Beauty / news
Brain Health Supplements Jump 47% as Creatine and Omega-3 Lead Consumer Interest
A joint Spate and NIQ report finds U.S. vitamins, minerals and supplement sales up 11 percent year-over-year, with brain health the fastest-rising subcategory online. Creatine, omega-3 and rhodiola rosea are drawing the strongest search and social engagement.
U.S. dollar sales of vitamins, minerals and supplements rose 11 percent year-over-year in the 12 months ending May 23, according to the joint Spate and NIQ report. Online momentum tracked slightly below that pace: Spate's Popularity Index, which scores trends by combining Google, TikTok and Instagram searches and views, recorded 7.6 percent year-over-year growth for supplements, lifted mainly by higher Google Search volume.
The Popularity Index identifies performance and fitness, sleep support, cognitive health, energy, reproductive health and cardiovascular health as the category's main growth pockets. Brain health stands out within that group, up 47.1 percent year-over-year to roughly 200 million monthly combined Google searches, TikTok views and Instagram views. The report projects 28.7 percent growth for the segment over the coming year.
Among the ingredients gaining the most online attention is creatine, typically taken to boost energy before exercise and linked to increased attention span and cognitive function. Omega-3 supplements have grown 9.1 percent year-over-year on the same index, while the adaptogen rhodiola rosea has been studied for its ability to support productivity and manage stress-induced conditions.
The findings point to a supplement market where demand is spreading beyond general wellness into more specific functional claims, from sleep and energy to cognitive performance. The report frames these subcategories as emerging hot spots as the broader vitamins, minerals and supplements business continues to expand in dollar terms.