Holland & Barrett launches annual trends report 2026
14 November 2025
Holland & Barrett, the leading UK health and wellness retailer, has released its highly anticipated, annual trends report, revealing its wellness predictions for 2026 alongside a look back at the most talked about trends of the past year.
2025 was the year of #fibremaxxing, #supplementstacking and #cortisolcocktail as billions continued to take to TikTok for the latest hot takes on wellness, with one in three Holland & Barrett customers admitting their wellness habits are influenced by social media.
As we look ahead to 2026, with science and innovation accelerating at an unprecedented pace, and an increasing consumer desire to improve their health and wellness both now and for the longer-term, Holland & Barrett remains steadfast in its mission to help people back their bodies for the future.
Its team of expert nutritionists, forecasters and innovators continue to scour the globe to help predict and bring the hottest ingredients, products, services and wellness trends to the market. The 2026 trends edition arrives at a pivotal time, as the world enters one of the most exciting and transformative eras in health and wellness.
PREDICTED TRENDS FOR 2026
Alongside the key mainstream trends for 2026, Holland & Barrett has identified the big global wellness shifts set to define health and wellness globally for 2026 - three mega trends which will put the power of health firmly back in the hands of consumers. ‘Where nature meets next-gen science’ will see consumers seeking nature's best but smarter, safer and cleaner. Following the explosion in GLP-1 medications, we see the arrival of the ‘Over willpower’ trend. For too long consumers have been told weight, mood and energy were simply a matter of willpower, but new scientific understanding around GLP-1 medications like Ozempic are radically reshaping our self-image. The final mega trend - Back your body - explores the rise in proactive wellness as consumers look to back their body now for a healthier future.
A deeper dive into the mainstream trends for 2026…
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 personalised, 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.
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 Boswellia Serrata (also known as Indian frankincense) emerging as powerful allies in comforting the gut.
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.
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 optimising 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.
April Preston, Group Product Director, Holland & Barrett, comments: “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 services. With over 150 years of expertise in health and wellness, H&B are uniquely positioned to help people live better for longer, empowering our customers to take control of their health and back their body now for the future.”
Read the full report: https://www.hollandandbarrett.com/info/trend_report/