Market research from Innova Market Insights highlights five key health and wellness trends evolving from 2025, with holistic wellness driving much of the change. The trends are consistent with some of which we have seen in 2025 but are adapting and evolving to shape further trends.
What Are the Key Market Drivers for the Health and Wellness Market?
The health and wellness market is growing faster than ever with a projected market size of $7.19 trillion in 2026. This is evident in various trends that are predicted for 2026, which will be detailed throughout this blog. From a key focus on protein to consumers exploring beverages that serve health purposes, there are many key health and wellness trends ahead for 2026 to support the vast market growth.
Key market drivers include digestive wellness, high-protein nutrition and stress relief which are helping shape the market. This is driven by rising health and wellbeing knowledge amongst consumers – especially amongst Generation Z, 60% of whom prioritise health over career and money.
5 Key Trends in the Health and Wellness Market for 2026
- Holistic Wellness Shaping Further Health Trends
Holistic wellness continues to drive demand throughout 2026 for ‘whole-body solutions for overall wellbeing and performance’. Personalised nutrition and adaptogens remain key as consumers utilise nutrition as medicine to nourish their body to benefit all aspects, including the gut, cognitive health and skin.
- ‘Powerhouse Protein’ Trends Evolve with New Health Claims
Innova Market Insights states that approximately 60% of consumers are increasing their protein intake. Products offering complete amino acids and other added health claims are gaining traction. This is reflected in the 32% increase in protein products featuring at least one functional health claim. Therefore, not only are consumers looking to add protein into their diets, but also protein products that offer other health benefits in line with consumers becoming more aware of their overall health.
- Increasing Awareness of the Importance of Gut Health
Over half of consumers view gut health as essential to overall wellbeing, fuelling interest in prebiotics and adaptogens. Emerging research into polyphenols, which are found in berries, mushrooms and botanicals, is also driving demand for science-backed natural ingredients for nourishment. Consumers believe that if their gut is healthy, it will address benefits throughout the whole body – particularly the mind.
- Mind Balance and the Rise of Cognitive Support
With individuals becoming increasingly aware of their mental health and prioritising cognitive wellness, particularly amongst Gen Z, there is a predicted trend towards improving cognitive health and maintaining mind balance. Innova Market Insights lists the top areas for improvement as stress, anxiety, focus, energy levels and memory.
Research states that 1 in 4 consumers are unsure of how to support their long-term brain health. This is driving demand for nootropics and adaptogens such as Ashwagandha, Lion’s Mane and Reishi mushrooms, which are listed as key ingredients for aiding mental wellbeing.
- Functional Beverages to Accelerate in 2026
Functional beverages are set for strong growth, with an 18% CAGR in new product launches. Consumers want convenient hydration and added nutrition which is driving innovation in electrolytes, fortified milk drinks and other functional beverages. This trend relates to consumers looking to improve their wellbeing from within and finding ways of nourishing their body for better wellness overall and recovery from physical exercise.
Overall, according to market reports, 2026 will see a strong shift towards mental wellbeing and consumers desiring to maintain their overall wellness through functional nutrition. There is a focus on science-backed ingredients like adaptogens to support the mind and gut health, therefore improving general wellbeing.
How Our Products Can Support Brands With Trending Solutions in 2026 & Beyond?
| 2026 Trends | Products & Key Benefits |
|---|---|
| Holistic Wellness |
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| Powerhouse Protein |
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| Gut Health |
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| Mind Balance |
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| Functional Beverages |
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