Bakery & Desserts
From first bite to final crumb.
Vitamins, Minerals, and Supplements, better known as VMS, continue to be a flavorful space for innovation, especially in gummy formats. As consumers look for products that support daily wellness goals, flavor remains a key part of creating an enjoyable and repeatable supplement experience.
According to Innova New Products data for U.S. supplement and sports nutrition gummies launched from July 2024 through July 2026, Strawberry leads as the top flavor, followed closely by Berry, Raspberry, Orange, and Passion Fruit. These familiar, fruit-forward profiles continue to resonate with consumers seeking approachable and enjoyable supplement formats.
Flavor blends are also adding excitement to the category. The leading blend, Strawberry Lemon/Lemonade, highlights the opportunity to pair sweet fruit notes with bright citrus character. Other trending blends include Raspberry Lemon/Lemonade, Strawberry Watermelon, Berry Lemon/Lemonade, and Peach Mango.
The snapshot also points to several top need states driving VMS gummy launches, including:
- Energy & Stamina
- Brain-Mood Health
- Immune Health
- Mental Acuity
- Insomnia
From energizing orange creatine gummies to calming berry stress relief gummies, today’s VMS gummy products are balancing functional benefits with flavors consumers know and enjoy.
Looking for inspiration for your next supplement gummy?
Explore the latest flavor trends and spark your next product idea. If inspiration strikes, request a sample to start bringing your next VMS gummy concept to life.
