Magnesium, multi-functional hydration claims rise as consumers seek to improve wellness, Circana reports

"It is not surprising to see continued blurring lines that are happening between categories, as manufacturers seek to meet consumer needs for healthier options in the food we eat. Sixty-five percent of shoppers believe healthy eating is worth the extra expense, and this is a global phenomenon," explained Kristin Hornberger, EVP and practice leader for wellness and homecare for Circana.

Magnesium claims find an audience among younger consumers

Younger consumers are improving their blood pressure and sleep habits while reducing stress through magnesium supplementation, which is “really popping to the top in terms of overall growth,” Hornberger said. Young consumers are searching for functional products and supplements to increase their magnesium intake, with the hashtag magnesium mentioned more than 1 billion times on TikTok, she noted.

Functional beverage brand Recess offers a range of magnesium-infused sparking waters with its Mood line, which features tropical bliss (pineapple, passion fruit and mango), strawberry rose, raspberry lemon and blood orange. Additionally, beverage brand Tru offers a line of functional sparkling beverages, including one that is formulated with magnesium, chamomile and GABA (Gamma-aminobutyric acid) to promote sleep.

Harvard T.H. Chan School of Public Health states that magnesium is crucial for heart, bones, muscle and nerve health, with the recommended dietary allowance between 400-420 milligrams for men and 310-320 milligrams for women.  

‘Hydration is a $156 billion market’ with functional beverages leading growth

Consumers also are turning to beverages for more than quenching thirst, Hornberger explained. Almost half of US consumers (43%) purchased hydration beverages to alleviate headaches, fatigue or muscle cramps, according to a 2023 Circana New Product Pacesetters report.

Olipop and other functional sodas are hydrating consumers and supporting gut health, Hornberger said. Approximately a quarter of consumers (26%) are taking supplements or vitamins to support digestive health, according to a Circana consumer survey.  

“As consumers are managing their overall physical health, hydration has become incredibly important to manage physical health and boost energy as a result. We are seeing hydration just explode. In the US, hydration is a $156 billion market that includes sports and energy drinks up almost 6% [for the 52 weeks, ending April 24, 2024]. And if you look at a smaller subset of functional beverages focused on enhanced hydration and energy, the growth rate is almost doubled,” she said.  

Consumers place higher importance on food, beverage choices than sleep, weight management

Additionally, Circana shared how the larger wellness industry is evolving and how consumers are improving their health.

“Consumers indicate that self-care is a higher priority versus pre-pandemic. In fact, 78% of consumers actively practice self-care, and 65% of them make it a priority. ... Well-being-focused consumers in the US have the buying power at $1.1 trillion with an increase of 4% versus a year ago,” said Sally Lyons Wyatt, global EVP and chief advisor of consumer goods and foodservice insights for Circana.

Nearly half (49%) of adults said food and beverage choices were a top contributor to their overall health and well-being, tied with physical exercise, according to Circana data. Food and beverage choices were a larger contribution than good sleep habits, maintaining a healthy weight or managing stress levels, with 43%, 36% and 34% consumers, respectively, agreeing that they were important for health and wellness.

Most Americans (81%) say they believe in a healthy lifestyle over following diets, and 54% said they eat nutritious foods to support their health and wellness, according to a May 2024 Circana survey of consumers. Additionally, 50% of consumers claim they limit their intake of certain foods, including processed foods, and pay close attention to ingredients, according to the same report.