From brain wealth to gut health: Holland & Barrett reveals wellness trends for 2026

Holland & Barrett has unveiled a new trends report, reflecting on 2025 while forecasting 2026, at a time when health and wellness innovation is accelerating and consumers are increasingly prioritising proactive, long-term approaches to wellbeing.

In addition to key mainstream trends, the high street chain has highlighted three global wellness shifts set to define 2026, representing mega trends that empower consumers to take greater control of their health.

The retailer anticipates a growing demand for products that harness nature’s best in smarter, safer, and cleaner ways, alongside a surge in proactive wellness as consumers invest in supporting their bodies for long-term health.

Following the rise of GLP-1 medications, the "Over Willpower" trend is also emerging, challenging the belief that weight, mood, and energy are purely a matter of discipline, as new insights around treatments like Ozempic are reshaping how people view their bodies and wellbeing.

April Preston, Group Product Director at Holland & Barrett, said: "In 2026 we’ll be living in one of the most innovative eras for health and wellness, defined by groundbreaking scientific and 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 ongoing pressures on our national health services.

"With over 150 years of expertise in health and wellness, Holland & Barrett is 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."

5 predicted trends for 2026

Brain Wealth: A lifelong investment

In 2026, brain health is set to become a major wellness focus across all life stages, with cognitive fitness increasingly valued alongside physical health. Consumers are adopting personalised, science-backed routines aimed at building long-term "brain wealth", driving demand for next-generation nootropics, mood-balancing blends, and stress-reducing adaptogens. Ingredients such as Bacopa Monnieri, long used in Ayurvedic and Unani medicine, are gaining popularity.

Additionally, Artificial Intelligence (AI) is emerging as a wellness tool, offering tailored guidance on nutrition, fitness, and mental wellbeing, effectively providing personalised brain and body support in the palm of consumers’ hands.

Gut Health: The next generation of biotics

In 2026, gut health will remain a central focus as consumers adopt a more holistic approach, emphasising whole-system support across all life stages. Increasing awareness of the gut’s impact on mood, skin, immunity, and overall vitality is driving daily habits that nurture the entire gut ecosystem through prebiotics, postbiotics, fermented foods, and fibre.

This shift is expected to boost demand for innovative, gut-friendly products such as fibre blends, prebiotic drinks, and fermented snacks, with ingredients like Boswellia Serrata emerging as notable allies for gut comfort.

Skin & Scalp: The new biomarker for inner health

Holland & Barrett also believes skin and scalp care is set to evolve from purely cosmetic concerns to key indicators of overall wellness. Consumers are increasingly seeking products that do more than improve appearance, favouring solutions that nourish from the inside out.

Innovations are expected to include scalp microbiome sprays, overnight scalp treatments, collagen blends for skin vitality, and supplements aimed at calming and clarifying the complexion, alongside a growing presence of dedicated scalp clinics and head spas.

Weight Management: Rewriting the rules for weight management

The mainstream adoption of GLP-1 medications is reshaping public perceptions of weight management, moving the focus away from strict calorie counting and willpower toward a deeper understanding of metabolic, hormonal, and inflammatory processes.

In 2026, brands are expected to introduce innovations supporting this shift, offering holistic wellness solutions and GLP-1 support stacks for those moderating their food intake. Ingredients such as Eriomin and Metabolaid, known for their potential benefits to metabolic health, are set to gain popularity as natural aids for healthy weight management.

Movement: Fuel your life

Active nutrition is increasingly moving beyond the gym, becoming a lifestyle trend aimed at optimising daily performance and overall wellbeing. Consumers are seeking holistic, functional solutions to support energy, focus, recovery, and resilience, with emerging research on polyphenols - plant compounds with potential anti-inflammatory, antioxidant, and gut health benefits - poised to drive the next wave of innovation.

Community will also play a central role in wellness in 2026, with run clubs, hormone support programs, and other shared experiences making routines more engaging, as brands recognise that fostering connection is key to lasting behaviour change.