Magnesium demand is shifting toward highly bioavailable chelated formats like gummies and wellness shots to combat “pill fatigue” and meet the nutritional needs of GLP-1 users. Jungbunzlauer reports that chelated organic minerals, such as magnesium bisglycinate and citrates, offer superior absorption and better taste profiles for these emerging functional food formats.
Why is magnesium a top ingredient for brain and mood health?
Magnesium has become a cornerstone ingredient for consumers targeting sleep and mental wellness. According to Innova Market Insights, magnesium is one of the primary ingredients in supplements designed for insomnia or brain-mood health. Data indicates that magnesium accounted for 23% of global supplement launches making these specific claims between April 2025 and March 2026.
The effectiveness of these products relies heavily on how the body processes the mineral. Agata Möllerhenn, strategic marketing product manager at Jungbunzlauer, says that a supplement’s success depends on dosage, absorption, and how well the body tolerates the mineral salts. If consumers do not perceive a benefit due to poor absorption, they are unlikely to continue using the product.
How do chelated minerals improve supplement absorption?
Chelated organic minerals are increasingly valued because they provide predictable absorption. Jungbunzlauer derives these compounds from citric, gluconic, or lactic acid through fermentation processes. Unlike standard mineral salts, chelated versions are designed to be more compatible with various supplement formats and easier for the human body to tolerate.
Jungbunzlauer recently introduced a fully reacted magnesium bisglycinate to address these needs. This ingredient is produced through a complete conversion of glycine with a magnesium source, utilizing citric acid for stabilization and subsequent crystallization. This method aims to deliver optimal absorption and superior tolerability compared to traditional mineral formulations.
What are the formulation hurdles for magnesium gummies?
As consumers move away from tablets and capsules—a trend Möllerhenn calls “pill fatigue”—the gummy market has expanded. Consumers now view supplements as a way to “treat themselves” rather than just a remedy for illness. However, creating a functional gummy requires solving several technical problems.
Taste and texture are the primary obstacles. Möllerhenn notes that even the most visually appealing gummy will fail if the taste is poor. Additionally, manufacturers must manage particle size. Using the wrong particle size can result in a “sandy mouthfeel.” To avoid this, brands must use micronized, small particles that disperse easily and integrate into the gummy base.
Interaction with gelling agents like pectin or gelatin also poses a risk. If minerals are not chosen correctly, they can interfere with the setting process, resulting in a product that is either a “mess” or “hard as rock.” Möllerhenn recommends using citrate ranges for magnesium, calcium, and zinc because their interaction with gelling agents is almost non-existent, ensuring a stable texture and high bioavailability.
How do GLP-1 medications impact nutritional trends?
The rise of GLP-1 medications is driving a significant shift in the food and beverage industries. Because GLP-1 users typically consume less food, they face the challenge of obtaining necessary nutrients from much smaller portions. This creates a demand for high-density nutrition that does not rely on high sugar content.
Formulating for this demographic requires balancing nutritional density with sensory acceptance. Möllerhenn explains that reduced-sugar systems are difficult to manage; they often suffer from a thin mouthfeel, chalkiness, or instability. To help brands navigate these challenges, Jungbunzlauer provides functional ingredients such as organic acids, the sugar replacer Erylite erythritol, and textured systems like xanthan or gellan gum.
Frequently Asked Questions
What is the difference between chelated and standard minerals?
Chelated minerals are organic compounds that are generally more bioavailable and easier for the body to absorb and tolerate than standard mineral salts.
Why are gummies becoming more popular than pills?
Consumers are experiencing “pill fatigue” and are looking for “sensational” ways to take supplements, preferring formats like gummies or wellness shots that feel like a treat.
How does particle size affect supplement texture?
Large particles can cause a “sandy” or gritty mouthfeel in gummies. Using micronized, smaller particles ensures the minerals disperse evenly and maintain a smooth texture.
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