A new report from AI-powered market research platform Spate reveals wellness brands that saw the most year-over-year growth in popularity based on Google and social media data
In a saturated wellness market, brands are always looking to stand out, and some are more successful than others. That is especially apparent from a new report published by AI-powered market research platform Spate.
The researchers consolidated the top 10 most popular wellness brands of 2025 based on the companies that saw the most growth according to combined data from Google, TikTok and Instagram, which reflect how popular a category or trend is.
Based on those metrics, the following brands saw the highest year-over-year growth in what Spate is calling “popularity”:
- Goli: 1.5 billion increase
- Nello: 697.9M increase
- Alani Nu: 359.5M increase
- MaryRuth’s Organics: 251.4M increase
- 1st Phorm: 238.0M increase
- Built Bar: 209.0M increase
- Snap: 164.2M increase
- Natural Vitality: 84.9M increase,
- Barebells: 69.9M increase
- Tru Niagen: 57.8M increase
Key Factors Behind Growth
Spate noted the popularity was driven by three key factors.
The first was trending functional benefits that people are often searching for to solve specific problems, like stress relief, gut health, hair growth, energy and longevity. Brands that successfully paired strong stories around their ingredients with quick, noticeable outcomes saw the fastest growth, the report explained.
Second was TikTok and creator-driven storytelling. Everyday routines, testimonials and simple hacks to make functional wellness feel personal were successful.
Several brands also leaned heavily into paid views, which worked best when amplifying those specific formats that reflected authenticity and personability.
The third factor was the connectivity between problems, ingredients, solutions and brands. People were able to navigate to the brand by first researching the wellness problem, discovering the ingredients used to remedy it, and ultimately finding the brand selling the product that bridged the gap between problem and solution through those very ingredients.
A Look Into the Top Brands
The brand that claimed the top slot, Goli, is a supplement brand that’s gained substantial momentum through TikTok Shop with top-selling gummies, leaning into the recent explosive growth of the gummy supplement market.
Goli surged to the top of TikTok Shop in September 2024, boosting interest in early 2025. The brand capitalized on trending topics like hormonal imbalance, gut health and functional wellness with its solution-oriented content.
Gut health and functional wellness in particular saw over 1,000% YoY growth in popularity. Part of Goli’s success is driven by its heavy investment in influencer marketing, with 98.6% of its views being paid.
Another recognizable brand across the fitness and wellness industry, functional energy drink and supplement company Alani Nu, claimed the third spot.
The company got a major boost after energy drink giant Celsius acquired it earlier this year, and has seen immense growth across TikTok thanks to its vibrant, eye-catching design and strong creator presence.
Alani also gained traction through its frequent and unique flavor drops like Sherbert Swirl and the limited-edition seasonal edition, Witch’s Brew.
The brand has also capitalized on growing consumer demand for caffeinated boosts, with rising interest in energy and flavored supplements within the growing space of performance-oriented wellness.
While Alani has found success among influencers who increase brand visibility, its popularity hasn’t relied as heavily on paid views as the other top brands on the list, coming in at only 28.6% paid views — second-place Nello had 95.7% paid views.
Another recognizable brand on the list is 1st Phorm, a performance nutrition brand growing thanks to sports partnerships and product expansion.
While Spate did not include what percentage of 1st Phorm’s views were paid, the brand has profited from steady interest in product-driven needs, with frequent searches for protein bars and powders as well as products that meet needs for energy, gut health and weight loss.
The nutrition brand is also expanding its reach through exciting launches, including a collaboration earlier this year with Anheuser-Busch and UFC CEO Dana White to unveil a new energy drink, which hit the market in late May.
