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1、THE BIGGEST TRENDS ACCORDING TO TIKTOK&GOOGLE SEARCH 2025 SUPPLEMENT TRENDS:THE 2025 SUPPLEMENT LANDSCAPE Spates 2025 Supplement Trends Report reveals the current shifts in consumer preferences for holistic and personalized health solutions.In particular,theres notable growing demand for supplements

2、 that support gut health,sleep,hormonal balance,and overall well-being.The report showcases a diverse market where interest extends to both traditional and innovative supplements.Consumers are increasingly seeking specific solutions to enhance their physical,mental,and emotional wellness.Explore the

3、 report to uncover:Trending supplements and ingestiblesThe top health concerns consumers want to treat with supplements and ingestiblesPopular ingredients searched alongside supplementsLeading supplement brandsHave questions?Request your free trial for more data.Thank you,Olivier and Yarden,Co-Found

4、ers of SpateWHAT IS THE POPULARITY INDEX?SPATES PROPRIETARY POPULARITY INDEX3The Popularity Index combines data from Google and TikTok to show how popular a category or trend is.For example,looking at the graph on the right,the trend for“Mushroom Coffee”in the US grew by 170.3%over the past year.The

5、 index measures how“Mushroom Coffee”compares to all other food and beverage trends on TikTok and Google.It adjusts for growth differences on each platform to accurately reflect the increase in popularity.The Popularity Index for“Mushroom Coffee”for Google Searches&TikTok View in the US.300.0200.0100

6、.02022202320244THE TRENDSCATEGORY OVERVIEW 5According to the Spate Popularity Index,the Supplements and Ingestibles category has experienced steady growth,with further expansion anticipated.SUPPLEMENTS&INGESTIBLES+19.3%POPULARITY YOY GROWTH tiktokgoogleSource:Popularity Index:Google Search+TikTok Vi

7、ews from Mar 2024 to Feb 2025 vs.Mar 2023 to Feb 2024+20.5%Predicted YoY Growth150K100K50K2023202420252026SUPPLEMENTS&INGESTIBLES RANKED BY INCREASE6Supplements&Ingestibles with the most significant increase:Trend Popularity IndexHow big is this trend?Increase YoYYoYcollagen10.9Kvery high popularity

8、+4.7K+76.3%magnesium18.9Kvery high popularity+4.0K+26.7%probiotics10.7Kvery high popularity+3.6K+51.1%vitamin d supplement6.8Kvery high popularity+1.7K+32.2%vitamins8.0Kvery high popularity+1.6K+24.9%creatine4.8Kvery high popularity+1.2K+32.2%electrolyte supplement2.4Kvery high popularity+532.0+28.7

9、%gut cleanse710.0high popularity+492.0+225.6%NAD supplement661.0high popularity+452.0+216.0%zinc662.0 high popularity+186.0+39.0%Source:Popularity Index:US Google Search+TikTok Views from Mar 2024 to Feb 2025 vs.Mar 2023 to Feb 2024SUPPLEMENTS&INGESTIBLES RANKED BY GROWTH7Supplements&Ingestibles wit

10、h the most significant growth:Trend Popularity IndexHow big is this trend?Increase YoYYoYinositol supplement79.0Medium popularity+58.0+280.5%gut cleanse698.0High popularity+492.0+225.6%nad supplement680.0High popularity+452.0+216.0%probiotic suppositories32.0Low popularity+22.0+208.6%collagen drink4

11、44.0High popularity+300.0+208.6%energy chews46.0Medium popularity+29.0+167.5%mineral supplements32.0Low popularity+38.0+165.8%b-complex149.0Medium popularity+21.0+115.0%chlorophyll supplement73.0Medium popularity+37.0+100.4%blue spirulina148.0Medium popularity+74.0+99.6%Source:Popularity Index:US Go

12、ogle Search+TikTok Views from Mar 2024 to Feb 2025 vs.Mar 2023 to Feb 20248Source:Popularity Index:US Google Search+TikTok Views from Mar 2024 to Feb 2025 vs.Mar 2023 to Feb 2024POPULARITY SHARE%:Share of US Google Search popularity vs.TikTok+26.7%POPULARITY YOY GROWTH 84.5%GOOGLE SHAREVERY HIGH POP

13、ULARITY 18.9K AVERAGE MONTHLY POPULARITY SCOREMagnesium is gaining traction,driven primarily by Google Search interest.The trend averages 18.9K in monthly popularity,demonstrating very high consumer awareness.With 84.5%of its popularity coming from Google,its clear that consumers are actively search

14、ing for information and benefits related to magnesium to educate themselves.This trend is expected to continue with steady growth in the coming year.20K10KPopularity indexTREND SPOTLIGHTMAGNESIUMConcernsSearch Volumesleep189.2Kdeficiency97.2KSymptom of deficiency or toxicity47.3KTREND SPOTLIGHTMAGNE

15、SIUMBrandsSearch Volumepure encapsulations13.0Knature made10.2Klife extension9.0KMagnesium glycinateMagnesiumMagnesium citrateMagnesium benefitsMagnesium oxideMagnesium for sleepMagnesium supplementsMagnesium glycinate benefitsMagnesium oilBenefits of magnesiumOVERVIEW Consumers are increasingly tur

16、ning to magnesium to support wellness needs especially sleep,which drives the highest search volume among related concerns.Search interest is growing,with top queries focused on specific types such as magnesium glycinate and citrate,as well as general benefits,concerns,and supplementation.Top associ

17、ated brands include Pure Encapsulations,Nature Made,and Natural Calm,all of which show notable search activity.TOP SEARCH QUERIESWHAT ARE CONSUMERS SEARCHING?9+23.6%(YEAR-OVER-YEAR)Source:US Search-from April 2024 to March 2025 vs.April 2023 to March 2024(Popularity Index Growth YOY)Top ConcernsView

18、s#pcos2.5M#sleep2.1M#stress1.6MBrand HashtagsViews#nello3.0M#peachperfect418.6K#biobemblem270.9KOVERVIEW A high popularity convergence score shows this trend is gaining traction on both Google and TikTok,with sleep as a top concern.This indicates a platform-agnostic trend.On TikTok,magnesium content

19、 is both supplement and beverage-led,with calming drink videos and brands like Nello,Peach Perfect,and BioEmblem driving views.10100anxietytipsemilysswrldmaymovesHOW SIMILAR IS THIS TREND ACROSS PLATFORMS?79.6%Popularity ConvergenceTREND SPOTLIGHTMAGNESIUM(YEAR-OVER-YEAR)Source:TikTok US-from Apr 20

20、24 to Mar 2025 vs.Apr 2023 to Mar 2024(Popularity Index Growth YOY)+46.6%WHAT ARE CONSUMERS VIEWING?TOP SUPPLEMENT&INGESTIBLE CONCERNS 11Top Concerns By IncreaseConcernVolumeIncrease YoYph19.7K+3.4K+21.5%gut health40.3K+3.3K+9.0%microbiome9.2K+1.9K+26.1%vaginal odor3.0K+1.8K+154.5%headache13.3K+1.8K

21、+16.0%cholesterol29.9K+1.6K+5.5%nerve pain4.7K+1.3K+38.5%energy loss4.0K+1.0K+35.1%muscle cramps11.4K+813.0+7.7%anxiety and depression7.5K+757.0+11.2%ConcernViewsIncrease YoY#guthealth81.7M+46.2M+763.1%#hairgrowth19.5M+15.9M+504.7%#stress40.0M+12.6M+2,640.9%#sleep20.4M+12.0M+848.7%#pcos26.8M+9.2M+77

22、3.3%#acne25.8M+6.8M+1,022.5%#wrinkles5.3M+5.9M+6,563.2%#anxiety18.3M+5.9M+1,800.3%#cirrhosis4.0M+5.6M+162.5%#bloating11.5M+5.3M+331.0%Top Concerns By IncreaseSource:US Google Search from Mar 2024 to Feb 2025 vs.Mar 2023 to Feb 2024;US TikTok-from Mar 31,2024 to Mar 30,2025 vs.Apr 2,2023 to Mar 31,20

23、24*these numbers represent actual data and are not adjusted for platform-specific growthHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?12Source:Popularity Index:Google Search+TikTok Views from Apr 2024 to Mar 2025 vs.Apr 2023 to Mar 2024TREND SPOTLIGHTGUT HEALTH+25.5%POP

24、ULARITY YOY GROWTH 96.1%TIKTOK SHAREVERY HIGH POPULARITY 12.7K AVERAGE MONTHLY POPULARITY SCOREGut health is gaining traction,driven primarily by TikTok views.The trend averages 12.7K in monthly popularity,reflecting very high consumer awareness.With 96.1%of its popularity coming from TikTok,its cle

25、ar that social media is a key driver of engagement.This trend is expected to continue with steady growth in the coming year.POPULARITY SHARE%:Share of US Google Search popularity vs.TikTok 10K5KPopularity indexConcernsSearch Volumemicrobiome16.0Kanxiety2.8Kweight1.4KBrandsSearch Volumethryve1.3Konni

26、t960.0dr axe210.0Gut healthHow to improve gut healthGut health supplementsGut health foodsBest probiotic for gut healthProbiotics for gut healthBest foods for gut healthFoods for gut healthGut health diet OVERVIEW Consumer interest in gut health is on the rise,with a+30.7%YoY increase in Search popu

27、larity.Queries are centered on actionable wellness topics like how to improve gut health,foods for gut support,and probiotics.Top concerns include the microbiome,anxiety and weight,while brand like Thryve,Onnit,and Dr.Axe show measurable search activity as consumers seek both education and trusted s

28、olutions.TOP SEARCH QUERIESWHAT ARE CONSUMERS SEARCHING?13+30.7%(YEAR-OVER-YEAR)Source:US Search-from April 2024 to March 2025 vs.April 2023 to March 2024(Popularity Index Growth YOY)TREND SPOTLIGHTGUT HEALTHTop ConcernsViews#bloating9.5M#acne3.1M#nutrition2.6MBrand HashtagsViews#nello2.0M#goli1.4M#

29、snapsupplements515.4KOVERVIEW Gut health is gaining traction across both Google and TikTok,with a+25.1%YoY increase in popularity.TikTok content is driven by concerns like bloating,acne,and nutrition,while brands such as Nello,Goli,and Snap Supplements are capturing attention with functional wellnes

30、s solutions.The strong presence of user-generated content including personal experiences and before-and-after testimonials underscores the platforms role in shaping discovery and trust in gut health products.14hybrid.performer11kennn1976synergykombuchaTREND SPOTLIGHTGUT HEALTH(YEAR-OVER-YEAR)+25.1%W

31、HAT ARE CONSUMERS VIEWING?Source:TikTok US-from Apr 2024 to Mar 2025 vs.Apr 2023 to Mar 2024(Popularity Index Growth YOY)TOP SUPPLEMENT&INGESTIBLE INGREDIENTS 15Top Ingredients By IncreaseIngredientVolumeIncrease YoYmagnesium glycinate887.9K+98.3K+12.4%nad217.1K+80.1K+58.5%theanine271.0K+40.0K+17.3%

32、colostrum167.3K+25.3K+17.8%vitamin d3236.3K+21.2K+9.8%ashwagandha 125.6K+20.0K+19.0%creatine120.9K+17.7K+17.2%beef57.7K+15.3K+36.2%magnesium threonate87.7K+11.9K+15.7%vitamin K260.1K+10.9K+22.1%chlorophyll38.7K+6.9K+21.5%Top Ingredients By IncreaseIngredientViewsIncrease YoY#biotin10.6M+7.9M+1,151.0

33、%#vitaminc5.0M+6.1M+5,367.0%#caffeine25.1M+6.0M+2,779.0%#cofee8.9M+5.6M+942.9%#turmeric15.9M+4.7M+1,558.1%#minoxidil 2.1M+4.5M+692.9%#rosemaryoil2.0M+3.8M+359.6%#matcha6.1M+2.8M+1,458.2%#zinc3.3M+2.4M+505.3%#antioxidants7.9M+2.3M+309.1%#ginger3.6M+2.1M+528.2%Source:US Google Search from Mar 2024 to

34、Feb 2025 vs.Mar 2023 to Feb 2024;US TikTok-from Mar 31,2024 to Mar 30,2025 vs.Apr 2,2023 to Mar 31,2024*these numbers represent actual data and are not adjusted for platform-specific growthHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?Popularity index16TREND SPOTLIGHTMA

35、GNESIUM GLYCINATE+33.6%POPULARITY YOY GROWTH 72.1%GOOGLE SHAREVERY HIGH POPULARITY 1.6K AVERAGE MONTHLY POPULARITY SCOREMagnesium glycinate is gaining traction,driven primarily by Google Search.The trend averages 1.6K in monthly popularity and has grown+33.6%year-over-year.With 72.1%of its popularit

36、y coming from Google,consumers are actively searching for information and benefits signaling strong interest in this specific form of magnesium and its wellness applications.Source:Popularity Index:Google Search+TikTok Views from Apr 2024 to Mar 2025 vs.Apr 2023 to Mar 2024 POPULARITY SHARE%:Share o

37、f US Google Search popularity vs.TikTok 2K1KConcernsSearch Volumesleep24.7Kanxiety3.8Kconstipation860.0TREND SPOTLIGHTMAGNESIUM GLYCINATEBrandsSearch Volumepure encapsulations9.9Knatures bounty2.4Knature made880.0Magnesium glycinateMagnesium glycinate benefitsMagnesium and glycinateMagnesium glycina

38、te vs citrateMagnesium citrate vs glycinateMagnesium glycinate vs magnesium citrateMagnesium glycinate side effectMagnesium glycinate sleepBenefits of magnesium glycinateBest magnesium glycinate OVERVIEW Consumers are increasingly searching for magnesium glycinate to address wellness concern especia

39、lly sleep,which leads with 24.7K searches.Interest is concentrated on specific comparisons and benefits,with top queries exploring magnesium glycinate vs.citrate,side effects,and sleep-related uses.Brands like Pure Encapsulations,Natures Bounty,and Nature Made are also driving notable search activit

40、y as consumers seek trusted sources for supplementation.TOP SEARCH QUERIESWHAT ARE CONSUMERS SEARCHING?17+46.7%(YEAR-OVER-YEAR)Source:US Search-from April 2024 to March 2025 vs.April 2023 to March 2024(Popularity Index Growth YOY)itsannemmTop ConcernsViews#sleep168.1K#stress67.1K#anxietyrelief34.1KB

41、rand HashtagsViews#nello1.9M#microingredients60.8K#bioemblem7.2KOVERVIEW Magnesium glycinate is gaining steady traction on TikTok,with an+8.6%YoY growth in views.Content is heavily centered on sleep,stress,and anxiety relief featuring calming drink routines and testimonials.Brands like Nello,Micro I

42、ngredients,and BioEmblem are appearing in top hashtags,driven by creator-led content focused on relaxation and sleep support.18vimergypaunchypeach(YEAR-OVER-YEAR)+8.6%WHAT ARE CONSUMERS VIEWING?Source:TikTok US-from Apr 2024 to Mar 2025 vs.Apr 2023 to Mar 2024(Popularity Index Growth YOY)TREND SPOTL

43、IGHTMAGNESIUM GLYCINATETOP SUPPLEMENT&INGESTIBLE BRANDS 19Top Brands By IncreaseBrandVolumeIncrease YoYlmnt429.6K+109.5K+34.2%miracle moo113.4K+60.5K+114.2%nello55.0K+46.8K+573.3%grns30.2K+21.7K+250.7%heart&soil57.6K+15.0K+35.0%armra colostrum112.5K+10.7K+10.6%fodzyme12.8K+10.1K+366.2%lemme27.8K+8.4

44、K+42.9%seed88.1K+7.5K+9.3%paleovalley13.4K+6.7K+101.8%BrandViewsIncrease YoY#goli26.5M+11.7M+5,978.5%#maryruthsorganics17.7M+11.6M+613.7%#vitalproteins614.5K+4.4M+13,393.7%#hims1.9M+3.9M+497.8%#bloomnutrition4.9M+1.7M+60.8%#ehplabs1.9M+609.4K+672.0%#gurunanda357.4K+571.2K+210.0%#codeage394.2K+510.9K

45、+316.4%#alaninu1.3M+470.4K+396.0%#megafood2.8M+374.3K+6197.8%Top Brands By Increase Source:US Google Search from Mar 2024 to Feb 2025 vs.Mar 2023 to Feb 2024;US TikTok-from Mar 31,2024 to Mar 30,2025 vs.Apr 2,2023 to Mar 31,2024*these numbers represent actual data and are not adjusted for platform-s

46、pecific growthHOW BIG IS THIS TRENDHOW COMPETITIVE IS THE SPACE?WHO OWNS THE MARKET SHARE?Popularity index20BRAND SPOTLIGHTNELLOBREAKOUTPOPULARITY YOY GROWTH 90.1%TIKTOK SHAREVERY HIGH POPULARITY 3.4K AVERAGE MONTHLY POPULARITY SCORENello is experiencing very high popularity,averaging 3.4K in monthl

47、y popularity with a+90.1%year-over-year growth.The brands momentum is driven largely by TikTok,which accounts for 90.1%of its popularity highlighting the platforms role in boosting interest around stress-support products like magnesium supplements.Source:Popularity Index:Google Search+TikTok Views f

48、rom Apr 2024 to Mar 2025 vs.Apr 2023 to Mar 2024 POPULARITY SHARE%:Share of US Google Search popularity vs.TikTok 6K2KBenefitsSearch Volumeweight Loss390.0safe140.0QuestionsSearch Volumewhere to buy620.0side effects430.0ingredients410.0nello supercalmnellonello supercalm reviewsnello super calm redd

49、itsupercalm nellonello super calm cortisolnello super calm near menello supercalm where to buynello supercalm reviews weight lossdoes nello supercalm worknello super calm ingredientsnello super calm side effectsOVERVIEW Consumers are actively searching for Nello,with interest centered on its Superca

50、lm product.Top queries focus on reviews,ingredients,safety,and weight-related benefits signaling a desire to understand both efficacy and trustworthiness.Searches like“where to buy”and“does Nello Supercalm work”suggest intent to purchase,making it clear that consumers are in the consideration phase

51、of the funnel.TOP SEARCH QUERIESWHAT ARE CONSUMERS SEARCHING?21BREAKOUT(YEAR-OVER-YEAR)Source:US Search-from April 2024 to March 2025 vs.April 2023 to March 2024(Popularity Index Growth YOY)BRAND SPOTLIGHTNELLOTop ConcernsViews#stress2.7M#guthealth2.0M#anxiety951.3KTop BenefitsViews#wellness3.0M#glo

52、wup1.9M#energy571.8KOVERVIEW Nello is gaining traction as interest in gut health rises across Google and TikTok,with a+25.1%YoY increase.TikTok content highlights concerns like stress,gut health,and anxiety paired with benefits such as wellness,glow-up,and energy.User-generated videos showcasing per

53、sonal results with Nello products emphasize the brands role in the growing demand for functional,relatable wellness solutions.22(YEAR-OVER-YEAR)BREAKOUTWHAT ARE CONSUMERS VIEWING?itsannemmitsselahmichellethefarmers91BRAND SPOTLIGHTNELLOSource:TikTok US-from Apr 2024 to Mar 2025 vs.Apr 2023 to Mar 20

54、24(Popularity Index Growth YOY)SPATE POVSUPPLEMENTS&INGESTIBLES23This report explores the changing landscape of supplements and ingestibles,highlighting new trends and consumer preferences.Here are the key points to consider for understanding your consumers:Consumers Prioritize Overall Wellness,Not

55、Just Acute SymptomsSearch and social data reveal that rising wellness concerns especially gut health,stress,and sleep are fueling increased interest in supplements.The alignment between these concerns and trending ingestibles suggests that consumers are actively seeking solutions to address specific

56、 health needs through targeted supplementation.Consumers Are Blending Aesthetic and Functional GoalsTheres a clear shift toward holistic wellness,with growing interest in benefits like hair growth,skin health,and microbiome support.This indicates that todays consumers are looking for products that d

57、eliver on both inner health and outward appearance,reinforcing the need for multifunctional solutions that align with lifestyle and self-care values.Ingredient-Specific Curiosity Is a Key Entry Point for EducationSearches such as“magnesium glycinate vs citrate”and“magnesium glycinate sleep”reveal a

58、growing curiosity about ingredient types and effects.This offers brands a chance to guide consumer discovery through simple,benefit-led education on product pages,packaging,and across social platforms.Start your free trial todayAccess over 20BN search signals and 60M TikTok videos and spot the next

59、big trend.www.spate.nyc APPENDIX25THEMETRICS:DATATRANSLATIONPopularity Index Popularity Index:Average monthly popularity:past 12 months.Combined data from Google,TikTok,and Instagram are adjusted for growth differences on each platform within the same industry.Popularity YoY Growth:Year-over-Year gr

60、owth rate:average monthly popularity this year vs.average monthly popularity last year.Popularity Increase YoY:Increase in average monthly popularity this year vs.average monthly popularity last year.Popularity Share:This metric indicates which platform has the greatest share of popularity.26THEMETR

61、ICS:DATATRANSLATIONTikTokAverage Weekly Views:Average weekly views of videos with the included hashtags:past 4 weeks.Increase YoY:Increase in views of videos with the includedhashtags:views this year vs.views last year.Google SearchSearch Volume:Monthly search volume averaged over the past12 monthsI

62、ncrease YoY:The difference in the average search volume ofthe past 12 months and the average of theprevious 12 months.27SPATEDataSPATEDataSales,Credit CardTransactionsAWARENESS+CONSIDERATIONINTENTPURCHASESocial Media is about consumers aspirations.Consumers are building the persona of who they want

63、to be,not necessarily reflecting their actual behaviour.Google Search,a“digital truth serum,”reveals an honest picture of consumer desires.People will search something they may not be comfortable asking their mother or best friend.According to a correlative study,search is a strong indicator of futu

64、re sales.28SPATE PRE-SALES DATATO STAY AHEAD OF CONSUMER TRENDS28METHODOLOGYSpate is an innovative data platform that allows users to discover and detect trends across Google search and TikTok.The Spate dashboard analyzes over 20 billion search signals and over 60 million TikTok videos across the gl

65、obe to answer three crucial questions for the consumer goods industry.Whats the next big trend?Whos owning the space?How to position the trend?20 billion search signals&60 million posts on TikTokUnsupervised machine learning to identify clustersTrends classification for insights and implications2930

66、WHATS THE NEXT BIG TREND?WHICH BRANDS AREOWNING THE SPACE?HOW TO POSITIONA PRODUCT?EMPOWER YOUR TEAMS TO SPOT THE RIGHT TRENDS+20B search signals and+60M million TikTok videos across the Globe to spot and predict which trends are here to stayMeasure level of competition within a space.Compare consumer interest across brands,including DTC.Contextual data to identify consumer needs(claims,concerns,ingredients)for messaging.DASHBOARD ACCESS30