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Holland & Barrett (H&B), the UK's largest health product retailer, releases an annual report based on platform sales, user search data, and social media trends . This article will summarize the key health trends from the 2026 report.
H&B predicted the following 8 key trends.
Science Over Willpower
A key point in the report is that we're not lazy; we're overloaded with hormones, inflammation, and stress. For a long time, people have been told that "weight, mood, and energy are all a matter of willpower." But new understandings of GLP-1, gut microbiota, metabolic health, and hormonal balance are fundamentally changing this perception.
The trend in 2026 is to be more forgiving of oneself and to use scientifically supported methods instead of simply toughing it out.
Back Your Body Now
AI Health Prediction
wearable devices
Personalized data monitoring
Prevention
Supplements are no longer something to be taken "after a problem arises," but rather "preventative." Data shows that only 30% of H&B users have regular health checkups. But this trend is changing. The UK health checkup market is projected to reach $4.42 billion by 2033. Whole-body screening centers like Neko Health and Prenuvo are opening in London, making high-end health checkups more accessible.
My Al, My Wellness Partner
AI is not just about tracking data, but about becoming a "proactive health coach"—providing personalized guidance on nutrition, exercise, and mental health.
This kind of personalized guidance was previously only available to a select few, but now AI makes it possible for "everyone to have a health coach".
AI-powered health platforms are projected to grow to $24 billion by 2030. Customized formulations, data-driven supplements, and subscription-based precision nutrition will become increasingly prevalent.
Where Nature Meets Next-Gen Science
Green Chemistry
Laboratory-cultured collagen
Precision fermentation
Biotechnology
Consumers want more than just "natural" products; they also want "technological content + sustainability . " For example, whey protein produced through precision fermentation emits 91%-97% fewer greenhouse gases than traditional dairy products. Synthetic biology and green chemistry will become new directions for supplement innovation.
The Next Generation of Biotics
H&B cites market forecasts indicating that the global gut health market will exceed $90 billion by 2030. The gut is not merely a digestive organ; it is a "master regulator," influencing:
Gut-brain axis: Emotional and cognitive clarity
Gut-skin axis: Skin health
Probiotics, prebiotics, postbiotics, fermented products, fiber, and enzymes will continue to proliferate, moving from "single strains" to "gut ecosystem support."
"We now understand that gut health is the foundation of overall health," says Alex Glover, Head of Product Formulation at H&B. "The gut ecosystem affects everything from the brain and mood to the skin."
Brain Wealth: A Lifelong Investment
Consumers are paying more and more attention to:
Focus
Anti-fatigue
Emotion Regulation
Sleep quality
Cognitive resilience
like nootropics and adaptogens will increasingly enter mainstream channels.
The global brain health market is projected to grow to $15 billion by 2030.
"Brain health is now a standalone emerging category," said Rachel Chatterton, Global Brand Product Director at H&B. "Brands are just beginning to tap into the surface, and we anticipate significant growth over the next few years."
However, a survey shows that one-quarter of H&B users do not know how to take care of their brain health at different stages of life.
Ingredients to note:
Polyphenols
Studies have shown that grape juice extract and wild blueberry extract can improve attention and memory, possibly because they are rich in anthocyanins, which can improve blood flow to the brain.
Bacopa Monnieri (False Purslane)
Traditional Ayurvedic herbs contain saponins, flavonoids, and triterpenoids, which can reduce oxidative stress, regulate neurotransmitter activity, and may promote healthy brain aging.
H&B is about to launch:
Safr'lnside saffron extract (supports emotional health and emotional balance)
Brain Health Nut Mix (Rich in Vitamin B5 to support mental performance, and contains zinc to support cognitive function)
The New Biomarker For Inner Health
H&B says skin and scalp health are becoming "biomarkers of inner health." It's no longer just about "how to make skin and hair more beautiful," but about "how to nourish vitality from the inside out."
Trends include:
Scalp Microecological Spray
Advanced skin barrier serum
A nourishing formula that combines internal and external approaches
Scalp care products used during sleep
"Skin and scalp are often the body's first messengers, early signs of deep imbalances," said Rachel Garrett, Head of Global Innovation and Future Strategy at H&B. "For decades, we've only looked at them from a cosmetic perspective. Today's consumers are beginning to see a bigger picture: skin and scalp health are not just about appearance; they are windows into overall health."
Data shows that 75% of H&B users currently do not receive any scalp health support.
Ingredient of interest: Ectoin
This is a bioengineered molecule derived from microorganisms that form a special protective layer around the skin. Clinical studies show it can reduce dryness, redness, and itching, help strengthen the skin barrier, lock in moisture, and protect against environmental damage (sunlight, pollution, harsh weather).
The New Era in Managing Weight
This is the most important part of the report.
As GLP-1 becomes more readily available, user demand is focusing on:
Make up for nutritional gaps
Relieve side effects (intestinal discomfort, hair loss)
Supplementing protein and collagen
Maintaining muscle mass
Key data:
The percentage of British households with at least one member using GLP-1 increased from 2.3% to 4.1%, almost doubling. Households using GLP-1 saw an average reduction of 5.5% in food spending.
77% of GLP-1 users experience at least one side effect.
Only 17% of Britons meet the standard of eating five servings of fruits and vegetables a day.
96% of British adults do not get enough fiber.
Fernando Swartz, H&B's product development manager, said:
"GLP-1 is one of the most important pharmaceutical breakthroughs ever, and the health industry plays a crucial role in supporting users' GLP-1 journey—before, during, and after use. By providing holistic guidance rich in essential vitamins, minerals, and proteins, we can proactively help users support nutrition, muscles, hair, health, and more."For example, Biyode Collagen Glowing Powder Skin Whitening Glowing can help people's skin health.
This will directly lead to:
GLP-1 friendly formula
Collagen + Protein Combination
Gut support (prebiotics/postbiotics)
Electrolyte scheme
Hair loss support
Obesity is finally being recognized as a complex chronic disease, rather than an individual failure.
For a long time, the conversation surrounding weight has been filled with blame and frustration. The rise of GLP-1 drugs has brought about a profound shift in understanding. The conversation has moved from rigid calorie counting and mere self-discipline to a focus on the complex metabolic, hormonal, and inflammatory pathways within the body.
A noteworthy component: The Citrus Effect
Eriomin (a mixture of citrus flavonoids)
Scientific research shows that it can support the body's natural production of GLP-1, a key hormone that helps regulate appetite.
Metabolaid (Hibiscus flower + Lemon Verbena extract). Studies have shown it may support healthy weight management and heart health by helping with satiety, fat metabolism, and blood pressure balance.
Conclusion
Holland & Barrett's report sends a clear signal: the global health industry is entering a new phase that is "more technological, more systematic, more personalized, and more community-oriented."
The most noteworthy lines:
GLP-1 New Demand Ecosystem
Gut/Brain/Skin Systemic Health
Technology-driven next-generation ingredients
AI-driven personalized health
Social health and community power
Making health fun
