And it’s on track to jump even more, according to the 2025 Supplement Trends Report from market research firm Spate, with predictions for a 20.5% year-over-year growth for the category in the next year.
Popularity Index
Spate uses its proprietary Popularity Index, a tool that combines Google and TikTok data to show how popular a category or trend is. The metric reveals what consumers are actively searching for and watching, offering a timely lens into rising trends in health and wellness.
With the Spate dashboard analyzing over 20 billion search signals and more than 60 million TikTok videos across the globe, the metric helps uncover what consumers are actively searching for and watching.
Alyssa Williams, food and beverage category insights manager at Spate, said that she is witnessing a strong convergence of TikTok and Google activity, indicating that consumers are not just passively engaging with content, they’re taking action through searches, comparisons and product exploration.
The big trends: Chronic concerns, functional stacks and pairing
Williams said consumers are gravitating toward targeted supplements that support chronic concerns like gut health, stress, sleep and hormonal balance rather than acute symptoms.
“Ingredients like magnesium glycinate, NAD, theanine, colostrum and vitamin K2 are rapidly growing,” she said. “These are often associated with sleep, stress and immune support, suggesting a more informed, benefit-driven shopper. High-growth supplements such as collagen, magnesium and probiotics dominate, while rising stars like inositol, NAD and gut cleanse reflect growing interest in functional wellness and biohacking.”
Williams added that searches that pair supplement terms with functional concerns like “magnesium glycinate sleep,” suggest an appetite for education, clarity and comparison, especially on efficacy and safety.
Magnesium glycinate continues to dominate searches, with an average of 1.6K in monthly Google Search and +33.6% growth year-over-year. With 72.1% of its popularity coming from Google, consumers are actively searching for information and benefits, especially as it relates to sleep. According to the report, brands like Pure Encapsulations, Nature’s Bounty and Nature Made are also driving search activity as consumers seek trusted sources for supplementation.
This is unsurprising given that last year’s report described magnesium as a “traditional supplement with a new buzz,” and it was predicted to dominate due to its broad health benefits, particularly for sleep and anxiety.
“The success of magnesium as a popular supplement is likely to endure due to its broad range of health benefits and its reputation as a longstanding, trusted therapy,” Yarden Horwitz, Spate co-founder, told us last year.
“Its steady upward trajectory over the last couple of years and multiple applications bodes well for the future of the trend. Additionally, ongoing, increased consumer education about the benefits of different forms of magnesium, such as magnesium citrate and glycinate, contribute to its sustained popularity.”
Shifting consumer preferences
The report highlights a shift toward long-term wellness optimization along with self-education.
“Consumers want to understand ingredients, formats and effects. Searches like ‘magnesium glycinate vs citrate’ and ‘gut cleanse benefits’ confirm that,” Williams said. “TikTok is pushing awareness, while Google Search reflects intent, especially around sleep, hormonal health, microbiome and beauty-from-within concerns.”
She also noted that functional and aesthetic goals are converging, with consumers expecting supplements to support both inner wellness and visible results, noting that #hairgrowth searches saw +504.7% and #wrinkles experienced a +6,563.2% rise in searches.
Nello’s TikTok takeover
One trend that took Williams by surprise is Nello, a brand specializing in wellness drink mixes. The brand caught TikTok user’s attention with its Supercalm product, which purports to help manage healthy cortisol levels.
Searches such as “where to buy” and “does Nello Supercalm work?” suggest intent to purchase and that consumers are in the consideration phase.
“The explosive TikTok growth of brands like Nello (+90.1% YoY) and the sharp increase in searches around magnesium glycinate and probiotic suppositories stand out as unexpectedly specific and niche trends gaining major traction,” Williams said.
She added that probiotic suppositories (which are not dietary supplements) and colostrum are showing very high year-on-year growth, suggesting that consumers are increasingly open to unconventional formats and benefits.
Women’s health in focus
When zooming into need states associated with women’s health, the data signals a significant shift toward addressing chronic, often under-discussed health concerns like gut health, hormonal balance, sleep and stress, Williams said.
“Surging interest in topics like #pcos (+773.3%), #vaginalodor (+154.5%) and #anxiety (+1,800.3%) suggests women are using both TikTok and Google Search as platforms to explore and validate personal health experiences that are historically stigmatized or difficult to navigate through traditional healthcare channels.”
“What’s emerging is a more informed, proactive consumer base seeking supplements not just for quick fixes but for long-term, holistic health support, often with beauty and mental wellness goals layered in (e.g., #hairgrowth, #glowup, #wrinkles). This reflects a broader cultural movement in women’s health where education, community sharing and self-advocacy are driving supplement discovery and demand,” Williams explained.
Looking ahead
When it comes to trends we can expect to see more of in the next 12 months, Williams anticipates continued growth in ingredient-specific searches, especially around functional stacks. For example, magnesium plus theanine, and creatine plus ashwagandha.
Digestive health and stress management will remain central, she said, likely expanding into adaptogens, postbiotics and topical ingestible hybrids.
She will also be keeping her eye on brands that blend beauty and function, such as collagen drinks and hormone-balancing supplements, for example.
‘Education-first marketing strategies are non-negotiable’
The growing alignment between search and social data reinforces the importance of omnichannel presence, Williams noted, adding that brands must optimize these for both virality and searchability.
“With platforms like TikTok accelerating product discovery and Google Search capturing purchase intent, education-first marketing strategies (e.g. product comparisons, explainer content) are now non-negotiable,” she said.
