Magnesium Is the Key to Better Sleep, Here Are 10 of the Buzziest Brands to Try

The sleepy girl is more than a trend. It’s a lifestyle.

While the sleepy girl mocktail has brought magnesium to the forefront, the ingredient has actually been gaining traction for many years, according to search data from Spate, and certain brands are leading the charge.

“There’s definitely some uplift for magnesium based on sleepy girl mocktail” said Yarden Horwitz, cofounder at Spate. “Magnesium started on a steady upward growth toward the end of 2022…and it’s been rising ever since.”

While constipation has risen as a use case for magnesium, the number-one reason people are seeking out the ingredient is, of course, sleep.

“There’s this overall trend of sleep hygiene happening,” Horwitz said. “People are mouth taping. They’re slugging. They’re doing their whole thing. This is one piece of a greater puzzle of an increased focus on sleep hygiene.”

In terms of formats, several appear to be growing, including topicals and powders (often used in the sleepy girl mocktail), though the highest volume is around supplements in general.

Here, the top 10 brands in terms of average monthly search volume from April 2023 to April 2024 and year-over-year growth, which they are ranked by.

1. Bioemblem: 3,100 average monthly searches/370.5% YoY growth
2. MegaFood: 2,600 average monthly searches/280.3% YoY growth
3. Qunol: 720 average monthly searches/138.8% YoY growth
4. Pure Encapsulations: 5,000 average monthly searches/107% YoY growth
5. Nature’s Bounty: 1,800 average monthly searches/84.7% YoY growth
6. BiOptimizers: 2,600 average monthly searches/80.5% YoY growth
7. Natural Vitality Calm: 2,400 average monthly searches/58.3% YoY growth
8. Nature Made: 12,100 average monthly searches/37.4% YoY growth
9. Life Extension: 8,700 average monthly searches/36.5% YoY growth
10. Trace Minerals: 2,200 average monthly searches/28% YoY growth

Source: Spate