Rising consumer demand for magnesium supplements

A growing consumer trend shows rising interest in magnesium supplements as an alternative to melatonin for sleep support. While melatonin remains a major market player, magnesium sales are increasing as users seek deeper rest without morning drowsiness.

In Denmark, the retailer Matas reported that sales of magnesium glycinate have doubled compared to the previous year. This shift is reflected in broader market data from the Nutrition Business Journal, which reported that magnesium sleep supplement sales grew by approximately 17% in 2025, significantly outpacing the 5% growth seen in melatonin supplements.

Experts suggest this transition is partly driven by negative publicity regarding melatonin. Clinical psychologist Jennifer Martin noted concerns regarding labeling accuracy—where products contained higher hormone levels than stated—and reports linking melatonin to cardiac risks.

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. Medical experts continue to emphasize that most healthy individuals already consume sufficient magnesium through their diets, and official Danish health authorities do not provide general recommendations for its use.