Holland & Barrett (H&B) has released its fourth annual Wellness Trends Report, highlighting brain food, oral microbiome, maternal health, functional teas and metabolism supporting products, as top consumer concerns for 2025.
“With over 150 years of expertise in the health and wellness space, Holland & Barrett has long been at the forefront of making new wellness trends accessible,” comment April Preston, Group Product Director at Holland & Barrett. “Our fourth annual trends report provides a snapshot of the next big themes and products as we look forward to a new era of health and wellness. Our team of scientists, nutritionists, forecasters and innovators scour the globe to find the latest trends allowing us to develop market leading products, services, diagnostics, and personalised solutions that broaden our customer’s health horizons.”
Looking back on 2024
The report lists the following ingredients as the top ten most searched for terms on the H&B website throughout the year: Magnesium, Vitamin D, Collagen, Protein Powder, Omega-3, Ashwagandha, Probiotics, Multivitamin, Manuka Honey and Magnesium Glycinate.
On H&B’s Health Hub, the top 5 searched-for articles were: Trending in wellness: Why is sea moss so popular right now?; Guide to Lion’s mane mushrooms; How to take apple cider vinegar; The ultimate guide to magnesium: benefits and forms; Back acne: what is bacne and why have I got it?
TikTok remained a source of wellbeing information with ‘lion’s mane’ and ‘sleepy girl mocktail’ being among the top searched for terms, with ‘Magnesium Glycinate’ searches increasing by 180% on H&B.com whilst the mocktail was trending.
Brain Food
Due to the link between our diet and our minds becoming more prominent, brain health is now considered as important as body health. The market is responding with a range of products fortified with brain-healthy ingredients, such as Omega-3 and the emerging inclusion of iodine for cognitive development.
The term ‘psychobiotics’ has been coined to describe the ‘good’ bacteria that benefits our cognitive function, bringing fermented products such as kimchi and kefir into the limelight for their potential positive impact on attention and memory, as well as being good for gut health.
“In 2024 we have globally recognised the demand for products that support brain health and are seeing a high increase in supplements in this category,” says Rachel Chatterton, Director of Product Global Brand at H&B. “We are going a step further and evolving our food with benefits range by launching several first to marketing products, including a Brain Health Tea and a Focus Superfood Blend.”
Matrescence Matters
The maternal health space is making specific moves to address the needs of older expectant mothers taking care of their health, the psychological and physiological significance of being a mother and changes to women’s brains during and after pregnancy. With the average woman now having a baby at 30.9, more personalised solutions are appearing.
Choline, a vitamin-like water-soluble essential mineral found naturally in meat, fish, dairy, and eggs, may support foetal brain development and will emerge in new products during 2025. Currently only 11% of pregnant mothers are meeting EU recommended guidelines for this mineral.
The Microbiome in your Mouth
The gut microbiome has been big news for a while, but interest is now shifting to the mouth as the second most diverse microbial community in the body.
When the oral microbiome is off-balance it can lead to disease-promoting bacteria and gum issues. Brands are responding with innovative products such as tailored toothpastes, mouthwash and chewing gum to cater for the oral microbiome.
The Fibre Fix
Many of us know getting fibre through fruit, veg and wholegrains is essential, but most are eating less than 20g, just two thirds of the suggested daily target. In a similar way protein branched out into bars, drinks and shakes, brands are encouraging us to rethink our relationship with fibre by packaging it in more enticing ways with ground-breaking new products.
“We continue to see customer demand for high protein products, however most adults are not actually deficient in protein. The watch out is fibre and the impact it has on gut health,” says Chatterton.
A Good Cuppa Reimagined
The tea market is being driven away from traditional blend towards more ‘functional’ teas that promise innovative flavours and health-promoting benefits with ingredients backed by modern science. This shift is fuelled by self-care obsessed Gen-Z, and is bringing coffee shop culture to tea drinking, with an emphasis on it being an experience and not as simple as just popping the kettle on.
“Our customers want more from their daily cuppa – a combination of delicious taste and nutritious and science-backed ingredients,” says Hames Fisher, Innovation Chef and Brand Ambassador at H&B. ”After extensive research and by partnering with an amazing Sri Lankan based B Corp supplier alongside the backing of tea masters, nutritionists and scientists, we’re able to deliver a global first in how you brew tea, supporting customers to take care of their wellness needs on a daily basis.”
Master Metabolism
Metabolism is having its moment in 2025, and it will no longer be exclusively in the context of weight loss. Encompassing all the chemical processes that happen in our cells, metabolic health governs everything from energy levels and our ability to fight off disease to how quickly our body ages, even skin regeneration. In 2025 maintaining, ‘resetting’ or ‘retraining’ metabolism for a longer, healthier life will be on trend.
Pared-back Skincare
Between rising stress levels and air pollution, today’s modern customer is seeking science-led, naturally derived solutions from the most sustainable sources. Expect to see an increase in the prevalence of ingredients such as jojoba oil, rosemary extract, snail mucin and algae alongside the rise of bio-retinol, the alternative to the synthetic retinol product.
Read and download the full report here.
