Holland & Barrett’s trend predictions for 2026

Turmeric came out on top as the best-selling supplement of 2025, reflecting a growing consumer interest in antioxidants and anti-inflammatory agents. This was closely followed by two omega-3 products: fish oil and cod liver oil.

The report also earmarked eight macro trends for 2026. These trends are likely to be driven by social media platforms such as TikTok, which served as a breeding ground for wellness movements in 2025.

This is a vital driver to take heed of, according to the report, given that young people—who are TikTok’s primary users—are more likely to take supplements than any other generation.

But do online trends reflect what is happening on the ground?

Does social media drive buying habits?

Search data from Holland & Barrett’s website shows that interest in magnesium is spiking. It was the most searched ingredient of 2025, raking in 8.5 million product searches, followed by collagen (6.2 million), vitamin D (5.1 million) and protein powder (4.4 million).

Two articles on magnesium also featured in Holland & Barrett’s top-searched articles, with ‘Best forms of magnesium’ ranking first and ‘Benefits of magnesium glycinate’ ranking third. However, magnesium did not feature on the retailer’s best-sellers list, with milk thistle and vitamin D3 taking the fourth and fifth spots.

“Although magnesium doesn’t appear in our overall top 10 sellers, it has seen a significant surge in demand throughout 2025,” Rachel Chatterton, product director of global brand at Holland & Barrett told NutraIngredients.

“We know from our customers that lack of energy, sleep struggles and difficulty relaxing remain some of their biggest well-being concerns—with 72% telling us they don’t have enough energy to get through the day,” she added. “Magnesium has broad appeal because its benefits extend well beyond sleep: Consumers also turn to it for muscle recovery and cramp support, heart health and even PMS symptoms.”

TikTok has played a significant role in fueling this interest, according to Chatterton. Health creators have popularized this ingredient, taking to social media to explain the different magnesium types for different health concerns i.e., citrate for gut motility, threonate for brain support and malate for energy.

The social media platform also influenced a number of other trends throughout 2025, such as supplement stacking, fibermaxxing and gut scrubs (i.e. gut ‘cleansing’ with high fiber ingredients). This trend is reflected in a surge in sales for chia seeds, rising by 19.4% year-on-year in Holland & Barrett stores and online channels.

And while the majority of TikTok users are of the younger generation, Chatterton said its impact now stretches well beyond Gen Z.

“TikTok is one of several platforms shaping demand across supplements, food and wellness products—but its influence is particularly strong because it is so accessible and because younger consumers are increasingly engaged in preventative health,” she said. “Trends often migrate onto more simplified or repackaged formats on Instagram, YouTube and even in retail merchandising, creating spill-over into older demographics.

“So, while TikTok isn’t a universal indicator, it is a powerful early-stage trend incubator that often signals what will go mainstream months later.”

Trend predictions for 2026

In 2026, Holland & Barrett predicts eight trends to shape consumer buying habits. The first is demand for next-gen science, such as ‘green chemistry’, which enables the creation of pure and potent ingredients like lab-grown collagen.

Movement, proactive wellness and personalization are also tipped as being big next year, with AI-driven health predictions and advanced wearable technology giving consumers new insights into their health.

Gut, brain and skin and scalp health are also likely be the cornerstones of wellness trends in 2026, according to Holland & Barrett, with the global gut health market expected to surpass $90 billion in 2030. Consumers now recognize the importance of gut health for overall well-being, while students, parents and the older generation are all seeking ingredients which promote focus and help to prevent burnout. Meanwhile, skin and scalp health are becoming recognized as biomarkers of inner health.

Finally, as GLP-1 medications become more accessible, Holland & Barrett expects a surge in demand for products that fill nutrient gaps and negate the side effects of these medications.

“The GLP-1 era is very much here, and we are continually working with our science, nutrition and formulation experts to understand what customers need while on a weight management journey, whether prescribed or self-directed,” Chatterton said. “We know that around 70% of GLP-1 users experience at least one side effect, which is driving demand for supportive solutions—particularly in areas such as gut balance, hair shedding and maintaining adequate protein and collagen levels.

“We’re continuing to see strong growth in high-protein products and in collagen supplements, reflecting customers’ desire to manage symptoms and maintain overall wellbeing while using GLP-1s.”