Magnesium supplement sales surge as consumers seek melatonin alternatives

Consumer interest in magnesium is rising as an alternative to melatonin for sleep improvement. According to market research from the Nutrition Business Journal (NBJ), sales of magnesium sleep supplements grew by approximately 17% in 2025, significantly outpacing the 5% growth seen in melatonin supplements, which reached nearly $800 million in sales.

Experts suggest this shift is partly due to negative publicity surrounding melatonin. Clinical psychologist Jennifer Martin of Florida International University noted that concerns regarding labeling accuracy—where some products contained higher hormone levels than stated—and reports linking melatonin to cardiac risks have influenced consumer perception. Additionally, social media trends suggest users prefer magnesium because it may offer restorative rest without the morning grogginess often associated with melatonin.

While magnesium is an essential nutrient for regulating blood pressure, blood sugar, and muscle function, specialists caution that scientific evidence is still developing. Sleep experts, including Sujay Kansagra of Duke Health, note that while some studies show promise, there is a lack of high-quality, direct comparative research to determine if magnesium is more effective than melatonin for sleep.