Making magnesium premium

Magnesium continues to gain momentum, but as the category evolves, so does the product hierarchy within it. 

With just 7% of magnesium products featuring branded ingredients, it’s clear that these aren’t yet the main driver of premiumisation. This is significantly lower than other categories, which may reflect how magnesium is perceived: historically, it’s been a functional but basic mineral. The narrative around it is changing but consumer buy-in takes time.  

When it comes to using branded magnesium to create premium products, the opportunity lies in effectively communicating what a branded ingredient can signal: boosted bioavailability, a premium quality cue, enhanced credibility, clinically backed differentiation, or brand-consumer transparency.

As magnesium continues to gain traction, the category will naturally move toward clearer quality hierarchies and branded magnesium will become a much more strategic asset. 

For now, however, the low uptake may be less about missed opportunity and more about a category that’s still in the early stages of using branded ingredients to meaningfully capture consumers’ attention. 

‍