Wellness Trends 2025: A Focus on Brain Food, Fiber, Fertility, and Functional Teas

Holland & Barrett Unveils Top Wellness Trends for 2025

• Key Highlights:
  • The 2024 trends report highlights Britain's growing interest in wellness, with 2025 set to spotlight brain health, functional foods, and metabolism-boosting solutions.
  • Products integrating natural, scientifically backed ingredients continue to rise in popularity as wellness evolves from body health to holistic care.

Holland & Barrett, the UK’s leading wellness retailer, has released its fourth annual Wellness Trends Report, offering insights into emerging health innovations. In 2024, longevity became a central theme, reflecting a societal shift toward extending both lifespan and quality of life. With Gen Z leading the charge, preventive health measures saw increased investment.

In the digital age, platforms like TikTok propelled trends such as "lion’s mane" and "sleepy girl mocktail," contributing to an 180% rise in searches for Magnesium Glycinate on H&B.com. Meanwhile, turmeric supplements soared, with one sold every second at Holland & Barrett—a 67% increase from 2023.

Insights from Industry Experts

April Preston, Group Product Director at Holland & Barrett, commented:
"With over 150 years of wellness expertise, we strive to make emerging trends accessible. Our annual report provides a snapshot of the key products and innovations shaping the future of health and wellness.”

Predicted Wellness Trends for 2025

1. Brain Food
As research reveals stronger links between diet and cognitive health, brain health is becoming as critical as physical health. Omega-3 remains a staple, while iodine is gaining attention for its potential to boost children’s IQ during pregnancy. Additionally, "psychobiotics"—good bacteria that support cognitive function—are trending, with fermented foods like kimchi and kefir making their mark.

2. Matrescence Matters
Maternal health is evolving to address the unique needs of older expectant mothers, focusing on the physiological and psychological aspects of motherhood. Products featuring choline, essential for fetal brain development, are set to gain traction as studies reveal most pregnant women fall short of recommended intake.

3. The Oral Microbiome
Following the spotlight on gut health, attention is now turning to the oral microbiome, home to over 700 bacterial species. Innovations like tailored toothpastes, mouthwashes, and gum are emerging to promote oral health and combat dysbiosis.

4. The Fibre Fix
Fibre is undergoing a rebrand. While most fall short of the daily recommended 30g intake, innovative products like fibre-infused water aim to make fibre more appealing, mirroring the rise of protein bars and shakes.

5. Functional Teas
Gen Z is driving a shift from traditional teas to functional teas, blending innovative flavors with health benefits. Backed by science, this market is forecast to reach $12.2 billion by 2032, with teas promising relaxation, energy boosts, or immunity support.

6. Mastering Metabolism
The concept of metabolism is expanding beyond weight loss to include energy levels, disease resistance, and biological aging. In 2025, products and practices aimed at "resetting" metabolism for enhanced overall health will dominate the wellness landscape.

7. Pared-Back Skincare
Eco-conscious consumers are seeking science-led, naturally derived skincare. Ingredients like jojoba oil, rosemary extract, and algae are rising stars, while bio-retinal—a plant-based alternative to retinol—offers sustainable options for skin renewal and collagen stimulation.

A Holistic Future

Holland & Barrett’s report highlights the intersection of nutrition, mental well-being, and sustainable innovation. By staying at the forefront of these trends, they continue to redefine health and wellness for future generations.