The new world of magnesium

Magnesium: a well-known ingredient 

Magnesium is one of those ingredients that has been around forever, well-established and well-known for its muscle recovery properties. The more serious athletes amongst us might have taken magnesium in capsule or tablet format, while the everyday consumer might have settled for some magnesium salts in a hot bath to help ease aches and pains. 

Over the last 12-18 months though, magnesium has been breaking out of its shackles and hitting the headlines for reasons beyond muscle recovery, including relaxation, sleep, energy production, mental health and cognitive function. 

The rising demand for magnesium

Magnesium’s growing popularity in online searches

Just look at the Google Trends charts below, which show a huge increase in searches for magnesium and an even bigger increase in searches for magnesium for sleep. Traditional as it may be, this is an ingredient that’s only just getting started. 

How is the market responding?

But how is this playing out in the market? Is magnesium a specialist proposition – that is, magnesium brands sell magnesium – or a generalist execution, aka anyone can sell it?

As it currently stands, it’s a bit of both. Which says a lot about it. 

The generalist vs. specialist magnesium market

Magnesium as a generalist product

The generalist part isn’t surprising; like we said, magnesium is well-established for muscle recovery, and plenty of brands and retailers include it in their product ranges. 

But this is where it gets interesting, because it could be easy for brands and consumers alike to perceive magnesium as being just another mineral or electrolyte. 

Instead? We’re starting to see magnesium ownership in the market. It has to be said, there aren’t many, but their very presence could indicate the start of something. 

The rise of specialist magnesium brands

UK-based specialist magnesium brands

Healthy Metal‍

Healthy Metal specialises in magnesium glycinate drinks, designed to improve muscle performance, speed up recovery, support anxiety, and encourage deep sleep. Taking a lifestyle approach, the brand’s sachets of powder are designed to be mixed into water and “enjoyed as part of your evening routine, just like your favourite tea”.

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MAGSUPPS‍

Another UK brand specialising in magnesium, MAGSUPPS takes a more clinical approach – you can see the differences in the websites very clearly. It offers two products: 

• Triple Magnesium Complex, which blends magnesium glycinate, malate & citrate “for everyday wellness”
• Pure Magnesium Glycinate, “the UK’s purest magnesium glycinate supplement made using 100% pure, fully-chelated, non-buffered magnesium bisglycinate for enhanced absorption and benefits. 

Both are “cleverly formulated combos designed to maximise benefits”.

US-based specialist magnesium brands

SlowMag

In the US, the specialist brand SlowMag specialises in Muscle + Heart Tablets and Magnesium Citrate Gummies designed to support muscle health, recovery and relaxation.

What’s next for magnesium?

As we said, magnesium is – for now, at least – broadly a generalist execution with a smattering of one or two specialist brands. Nevertheless, there is a range of different types of brands exploring this space. Just take BetterYou’s magnesium water for example – its introduction of this range feels like a specialist execution.

To us, it feels like there is potential for more specialism but how far will magnesium go? And will the specialist proposition overtake the current generalist execution in the market? Watch this space…

Want to make an impact in the magnesium market?

See yourself as a disruptor in the magnesium space or simply want to make sure your products are hitting the mark? Talk to us today to find out how our magnesium data can support you. 

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