The Rise of Magnesium: Pharmacies and Startups Join the Wellness Craze

Booming Supplements Market

Wellness and pharmaceutical startups in India are embracing the latest trend in health and nutrition: magnesium supplements. Popular brands like Tata 1mg, HealthKart, Hoop, and Wellbeing Nutrition have expanded their magnesium product lines to meet soaring demand.

Despite its critical role in human health, magnesium has long been overlooked in the nutritional supplements market. However, growing awareness about its benefits is fueling a surge in interest.

Addressing Urban Wellness Issues

Magnesium plays a crucial role in addressing common health concerns related to urban lifestyles, such as lack of sleep, fatigue, stress, muscle cramps, and irritability. Avnish Chabbria, founder of Wellbeing Nutrition, believes that "international chatter" has sparked a significant demand for these minerals.

Significant Revenue Growth

Wellbeing Nutrition's triple magnesium complex supplement has become a major revenue stream, contributing 10-15% of its overall sales. The startup expects its retail business to grow 2.5 times to ₹50 crore and its online business to jump 3 times to ₹130 crore in 2025-26.

Magnesium Deficiency: An Emerging Concern

While India's nutritional supplements market has traditionally been dominated by zinc, magnesium is making waves, with a growth rate of 50% over the last five years. According to Pharmarack, magnesium supplements had a moving annual total value of ₹42 crore in December 2024, a significant increase from ₹8 crore in 2020.

Tata 1mg has witnessed a substantial increase in lab tests for magnesium deficiency and overall nutritional deficiencies, highlighting the growing awareness of this mineral's importance.

Health Benefits of Magnesium

As an essential mineral, magnesium supports various bodily functions, including:

• Heart health
• Bone health
• Muscle and nerve function
• Depression and anxiety

Dr. Divya Gopal, a consultant in internal medicine, emphasizes the importance of magnesium supplements but cautions against unnecessary use.

Caution from Medical Professionals

Doctors warn that magnesium supplements can have adverse effects on people with certain health conditions, such as kidney ailments. Dr. Gopal stresses the need for consulting a physician before taking supplements to determine requirement and dosage.

"Most of the magnesium that we require is usually obtained from natural food sources... you shouldn't start supplements unless you have documented a magnesium deficiency," advises Dr. Vaishali Lokhande, an internal medicine specialist.

For lotions and creams, Dr. Lokhande recommends seeking medical advice on appropriate usage.