UK drinks company Trip has recently launched two products—Dream Powder and Dream Gummies—formulated with magnesium glycinate. These innovative products—launched in March and April of this year—claim to support “calm nights”. The launches highlight the growing consumer appetite for supplements with wellness benefits, as consumers look to improve various health outcomes. This is substantiated by a 2025 Q1* survey, which found that consumers globally are actively trying to improve mental health (42%), energy levels (42%), heart health (37%), blood sugar levels (29%), and hormonal health (23%)—priorities that overlap directly with the common benefits linked to magnesium glycinate, says GlobalData, a leading intelligence and productivity platform.
Eve Forshaw, Consumer Analyst at GlobalData, comments: “Magnesium glycinate is a form of magnesium bound to glycine, a naturally occurring amino acid in the body. Its popularity stems from its multifunctionality, as it is associated with a broad range of potential benefits for both physical and mental wellbeing. These include improving sleep quality, easing anxiety, and supporting hormone balance—particularly in relation to PMS and menopause symptoms—as well as lowering blood pressure, contributing to heart health and rhythm, supporting bone strength, aiding exercise performance, and regulating blood sugar. These numerous offerings make products formulated with magnesium glycinate an ideal supplement amid wellness trends defined by convenience and simplicity.”
Magnesium glycinate aligns with current health targets
Consumers are increasingly seeking products that support health and wellbeing in a holistic way—delivering multiple benefits at once for ultimate convenience. GlobalData’s 2025 Q1 survey found that consumers are targeting mental, cardiovascular, and hormonal health outcomes, among others. Interest in hormonal health is significantly higher among women (29%) than among men (16%), reinforcing the potential for female-targeted messaging that references relief from PMS or menopause-related symptoms.
Magnesium glycinate is a gut-friendly option
Unlike some forms of magnesium, which can cause digestive distress, magnesium glycinate is highly bioavailable, meaning it is absorbed efficiently into the small intestine, making it gut-friendly. This provides a point of market differentiation amid current trends in gut health; GlobalData’s 2025 Q1 survey found that 42% of consumers globally are actively trying to improve gut health, signifying the market relevance of products formulated with magnesium glycinate.
Convenience and multifunctionality attract consumers
There is a strong commercial case for magnesium glycinate: because the ingredient addresses multiple wellness goals in one product, it can simplify routines and reduce decision fatigue—two factors increasingly influencing consumer behavior. GlobalData’s 2026 Q1* survey found that 83% of global consumers value convenience (e.g. time-saving/easy to use) as an essential or nice to have feature in purchases.
Additionally, when buying health/hygiene/toiletries products, 24% of consumers in GlobalData’s 2026 Q1 global consumer survey reported that good value for money is indicated by multi-benefit features. The convenience and simplicity that magnesium glycinate offers—by virtue of its multi-benefit nature—affords it the power to draw in consumers and tap into premium markets.
What should brands do?
Brands are responding to the demand for wellness products by launching innovative formats; while capsules remain a core format, products require differentiation in a saturated market. Recent magnesium glycinate launches that expand beyond basic tablets include powders that dissolve in water (e.g., BetterYou and Trip), shot sachets (e.g., New Nordic), and gummies (e.g., Trip). Continued formulation innovation and differentiated offerings that target different health outcomes and consumer demographics (e.g., hormone help for women and bone strength support for older groups) will be essential for brands to stand out in a crowded market.
Forshaw concludes: “Magnesium glycinate offers numerous health benefits—mental and physical—in a gut-friendly format, aligning with current trends in consumer health and wellness. Its multi-benefit nature not only makes it a simple and convenient supplement for consumers to choose, simplifying routines and reducing decision fatigue, but also allows it to tap into the premium market, as some consumers are prepared to pay more for products that offer multiple benefits. Brands should innovate in formulations and tailor offerings to specific consumer groups to differentiate themselves in a crowded supplements market.”
*GlobalData 2025 Q1 and 2026 Q1 global consumer surveys, 21,000 respondents across 42 countries.
