Bacopa, Creatine Gummies Lead Fastest Growing Supplements on US Search: Spate

Longevity is a key focus of the health-obsessed consumer, and they’re turning to dietary supplements to support them on their journeys.

While drug store and supermarket aisles present a kaleidoscope of options, beauty trend tracker Spate says the fastest-growing supplements are creatine gummies and bacopa supplements.

Creatine Gummies

Creatine gummies are experiencing an average of 23.0K monthly searches with a +314.2% year-over-year (YoY) growth on Google. These gummies claim to boost energy levels, promote muscle growth and aid muscle recovery.

While creatine is typically available in powder form, its gummy variant is gaining traction, particularly on TikTok. The creatine gummies trend garners 5.6M average weekly views and boasts a very high shop views share of 92.3%, indicating that people are actively promoting and selling it. The top two related benefits are #weightloss (77.8K average weekly views) and #preworkout (16.8K average weekly views).

Currently, brands like Create, Beast Bites and Bear Balanced dominate search results, analysts say. However, consumers continue to be on the hunt for the best creatine gummies, which presents a significant opportunity for new players to enter the market, according to analysts. Brands can differentiate themselves through unique packaging, celebrity endorsements, podcast ads or innovative formulations, Spate says, and education is key to the trend’s success. Because consumers continue to search for the differences between creatine gummies and powder, brands are encouraged to chew on educating their audience about the benefits of the gummy format and how it fits into their fitness and wellness routines.

Bacopa Supplements

Bacopa supplements currently see an average of 2.0K monthly searches with a +115.1% YoY growth on Google. These supplements are claimed to improve memory, enhance learning retention and boost concentration and focus. The top searches are Bacopa supplement and Bacopa Monnieri supplement, signaling a significant opportunity for education and a reputable brand to establish dominance in this category, Spate says.

While the TikTok volume for Bacopa supplements is relatively low, the ingredient garners 13.2K average weekly views. The top concern hashtag related to Bacopa Monnieri on TikTok is #ADHD, with 4.7K average weekly views. Some consumers view it as a plant-based option to support ADHD, creating an opportunity for brands to market it accordingly. However, as with any medical claim, brands must tread carefully and ensure compliance with regulatory guidelines.