‘Community at core’ of 2026 wellness trends
Having released its annual trend forecast for the coming year, Holland & Barrett (H&B) has identified three major global wellness shifts expected the shape 2026 and ‘put the power of health firmly back in the hands of consumers’.
Included in the retailer’s three macro trends are: ‘Where nature meets next-gen science’, which will see consumers seeking out the ‘smartest, safest and cleanest’ that nature has to offer; ‘Over willpower’, referring to how ‘new scientific understanding around GLP-1 medications like Ozempic are radically shaping our self image’, and referencing a move away from the notion that weight, mood and energy are a matter of discipline; and finally ‘Back your body’, which ‘explores the rise in proactive wellness as consumers look to back their body now and for a healthier future’.
“In 2026 we’ll be living in one of the most innovative eras for health and wellness, defined by groundbreaking scientific and innovative technological advancements. Consumers are increasingly seeking trusted, intelligent and science-backed solutions, reflecting a shift from treating illness to embracing prevention — a change further driven by the ongoing pressures on our National Health Service,” comments April Preston, group product director.
A deeper dive into mainstream health trends sees the report highlight five key priorities, with brain health, gut health and community ‘at the core’ of wellness in 2026, as explained by key team members at H&B.
Brain Wealth: a lifelong investment
Brain health is emerging as a top wellness priority across all life stages in 2026. As cognitive fitness gains traction on par with physical health, consumers are embracing personalized, science-backed routines to build long-term ‘brain wealth’. As a result, expect to see an explosion in next generation nootropics, with mood-balancing blends and stress-reducing adaptogens. Key ingredients like bacopa monnieri, a valued herb in Ayurvedic and Unani traditions, will become popular in consumers’ wellness baskets.
AI is now an active wellness partner, providing tailored coaching across nutrition, fitness and, most critically, mental wellbeing supporting improved brain health. This growing trend is putting a wellness coach for mind and body in everyone's pocket.
“Brain health is such an important health concern, it’s now its own emerging category,” comments Rachel Chatterton, product director, global brand. “Brands are only just scratching the surface and we expect to see this grow significantly in the next few years. It’s a category where the lines are really blurring between food and supplements as we consider what humans need through every life stage.”
Gut Health: the next generation of biotics
In 2026, gut health shows no signs of slowing down and will continue to take centre stage as consumers embrace a holistic approach, with the focus shifting to whole-system support for every life stage. Growing awareness of the gut’s influence on mood, skin, immunity and overall vitality is spearheading daily habits that support the entire gut ecosystem — through prebiotics, postbiotics, fermented foods and fibre. This evolution will drive demand for innovative, gut-friendly formats like fibre blends, prebiotic drinks and fermented snacks, with ingredients like … Indian frankincense emerging as powerful allies in comforting the gut.
“We now understand that gut health is the foundation of overall wellness. As we've moved past simple biotics, we now understand how the entire gut ecosystem influences everything from our brain and mood to our skin. The surge in accessible, gut-friendly formats like drinks and snacks is a direct response to consumers wanting easy ways to support this systemic health,” says Alex Glover, global product formulation lead.
Skin & Scalp: the new biomarker for inner health
In 2026, we’ll see an evolution in skin and scalp care, evolving from purely cosmetic concerns into vital indicators of overall wellness. Consumers will seek products that do more than enhance appearance — they now want solutions that nourish from the inside out. Expect to see innovations like scalp microbiome sprays, overnight scalp treatments, collagen blends for skin vitality and supplements designed to calm and clarify the complexion, alongside the rise of dedicated scalp clinics and head spas.
“Skin and scalp are often the body’s first messengers — early signs that something deeper may be out of balance. Yet for decades we’ve been conditioned to view them only through the lens of beauty. Today’s consumer is starting to see the bigger picture: skin and scalp health are not just about appearance, they’re a window into overall wellbeing. That’s why we’re witnessing a seismic shift in standards, with beauty being redefined through the language of health," explains Rachel Garrett, global innovation and future strategy lead.
Weight Management: rewriting the rules for weight management
“The rise of GLP-1 medications in the mainstream have reframed public understanding on weight management — shifting the conversation away from rigid calorie counting and sheer ‘discipline’ to now focusing on the intricate metabolic, hormonal and inflammatory pathways within our body. In 2026 we will see innovation from brands who are stepping in to aid this growing audience who are reducing their food intake with holistic wellness solutions and GLP-1 support stacks. Citrus-based ingredients like eriomin and metabolaid will grow in popularity as they aid metabolic health and could be exciting and natural supports for healthy weight management.”
Movement: fuel your life
Active nutrition is rapidly moving beyond the gym, evolving into a lifestyle trend focused on optimizing daily performance and overall wellbeing. Consumers are now seeking holistic, functional solutions to enhance energy, focus, recovery and resilience. Emerging science on polyphenols, powerful plant compounds known for their potential anti-inflammatory, antioxidant and gut health benefits are set to be the next breakthrough.
Community will be at the core of wellness in 2026, from run clubs and hormone support programmes built around shared journeys, connection continues to make routines more joyful, and the smartest brands now understand that building togetherness is the key to sustained behaviour change.”
“The rise of ‘social wellness’ is a gamechanger, demonstrating that community is the key to sustained behavioural change and achieving long-term wellness goals. The impact of this has cascaded. We’re seeing brands team up with clubhouses and social wellness tourism boom as groups go on retreats together,” says Lina Chan, director of missions.
2025 at a glance
Looking back on 2025, H&B singles out the most commonly searched topics and ingredients on its website as magnesium (benefits and forms), the uses of moringa powder, facts about cortisol, collagen, vitamin D, protein powder, omega-3, probiotics, electrolytes, ashwagandha and vitamin C.
Summarizing what went viral on the ‘breeding ground for wellness trends’ that is TikTok, H&B mentions chia water, electrolyte-enhanced hydration, ceremonial cacao, ‘fibremaxxing’, supplement stacking and ‘cloud coffee’ — a mix of espresso and coconut water topped with foamed milk, whilst warning that only 2.1% of nutrition content found on the platform aligns with public health guidelines.
By Rosie Greenaway, editor