Trending supplement brands
on Instagram & TikTok
An Upfluence 2026 data study of 6,481 creator mentions across 38 nutritional-supplement brands on Instagram and TikTok: the leaderboard, the breakouts, and the mix shift from legacy supplements to functional formats. Myprotein's volume. AG1's breakout. Pre-workout's slow fade.
Five findings the data makes undeniable
The supplement category isn't growing, it's reshuffling. The brands winning creator attention in 2026 look very different from the ones that did two years ago.
- The category is flat but churning. 6,481 supplement-brand mentions in the six months to May 2026, up just about 5% on the prior period, but underneath the surface the brand mix is shifting hard.
- AG1 is the breakout. Athletic Greens' AG1 grew +450% (34 to 187 mentions), the fastest riser of any brand with real volume, and greens powder's single biggest momentum story.
- Functional formats are eating legacy supplements. Ready-to-drink energy (Celsius +139%), protein and energy bars (Perfect Bar +289%, Clif +240%), and vitamin gummies (OLLY +115%) are surging, while pre-workout, plant protein and collagen decline.
- Instagram still owns the category. Mentions are overwhelmingly on Instagram; Bloom Nutrition is the only TikTok-native brand at 100% TikTok, with Barebells and Perfect Bar also skewing toward the platform.
- Myprotein is the volume king. 2,123 mentions and 8.2M engagement, more than the next three brands combined, powered by a 441-strong base of mostly micro-influencers.
The most-mentioned supplement brands
Total creator mentions per brand on Instagram and TikTok over the six months to May 2026. Myprotein, Transparent Labs and Huel form a clear top tier.
View underlying data, mentions per brand
| Rank | Brand | Mentions |
|---|
Source · Upfluence data lake · Public Instagram + TikTok · Dec 2025 to May 2026 · Logos via reachr / logo.clearbit.com
The fastest-growing brands
Mention growth versus the prior six months, among brands with at least 10 mentions in both the current and prior periods, so the rates aren't distorted by tiny bases. AG1 is the standout breakout with real volume behind it.
View underlying data, growth %
| Brand | Prior | Current | Growth |
|---|
Source · Upfluence data lake · Current = Dec 2025 to May 2026 vs. prior = Jun to Nov 2025
AG1 went from a footnote to a force in six months.
Athletic Greens' AG1 grew its creator mentions 5.5x, from 34 to 187, vaulting it into the category top 10 alongside decade-old protein incumbents. The greens-powder format it pioneered is the fastest-rising sub-category in the dataset, and the clearest signal that creators are migrating from performance supplements toward everyday wellness routines.
Volume vs. growth: who's winning, who's fading
Each brand is plotted by current mention volume (horizontal) against growth versus the prior period (vertical), with every brand marked by its logo. Logo size scales with total engagement. Top-right is the winners' quadrant.
View underlying data, volume, growth and engagement
| Brand | Mentions | Growth | Engagement |
|---|
Source · Upfluence data lake · Logo size proportional to total engagement · Dec 2025 to May 2026
What's rising, what's declining
Sub-category momentum tells the real story: the category total barely moved, but attention is rotating out of legacy formats and into functional, ready-to-consume ones.
Functional greens
AG1 +450%, Ka'Chava +41%, everyday wellness routines on camera.
Ready-to-drink energy
Celsius +139%; convenience formats outpacing powders.
Bars and gummies
Snackable nutrition: Perfect Bar +289%, Clif +240%, OLLY +115%.
Protein powder
Roughly flat (-1%): Myprotein huge but not growing; Transparent Labs +15%.
Meal replacement
Huel +12%, Ka'Chava +41%, steady recurring-use base.
Electrolytes
Mixed: LMNT +33% up, Liquid IV -26% down.
Pre-workout
Ghost -17%, Redcon1 -35%, Cellucor -21%, the format is cooling.
Plant protein and collagen
Sunwarrior -55%, Vital Proteins -41%.
Drink-mix greens
Bloom Nutrition -48%, even as it stays TikTok's top supplement brand.
Supplements are an Instagram story, with one exception.
The overwhelming majority of tracked brands generate 100% of their mentions on Instagram. Bloom Nutrition is the lone TikTok-native at 100% TikTok, while Barebells (58% TikTok) and Perfect Bar (43%) show the snackable formats travel better on TikTok than powders do.
Micro-influencers carry the category.
Most brands skew to micro creators (10K to 100K), with several leaning nano (under 10K) on the back of long-tail gifting programs. Engagement rates run highest among smaller creators: Animal (4.0%) and Alani Nu (4.1%) lead the high-volume brands, while Myprotein's 441-creator footprint shows the power of breadth over star power.
The creators and content driving engagement
Ranked by engagement efficiency, total engagement divided by views, counting only posts with a real view count. Filtered to creators with at least 10,000 followers, 2 or more view-bearing supplement posts and 50,000+ total views; posts with at least 50,000 views for the post ranking. Image posts without view data are excluded so the rates stay comparable.
On a consistent engagement-over-views basis, the realistic ceiling for supplement engagement rate sits around 13%, and Bloom Nutrition and Transparent Labs each place three creators in the top twelve. The standout is alis.appetitee: 41 view-bearing Bloom posts at a 13.1% engagement rate. samandjessofficial is the only TikTok creator to make the cut. (An earlier 69.7% reading for nadine.lifting was an artifact of image posts with no view data; on her single view-bearing post she runs about 8.6%, below the two-post floor, so she drops out.)
The six highest engagement-rate supplement posts in the window, embedded live from Instagram.
Source · Upfluence data lake · Posts with 50,000+ views · Dec 2025 to May 2026 · Engagement = likes + comments
| Type | Handle | Piattaforma | Brand | Reach (views) | Engagement | Tasso di coinvolgimento | URL |
|---|
All 38 brands, ranked
The complete dataset. Click any column header to sort. Growth is versus the prior six months; engagement rate is the per-post average.
| # | Brand | Sub-category | Mentions | Growth | Engagement | Eng. rate | Creatori | Tier | % TikTok |
|---|
Frequently asked questions
Direct answers to the questions readers, journalists and brand teams ask about this dataset.
Which supplement brand is mentioned most by creators on Instagram and TikTok?
Myprotein leads with 2,123 creator mentions in the six months to May 2026 and 8.2 million in engagement, more than the next three brands combined, powered by a base of 441 mostly micro-influencers.
Which supplement brand is growing fastest with creators?
Among brands with meaningful volume, AG1 (Athletic Greens) is the breakout, up 450% from 34 to 187 mentions. Off smaller bases, Barebells (1,100%) and RXBAR (1,000%) grew even faster, and Celsius nearly doubled mentions (139%).
Are supplements bigger on Instagram or TikTok?
Instagram dominates supplement creator content. Most tracked brands generate 100% of their mentions on Instagram; Bloom Nutrition is the lone TikTok-native brand at 100% TikTok, with Barebells (58%) and Perfect Bar (43%) also skewing toward the platform.
Which supplement categories are rising and which are declining?
Rising fastest: greens powder (AG1 up 450%), energy drinks (Celsius up 139%), protein and energy bars (up 128% combined), and vitamin gummies (up 125%). Declining: drink-mix greens (Bloom down 48%), plant protein (Sunwarrior down 55%), collagen (Vital Proteins down 41%) and pre-workout (Ghost, Redcon1, Cellucor down 17 to 35%).
How many supplement brand mentions were analysed?
6,481 creator mentions across 38 nutritional-supplement brands on Instagram and TikTok between December 2025 and May 2026, generating about 13.7 million in total engagement, up roughly 5% on the prior six-month period.
Did the supplement category grow overall?
Only marginally. Total supplement-brand mentions rose about 5% (from roughly 6,163 to 6,481) period on period, essentially flat at the category level, but with large dispersion: a handful of brands grew triple digits while others fell by half.
Which creator tier mentions supplements most?
Micro-influencers (10K to 100K followers) are the dominant tier across most supplement brands, with several brands skewing nano (under 10K) because of long-tail gifting programs. Engagement rates are highest among smaller creators.
What time period does this supplement study cover?
The current window runs 1 December 2025 to 31 May 2026, compared against the prior six months (1 June to 30 November 2025). The dataset is global, across all countries.
Scope. Global creator mentions of 38 nutritional-supplement, vitamin, protein and wellness brands on public Instagram and TikTok, from a curated map of about 50 brand handles. Brands with no matched mentions are excluded from the final 38.
Time window. The current period is 1 December 2025 to 31 May 2026 (six months). Growth is measured against the prior six months, 1 June to 30 November 2025.
Source. Upfluence data lake (affiliate_edges, social-profile target type), joined to Instagram and TikTok content tables via internal media id to attach timestamps, engagement and creator metadata. Brand logos are served from the same reachr influencer-asset store used for creators, with a logo.clearbit.com fallback.
Metrics. Mentions are deduplicated brand mentions. Engagement is likes plus comments on the mention posts. Engagement rate is (likes plus comments) divided by follower count per post, averaged across a brand's mentions. Dominant tier is the most-mentioned creator tier per brand.
Caveats. This is a curated-handle analysis: verbal brand callouts in captions without a tag are not captured, so true totals are higher. Several large brands (Myprotein, Optimum Nutrition) bias Instagram because their TikTok handles weren't matched. Gymshark was excluded as an apparel, not nutrition, handle. The largest percentage gainers (Barebells, RXBAR, Dymatize) grow off very small prior-period bases and are directionally real but volatile.
Licence. Published under CC BY 4.0. Free to cite and reproduce with attribution to Upfluence Studies.
| Rank | Brand | Sub-category | Mentions | Prior mentions | Growth percent | Engagement |
|---|---|---|---|---|---|---|
| Source: Upfluence data lake, public Instagram and TikTok, deduplicated by post. Current period Dec 2025 to May 2026 vs prior Jun to Nov 2025. | ||||||
