Magnesium Mania: What is Driving Growth in the Magnesium Market?

Low energy, muscular aches, pains, cramps and spasms and a decreased resilience to stress could all be signs of magnesium deficiency.

Magnesium has risen to become one of the most popular products in the vitamin section but not all forms of magnesium are the same, or get the same results. In a confused and overcrowded magnesium market how can you be sure you are recommending the right product?

Find out what is driving the success of the magnesium market and how your store can benefit from recommending Ethical Nutrients Mega Magnesium.

Why is magnesium supplementation so popular?
Magnesium is an essential mineral that is used in over 300 different biochemical processes in the body and is specifically required for proper muscle, nerve and enzyme function1. Because it is so widely used by the body, it can easily become depleted. Magnesium deficiency is surprisingly common with some research indicating 60% of people have low levels2*. Poor diet and lifestyle, stress and some medications are the most common causes of depletion3. Sweating can also be a factor as magnesium is a valuable electrolyte.

There are so many products on the market. What is the real difference?
Gut acidity and competition for absorption with other minerals means that when selecting a magnesium supplement, it is important to choose a form that is easily absorbed. An easily absorbed form will ensure the highest possible uptake of magnesium, which means better results, and less chance of the gastric upset which can be a result of taking poorly absorbed forms of magnesium such as oxide, sulfate and citrate.

Why is it important to recommend a therapeutic dose?
Recommending a therapeutic dose is important for many reasons. Customers who are suffering from signs and symptoms of magnesium deficiency are looking for a product that achieves results. Often consumers are swayed by discount pricing, however by recommending an easily absorbed form of magnesium your customers can have the best chance of getting the health outcome that they came into your store expecting. The result? Increased revenue through repeat business.

How can I achieve therapeutic dosing easily?
Ethical Nutrients Mega Magnesium contains the exclusive Meta Mag® Magnesium diglycinate which is a highly bioavailable, advanced form of magnesium. The key to its easy absorption is its shape, comprising of a central magnesium molecule covalently bound to two glycine molecules. This form allows Meta Mag® to be taken in through amino acid absorption channels in the gut, rather than competing with other minerals for uptake – unlike magnesium salts which are absorbed slowly and less efficiently. These unbound slow-to-absorb magnesium salts may attract water into the gut which may result in diarrhoea and gut discomfort. Clinical studies have shown that Meta Mag® is up to eight times more easily absorbed than salt forms and is very well tolerated4.

How can I explain this simply to my customers?
Tell your customers: Ethical Nutrients Mega Magnesium contains Meta Mag® magnesium, which has higher absorption than other forms of magnesium because of its ability to be absorbed easily in your body, to give you the best chance at getting results.

Why Ethical Nutrients Mega Magnesium

• Ethical Nutrients is the fastest growing magnesium brand in Australia and is driving the most growth in the magnesium market .
• Mega Magnesium contains the right form of magnesium for enhanced absorption to encourage repeat business.
• Now available in NEW 450 g delicious Raspberry or refreshing Citrus powders or NEW 240 tablets to meet customer demand for larger sizes and better value.

Always read the label. Use only as directed. If symptoms persist consult your healthcare professional.

References
1 Food and Nutrition Board, Institute of Medicine. Magnesium. Dietary Reference Intakes: Calcium, Phosphorus, Magnesium, Vitamin D, and Fluoride. Washington D.C.: National Academy Press; 1997:190-249.
2 Lukaski HC. Magnesium, zinc, and chromium nutriture and physical activity. Am JClin Nutr 2000; 72 (suppl): 5855-935
3 http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Muscle_cramp
4 Dr. D. Graff. Weber State University.
5 According to Neilsen Data
*In an American population.