10 Buzzy Supplement Ingredients Fueling the Brain Health Boom

Supplements are still growing — and new category hot spots are emerging.

A joint report from Spate and NIQ shows that U.S. dollar sales of vitamins, minerals and supplements grew 11 percent year-over-year in the 12 months ending May 23. That momentum can be seen online, too, with Spate’s Popularity Index — which scores trends based on their combined Google, TikTok and Instagram searches and views — tracking 7.6 percent year-over-year growth for supplements, namely driven by Google Search increases.

Key areas of growth for the category, per the Popularity Index, include performance and fitness, sleep support, cognitive health, energy, reproductive health, and cardiovascular health.

Brain health supplements are up 47.1 percent year-over-year via the Popularity Index, reaching roughly 200 million monthly Google searches and TikTok and Instagram views combined, with Spate predicting 28.7 percent growth in the year ahead.

Within brain health, some of the fastest-growing ingredients by online interest include creatine, which is often taken to boost energy before exercise and is linked to increased attention span and cognitive function; omega-3 supplements, which have grown 9.1 percent year-over-year via the Popularity Index; as well as the adaptogen rhodiola rosea, which has been studied for its ability to boost productivity and manage stress-induced conditions.

The top 10 supplement trends by year-over-year growth via Spate’s Popularity Index, which scores trends based on their combined monthly Google, TikTok and Instagram searches and views.

August 2025 to July 2026 vs. 12 months prior