Magnesium’s Mega-Rise
Published 20 September 2024
Magnesium in its various forms has become a wellness superstar, embraced for needs from sleep to performance, bone health and mood support. Global search volume on Google has doubled in five years, while US sales of magnesium supplements jumped by 44.5% year-on-year in March (Spins, 2024). We highlight recent launches of note.
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Magnesium burst into the social media spotlight in 2023 as a key ingredient in the viral Sleepy Girl Mocktail. Promoting its Magnesi-Om powder, American wellness brand Moon Juice subsequently trademarked the phrase Sleepy Girl.
Eyeing the performance rather than sleep space, American entrepreneur Michael Preysman (founder of apparel brand Everlane) has introduced Magna, noting that “magnesium is the most-searched [nutrient or mineral] on Google, above everything”. The beverage powders are Gen Z-coded – bearing a blocky black logo on bright lemon-yellow packaging – and promise to deliver “greater focus, energy and recovery” via three forms of magnesium combined with other electrolytes. Magna has aligned with a crew of athlete influencers, including American soccer star Christen Press and Swedish skier Malou Peterson.
Moon Juice
Moon Juice
Moon Juice
 Moon Juice |  Moon Juice |  Moon Juice |
Magna
Magna
 Magna |  Magna |
For endurance athletes, UK-based Protein Rebel (which targets runners and cyclists) launched Power Up, a magnesium powder sourced from seawater, said to be better absorbed by the body. Playing to a broader audience, British clean supplements brand Heights has augmented its two-product line with Magnesium+, citing strong customer interest in the mineral. Sleep, energy and recovery are all highlighted as key benefits.
Other brands remain focused on sleep. The Nue Co has launched Magnesium Gut Barrier+, formulated with three types of magnesium, while magnesium is also a key ingredient in Restore from longevity-focused Tally Health (both American).
Protein Rebel
Heights
Nue
 Protein Rebel |  Heights |  Nue |