Market Research

UK fitness and supplements trends for Q2 2024

May 30, 2024
4 mins
2 persons running casually running outdoors

The spring season brought about some emerging fitness trends among consumers, making it up to be the top market in the supplements market for this year, where certain fitness-related goods were found to be trending rapidly these past few months like whey protein powders, clear protein powders, pre-workout, and creatine to be growing in search volume.

Search volume trend for the keyword "protein powder" in the last 5 years

One related trending fitness keyword relevant here is the keyword “Oxyshred”.

Search volume trend for the keyword "Oxyshred" in the last 5 years

Oxyshred has experienced a substantial increase in search volume over the past five years, with a 65-fold growth and a steady 3,100 monthly searches, although the keyword is slowly trending downwards in the short term, it is still forecasted to pick up some pace again in the next year in late winter and early spring.

What is Oxyshred?

Oxyshred is known to be a weight loss supplement, a thermogenic fat burner supplement trademarked by EHP labs and has been gaining traction with at least 13.9k posts tagged on TikTok. It is popular as it aids with boosting metabolism and energy regulation for consumers looking to lose weight, especially for fitness consumers.

This emergence of the Oxyshred trend suggests a resurgence in the popularity of weight loss supplements, particularly as people prepare for the summer season ahead, focusing on getting in shape and achieving their fitness goals.

Spring and summer are prime times for individuals to ramp up their fitness efforts. Oxyshred, known for its weight loss and energy-boosting properties, sees a spike in popularity at the start of spring. This aligns with the seasonal tendency for consumers to engage more in workouts and fitness-related activities.

Seasonal variance for the keyword "Oxyshred"

Other related trends to summer weight loss

The seasonal bias towards weight loss supplements can be found by checking its historical seasonal trends.

Search volume trend for the keyword "weight loss supplements" in the last 5 years

We notice a mountain trend here where searches for the keyword start to rack up around January to February, eventually reaching highs in June/July/August, right at the summer period, and would gradually go down post-August. The cycle goes back up again slowly once January comes.

The keyword has also been seen to grow steadily over the last 5 years with a growth rate of 113.5% post-COVID.

Relating keywords such as “fat loss tablets” and “diet meal plan for weight loss” are also trending, raking 8.1k and 5.4k monthly searches for both keywords respectively, with a whopping 22x and 19x growth in the last 5 years. Fat loss tablets are gaining traction this season and is about to reach their record high within the previous 5 years if it continues to grow.

Search trend for the keyword "beach body" in the last 3 years using Google Trends

Other keywords such as “beach body” also see a related trend in the last course of 2 years, which shows a somewhat relative trend to our “weight loss supplements” trends.

The weight loss market shows that consumers are looking into the keyword with 28.2 commercial intent and 13.9% transactional intent. A high percentage of commerical search intent (28.2%) could mean that a significant portion of searches in the market related to weight loss are geared towards researching and considering potential purchases. Consumers conducting searches with commercial intent may be exploring different weight loss products, reading reviews, comparing prices, or seeking information about weight loss programs and services. This indicates a strong interest in weight loss solutions and a readiness to engage with brands or retailers offering relevant products or services.

The 13.9% consumer transactional search intent also indicate consumers are actively seeking to make a purchase or take a specific action related to weight loss. Searches with transactional intent may include terms such as "buy weight loss supplements," "order diet meal plans," or "sign up for fitness programs."

While transactional intent is lower than commercial intent, it still signifies a notable portion of consumers who are ready to convert and engage in transactions related to weight loss.

But it’s not just weight loss!

An essential trend that correlates with the weight loss trends this spring is the rising trend of muscle recovery supplements. This can be related to the use of muscle recovery supplements in playing a crucial role in supporting the overall health and performance of fitness enthusiasts post-routine. There are certain reasons thatcan be implied here as to why weight loss with muscle and energy recovery supplements are trending right now:

Making use of the warmer season

Aside from the summer season coming up, it is also possible that fitness enthusiasts are making use of the warm spring season to do outdoor activities like running, swimming, hiking, to make the most of the warm days. Certain outdoor activites like camping and fishing are more enjoyed on the warm weathers.

Seasonal variance for the keyword "electrolyte powder"

Take a look at this graph of the keyword electrolyte powder, which is a popular endurance product used to maintain hydration and sustain energy, and is also a popular product used by hikers. To support energy levels, fitness and outdoor enjoyers take supplements to help withstand endurance activities under the sun.

The popularity of the keyword is significantly only seen to rise starting early March to May, which slowly slows down in June and comes back in July and August until it comes down in September.

Sports and training

Many individuals resume sports leagues, training programs, or fitness routines in the spring after taking a break during the colder months. Muscle recovery supplements can help athletes and fitness enthusiasts bounce back faster after intense training sessions or competitions.

Search volume trend for the keyword "whey protein powder" in the last 5 years

To support this claim, let’s check the search volume trends for the keyword whey protein powder, which is shown to be a popular product for fitness lovers at the start of the spring season, especially for sports enthusiasts.

We find that this good has had certain search cycle every year in the past 5 years and has continued to do so this year. While this good gains a certain traction every start of the year, searches tend to peak at the beginning of the Spring season most of the time and gradually slows down after May and August and then down by the end and the cycle continues.

Certain vitamins and minerals can be used to help maximise the use of protein powders, one of which is Vitamin B. We found that Vitamin B Tablets are trending this season and might be due to the correlated rise of whey protein powders and due to their beneficial effects on the body by improving physical activity, energy metabolism, and exercise performance.

Preparing for summer fitness

Consumers could not resist the appeal of having a beach body for the summer season, and this could be one of the justifications for why some fitness enjoyers are doubling up their routines in spring. To lessen the risk of injury for doubled workout sessions, consumers turn to Magnesium and Omega-3 supplements. These two supplements have been found to also grow within the season, having peaked searches in spring as well.

Seasonal variance for the keyword "magnesium glycinate"

It is possible that consumers are trying to mitigate the risk of injury and support their intensified training regimens byturning to supplements like Magnesium and Omega-3 which are popular supplements for muscle repair. Although, it is important to note that while magnesium glycinate is indicated here for its potential fitness benefits, such as muscle recovery, its popularity could also be cointed to its broad health benefits, including improved sleep and reduced anxiety.

Top muscle and energy recovery supplements trending in spring

&facts listed down five trending supplements in the market that has been gaining traction in the last few months. These supplements are the following:

  • Omega 3 Supplements  - 8.1k monthly searches, 91% growth in 5 years
    • Omega 3 supplements, commonly derived from fish oil are essential fatty acids known for their anti-inflammatory properties, which can help reduce muscle soreness and enhance recovery after intense exercise. Omega 3s also support cardiovascular health, improve joint mobility, and may aid in optimising the body’s muscle protein synthesis, making them beneficial for both endurance and strength athletes.
  • Vitamin B Tablets - 14.8k monthly searches, 93.2% growth in 5 years
    • Vitamin B tablets typically contain a complex of B vitamins, including B1 (thiamine), B2 (riboflavin), B3 (niacin), B6, B12, and folic acid. These vitamins play crucial roles in energy production, red blood cell formation, and neurological function. For fitness enjoyers, adequate intake of B vitamins is essential as they help convert dietary nutrients into energy, which can enhance performance and reduce fatigue. B12, in particular, is vital for oxygen transport in the blood, directly impacting endurance and muscle recovery.
  • Electrolyte Powders - 1.6k monthly searches, 825% growth in  5 years
    • Electrolyte powders are supplements designed to replenish essential minerals like sodium, potassium, magnesium, and calcium lost through sweat during exercise. These minerals are crucial for maintaining proper hydration, nerve function, and muscle contractions. Adequate electrolyte balance helps prevent dehydration, muscle cramps, and fatigue, allowing for sustained athletic performance and quicker recovery times. Electrolyte powders are particularly useful for endurance athletes and those engaging in high-intensity workouts.
  • Mushroom Supplements - 2.4k monthly searches, 116.2% growth in 5 years
    • Mushroom supplements, such as those containing reishi, cordyceps, lion's mane, and chaga, offer a range of benefits for fitness enthusiasts. These mushrooms are rich in antioxidants and adaptogens, which help the body manage stress and reduce inflammation. Cordyceps, in particular, is known to enhance aerobic capacity and endurance by increasing oxygen uptake and ATP production. Lion’s mane supports cognitive function, potentially improving focus during training. Reishi aids in recovery by promoting restful sleep and immune support.
  • Magnesium Glycinate - 90.5k monthly searches, 360% growth in 5 years
    • Magnesium glycinate is a highly absorbable form of magnesium, an essential mineral involved in over 300 biochemical reactions in the body. For athletes, magnesium plays a critical role in muscle function, including contraction and relaxation, energy production, and protein synthesis. It helps prevent muscle cramps and spasms, reduces muscle soreness, and supports overall recovery. Magnesium glycinate is also known to promote better sleep, which is vital for muscle repair and growth, making it an important supplement for those engaged in regular physical activity.
A few of the muscle and energy recovery supplements trending this spring


What can retail brands infer from this information? Here are just a few takeaways from this:

  1. Seasonal marketing opportunities

    Summer is the popular season to focus on weight loss. Highlighting products in retail roster like Oxyshred, fat loss tablets, and diet meal plans in marketing campaigns from alter witner to early summer can help consumers navigate their needs for the season. Retail brands could also start promoting muscle recovery products in late winter to early spring to correlate with the increased outdoor activites and sports training in spring, and target supplemenets aiding in muscle recovery such as whey protein powder, and electrolyte powders.
  2. Product portfolio optimisation

    The resurgence of weight loss supplements like Oxyshred this season, retail brands could expand their product lines to similar thermogenic and metabolism-boosting supplements that can caputre more market share. In relation, brands could also provide product bundles of weight loss supplements with muscle recovery supplements like Vitamin B tablets, mushroom supplements, and magnesium glycinate for post-workout reovery and performance enhancement.
  3. Content and SEO strategy

    Develop a content calendar aligned with seasonal search trends. Focus on weight loss and beach body preparation in late winter and early spring, then shift to muscle recovery and hydration products as the weather warms and optimise content around the relating keywords such as "Oxyshred,” “fat loss tablets,” “diet meal plan for weight loss,” and “electrolyte powder.” Create blog posts, videos, and social media content centred on these terms to drive organic traffic and improve brand visibility.

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