Syncly Social Index
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Wellness & Functional Drinks
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Wellness & Functional Drinks on video, September 2026
Seasonal flavors beat functional claims in September wellness video. Bloom Nutrition's fall energy drinks more than tripled its share of wellness video and put it first on the Syncly Social Index, ahead of Monster Energy and Red Bull. Summer staples like electrolytes and creatine lost share as the season turned.
What videos are talking about
Flavor drops drove the month. Bloom's Crisp Apple went from 26 videos in August to 215 in September and Pear Scare from 17 to 112. Red Bull's pistachio Winter Edition grew from 14 to 122. Limited editions, not new claims, produced the biggest jumps.
Absorption and longevity terms rose. Liposomal mentions grew 58% in share of wellness video, mostly from Cymbiotika's liposomal glutathione. NAD+ rose 48% and colostrum 30%. Electrolytes (−21%), creatine (−30%) and ashwagandha (−19%) lost share after summer.
Supplement video is mostly sold, not shared. Cymbiotika, Goli and IM8 are dominated by sponsored TikTok Shop and ambassador posts, and almost none of their videos mention the brand without a tag. Celsius and Liquid I.V. are smaller but get named unprompted far more often.
Fastest-rising ingredients
Syncly Social Index: top brands
Brands ranked by their Syncly Social Index score for the month.
| Rank | Brand | SSI score | Video share | Change |
|---|---|---|---|---|
| #1 | Bloom Nutrition | 84.4 | 9.8% | +225% |
| #2 | Monster Energy | 63.1 | 21% | −25% |
| #3 | Red Bull | 62.2 | 34% | −2.1% |
| #4 | Celsius | 60.5 | 4.6% | −18% |
| #5 | Cymbiotika | 52.5 | 7.4% | +48% |
| #6 | Lemme | 47.0 | 3.3% | −25% |
| #7 | Liquid I.V. | 39.4 | 2.2% | −3.2% |
| #8 | Optimum Nutrition | 36.7 | 7.1% | +54% |
| #9 | IM8 | 36.1 | 5.8% | +39% |
| #10 | Goli | 35.5 | 5.5% | +9.6% |
Most-mentioned products
Products named most often in category videos, with change vs. the prior month.
| Product | Type | Videos | Change |
|---|---|---|---|
Monster Ultra (incl. White Monster)Monster Energy | Wellness | 442 | −14% |
Gold Standard 100% WheyOptimum Nutrition | Wellness | 277 | +18% |
Crisp AppleBloom Nutrition | Wellness | 215 | +757% |
Liposomal GlutathioneCymbiotika | Wellness | 206 | +40% |
Sparkling EnergyBloom Nutrition | Wellness | 180 | +355% |
Ashwagandha GummiesGoli | Wellness | 148 | −32% |
CreatineOptimum Nutrition | Wellness | 138 | +170% |
Apple Cider Vinegar GummiesGoli | Wellness | 130 | −11% |
Daily Ultimate EssentialsIM8 | Wellness | 129 | +52% |
Winter Edition (pistachio)Red Bull | Wellness | 122 | +803% |
Pear ScareBloom Nutrition | Wellness | 112 | +582% |
Juice MonsterMonster Energy | Wellness | 110 | −15% |
Untagged mentions by brand
How often each brand shows up in speech or on screen without a caption tag.
Brand reports
Full Syncly Social Index reports for each ranked brand.
