape for manufacturers.
To truly stand out in a crowded market, manufacturers must leverage sensory experiences to navigate formulation challenges effectively. As the popularity of gummies surges, companies can distinguish their products either through unique flavors or immersive sensory experiences. These can be inspired by familiar foods and beverages, or even include sensory elements like cooling or spicy notes, creating a distinct presence on store shelves, as Leveille elaborated.
"It’s essential for manufacturers to consider a wider range of delivery formats beyond just gummies," Leveille advised. She pointed out that innovative formats such as gels, effervescent tablets, and fast-melting powders can cater to various usage occasions—from hydration and wellness on-the-go to rapid benefits—allowing brands to diversify their offerings while easing the strain on the increasingly competitive gummy segment.
However, as brands strive to innovate with new delivery formats, they face certain hurdles during the formulation process. According to Leveille, the three main challenges include concealing unpleasant bitter or metallic notes from active ingredients, achieving a balance between sensory attributes without compromising the potency of the actives, and maintaining consistency across different formats, given that not all flavor systems are easily adaptable.
When it comes to selecting the right flavors for supplements, taste becomes a pivotal factor that can determine whether a product integrates into someone’s daily routine. Leveille outlined some fundamental guidelines for developers when it comes to flavor selection. For example, citrus and berry flavors are often better suited for powders and liquids, as they provide a refreshing taste that can effectively mask any undesirable notes. In contrast, richer or creamier flavors work well for gummies and chews. Additionally, the active ingredients themselves can influence the flavor decision.
"Many active ingredients come with their own unique taste notes, which can either clash with or complement certain flavor profiles," Leveille explained. By pairing flavors that naturally align with these notes, manufacturers can minimize the need for extensive masking and create a more harmonious sensory experience.
Given that specific flavors tend to align with particular delivery formats or active ingredients, the challenge remains to craft enticing tastes that set products apart for consumers. Leveille proposed that the best strategy is to merge familiar flavors—which offer reassurance and broad appeal—with bolder, more unexpected notes.
"In practice, a hybrid approach tends to yield the most success. By combining trusted, familiar flavor cues with more imaginative or unconventional profiles, brands can establish a solid foundation that meets consumer expectations while still achieving differentiation in an oversaturated market," Leveille concluded.
This discussion on flavor and format innovations in supplements opens up a myriad of questions about consumer preferences and market dynamics. What do you think drives your choice of supplements? Is it the flavor, the form, or something entirely different? Share your thoughts below!
