Magnesium matters
Magnesium is essential for more than 80% of the body’s metabolic functions, yet research shows that over half of Australians are not meeting recommended intake levels. This shortfall stems from modern dietary habits, the decline in soil mineral content and the impact of common medications.
As awareness grows, consumers are actively seeking out magnesium to support energy, sleep, recovery, mood, hydration and more. For retailers, this presents a clear opportunity: those who stock a broad and well-curated magnesium range are best positioned to meet demand and encourage repeat sales.
Magnesium types
Just as supplements vary in quality and purpose, magnesium comes in a range of forms, each with unique absorption rates, bioavailability and benefits. With at least 11 different types available through diet, supplementation or topical application, it’s important for retailers to understand the key differences.
Here are some of the most recognised forms:
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Magnesium citrate: One of the most bioavailable and easily absorbed forms. Known for its mild laxative effect, it is often recommended to help relieve constipation.
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Magnesium glycinate: Bound to the amino acid glycine, this form reduces the laxative effect seen in other types. It is gentle on the digestive system and is valued for calming the nervous system and supporting sleep.
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Magnesium chloride: Highly bioavailable and commonly used to address magnesium deficiency. It also plays a role in detoxification and general replenishment.
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Magnesium L-threonate: Notable for its ability to cross the blood–brain barrier. Emerging research suggests potential benefits for cognitive health, memory and mood support.
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Magnesium malate: Well absorbed without a laxative effect. Often recommended for muscle fatigue and pain, it may also support energy production and exercise performance.
Formats to suit every lifestyle
From convenient capsules to versatile powders, magnesium supplements are available in formats designed to integrate seamlessly into daily routines. Stocking a mix of single-ingredient and blended options allows retailers to cater to the $7.1 billion global magnesium market, a category forecast to almost double by 2034.
Consumers often look to trusted brands and clear labelling to guide their decisions. Offering premium magnesium across multiple formats not only meets diverse needs but also strengthens loyalty and positions your store as a go-to destination for wellness solutions.
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Single-ingredient formats: Brands like Switch Nutrition and Protein Supplies Australia provide a high-quality standalone magnesium option with clear functional benefits.
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Blended formulations: Happy Way, Ora Health and Switch Nutrition deliver magnesium blends designed for general wellbeing.
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Targeted solutions: Amazonia’s Raw Sleep Magnesium clearly links the form of magnesium to its intended outcome, while functional innovations such as Sodii appeal to consumers seeking hydration and on-the-go convenience.
By highlighting both the differences in magnesium types and the variety of formats available, retailers can empower shoppers to personalise their wellness routines. Supporting this with in-store education or online guidance builds consumer confidence and helps drive repeat purchases.
