Unleash the Power of Sensory Experiences: How Kerry's Insights Can Elevate Your Supplement Brand
The Secret Sauce to Standing Out in a Crowded Market
In the highly competitive world of supplements, standing out from the crowd is no easy feat. But what if there was a secret weapon that could make your brand shine brighter than the rest? Enter the power of sensory experiences, a key finding from Kerry's 2026 Supplements Taste Charts. This report, designed as an industry guide, reveals how flavor and format can be leveraged to foster stronger brand loyalty and encourage healthier routines.
The Shift Away from Pills: A New Era of Supplements
One of the most significant trends highlighted in the report is the broad shift away from pills as the primary supplement form. Gummies, chews, powders, and stick packs now account for over 60% of global supplement sales, with gummies alone holding a 23.4% share. This move is driven by the ease, familiarity, and sensory appeal of alternative delivery formats, marking a new era in the supplement industry.
Convenience as a Key Driver: The New Normal
Convenience is one of the key purchase drivers, registering at 41%, not far behind scientific evidence at 53%. This finding underscores the importance of making supplements more accessible and user-friendly. As Mindy Leveille, senior strategic marketing manager at Kerry, explains, this consumer demand for gummies, driven by convenience, alters the competitive landscape for manufacturers.
Overcoming Formulation Challenges with Sensory Experiences
With the increasing popularity of gummies, manufacturers can differentiate their products by taste or by creating 'sensory experiences'. This can be achieved through flavors inspired by familiar foods and beverages, as well as through sensory cooling or spicy notes, helping products stand out on the shelf. Leveille suggests that manufacturers should also look beyond gummies to a broader mix of delivery formats, such as gels, effervescents, and fast-melt powders, to support a wider range of usage occasions and reduce reliance on the crowded gummy category.
Choosing the Right Flavors for Supplements: A Crucial Decision
Taste plays a significant role in whether a product becomes a part of someone's daily routine, making the choice of flavor crucial for manufacturers. Leveille explains that citrus and berry flavors tend to better match with powders and liquids due to their ability to provide freshness and help mask off-notes. In contrast, richer or creamier profiles are better suited to gummies or chews. The decision on flavor can also be dictated by the active ingredients themselves, with many actives carrying inherent taste notes that can either clash with or complement specific flavor profiles.
Creating Interesting Tastes: A Hybrid Approach
The challenge then becomes to create tastes that are interesting enough to differentiate products for consumers. Leveille suggests that the right approach is to blend familiarity, which provides reassurance and broad appeal, with bolder or unexpected notes. A hybrid approach, combining trusted, familiar flavor cues with more creative or out-of-the-box profiles, allows brands to build a strong foundation that meets consumer expectations while still delivering differentiation in a crowded market.
Controversy & Comment Hooks: The Future of Supplements
But here's where it gets controversial... While sensory experiences and flavor innovation are key to standing out, the challenge lies in overcoming formulation barriers. Masking bitter or metallic active-ingredient notes, balancing sensory attributes without diluting actives, and ensuring consistency across formats are just a few of the hurdles manufacturers must navigate. So, what do you think? Do you agree that sensory experiences are the key to success in the supplement industry? Or do you have a different perspective? Share your thoughts in the comments below!
