Natural energy boosters, hormone balancing foods & functional mushrooms among the trends predicted by Holland & Barrett in 2024
Holland & Barrett (H&B) has released its Wellness Trends Report 2024, highlighting energy, period positivity, hydration, brain health and new wave ageing as top consumer concerns for the year ahead.
“The pressures of modern life have given rise to a more holistic approach to wellness” says April Preston, Global Product Director and one of the five H&B experts who compiled the Wellness Trends Report. “While brain training and tuning in to your energy levels have earned their place as mainstays of a healthy lifestyle, the conversations around the power of the humble H2O and period positivity are only just getting started.”
Takeaways from 2023
Looking back on 2023 the report lists the following ingredients as the most searched terms on the H&B website throughout the year: Collagen, Magnesium, Protein Powder, Vitamin D, Omega 3, CBD, Probiotics, Multivitamin, Ashwagandha and Keto.
The top online consultation topics for 2023 were Menopause, Gut Health and Joints, Bones & Muscles, with a 2096% increase in month-on-month bookings for 1-2-1 online consultations with H&B’s trained expert advisors.
On H&B’s Health Hub, the top 5 searched-for articles were: Ashwagandha Guide: benefits, dosage, supplements & more; What are the best CBD gummies?; How to drink apple cider vinegar; The health benefits of sea moss and The benefits and uses of rosemary oil for hair.
Raise your energy IQ
In a world where ‘increased workloads and digital fatigue have resulted in one in eight adults feeling tired all the time’ H&B predicts that natural energy will be a top trend for 2024. Recommended for the ‘age of natural energy’ are natural rituals and ingredients such as nootropics, natural caffeine, and mango leaf extract (aka Zynamite) to balance our energy levels and ‘free us from being reliant on coffee and sugar filled energy drinks’.
“In 2024, consumers will look to master their blood sugar levels, with a big onus on how plant-based diets and sleep hygiene sustains their natural energy throughout the day,” says Rachel Chatterton, Head of Food Development. “Coffee is still the go-to for customers wanting to boost their energy levels, but we’ll increasingly see solutions which incorporate food and supplements to further enhance energy levels.”
Flowology
For 2024 the report discusses how the ‘period positivity’ movement has paved the way for even more growth in this sector as ‘educational campaigns and innovative products tackle the taboo topic’. We are set to see more sustainable options for menstrual care with a rise of 19% of British women having purchased period underwear in the last year. Other areas to watch in this space include hormone-balancing foods, CBD infused tampons & pads and ‘more information on the link between the menstrual cycle and mental health’.
Hydro Hacks
“Water is no longer just water,” says Chatterton. As the demand for optimum hydration rises, we’ll continue to see smart waters emerge. “Consumers will turn to water with added benefits, choosing one with added electrolytes after a hard workout or added collagen to improves skin’s elasticity.” Micro-drinking will also emerge as a sub-trend as consumers welcome new ways to hydrate, including sachets, edible drops and gummies.
Skincare 2.0
H&B says that the science of skincare will go beyond the surface in 2024 as ‘the year that edible skincare goes mainstream’ with inside-out skincare solutions. “New developments in the ‘beauty from within’ market serve as savvy add-ons to the foundations of good skincare: good quality sleep, a nutritious diet and plenty of water,” says Rachel Garrett, Head of Product Development. Intelligent ingredients such as Mitoheal, Astaxanthin and Superoxide Dismutase (SOD) will have an appearance in supplements as well as in both traditional and edible skincare products.
As research into psycho-dermatology and the brain-skin axis gains traction, beauty supplements infused with cognitive enhancing ingredients could be on the horizon.
Finesse Your Focus
Functional mushrooms and wild blueberries are set to be popular ingredients in 2024 as consumers seek to optimise their brain health, with ‘recent studies showing powerful potential to help our focus and concentration’. Other areas to watch in the cognitive health space include brain-supporting supplements such as Gingko Biloba, nootropics, rhodiola and maca, as well as essential oils such as lavender and rose.
Cortisol Conscious Workouts
Exercising for ‘physical strength and psychological resilience’ will be key for consumers in 2024, with sports nutrition moving beyond the traditional. The report states “sport scientists are putting a greater emphasis on exercises that work to support mental health, with workouts tailored to individuals’ physical strength as well as stress levels”. In sports nutrition Haskap berries and clear whey isolate are two of the biggest risers to watch in 2024, along with creatine which has seen a 120% sales growth at H&B between 2020 and 2023.
New Wave Ageing
A focus on quality years in life longevity is predicted by H&B as innovations in science and technology provide consumers with smarter and more targeted anti-ageing remedies.
“As the average lifespan is increasing and people are living longer, we’re seeing concepts such as ‘reducing biological age’ and ‘age reversal’ appearing,” says Alex Glover, Senior Nutritionist. “Longevity diets are certainly getting more airtime with some early data showing it supports a longer lifespan and reduces risk of all-cause mortality.”
Wellness patches, known to target issues like stress, poor sleep, and low energy, will be one to watch in 2024 as the report states “we’re expecting to see more of these patches aimed at factors that contribute to the natural ageing process.”
For longevity expect to see more ways to consume Nicotinamide Adenine Dinucleotide (NAD), a highly rated molecule to support cell function whilst we age. Taurine is also making its way into the anti-ageing sphere as ‘new research suggests it may slow down the ageing process’. With searches for natural ingredient on H&B’s website increasing by 1174% in 2023, Taurine is one to watch.
You can view the full report Holland and Barrett Wellness Trends Report 2024
