The fastest-growing supplements of 2025 reveal what consumers really want: proof, personalization and products that actually work.
If 2024 was the year everyone promised to “optimize” themselves, 2025 is the year consumers finally started demanding receipts. Across socials, group chats and every corner of wellness TikTok, people aren’t just asking what to take; they’re asking why they should trust it.
According to fresh data from supplement-tracking platform SuppCo, a health tech startup transforming how people discover, manage, and optimize their supplement routines, with more than 400,000 users logging what they buy and swallow each day, the most powerful trends heading into 2026 aren’t about quantity. They’re about transparency, rigor and personalization.
At the center of this consumer behavior shift is a surprise winner: magnesium, a mineral that’s been quietly living in the supplement aisle for years but is now having its biggest cultural moment to date.
Magnesium: Fastest-growing supplement of 2025
Magnesium didn’t just trend in 2025; it exploded. According to SuppCo’s year-to-date data, magnesium is now the #2 most stacked nutrient out of 454, appearing in 41.65% of all user supplement stacks.
But the growth numbers tell the real story. Magnesium saw a massive 1,158% adoption rate year to date, with 189,506 users adding it to their routines since January – a net increase of 874.6%, making it the fastest-growing supplement of the entire year.
Why the surge? Users cite sleep, stress, recovery and focus – the modern exhaustion quartet – but this rise also reflects something deeper: a pivot toward essentials that are measurable, researched and broadly beneficial.
Top trending nutrients of 2025
Consumers may be getting savvier, but the basics still dominate. SuppCo’s 2025 leaderboard shows a blend of foundational vitamins, minerals, and energy-support nutrients:
Vitamin D3 Magnesium Vitamin C Vitamin B12 Zinc Vitamin B6 Calcium Vitamin K2 Biotin Vitamin B3
It’s a back-to-basics moment… but smarter, more selective and far more data-driven than the “everything but the kitchen sink” multivitamin era.
Top supplement products consumers trusted most
The list of most-added products tells a similar story: fewer gimmicks, more quality and a strong move toward brands that can prove what’s inside the bottle.
Seed DS-01 Daily Synbiotic Thorne Creatine Pure Encapsulations – Magnesium Glycinate Sports Research D3+K2 Thorne Super EPA Momentous Creatine Pure Encapsulations – Vitamin D3 & K2 Nature’s Bounty – High Absorption Magnesium Glycinate 240mg Bioptimizers Magnesium Breakthrough Capsules Version 4.0 Sports Research Triple Strength Omega-3 Fish Oil
What’s notable is that magnesium appears three times, an unprecedented showing for a single nutrient category.
What’s out: Blind stacking and hype-heavy shopping
The “take everything” era is over. SuppCo data shows the average user now builds a stack with just 4–5 products, and nearly 19,000 products on the platform are unique to only one user, signaling a rise in ultra-personalized routines.
Consumers are also losing patience with sketchy online listings. When SuppCo independently tested 44 best-selling supplements from Amazon, half failed active-ingredient verification. Users quickly took note – leaving warnings in review sections – and nine of those products have since been removed from Amazon entirely.
It’s a clear message: unlabeled fillers, inflated claims and unverified purity no longer slide.
What’s in: Data-informed wellness and proof-based purchasing
Heading into 2026, people want supplements that come with receipts. SuppCo reports that over 25% of users now add only supplements rated 8.0 or higher in its quality system, TrustScore, which evaluates 29 criteria from manufacturing standards to ingredient accuracy and contamination risk.
Consumers are rewarding brands that embrace transparency and turning away from anything that can’t back up its promises.
Jordan Glenn, PhD, Head of Science at SuppCo told us that as supplement consumers grow more data-literate, proof of quality is becoming more important than promises on the label.
“My top tip when choosing a supplement is to avoid any product that doesn’t provide a Certificate of Analysis (CoA) or some form of third-party certification to verify quality and ingredients,” he explained. “Plenty of companies hide behind flashy branding and vague claims of being “tested,” and magnesium is a great example. Many products quietly use cheaper, less effective forms like citrate or oxide instead of glycinate, so if they can’t show proof, it’s not worth your trust.”
He added that he would recommend people to use objective, third-party tools to help them make these decisions. “For example, SuppCo takes the guesswork out of this process by generating an easy to read TrustScore that ranks supplements across 29 different quality attributes, offering consumers a clear and simple way to measure the quality of their supplements,” he said.
The big picture for 2026
If there’s one takeaway from 2025, it’s this: the health and wellness industry is no longer dictating trends; consumers are. They’re reading certificates of analysis, checking third-party testing, batch-tracking their own reactions and swapping hype for proof.
Magnesium may be the year’s breakout star, but the real story is the mindset shift that lifted it: precision, efficacy and a growing expectation that companies show their work.
The new year is shaping up to be the most evidence-driven year in supplements yet, and consumers are taking charge.