At Makers Nutrition we work with supplement and vitamin brands of all sizes to bring high quality products to market. Over the years, we have seen trends shift and evolve, but one thing remains constant. Minerals are some of the most trusted and top selling ingredients in the industry. As manufacturers and brand owners develop new products, minerals continue to be a core component of formulas that deliver real value to consumers.
Today, we explore the top selling minerals for supplement and vitamin brands. We look at why these minerals are so popular among consumers, how they support health, and what opportunities exist for brands seeking to innovate in this important category.
What Are Minerals and Why They Matter
Minerals are naturally occurring inorganic elements that are essential for human health. They play vital roles throughout the body. They are necessary for bone formation, nerve function, muscle contraction, fluid balance, energy production, and immune response. Unlike vitamins, which are organic compounds, minerals come from the earth. They are found in soil and water and enter our food chain through plants and animals.
The human body needs minerals in varying amounts. Some are required in larger quantities and are called major minerals. Others are needed in smaller amounts and are called trace minerals. Both are critical, yet deficiency rates remain high for several key minerals due to modern diets, soil depletion, and lifestyle factors.
For supplement and vitamin brands minerals represent a category that meets strong consumer demand. Today we take a closer look at the top selling mineral ingredients that appear in products across the industry.
Calcium Supplements
Calcium is one of the most widely recognized minerals in the world. It is essential for strong bones and teeth. The human body also needs calcium for muscle contraction, nerve signaling, and blood clotting. Because it is stored primarily in the skeleton, calcium balance is key to long term health.
Despite its importance, many people do not get enough calcium from dietary sources alone. Dairy products, leafy greens, and fortified foods provide calcium, but absorption can be influenced by age, vitamin D status, and other factors. As a result, calcium supplements remain among the most popular mineral products on the market.
Supplement and vitamin brands often include calcium in products targeted toward bone health. Calcium citrate and calcium carbonate are two of the most common forms used in supplements. Calcium citrate is easier to digest for some people, especially those with lower stomach acid, while calcium carbonate contains a higher concentration of elemental calcium per dose.
For brands looking to innovate, combination formulas that include calcium with vitamin D and magnesium are especially attractive. These products support calcium absorption and utilization in the body. Bone health formulations continue to be a strong driver of sales across age groups, from young adults to aging populations.
Magnesium Supplements
Magnesium is another major mineral that plays a critical role in human health. It is involved in more than 300 enzymatic reactions in the body. These include energy production, protein synthesis, muscle and nerve function, and regulation of blood pressure and blood sugar.
Magnesium is also a top selling mineral because deficiencies are common. Modern diets often lack sufficient magnesium, and factors such as stress, alcohol consumption, and certain medications can deplete magnesium stores.
Supplement and vitamin brands use a variety of magnesium forms. Magnesium citrate and magnesium glycinate are popular for their higher absorption rates and digestive tolerance. Magnesium oxide contains more elemental magnesium per dose but can be less bioavailable for some individuals.
Brands position magnesium supplements for stress relief, sleep support, muscle relaxation, and general wellbeing. Products that combine magnesium with other calming nutrients such as vitamin B6 or herbs like chamomile are appealing to consumers seeking more holistic support.
Iron Supplements
Iron is a trace mineral that is essential for the production of hemoglobin, the protein in red blood cells that carries oxygen throughout the body. Iron also plays a role in energy metabolism and cognitive function.
Iron deficiency is one of the most common nutritional deficiencies in the world, particularly among women of childbearing age, infants, and vegetarians. For supplement brands, iron stands out as a critical ingredient that addresses a clear and widespread health need. Here is where you get can come through for consumers by offering high-quality private label iron gummies.
There are several forms of iron used in supplements. Ferrous sulfate, ferrous gluconate, and ferrous fumarate are commonly used. Some brands also offer iron bisglycinate, which is known for gentler digestion and reduced gastrointestinal side effects.
Iron supplements can be marketed for energy support, blood health, and women’s health. Many multivitamin products include iron, but standalone iron supplements remain popular among those with diagnosed deficiency or increased physiological needs.
Zinc Supplements
Zinc is a trace mineral that supports immune function, wound healing, DNA synthesis, and protein metabolism. It also plays a role in taste and smell, and supports reproductive health.
Consumer awareness of zinc grew significantly during recent global health events as people sought immune supporting nutrients. This boosted demand for zinc supplements across multiple formats including tablets, capsules, and gummies.
Zinc supplements often comprise forms such as zinc gluconate, zinc picolinate, and zinc citrate. Each form has different properties and levels of elemental zinc. Brands may choose specific forms based on desired absorption and bioavailability.
Because zinc supports immune health, many brands include it in formulas aimed at daily wellness, seasonal support, and targeted immune maintenance. Zinc is also used in combination products for skin health, particularly those targeting acne and wound healing.
Potassium Supplements
Potassium is a major mineral essential for fluid balance, nerve signaling, muscle function, and heart health. It helps regulate blood pressure and works in tandem with sodium to maintain proper cellular function.
Despite its importance, many people do not achieve the recommended daily intake of potassium through diet. Fruits and vegetables such as bananas, oranges, and spinach provide potassium, but busy lifestyles and processed food consumption can limit intake.
Potassium supplements are somewhat less common than calcium or magnesium, due in part to regulatory limits on dosage per serving. However, potassium remains a sought-after mineral for brands targeting heart health, electrolyte balance, and athletic performance.
Potassium is often included in electrolyte and hydration products, particularly those marketed to active consumers and athletes. These products support endurance, muscle function, and recovery.
Selenium Supplements
Selenium is a trace mineral that works as an antioxidant and supports thyroid function, immune response, and reproductive health. It is found in foods such as Brazil nuts, seafood, and organ meats, but intake can vary depending on soil selenium levels.
Supplement and vitamin brands include selenium in products aimed at antioxidant support and cellular health. Selenium is also commonly paired with other antioxidants such as vitamins C and E to create comprehensive protective formulas.
Interest in selenium has grown as research highlights its role in maintaining immune competence and supporting the body’s natural defense mechanisms. Because it is a trace mineral, formulas typically provide small but potent amounts that complement broader nutrient profiles.
Emerging Mineral Trends
Beyond the classic minerals discussed above, supplement and vitamin brands are innovating with newer mineral ingredients. These include boron, which supports bone health and hormone balance, and molybdenum, a cofactor for important enzymatic processes. Strontium citrate is gaining attention for bone health applications, while vanadium is studied for metabolic support.
Marine derived trace element complexes that provide a broad spectrum of minerals have also found a niche. These products appeal to consumers seeking more holistic and naturally sourced nutrient profiles.
Delivery Formats and Consumer Preferences
Mineral supplements are available in a wide range of delivery formats. Traditional tablets and capsules remain the most common format due to their convenience, stability, and cost effectiveness. Gummies have surged in popularity, particularly among younger consumers and those who prefer chewable forms. Powders and effervescent tablets appeal to active consumers and those who want customizable dosing.
At Makers Nutrition we work with brands to select the right formats based on target audience, stability, manufacturing requirements, and market trends. Each mineral may behave differently in production and formulation. For example, magnesium can interact with other ingredients and may require specific excipients to ensure a smooth manufacturing process. Our formulation experts help brands navigate these technical considerations, so products meet both safety quality standards.
The Future of Mineral Supplements
Minerals will continue to be a cornerstone of supplement and vitamin portfolios. As health awareness grows, consumers are seeking products that help them fill nutritional gaps. Minerals provide foundational support for multiple aspects of health including bones, immune function, energy metabolism, and more.
Innovation in formulation and delivery will drive new product opportunities. Personalized nutrition trends may lead to customized mineral blends. Clean label movements will influence sourcing and packaging choices. Brands that stay ahead of these trends will find that minerals remain a powerful category for growth.
If you wish to stay ahead of the trends, call 1-844-625-3771 to get started on a supplement filled with minerals that can enhance the health of many!