Trace Minerals

What Trace Minerals does

Trace Minerals is a privately held, founder-owned US dietary supplement company founded in 1972 and headquartered in Utah, focused on harvesting ionic trace minerals from the Great Salt Lake via a proprietary solar evaporation process. Its flagship ConcenTrace® complex is a full-spectrum liquid containing 70+ trace minerals, positioned around the thesis that modern diets and water filtration leave most consumers mineral-deficient. The portfolio spans ~50+ SKUs across core ConcenTrace formats (drops, tablets, capsules, powder, mouth rinse), hydration and electrolyte products (Hydro Pak stick packs, ZeroLyte, Power Pak, 40,000 Volts), an extensive magnesium line (glycinate, ionic, gummies, topical oils and lotions, flakes, chewables, effervescent), targeted minerals (ionic zinc, iron, iodine, boron, B12), and ancillary supplements (ashwagandha, beef organs, NAC, vitamin D3+K2).

The company monetizes through two primary channels. Direct-to-consumer e-commerce on traceminerals.com offers a Subscribe & Save subscription (25% off the first order, 20% recurring) with flexible 1/2/3-month delivery cadences, a Trace Loyalty rewards program, and a Wellness Quiz lead-generation tool, with single-purchase pricing broadly ranging from $17 to $60. Retail distribution places its products across mass (Walmart), natural and organic (Whole Foods, Natural Grocers, Sprouts, Wegmans), specialty vitamin (GNC, Vitamin Shoppe, Swanson), pharmacy (Walgreens), online marketplaces (iHerb, Thrive Market), and professional practitioner channels (Emerson Ecologics, Fullscript). Product credibility is supported by a Scientific Advisory Board that includes a naturopathic physician, a hydration-science researcher, and an industry research lead, and the company is ISO 14001 certified (2024) with a published roadmap to 98% post-consumer recycled plastic bottles by 2026. The customer base is long-tail consumer, spanning health-conscious general consumers, athletes and active individuals, and use-case segments around stress/sleep and keto-specific hydration.

Name

Trace Minerals

Legal name

Trace Minerals

Website

https://traceminerals.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Trace Minerals is a Utah-based, founder-owned dietary supplement company that harvests ionic trace minerals from the Great Salt Lake and sells a broad ConcenTrace and electrolyte portfolio through DTC subscriptions and major US retail and practitioner channels.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Ground or Treated Mineral and Earth Manufacturing (327992)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Minerals & Trace Elements (Calcium, Magnesium, Zinc, Iron; Chelated Minerals) (AFAJAKAB)

akta.pro secondary industry

Industrial Minerals Trading (Phosphate, Potash, Sulfur, Borates, Barite, Talc) (IMAKAJAF)

Keywords

• Trace mineral supplements
• Electrolyte supplements
• Dietary supplements
• Mineral hydration products
• Magnesium supplements

Headquarters

HQ city

Ogden

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales (B2C E-commerce): Direct-to-consumer sales through traceminerals.com with subscription/recurring model. Customers can subscribe for automatic deliveries with 25% off first order and 20% recurring discount. Products include trace mineral drops, electrolytes, magnesium supplements, and specialty formulations.
2. Retail Distribution: Products sold through major retail partners including health food stores (Whole Foods, Natural Grocers, Sprouts), pharmacies (Walgreens, GNC, Vitamin Shoppe), mass retailers (Walmart), and online marketplaces (iHerb, Vitacost, Thrive Market).

Pricing tiers

Go-to-market motion2 records

Distribution channels12 records

Marketing channels5 records

Core offering

Trace Minerals is a privately held dietary supplement company that has been harvesting ionic trace minerals from Utah's Great Salt Lake via a proprietary solar evaporation process for over 50 years. It produces and sells a wide portfolio of mineral and electrolyte supplements centered on its flagship ConcenTrace® line, a full-spectrum complex containing 70+ naturally balanced, highly bioavailable trace minerals delivered in liquid drops, tablets, capsules, powders, stick packs, gummies, and topical formats. The portfolio also spans hydration/electrolyte products, magnesium supplements, immune support formulas, stress/sleep aids, joint health, ancestral nutrition, and multivitamins.

Product overview

Trace Minerals is a dietary supplement company offering a diverse portfolio of mineral and electrolyte products centered around their flagship ConcenTrace® line, which contains 70+ trace minerals harvested from Utah's Great Salt Lake. The product portfolio includes core ConcenTrace products (drops, tablets, capsules, powder, and mouth rinse), hydration and electrolyte supplements (Hydro Pak stick packs, ZeroLyte, 40,000 Volts, Power Pak, Electrolyte Stamina), magnesium supplements in multiple forms (gummies, liquids, glycinate, chewables, effervescent, topical oils and lotions), immune support products (ionic zinc, vitamin D3+K2, fulvic acid, colloidal silver, iodine, NAC), stress and sleep aids (ashwagandha, Stress-X magnesium), bone and joint products (Cal/Mag/Zinc, ActivJoint Platinum), ancestral nutrition (beef organs, beef liver), and comprehensive multivitamins. The company also offers subscription services (Subscribe & Save), a loyalty program (Trace Loyalty), and a wellness quiz tool. Products are available in various delivery formats including liquids, powders, capsules, tablets, gummies, chewables, stick packs, and topical applications.

Differentiator

Problem solved

Functional benefit

Brands

• ConcenTrace®: Full spectrum trace mineral complex drawn from the Great Salt Lake, considered the center of everything the company does. Contains 70+ trace minerals.

Products and services

• ConcenTrace Trace Mineral Drops America's best-selling trace mineral supplement delivering 70+ trace minerals drawn from Utah's Great Salt Lake in a liquid drop format designed for daily mineral replenishment and optimal hydration.
• ConcenTrace Trace Mineral Tablets Tablet form of the ConcenTrace trace mineral supplement containing 70+ trace minerals from the Great Salt Lake, available in 90 or 300 count bottles.
• ConcenTrace Trace Mineral Capsules Capsule form of the full-spectrum ConcenTrace trace mineral supplement containing 70+ trace minerals from the Great Salt Lake.
• ConcenTrace Daily Mineral Powder Powdered mineral supplement delivering the full-spectrum 70+ trace minerals from the Great Salt Lake in a convenient powder form with multiple flavor options.
• ConcenTrace Mineral Mouth Rinse Mouth rinse product containing ConcenTrace minerals for oral health support.
• Hydro Pak Creatine + Electrolytes Stick pack product combining creatine with electrolytes for energy support and hydration, available in Tropical Watermelon, Orange Mango, and Unflavored.
• Hydro Pak Sport Stick Packs Electrolyte stick packs for sports hydration in Watermelon, Strawberry Coconut, and Raspberry Lemonade flavors.
• Hydro Pak Keto Stick Packs Electrolyte stick packs formulated for ketogenic diets in Lemon Lime, Orange, and Strawberry Lemonade flavors.
• 40,000 Volts Liquid electrolyte concentrate delivering mineral electrolytes for energy and hydration support.
• ZeroLyte Stick Packs Electrolyte drink mix in stick pack format available in multiple salty flavor profiles including Salty Berry Lemonade, Salty Mango, Salty Watermelon, Salty Citrus, Salty Orange, and Salty Tropical.
• Electrolyte Stamina Tablets Electrolyte tablets supporting endurance and hydration, available in 90 or 300 tablet counts.
• Power Pak Electrolyte Powder Electrolyte powder supplement available in over 14 flavors including Orange Blast, Lemon Lime, Watermelon, Mixed Berry, Cranberry, Pomegranate Blueberry, Concord Grape, Raspberry, Tangerine, Acai Berry, Pineapple Coconut, Guava Passion Fruit, Sugar Free Orange Mango, and Immunity Grapefruit variants.
• Magnesium Gummies Gummy supplement containing magnesium in Tangerine, Peach, Raspberry Lemon, and Sugar Free flavors for daily mineral support.
• Ionic Magnesium Liquid ionic magnesium supplement for high bioavailability and easy absorption, available unflavored and in Tangerine flavor.
• Magnesium Glycinate Highly bioavailable magnesium glycinate available in capsules, liquid (Lemon Lime), powder (Grape, Orange Dream, Mixed Berry Lemonade), and individual stick packs to support bones, nerves, and overall wellness.
• Mega-Mag High-potency magnesium supplement for enhanced mineral support.
• Cal/Mag/Zinc Combined calcium, magnesium, and zinc supplement in liquid form available in Natural Pina Colada, Strawberry, and Orange Cream flavors.
• Stress-X Magnesium Magnesium powder formulated for stress relief and relaxation, available in Lemon Lime and Raspberry Lemon flavors, paired with Stress-X Tablets in 60-count bottles.
• Pure Magnesium Oil Topical magnesium oil for transdermal magnesium absorption.
• Magnesium Flakes Magnesium flakes for bath use to support relaxation and transdermal magnesium absorption.
• Magnesium Moisturizing Lotion Topical magnesium lotion combining mineral support with skin hydration.
• Magnesium Chewable Chewable magnesium supplement in Raspberry Lemon flavor for easy daily intake.
• Magnesium Effervescent Effervescent magnesium tablets that dissolve in water, available in Orange and Raspberry flavors.
• Multi Magnesium Powder Comprehensive magnesium supplement powder in Rainbow Sherbet and Orange Mango flavors.
• Endure Liquid electrolyte supplement designed for endurance athletes and extended physical activity.
• Post-Workout Post-workout recovery supplement to support muscle recovery and replenish electrolytes after exercise.

Quantifiable outcome

• 70+ trace minerals delivered per serving
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• iHerbcoreChannel Partner/ Reseller/ DistributorOnline health supplement retailer offering Trace Minerals products to their customer base of health-conscious consumers.
• Vitamin ShoppecoreChannel Partner/ Reseller/ DistributorSpecialty vitamin and supplement retailer with wide distribution of Trace Minerals products in stores and online.
• Whole Foods MarketcoreChannel Partner/ Reseller/ DistributorNatural and organic grocery chain retailing Trace Minerals products alongside health and wellness offerings.
• WalmartcoreChannel Partner/ Reseller/ DistributorMass retailer providing wide consumer reach for Trace Minerals products across stores and online marketplace.
• Natural GrocerscoreChannel Partner/ Reseller/ DistributorNatural and organic grocery retailer specializing in health-focused products including Trace Minerals supplements.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorHealth-focused grocery chain with emphasis on natural and organic products, retailing Trace Minerals offerings.
• Swanson VitaminscoreChannel Partner/ Reseller/ DistributorOnline and catalog health supplement retailer with broad Trace Minerals product availability.
• WegmanscoreChannel Partner/ Reseller/ DistributorRegional grocery chain known for health and wellness focus, carrying Trace Minerals products.
• GNCcoreChannel Partner/ Reseller/ DistributorHealth and wellness retail chain offering Trace Minerals products in stores and online.
• WalgreenscoreChannel Partner/ Reseller/ DistributorPharmacy and retail convenience chain providing accessible distribution of Trace Minerals supplements.
• Thrive MarketminorChannel Partner/ Reseller/ DistributorOnline membership-based health marketplace offering Trace Minerals products to members.
• Emerson EcologicsminorChannel Partner/ Reseller/ DistributorProfessional practitioner distribution channel for health professionals to recommend Trace Minerals products to patients.
• FullscriptminorChannel Partner/ Reseller/ DistributorPractitioner dispensing platform enabling health practitioners to prescribe Trace Minerals products.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Jigsaw Health: Jigsaw Health is a direct peer that sells trace mineral and electrolyte supplement products with a similar D2C-plus-retail model. Both brands compete in the trace mineral category and emphasize ionic, highly bioavailable formulations.
• Ancient Minerals: Ancient Minerals by Energetix is a direct peer specializing in magnesium and trace mineral products sourced from ancient seabed deposits. Overlapping product formats (topical magnesium, trace mineral drops) and similar wellness positioning make it closely comparable.
• Eidon Mineral Supplements: Eidon is a direct peer offering ionic mineral supplements in liquid form with a focus on bioavailability. Like Trace Minerals, Eidon emphasizes single-mineral and multi-mineral ionic formulations sold through D2C and natural product channels.
• Activation Products: Activation Products is a direct peer offering plant-derived and ionic trace mineral supplements through D2C and practitioner channels. It is closely comparable on sourcing philosophy, ionic formulation, and the practitioner/personal-use customer base.

Emerging players

• LMNT (Elemental Labs): LMNT is an emerging player in the electrolyte/hydration category with a science-led, D2C-first model. It overlaps with Trace Minerals' hydration SKUs (ZeroLyte, Hydro Pak) and competes for the same health-conscious, athletic consumer segment.
• Redmond Real Salt: Redmond Real Salt (Redmond Life) sources natural unrefined salt with trace mineral content from a Utah deposit, sharing a similar natural-sourcing ethos and Utah geographic origin. Its product line intersects Trace Minerals' mineral supplementation category at the food-grade mineral end.

Broad incumbents

• Thorne: Thorne is a broad incumbent in the premium supplement market with practitioner-grade positioning and overlapping mineral/magnesium products. Its scale, science-backed brand, and practitioner channel presence make it a larger competitor in Trace Minerals' category.
• Pure Encapsulations: Pure Encapsulations is a broad incumbent selling practitioner-grade mineral and supplement lines through Emerson Ecologics and Fullscript — the same professional channels Trace Minerals uses. Direct channel and customer overlap make it a relevant incumbent peer.
• Garden of Life: Garden of Life (Nestlé Health Science) is a broad incumbent with a broad supplement portfolio including mineral and electrolyte products distributed through the same natural/specialty retail channels (Whole Foods, Sprouts, Natural Grocers) where Trace Minerals competes.
• NOW Foods: NOW Foods is a broad incumbent offering one of the largest mineral and electrolyte supplement catalogs in the industry at value pricing. It competes with Trace Minerals across mass-market retail (Walmart, iHerb, Vitamin Shoppe) and online marketplaces.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/traceminerals35

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trace Minerals