Kerry's 2026 supplements taste charts reveal the winning formula

As consumers take a more proactive approach to their health and wellbeing, Kerry, a global leader in taste and nutrition, has released its 2026 Supplements Taste Charts, a forward-looking guide to the flavors and formats set to transform the supplements and sports nutrition categories in the year ahead.

Designed to help brands meet rising expectations for efficacy, enjoyment and ease of use, the charts translate global consumer insights, sensory science and formulation expertise into actionable guidance. They reflect a simple truth shaping modern wellness: if a product doesn’t taste good or fit seamlessly into daily life, even the most clinically proven benefit will struggle to deliver long‑term impact. Developed using insights from Kerry’s network of more than 1,200 scientists, 100 flavorists and technologists, alongside extensive global consumer research, the 2026 Supplements Taste Charts help decode how flavor and format can actively support healthier routines—and stronger brand loyalty.

“Today’s consumers expect supplements to work hard for them, delivering proven benefits, great taste, and everyday convenience,” said Loretta Kelly, Global Head of Marketing, Proactive Health. “Our focus is helping brands meet these rising expectations with science-led taste solutions and formats that seamlessly support modern, on-the-go lifestyles. Whether it is masking the bitterness of a botanical or creating a nostalgic gummy that builds a daily habit, our 2026 Supplements Taste Charts provide the roadmap to innovation that consumers will crave.”

The Great Format Shift: Beyond the Pill

The era of “medicine-first” supplements is rapidly giving way to formats designed for habit formation and consumer enjoyment. As the category expands beyond clinical correction into proactive health maintenance, taste and palatability have become central to functionality—not secondary considerations.

Key insights from the 2026 Supplements Taste Charts include:

• A decisive move beyond pills: Gummies, chews, powders and stick packs now account for over 60% of global supplement sales, with gummies alone holding a 23.4% share, driven by ease, familiarity and sensory appeal.

• Convenience equals compliance: FMCG Gurus research shows 41% of supplement consumers now cite ease of use as a key purchase driver—nearly matching the 53% who prioritise scientific evidence.

“Taste and flavor are now the number-one  influences on consumer purchase decisions in sports and functional nutrition," Kelly added, referencing recent Innova Market Insights findings.“ Moving beyond capsules isn’t just about convenience; it’s about supporting consistency. When supplements are enjoyable, people are far more likely to make them part of a long-term proactive health routine.”

Global Flavour Trends: From Simplicity to Treatification

The 2026 Supplements Taste Charts reveal that while Orange, Strawberry, and Berry remain the dominant global baselines, the future is defined by specific regional nuances and cross-pollination.

●      The rise of super-citrus: While Lemon and Orange are staples, regions are trading up for more complex citrus profiles. Yuzu is a key 'Future Flavour' across Australia/NZ, Southeast Asia, Southwest Asia, and North Asia, signaling a shift toward premium, aromatic citrus. Blood Orange and Pink Lemonade are also high-growth trending profiles in Europe and ANZ.

●      Botanicals & tea inspiration: As consumers seek grown-up complexity, botanical and tea profiles are surging. Oolong Tea and Jasmine are emerging in China, while Matcha is gaining ground in Latin America and ANZ as a sophisticated functional flavour.

●      The treatification of wellness: Brands are blurring the line between supplement and snack with dessert and beverage-inspired profiles. North America is embracing nostalgia with Cinnamon Bun and Fruity Popsicle, while Europe and the Middle East are moving toward beverage cues like Mojito and Cola. Southwest Asia is innovating with culturally specific treats like Indian Kulfi.

●      Next-gen fruits: Guava appears as a top ‘Future Flavour’ in almost every region, including Europe, North America, Southeast Asia, and the Middle East, positioning it as the next global breakout star for 2026.

Empowering the Future of Wellness

Kerry supports supplement and sports nutrition manufacturers through its science- backed Proactive Health portfolio, combining nutritional expertise with advanced sensory design. This includes a broad range of natural, authentic flavours, alongside tailored taste modulation and masking solutions that help unlock challenging active ingredients without compromising consumer enjoyment.

Localised across nine global regions, including North America, Europe, Latin America, Asia‑Pacific, the Middle East and ANZ, the 2026 Supplements Taste Charts map flavour lifecycles across three clear stages:

• What’s Now: Established, mainstream adoption

• What’s New: Rapidly gaining popularity

• What’s Next: Emerging signals shaping future innovation

Together, they offer a practical framework for brands looking to turn health intention into daily action—and transform great nutrition into great experiences consumers will choose again and again.