13 November 2024
Holland & Barrett, the leading UK wellness retailer, releases its fourth annual Wellness Trends Report.
In 2024 ‘longevity’ was the phrase du jour. Life expectancy in the UK continues to increase[1], yet only an average of 80% of a person’s life is currently spent in good health, so focus has shifted toward living well for longer, and adding more quality years to life. Gen Z are leading the way for this, spending more time and money on preventive health measures.[2]
This year, TikTok remained a source of wellbeing information with ‘lion’s mane’ and ‘sleepy girl mocktail’ being among the top searched for terms, in turn, ‘Magnesium Glycinate’ searches increased by 180% on H&B.com whilst the mocktail was trending[3]. Turmeric supplements continued to trend, in fact, 1 per second were sold at Holland & Barrett, a 67 per cent increase compared to 2023[4].
April Preston, Group Product Director, Holland & Barrett, comments: “With over 150 years of expertise in the health and wellness space, Holland & Barrett has long been at the forefront of making new wellness trends accessible. Our fourth annual trends report provides a snapshot of the next big themes and products as we look forward to a new era of health and wellness.
“Our team of scientists, nutritionists, forecasters and innovators scour the globe to find the latest trends allowing us to develop market leading products, services, diagnostics, and personalised solutions that broaden our customer’s health horizons.”
Here we explain the innovation behind products and trends that are combining nutrition, movement and mental wellbeing and detail those we expect to fly in 2025.
Predicted trends for 2025:
BRAIN FOOD: As more is understood about the link between our diet and our minds, brain health is now considered as important as body health. The market is responding with a range of products fortified with brain-healthy ingredients.
Whilst the benefits of Omega 3 are well documented, the inclusion of iodine in a daily diet is emerging. Researchers predict that iodine supplements in pregnancy may support children’s IQ scores by an average of 1.22 points, yet 67% of women do not get enough iodine from their diet.[5]
Additionally, the term ‘psychobiotics’ has been coined to describe the ‘good’ bacteria that benefits our cognitive function. Trending fermented products such as kimchi and kefir, may have a positive impact on attention and memory, as well as being good for gut health.
MATRESCENCE MATTERS: The maternal health space is transforming to address the needs of older expectant mothers taking care of their health, the psychological and physiological significance of being a mother and changes to women’s brains during and after pregnancy. With the average woman now having a baby at 30.9[6], more personalised solutions are appearing.
2025 will see the emergence of products featuring choline, a vitamin-like water-soluble essential mineral found naturally in meat, fish, dairy, and eggs, which may support foetal brain development. Currently only 11% of pregnant mothers are meeting EU recommended guidelines for this mineral.[7]
THE MICROBIOME IN YOUR MOUTH: First came the gut microbiome - now interest is shifting to the mouth, it is the second most diverse microbial community in the body, harbouring over 700 species of bacteria and balance is the key.[8]
When the oral microbiome is off-balance, or in 'dysbiosis' in scientific terms, it can lead to disease-promoting bacteria and gum issues.[9] The scientific community has long championed the links between oral health and general wellbeing and brands are responding with innovative products. Look out for toothpastes, mouthwash, and chewing gum tailored to the oral microbiome.
THE FIBRE FIX: While many of us know getting fibre through fruit, veg and wholegrains is essential, most are eating less than 20g, just two thirds of the suggested daily target.[10] In a similar way protein branched out into bars, drinks and shakes, brands are encouraging us to rethink our relationship with fibre by packaging it in more enticing ways with ground-breaking new products. Fibre-infused water is the new kid on the block.
A GOOD CUPPA REIMAGINED: Fuelled by self-care obsessed Gen-Z, the market is being driven away from traditional cuppa towards more ‘functional’ teas that promise innovative flavours and health- promoting benefits with ingredients backed by modern science. As we welcome younger fans to tea in 2025, the functional market is predicted to be worth $12.2 billion by 2032, growing at 6.1% per year.[11]
MASTER METABOLISM: There was a time when we only talked about a ‘fast’ or ‘slow’ metabolism in the context of weight loss – but that will change in 2025. ‘Metabolism’ encompasses all the chemical processes that happen in our cells and metabolic health governs everything from energy levels and our ability to fight off disease to how quickly our body ages biologically, even skin regeneration. Wrinkles are a natural part of the ageing process but can also be a sign of poor metabolic health. In 2025 maintaining, ‘resetting’ or ‘retraining’ metabolism for a longer, healthier life will be on trend.
PARED-BACK SKINCARE: Science-led, naturally derived solutions are meeting customer’s skincare needs in today’s modern world. Eco-conscious shoppers are seeking the most sustainable sources so expect to see an increase in the prevalence of ingredients such as jojoba oil, rosemary extract, snail mucin and algae.
With Bio-retinal also set to trend as an alternative to the synthetic retinol product, which many use to stimulate collagen production and renew skin, the product is made from plant extracts that bring the same benefits.
[1] United Nations, Department of Economic and Social Affairs, Population Division. 2024. World Population Prospects: The 2024 Revision
[2] 2 Saggese, B.2023. Gen Z: Wellness Profiles 2023 Report. WGSN
[3] Internal H&B data from 1 January - 31 July 2023 vs 1 January - 31 July 2024
[4] Internal H&B data from 1 Jan – 31 July 2024 vs 1 Jan – 31 July 2023
[5] The Lancet Diabetes & Endocrinology 4 Int J Food Sci Nutr
[6] Office for National Statistics (ONS). 2024. Birth characteristics in England and Wales: 2022. Available:https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/ livebirths/bulletins/birthcharacteristicsinenglandandwales/2022
[7] EFSA Panel on Dietetic Products, Nutrition & Allergies 2016. Dietary Reference Values for choline. EFSA Journal, 14, e04484
[8] Kilian, M et al., 2016. The oral microbiome - an update for oral healthcare professionals. Br Dent J, 221, 657-666
[9] Wade, W. G. 2013. The oral microbiome in health and disease. Pharmacol Res, 69, 137-43
[10] Afshin, A et al., 2019. Health effects of dietary risks in 195 countries, 1990-2017: a systematic analysis for the Global Burden of Disease Study 2017. The Lancet, 393, 1958-1972.
[11] Data Horizon Research. 2024. Food and Beverages: Market Research Report. Available: https:// https://datahorizzonresearch.com/functional-tea-market-3019