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Unpacking the Greens Powder Trend: Is AG-1 Worth the Investment?

A spoonful of supplemental greens powder is hovering over a glass of water.

Greens powder supplements have been circling the wellness orbit for some time now, and AG-1 is currently the darling of this trend. Endorsed by an eclectic mix of celebrities, influencers, and wellness podcasters, this powdered supplement has quickly risen to fame. But is it worthy of its hype and, more importantly, your hard-earned money? Let's dive in!

What Exactly is AG-1?

Originally marketed as Athletic Greens, AG-1 boasts a blend of 75 high-quality vitamins, minerals, and whole-food-sourced nutrients. As part of the exploding greens powder movement, it combines an array of fruits and vegetables in powdered form, aiming to be your all-in-one health elixir. High-profile endorsements from the likes of Andrew Huberman, Joe Rogan, Dr. Peter Attia, and the Modern Wisdom podcast certainly add a layer of allure.

I've been a supplement experimenter since the late '90s and greens powders have always intrigued me. While they often made me feel healthier, it's difficult to attribute any specific benefits to these supplements. Every so often, I'll try a new one, but their actual efficacy remains a question mark.

Who is the Target Audience for AG-1?

The brand positions AG-1 as a one-size-fits-all solution—ideal for athletes, everyday warriors ("lifeletes"), and everyone in between. It's promoted as vegan, paleo, and keto-compatible, striving to be a go-to supplement for people with diverse dietary preferences.

AG-1 Ingredient Label

Decoding the Ingredients and Nutritional Profile

AG-1's formula features an impressive line-up of vitamins and minerals, some of which even surpass daily recommended intake levels—by up to 467% for Vitamin C, for example. While ingesting extra vitamins is generally not harmful, it could mean that you're essentially flushing extra nutrients—and your money—down the drain.

The Probiotic Promise and Gut Health

Among AG-1's unique selling points are its probiotics, featuring beneficial strains like bifidobacteria and lactobacilli, known to aid gut health and boost immunity. Yet, the scientific consensus on the efficacy of over-the-counter probiotics is still in flux, primarily due to individual microbiome differences.

Proprietary Blends: A Veil of Mystery

AG-1 employs proprietary blends in its formulation, essentially masking the specific amounts of each ingredient. This opacity complicates efforts to verify the supplement's true efficacy and raises questions when contrasted against effective doses recommended in scientific studies.

Global greens powder market diagram

The Financial Push Behind the Popularity

The sweeping endorsements from popular podcasters might have you wondering why they're so keen to promote AG-1. A 30% commission on each sale, as reported by, could be a substantial motivator. Athletic Greens has actively promoted their brand, investing more than $2.7 million in just March of 2022 on advertising efforts. This includes partnerships with high-profile shows like The Joe Rogan Experience, which has an audience of 11 million per episode. Associating with such a large-scale show ensures incredible audience reach.

I'm affiliated with various companies, some of which also sell greens powders, but I'm hesitant to give them my blanket

endorsement, given the unclear cost-to-benefit ratio for most consumers. I don't want people wasting their money.

The greens powder market size is expected to grow from $279.32 million in 2023 to $447.04 million by 2030! In 2022, North America held the largest share in the green foods market.

A hand is holding a bottle of a green drink and is pouring it out.

Price Points and Alternatives

At $99 for a one-month supply—or $79 with a subscription—AG-1 is definitely on the pricier side. In my opinion, it's worth considering whether a balanced diet rich in whole fruits and vegetables could offer similar, if not better, benefits. Remember, whole fruits and veggies provide essential fiber which is often missing in powdered supplements.

Third-Party Testing: A Trust Factor

On the plus side, AG-1 undergoes third-party testing, which is critical given the lack of FDA regulation in the supplements sector. This ensures label accuracy and product purity.

The Bottom Line: Navigating the Greens Powder Hype

A pretty woman with short curly hair is drinking a green drink in the morning. She's wearing a white robe.

AG-1 may have mastered the art of marketing, securing endorsements from high-profile celebrities and influencers, but when it comes to scientific substantiation, the jury is still out. The supplement's opaque proprietary blends, coupled with its premium price tag, make it a potentially questionable investment for consumers who scrutinize their choices.

That said, the psychological benefit of taking greens powders shouldn't be underestimated.

Sometimes, the mere act of adding a health-focused product to your regimen can serve as a catalyst for broader lifestyle improvements.

I've been sampling greens powders since the late '90s, and while I haven't noticed any dramatic physical changes, the psychological "feel-good" factor is undeniable.

Before diving into any supplement, including AG-1, it's paramount to consult with healthcare professionals for personalized advice.

In a world that's perpetually dangled with the promise of "miracle cures," a discerning and educated approach to health supplements is more important than ever.

Stay savvy, stay well-informed, and most importantly, stay healthy.



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