Fruity Flavours Driving The Nutritional Supplement Industry
The global nutritional supplement industry is undergoing a flavour revolution—driven by evolving consumer preferences, wellness trends, and the rapid rise of non-pill formats. While tablets and capsules have long dominated the category, modern consumers are leaning toward more enjoyable, flavourful experiences that enhance compliance and satisfaction.
The performance nutrition segment, including sports supplements, protein powders, and hydration products, is highly driven by taste and convenience. Consumers expect their supplements not only to be effective but also to deliver a pleasurable flavour experience that motivates consistent use. The health and wellness segment covers a broad range of daily supplements aimed at immunity, digestion, beauty, and general nutrition. In this segment, taste and experience are pivotal for consumer retention, especially as gummies, chewables, and powders gain traction. Fruity flavours, especially tropical and exotic profiles, are emerging as key differentiators in this rapidly growing sector.
Flourishing Global Supplement Market
According to a leading market research agency, the nutritional Supplements global market size in 2025 is USD 510.40 billion–515.98 billion and projected to increase with CAGR of 6.42% and reach USD 704.28 billion. Dietary Supplements Market size in 2025 is USD 189.6 billion–USD 203.42 billion and projected to increase with CAGR of 9.1% and reach USD 327.42 billion. Key segments are Vitamins, botanicals, minerals, proteins/amino acids, enzymes, probiotics, and others. While traditional tablets and capsules still hold strong, powders, gummies, and chewables are rapidly gaining market share due to their superior user experience.
The Rise of Non-Pill Formats: Gummies, Powders & More
As of 2025, non-pill formats such as gummies, chewables, powders, and stick packs account for 61.8% of global supplement sales, with gummies alone comprising 23.4%. This shift toward chewable and mixable formats has opened up an exciting avenue for flavour innovation.
Consumers now expect their daily vitamins and nutritional boosters to taste good. Taste has become a critical driver in purchasing decisions, leading to a surge in demand for flavour-forward, functional formats that are both indulgent and health-promoting.
Fruity Flavours: Functional, Familiar, and Fun
Fruity flavours continue to be a driving force in the supplement industry, thanks to their versatility, familiarity, and ability to effectively mask the sometimes bitter or metallic off-notes of functional ingredients like botanicals, proteins, and vitamins.
Classic citrus flavours: Among the most enduring and widely accepted are the classic citrus flavours—orange, lemon, lime, and grapefruit—which are beloved across age groups for their clean, zesty freshness. These flavours are particularly popular in vitamin C supplements, hydration powders, and effervescent tablets, where their crisp profile enhances the overall consumption experience.
Tropical and exotic fruits: Fruits such as mango, lychee, guava, tamarind, coconut, acai, mangosteen, and pi pa are gaining global popularity. These flavours bring a sense of indulgence and are often perceived as premium, making them an excellent fit for mood, immunity, and hydration supplements. They also appeal to consumers seeking novelty and international flavour experiences.
Berry-based flavours: Flavours including strawberry, blueberry, raspberry, jamun, and amla (Indian gooseberry)—are widely recognized for their antioxidant benefits and naturally sweet, tangy taste. These are frequently paired with botanicals, probiotics, and other wellness-boosting ingredients, especially in beauty and digestive supplements. Flavours like strawberry is also emerging in the performance boosting nutrition supplements like protein powder.
Creative flavour pairings: Finally, creative flavour pairings are adding a gourmet twist to supplement innovation. Combinations like blood orange–mint, grapefruit–cucumber, and pineapple–ginger not only enhance taste but also broaden appeal among adult consumers seeking sophistication and refreshment in their wellness routines. These dynamic blends reflect a growing trend towards premiumisation, personalization, and a flavour-first approach in health and nutrition.
Global Flavour Trends in Supplements
Fruity flavours are shaping the global supplement landscape, with each region embracing unique taste preferences that reflect local cultures and wellness trends. In North America, tropical and citrus notes like mango and watermelon dominate gummies and hydration formats. Southeast Asia favours exotic flavours like lychee, mangosteen, and pi pa in immunity and herbal drinks. In Australia and New Zealand, fruity blends with floral notes like strawberry-lavender are gaining traction. Meanwhile, South Korea and Japan prefer acai, yuzu, and mixed berries in beauty and energy-focused supplements, alongside regional favourites like black sesame and chestnut for added distinction.
Popular Flavours in Indian Supplements
In India, flavour trends in supplements mirror those of the broader Asia-Pacific region, with fruit flavours leading the way. Orange, strawberry, berry, lemon, and mango are among the top choices, while exotic fruits like lychee, mangosteen, and passionfruit are gaining popularity, particularly in gummies and effervescent powders.
Emerging fruit options such as mixed berry, apple, blackcurrant, and blueberry are also being featured in new product launches. Alongside fruits, indulgent and dairy flavours like milk chocolate, vanilla, caramel, and cream are popular in chewables, offering a treat-like appeal for both children and adults.
Traditional botanical and herbal flavours such as ginger, turmeric, thyme, cardamom, and fennel remain favoured for their health associations, while citrus botanicals like lime enhance appeal with their refreshing and digestive properties.
Additionally, flavours like bubblegum, butterscotch, and almond are being introduced to attract younger consumers and sweet lovers. Emerging notes such as cocoa, lavender, and rose are also making their way into the market, striking a balance between functionality and indulgence.
In India, flavours in performance-boosting and sports nutrition supplements are led by chocolate, followed by vanilla, strawberry, mango, and coffee. There is rising interest in seasonal fruit flavours (like alphonso mango), savoury options, and innovative combinations such as chocolate with hazelnut or coffee.
The Way Forward with Keva Flavours
As the global supplement industry continues to expand, taste remains a critical pillar of product innovation and consumer loyalty. To truly stand out, brands must go beyond functionality and create multi-sensory experiences that deliver both wellness and enjoyment.
At Keva Flavours, we bring deep expertise in crafting authentic, vibrant fruity flavours that resonate across age groups and product formats. Our team of experienced flavourists and application scientists work collaboratively to develop customised flavour solutions using advanced flavour modulation techniques and a strong understanding of supplement matrices. With in-house spray drying facility, we ensure consistent and efficient production of encapsulated and powder flavours.
With tropical and fruity flavours leading the way, Keva empowers brands to connect with health-conscious millennials, families, and older adults alike—offering flavour-forward supplements that consumers love and trust.
Elevate your product portfolio with taste experiences that captivate consumers.
Discover more through our blogs or reach out to us at connect.flavors@keva.co.in.
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Keva has an extensive flavour shop for various food and beverage applications, besides a team of expert flavourists and food technologists for creating custom flavours and matches. To partner with us, contact Keva today.
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The statements, views, thoughts and opinions expressed on blog or social media are those of the author and do not necessarily reflect the official policy or position of Keva Flavours or its parent organisation. The company does not take any responsibility for the views of the author.