Wellness trends 2025: Holland & Barrett forecasts year of brain food, oral microbiome, fertility and functional teas

Holland & Barrett’s annual trends report reveals this year’s top themes in supplement shopping and the wellness trends in the UK anticipated for 2025. Metabolism-supporting products are set to headline alongside natural and scientifically-proven functional foods, minerals and supplements, extending from body to brain health. 

The retailer highlights “longevity” as the phrase du jour this year. It reports life expectancy in the UK continues to increase, yet only an average of 80% of a person’s life is currently spent in good health, so focus has shifted toward living well for longer. Gen Z is leading the way for this, spending more time and money on preventive health measures.

TikTok remained a source of well-being information, with “lion’s mane” and “sleepy girl mocktail” being among the top searched-for terms. “Magnesium glycinate” searches increased by 180% on Holland & Barrett’s website. Turmeric supplements continued to trend, with one reportedly being sold each second at Holland & Barrett, a 67% increase compared to 2023.

“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,” says April Preston, group product director at Holland & Barrett.

“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 personalized solutions that broaden our customer’s health horizons.”

Brain health and maternity care

As more is understood about the link between the diet and the mind, brain health is now considered as important as body health, reveals Holland & Barrett. The market is responding with a range of products fortified with brain-healthy ingredients.

“While the benefits of omega-3 are well documented, the inclusion of iodine in a daily diet is emerging. Researchers predict that iodine supplements in pregnancy may support children’s IQ scores by an average of 1.22 points, yet 67% of women do not get enough iodine from their diet,” highlights the company.

Consumer awareness around psychobiotics to support general cognitive function is growing.“Additionally, the term ‘psychobiotics’ has been coined to describe the ‘good’ bacteria that benefit our cognitive function. Trending fermented products such as kimchi and kefir may have a positive impact on attention and memory, as well as being good for gut health.”

Meanwhile, the maternal health space is notably transforming 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 personalized solutions are appearing, highlights Holland & Barrett.

The company notes 2025 will see the emergence of products featuring choline, a vitamin-like water-soluble essential mineral found naturally in meat, fish, dairy and eggs, which may support fetal brain development. Currently, it notes only 11% of pregnant mothers are meeting EU-recommended guidelines for this mineral.

Microbiome and fiber fixes

The oral microbiome is coming into focus, following the first wave of attention paid to gut health. “It is the second most diverse microbial community in the body, harboring over 700 species of bacteria and balance is the key,” says Holland & Barrett.

When the oral microbiome is off-balance, or “dysbiosis” in scientific terms, it can lead to disease-promoting bacteria and gum issues. With scientific literature finding that oral health is linked to overall health, Holland & Barrett anticipates a rise in toothpaste, mouthwash and chewing gum tailored to the oral microbiome.

Looking closely at fiber intake, which supports the gut microbiome, Holland & Barrett expects that interest in this space will grow as most consumers are “eating less than 20 g, 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 fiber by packaging it in more enticing ways with ground-breaking new products. Fiber-infused water is the new kid on the block.”

Mastering metabolism and energy

Fuelled by self-care-obsessed Gen-Z, the market is being driven away from traditional coffee toward more “functional” teas that are elevated with innovative flavors and health-promoting benefits with ingredients backed by modern science. 

After gut health, attention to the oral microbiome is rising.“As we welcome younger fans to tea in 2025, the functional market is predicted to be worth US$12.2 billion by 2032, growing at 6.1% per year,” details Holland & Barrett.

Another change expected for 2025 is a shift from discussions around “fast” or “slow” metabolism in only the context of weight loss. “Metabolism encompasses all the chemical processes that happen in our cells and metabolic health governs everything from energy levels and our ability to fight off disease to how quickly our body ages biologically, even skin regeneration,” details Holland & Barrett.

“Wrinkles are a natural part of the aging process but can also be a sign of poor metabolic health. In 2025, ‘maintaining,’ ‘resetting’ or ‘retraining’ metabolism for a longer, healthier life will be on trend.”

In skin care, eco-conscious shoppers have been seeking out the most sustainable and efficacious sources. Holland & Barrett anticipates an increase in the prevalence of ingredients such as jojoba oil, rosemary extract, snail mucin and algae.

“Bio-retinal is set to trend as an alternative to the synthetic retinol product, which many use to stimulate collagen production and renew skin. The product is made from plant extracts that bring the same benefits.”