Is Magnesium the New Kale?

Is Magnesium the New Kale?

Some forecasters believe the next big healthy living trend  — beyond kale — will be discovered outside of the produce aisle and on retail shelves where magnesium product sales are double-digit booming. A report by Nielsen Perishables Group (March 30, 2015, The Packer) shows that sales of magnesium-rich kale, while still impressive, have softened in 2015. By comparison, consumers are increasingly reaching for magnesium products to supplement their diets, creating a noticeable growth spurt for retailers.

According to a recent survey of 10,000 supplement users, magnesium is now the most popular mineral supplement, posting a relative growth of 13 percent in 2014, the largest increase among the major supplements.

“Magnesium does the one thing everyone wants. It helps us reduce stress and the resulting physiological impacts: constipation, headaches, muscle aches, and trouble sleeping.  So, it is no wonder that consumers and practitioners alike are looking to get their daily dose of magnesium,” said Ashley Koff, R.D., and co-author of Mom Energy (Hay House, 2012).

Recent data from SPINS, a company that analyzes consumer trends in the natural products sector, reveals further proof of magnesium’s popularity: The No. 1, No. 3 and No. 6 top-selling dietary supplement products in the natural channel today are all magnesium-based products manufactured by Austin-based Natural Vitality. The company’s Natural Calm line of products, formulated to restore healthy magnesium levels, is a blend of ionic magnesium citrate, organic fruit flavorings and stevia, and is vegan, gluten-free and Non-GMO Project Verified.

“Magnesium is one essential mineral with a veritable buffet of proven health benefits,” said Ken Whitman, Natural Vitality’s president and co-owner. “Like the superfood kale, magnesium is a ‘supermineral.’ Consumers trust it to work. This is why Natural Calm is enjoying continued growth.”

Growing awareness of magnesium deficiency in the population is another driver for this essential mineral’s trend-worthy rise in more mainstream acceptance. According to a 2005-2006 National Health and Nutrition Examination Survey, at least half of the U.S. population had inadequate intakes of magnesium.

“In terms of the need of magnesium in the body, a hundred years ago we were getting 500 milligrams of natural magnesium in our food supply from rich soil. Now, we’re getting about 100 milligrams,” said Dr. Carol Dean, M.D., N.D.

Magnesium is vital in more than 600 enzymatic chemical reactions in the body. Most notably, magnesium is responsible for nervous system balance, bone integrity, heart health, blood sugar control, energy production and proper bowel functioning. For more information and third-party peer-reviewed research on magnesium, visit the Nutritional Magnesium Association website.

About Natural Vitality
Austin-based Natural Vitality (NV) is a purpose-driven company committed to healthier and happier living. Owned and operated by partners Ken and Susan Whitman, and Justin and Shila Farmer, NV has developed a line of best-selling, research-backed supplements formulated to produce noticeable results. The company is the publisher of the award-winning Organic Connections online journal and believes that real, lasting health requires the creation of a sustainable environment and food system. For the past nine years NV has had the No. 1 selling magnesium supplement product in natural grocery stores: Natural Calm – The Anti-Stress Drink. For information on magnesium’s health benefits, visit

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