Vivion
A woman sitting on a couch next two a couple of houseplants holding a glass of water and placing a magnesium supplement in her mouth.

Magnesium and Its Enduring Position in Nutraceutical Supplements

At the end of 2024, SupplySide Supplement Journal published an online piece on the top 5 nutritional ingredients in the industry. Included on that list is magnesium, which Content Director Todd Runestad describes as “[a] master mineral that plays a key role in hundreds of biochemical processes in the body.”1 In a survey conducted by ConsumerLab in December 2024, 59.5% of respondents interviewed said that they purchase magnesium supplements, highlighting the mineral’s popularity in 2024.2 With its various types, forms, and applications for health concerns, magnesium has been a favorite amongst consumers in recent years.

Why Magnesium Matters

Magnesium is critical for nutrition. Magnesium is a vital mineral that has a hand in several important functions in the body:

  • Muscle and Nerve Function: It helps regulate muscle contractions and supports proper nerve signaling.3
  • Energy Production: Magnesium plays a role in converting food into energy, helping with cellular metabolism.4
  • Bone Health: It works alongside calcium and vitamin D to build bone density and strength.5 
  • Good Sleep Quality: Magnesium assists in regulating neurotransmitters that promote relaxation.6

Since magnesium is involved in over 300 biochemical reactions,7 magnesium deficiency can lead to issues such as muscle cramps, fatigue, high blood pressure, bone weakness, and more.

Magnesium is also naturally found in various foods, such as:

  • Leafy greens like spinach and kale
  • Nuts and seeds such as almonds, cashews, and pumpkin seeds
  • Legumes like black beans, lentils, and chickpeas
  • Whole grains like brown rice and whole wheat bread
  • Fruits such as bananas and avocados
A group of various foods rich in magnesium, such as dark chocolate, avocado, grains, beans, bananas, seeds, and leafy greens.

Consuming an appropriate amount of magnesium is critical for overall health and preventing deficiencies that can affect a variety of bodily systems. Manufacturers can address consumer needs by providing high-quality, bioavailable magnesium products. Prioritizing magnesium consumption, whether through food or supplementation, can help to promote long-term wellness and fill nutritional gaps.

Why Magnesium is Growing in the Supplement Market

Several variables are contributing to the popularity of magnesium supplements. As more and more consumers are becoming aware of magnesium’s versatility and importance in overall health, they are turning to supplementation to meet their nutritional needs.

More Consumers Recognize Magnesium’s Benefits

With its part in maintaining proper muscle and nerve function, bone health, and energy production, magnesium has been steadily gaining more attention from consumers. As more research highlights its benefits, healthcare professionals and wellness influencers are educating the public about magnesium’s impact on:

  • Sleep Quality: Studies link magnesium to improved relaxation and reduced insomnia.8
  • Stress and Anxiety Relief: Magnesium assists in regulating neurotransmitters involved in mood stability.9
  • Heart Health: Magnesium supports normal blood pressure levels and cardiovascular function.10

With consumers actively seeking solutions for stress management, better sleep, and heart health, magnesium supplements have become a popular choice.

A woman wearing an eye mask asleep in a bed. The image has a blue hue, indicating she is in darkness.

Modern Diets Need More Magnesium

Although magnesium is naturally in foods like leafy greens, nuts, and whole grains, many people fail to meet their daily magnesium requirements. Several factors are causing this widespread deficiency:

  • Highly Processed Diets: Processed foods sometimes do not contain enough magnesium, reducing an individual’s overall intake.11
  • Reduced Soil Quality: Industrial farming practices have led to reduced magnesium content in crops.12
  • Excessive Caffeine and Alcohol Consumption: Both substances can cause more magnesium to excrete from the body.13

To help offset magnesium deficiency, consumers are turning to supplements to bridge the gap, increasing the demand and propelling the market.

Higher Deficiency Rates in Older Adults Increase Demand

There is a steadily growing aging population who are becoming more conscious of their changing health needs. Older adults are susceptible to magnesium deficiency due to:

  • Reduced Absorption: The body’s ability to absorb magnesium decreases with age.14
  • Increased Medication Use: Common medications, like proton pump inhibitors, can deplete magnesium levels.15
  • Higher Risk of Chronic Conditions: Age-related health issues, such as osteoporosis and hypertension, can increase the need for magnesium supplementation.16

With the global population aging, demand for magnesium supplements tailored to senior health is expected to rise, further influencing the market’s growth.

Types of Magnesium Supplements Consumers Are Choosing

Magnesium plays an important part in overall health, which is why several magnesium supplements are available to meet individual demands. Each type has unique absorption, bioavailability, and key health benefits.

Magnesium Ascorbate for Antioxidant & Immune Support

Magnesium ascorbate combines magnesium with vitamin c, making it a supplement that supports both mineral intake and the immune function.

  • Top Benefits of Magnesium Ascorbate: Boosts collagen production,17 provides antioxidant support, and increases immune responses.18
  • Common Uses of Magnesium Ascorbate: Found in dietary supplements for overall wellness and immunity.

Magnesium Carbonate for Calming & Digestive Health

Magnesium carbonate is commonly used in powdered supplements and antacids. When mixed with water, it turns to magnesium hydroxide, which provides gentle digestive assistance.

  • Top Benefits of Magnesium Carbonate: Can help calm the nervous system,19 relieve indigestion, and act as a mild laxative.20
  • Common Uses of Magnesium Carbonate: Used in powdered magnesium drinks, digestive health products, and stress-relief supplements.

Magnesium Chloride for High Absorption & Topical Use

One of the most bioavailable forms, magnesium chloride excels in both oral and topical applications.

  • Top Benefits of Magnesium Chloride: Can support muscle function, skin hydration, and migraines.21
  • Common Uses of Magnesium Chloride: Used in liquid magnesium supplements, transdermal sprays, and bath flakes for muscle recovery.

Magnesium Glycinate for Sleep & Stress Support

Magnesium glycinate is a chelated form of magnesium and is bound to glycine, an amino acid that supports relaxation. It is also gentle on digestion and highly bioavailable.

  • Top Benefits of Magnesium Glycinate: May help promote relaxation, reduce stress and anxiety, and support sleep quality.22
  • Common Uses of Magnesium Glycinate: Used in formulations addressing sleep issues, anxiety relief, and overall relaxation.

Magnesium Hydroxide for Digestive Health & pH Balance

Magnesium hydroxide is best known as the active ingredient in antacids and laxatives. It helps neutralize stomach acid and supports bowel regularity.

  • Top Benefits of Magnesium Hydroxide: Alleviates acid reflux, relieves occasional constipation, and can help balance pH levels.23
  • Common Uses of Magnesium Hydroxide: Commonly seen in over-the-counter antacid products, laxatives, and digestive health formulations.

Magnesium Stearate – A Functional Additive for Supplements

Unlike the previously mentioned magnesium types, magnesium stearate is not typically used for supplementation but rather as an excipient for supplement manufacturing. It is a flow agent that prevents ingredients from sticking to equipment during manufacturing. It also assists to make sure that manufactured tablets and capsules are consistent in quality.

Key Market Trends for Magnesium Supplements

Consumer habits are shifting, and the state of the magnesium supplement market is reflecting that. Digital shopping, innovations in formulations, and social media influence are just a few factors that are driving demand and changing how consumers discover and purchase magnesium products.

A woman smiling with a credit card in her hand, staring at a laptop screen.

Magnesium E-Commerce Sales Are Driving Variety and Accessibility

The advent of e-commerce has significantly changed the supplement industry, making magnesium products more readily available than ever. With online platforms, consumers can easily compare products, read reviews, and conveniently purchase supplements. E-commerce is also able to accommodate a wider variety of magnesium products in comparison to physical stores. Brands are also benefiting from online sales; with the ability to sell directly to customers through websites and marketplaces like Amazon, there is no longer a need for physical retail.

Magnesium and Innovations in Supplement Formulations

Consumers are actively searching for supplements that are not only highly effective, but also convenient. Several manufacturers are developing new delivery methods that meet this demand for improved absorption and ease of use.

Effervescent Powders & Dissolvable Tablets:

  • Designed for quick absorption when mixed with water.24
  • Provides better solubility and faster onset compared to traditional tablets or capsules.

Gummies & Chewables:

  • Appeals to consumers who prefer a flavored, easy-to-consume alternative to pills.
  • Popular among younger consumers and those with difficulty swallowing capsules and tablets.
  • Often formulated with additional vitamins or minerals, such as magnesium + vitamin D3 for bone health.

Transdermal Magnesium (Sprays, Lotions, and Bath Flakes):

  • Applied directly to the skin, bypassing the digestive system for direct absorption into muscles and tissues.
  • Used primarily for muscle relaxation, joint pain relief, and recovery after exercise.25
  • Popular with athletes and individuals with sensitive digestion who may struggle with oral magnesium supplements.

These new delivery systems provide more convenience, improved absorption, and increased consumer appeal, making them a key driver for growth in the magnesium supplement market. As new systems are developed, manufacturers who prioritize bioavailability, usability, and specific health benefits will gain an advantage in this competitive market.

How Platforms Like TikTok and Instagram Are Influencing Magnesium Product Purchasing Decisions

The expanding presence of health and wellness influencers on social media has also greatly affected consumer interest in magnesium supplements.

Viral Health Trends

Social media platforms like TikTok and Instagram have made supplements like magnesium go viral. One example of this viral sensation is the “sleepy girl mocktail,” a popular topic on TikTok with several videos that show users how to make a beverage containing cherry juice, prebiotic soda, and magnesium powder to assist with falling asleep and improving sleep quality.26

A male influencer wearing headphones talking into a mic and recording himself on a smartphone.

User-Generated Content

Traditional advertising isn’t as appealing as real-life testimonials and influencer reviews, which are both popular types of posts on TikTok and Instagram. Social media user-generated content surrounding magnesium is more engaging to other users, which makes its influence far more effective.

With younger consumers turning to social media to research and purchase supplements, supplement brands must embrace video content, influencer collaborations, and community-driven discussions to remain relevant in the market.

What’s Next for Magnesium Supplements?

The global demand for magnesium supplements is continuing to expand, with a projection of growth from $3.5 billion in 2023 to $6.8 billion by 2032.27 New product formulations, expanded applications, and increased consumer awareness will influence changes in the magnesium supplement market. Manufacturers and brands will need to evolve by adapting to trends, staying abreast of scientific advancements, and offering more targeted products.

Magnesium Demand Expected to Rise Alongside Health Trends

A combination of increasing health consciousness, dietary deficiencies, and an aging population is impacting the magnesium supplement market’s future. Several trends will contribute to this growing demand:

  • Rise in Stress and Sleep Support Products: Consumers are increasingly becoming more and more concerned with stress, anxiety, and poor sleep quality.28 Magnesium supplements can serve as a natural relaxation aid. Be on the lookout for magnesium-infused formulations paired with ingredients like L-theanine, ashwagandha, and melatonin.
  • Focus on Active Lifestyles and Recovery: Athletes and fitness enthusiasts are turning to magnesium to assist with muscle recovery, hydration, and cramp prevention.29 This should naturally result in increased interest in magnesium powders, electrolyte blends, and transdermal sprays.
  • Magnesium’s Role in Preventive Health: More consumers are recognizing magnesium’s benefits for heart health, metabolic function, and immune support.30 Magnesium supplements are anticipated to become more popular for addressing high blood pressure, decreasing inflammation, and improving insulin sensitivity.
An active woman wearing workout clothes pouring out magnesium supplements from a bottle into her hand.

Final Takeaways for Magnesium in Nutraceutical Supplements

For some time now, magnesium supplements have been becoming a part of consumers’ regular health routines. This is due to several factors:

  • Increased Awareness of Magnesium Deficiency: Magnesium deficiency is common across the world, which results in a consistent demand for supplementation. More consumers are recognizing its role in energy production, stress relief, and sleep support, leading to higher consumption rates.
  • Diverse Consumer Base: A wide variety of consumers need magnesium, including:
    • Older adults for bone health and heart function
    • Individuals looking for natural relaxation solutions for stress and sleep issues.
    • Health-conscious consumers prioritizing preventive wellness and metabolic support.
    • Those who lead active lifestyles for muscle recovery and hydration.
  • Global Market Growth: With the magnesium supplement market’s projected growth, brands that embrace scientific advancements, develop new formulations, and enter emerging markets can capitalize on this multi-billion-dollar opportunity.

From stress relief and sleep support to muscle recovery and heart health, magnesium is a critical mineral that will continue to play an important role in the nutraceutical industry. Companies that prioritize clinically validated solutions and evolving consumer needs will be best positioned to thrive in this burgeoning industry.

Vivion provides a diverse range of bulk magnesium ingredients, such as magnesium citrate, magnesium glycinate, magnesium carbonate, and others, guaranteeing premium quality and consistency for supplement manufacturers. Whether you’re expanding your product line or seeking a dependable bulk supplier, our team of experts is ready to meet your manufacturing needs. Contact us today to learn more about our magnesium products and other wholesale ingredient offerings.

  1. https://www.supplysidesj.com/natural-product-development/ingredients-insider-a-primer-for-5-top-nutritional-ingredients ↩︎
  2. https://www.consumerlab.com/news/biotin-supplements-grow-in-popularity/02-26-2025/ ↩︎
  3. https://pmc.ncbi.nlm.nih.gov/articles/PMC6024559/ ↩︎
  4. https://lpi.oregonstate.edu/mic/minerals/magnesium ↩︎
  5. https://pmc.ncbi.nlm.nih.gov/articles/PMC8313472/ ↩︎
  6. https://www.sleepfoundation.org/magnesium ↩︎
  7. https://ods.od.nih.gov/factsheets/Magnesium-HealthProfessional/ ↩︎
  8. https://pmc.ncbi.nlm.nih.gov/articles/PMC3703169/ ↩︎
  9. https://www.ncbi.nlm.nih.gov/books/NBK507250/ ↩︎
  10. https://www.health.harvard.edu/heart-health/key-minerals-to-help-control-blood-pressure/ ↩︎
  11. https://www.nutriadvanced.co.uk/news/magnesium-why-aren-t-we-getting-enough/ ↩︎
  12. https://www.cropnutrition.com/resource-library/magnesium-for-balanced-crop-nutrition/ ↩︎
  13. https://www.williamstownhealthandlifestyle.com.au/blog/coffee-and-alcohol-steal-magnesium-from-youdid-you-know/ ↩︎
  14. https://pubmed.ncbi.nlm.nih.gov/33573164/ ↩︎
  15. https://www.fda.gov/drugs/drug-safety-and-availability/fda-drug-safety-communication-low-magnesium-levels-can-be-associated-long-term-use-proton-pump ↩︎
  16. https://www.mountsinai.org/health-library/supplement/magnesium ↩︎
  17. https://www.sciencedirect.com/science/article/abs/pii/S0141813020348479 ↩︎
  18. https://pmc.ncbi.nlm.nih.gov/articles/PMC5707683/ ↩︎
  19. https://chandramd.com/magnesium-supplements-anxiety/ ↩︎
  20. https://go.drugbank.com/drugs/DB09481 ↩︎
  21. https://www.verywellhealth.com/magnesium-chloride-4768643 ↩︎
  22. https://www.verywellhealth.com/when-to-take-magnesium-glycinate-8765109 ↩︎
  23. https://go.drugbank.com/drugs/DB09104 ↩︎
  24. https://www.sciencedirect.com/science/article/pii/S2949866X24000212 ↩︎
  25. https://us.betteryou.com/pages/transdermal-magnesium ↩︎
  26. https://sleepopolis.com/news/tiktok-viral-sleepy-girl-mocktail-review/ ↩︎
  27. https://dataintelo.com/report/global-magnesium-supplement-market ↩︎
  28. https://www.rssl.com/insights/food-consumer-goods/supplement-trends-to-watch-in-2025/ ↩︎
  29. https://www.thorne.com/take-5-daily/article/the-role-of-magnesium-in-exercise-performance ↩︎
  30. https://finance.yahoo.com/news/start-2025-strong-why-magnesium-131000339.html ↩︎

< >

Ask One of Our Experts

Let our team of experts help you navigate our large product range so you don't have to do it by yourself. To connect for detailed information or request a product sample, complete the form below.