As we kick off Q2, it felt like a good time to look back at some of CPG’s most promising up-and-comers from recent years to see how they’re faring. These are 3 of the biggest supplement and health-and-wellness specific terms of the last couple years.

Quick note - for this analysis, we’re looking at Search Term Rank instead of Search Volume. This number indicates how frequently a term is searched on Amazon compared to all other search terms; lower numbers are better (i.e: Rank 1 is the most searched term on all of Amazon for that time period).

💪 Creatine - Still a shining star on Amazon, and it had its best quarter ever in Q1 2026. Creatine’s search rank hovered around 100 for most of 2025, dropped into the 150-300 range in Q4, and then shot up to the highest position we’ve ever recorded by the start of March. It has just barely cracked the Top 25, sitting at Rank 24 as of writing this. And it's still climbing.

💤 Magnesium Glycinate - After a somewhat rough Q4, this mineral-based sleep aid has re-asserted its dominance in early 2026. It spent the tail end of 2025 in a slow decline, hovering in the Rank 80-110 range by the end of the year - still nothing to sneeze at, but a marked drop. That said, it’s currently on a revenge tour. It broke into the Top 10 twice in February and is currently hovering in the Rank 8–11 range. Don't sleep on this one, folks.

🍋 Clear Protein - While protein’s lighter, fruitier side had its fair share of ups and downs the last few years, it’s currently showing promise both on Amazon and within the wider CPG space. There was a lot of clear protein representation at Expo West this year (especially in the form of protein sodas), and its search rank improved from ~28,000 in late November to ~4,000 as of writing this. Obviously nowhere near the search dominance of the other two terms we've talked about in this post, but still a massive leap forward and potentially a sign of happier things to come. Clear protein has shown positive momentum before and lost it though, so we’ll have to see if it’s able to keep the momentum going this time.