UK Supplement Trends — June 2025: minerals surge

Part of The Formulation Index, Supplement Factory’s monthly read on what UK brands are actually briefing us to make.

In June the minerals surged, and one active pulled clear of the field. Magnesium jumped to 51% of all formulations we quoted, its first move to the top of the board, and it would not give the position up for the rest of the year.

It did not rise alone. Potassium climbed to 35% and Zinc to 33%, a coordinated mineral surge that speaks to the hydration and recovery demand building through early summer. Vitamin D3 rose to 30%, and Beetroot leapt to 26%, an early sign of the performance and nitric-oxide interest that runs through the sports end of the market.

Ingredient in focus: Magnesium

June is the month Magnesium became the defining active of the UK supplement market. Its appeal is its breadth: it sits credibly in sleep, recovery, relaxation, hydration and everyday wellness, which means almost every brief can find a reason to include it. Paired with Potassium, as it increasingly was, it also anchors the electrolyte and hydration category that has grown relentlessly. For a brand, Magnesium is rarely the wrong answer, but its ubiquity is exactly why the form you choose, glycinate, citrate or malate, is now where the real differentiation lives.

What else moved

Creatine ticked up to 9% and Green Tea Extract held at 12%, both slow-building trends that would accelerate later in the year. The month’s character, though, was minerals: a broad, confident rise that set the tone for the summer.

What it means for brands

Magnesium’s dominance carries a clear lesson. In a market where one active appears in half of all formulations, including it is table stakes, not a point of difference. The brands that win with Magnesium are the ones that get specific: the right form for the claim, the right pairing for the category, the right dose to actually deliver. If Magnesium is your hero, the question is not whether to use it but how to use it better than everyone else who already is.

The base was set and the leader was crowned. In July, for the first time, the whole market would take a breath.

The Formulation Index is built from Supplement Factory’s own formulation quotes, actives only, each ingredient counted once per quote. Explore the live Index →