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WHO’S WINNING WELLNESS?SEE THE STANDOUTS Wellness continues to redefine consumer priorities, and today’s leading brands are those tapping into thefastest-growing needs across nutrition, beauty, fitness, and functional health. While the Spate dashboard measurespopularity across Google Search, TikTok, and Instagram, TikTok now drives a significant share of cultural influence for This year, emerging and established players are breaking out for different reasons: some through ingredient-ledinnovation, others through culture-driven virality, and many through a blend of both. From functional snacks going Read on to discover which wellness brands are gaining momentum, what’s fueling their rise, and where the whitespace Book a free trial of Spate data to uncover deeper opportunities and see how your brand can stay ahead of the next wave Thank you, PRE-SALES DATATO STAY AHEADOF CONSUMER Social Mediais about consumers’aspirations. Consumers are building thepersona of who they want to be, not Google Search, a “digital truth serum,”reveals an honest picture of consumerdesires. People will search something theymay not be comfortable asking their WHAT IS THE POPULARITY INDEX?SPATE’S PROPRIETARY POPULARITY INDEX The index measures how “Matcha” compares to allother food and beverage trends on TikTok,Instagram and Google. It adjusts for growth differences on each platformto accurately reflect the increase in popularity. THE WELLNESSCHANGEMAKERS Goli is a supplement brand gaining momentum on TikTok and TikTok Shop through its bestsellinggummy lineup. Its surge to the top of TikTok Shop in September 2024 helped fuel a major spike ininterest in early 2025. A 4th of July 2025 sale further amplified visibility, keeping Goli active in wellness Popular Related Topics TIKTOK Top Viewed Videos These videos, oftencasual demos or quickroutine walkthroughsreinforce Goli’s corefunctional message 2025 Brand That Won Wellness Very Highavg monthly popularity +697.9MYOY increase in Popularity WHO OWNS THE MARKET SHARE?+194.1%YOY growth in Popularity Nello is a functional powder brand building momentum through frequent flavor drops andTikTok-friendly wellness positioning. A trio of new flavors in October 2024 helped spark early interest,followed by additional launches in March 2025 that continued to build traction. A feature about BRAND SPOTLIGHT Popular Related Topics NELLO CORTISOL WELLNESS BRAND SPOTLIGHT Top Viewed Videos NELLO 2025 Brand That Won Wellness +359.5MYOY increase in Popularity Alani Nu is an energy drink brand that has expanded into supplements and is climbing on TikTokthrough its vibrant flavor lineup and strong creator presence. Interest spiked in February 2025 afterCelsius announced its acquisition of the brand, prompting a wave of consumer and industrycommentary. Its new Sherbert Swirl flavor, introduced in April 2025 with pastel, nostalgia-leaning BRAND SPOTLIGHT BRAND SPOTLIGHT Popular Related Topics ALANI NU CAFFEINE FLAVORS ENERGY Alani Nu is gainingmomentum as consumersseekenergizing, >1,000% YoY(849.4K avg. >1,000% YoY(598.3K avg. >1,000% YoY(573.1K avg. Rising interest in energy,caffeine, and flavoredsupplements positions thebrand squarely within the BRAND SPOTLIGHT Top Viewed Videos ALANI NU Top TikTok content forAlani Nu highlightsin-store finds, trendingflavors, and everydayroutines,positioningthe brand as a fun, The casual,grab-and-go style ofthese videos reinforcesAlani Nu’s strong retailpresence, andhigh 2025 Brand That Won Wellness +251.4MYOY increase in Popularity WHO OWNS THE MARKET SHARE?+51.8%YOY growth in Popularity MaryRuth’s Organics is a wellness brand gaining traction through TikTok Shopevents and broader media visibility. A Super Brand Day on TikTok Shop in January2025 helped drive interest, while the launch of its “Move Forward Every Day” BRAND SPOTLIGHT Popular Related Topics MARYRUTH’SORGANICS HAIR TIKTOK VITAMINS Mary Ruth’s Organics isgaining traction onTikTok throughsolution-focusedcontentaround hair +108.3% YoY(2.3M avg.monthlypopularity) +386.2% YoY(2.8M avg. +142.1% YoY(3.8M avg.monthlypopularity) BRAND SPOTLIGHT Top Viewed Videos MARYRUTH’SORGANICS Top TikTok content forMary Ruth’s Organicsfocuses on hair growth,withcreatorshighlighting liquid 2025 Brand That Won Wellness +238.0MYOY increase in Popularity 1st Phorm is a high-performance nutrition brand growing through sports partnerships and productexpansion. Its role as the official provider for the 2024 Prep Baseball All-American Game helped buildearly visibility, while the launch of Phorm Energy in May 2025 contributed to rising interest. A Cars BRAND SPOTLIGHT Popular Related Topics 1st Phorm BRAND SPOTLIGHT Top Related Searches 1st Phorm PROTEIN ENERGY BAR +271.8% YoY(2.1K avg. monthlysearches) +32.4% YoY(9.8K avg. +175.3% YoY(4.7K avg.monthlysearches) 2025 Brand That Won Wellness +209.0MYOY increase in Popularity Built Bar is a protein bar brand g