Health and Wellness Trends to Watch

Marks and Spencer and Holland & Barrett are reframing the future of food and wellness Two leading UK retailers - Marks & Spencer and Holland & Barrett - are setting the tone for 2026 with a shared focus on proactive, functional wellness. Their trend reports highlight a clear direction: health is becoming more integrated, data-driven, and nutrient-literate. Here’s how the key trends break down: 1. Fibre moves to the front M&S is calling time on the UK’s fibre deficit - just 4% meet the 30g daily target - and launching over 90 new products, led by its Nutrient Dense range. High-fibre meals (up to 28g/day), gut shots and low-UPF formats are central to this strategy. The message: fibre is as fundamental as protein and must be made just as visible. 2. Biohacking becomes mainstream Both retailers are responding to rising demand for accessible biohacks: micro-dosed functional shots, botanicals, and smart snacks designed to optimise energy, digestion, and mood. M&S developed its H5O shot with the Royal Botanic Gardens, Kew; H&B sees biohacking as a new entry point to health for Gen Z. 3. Wellness shifts from reactive to proactive Holland & Barrett’s Wellness 2026 report outlines five macro shifts - brain wealth, gut health 2.0, skin as health indicator, redefined weight management, and movement as lifestyle. The common thread: consumers are embracing long-term health strategies over short-term fixes, with science-backed support. 4. The GLP-1 effect Weight-loss medications like Mounjaro and Ozempic are influencing food innovation. M&S is tailoring ranges to these new behaviours, while H&B anticipates demand for GLP-1 support stacks - products focused on metabolic health, nutrient density, and emotional well-being. Why it matters: These shifts are not simply product trends - they reflect deeper structural changes in how consumers relate to food, health, and performance. The nutrient hierarchy is being redefined. Retailers that build trust, communicate clearly, and support new health behaviours will lead. Those who stick to old models will fall behind. Background: Marks and Spencer operates over 1,000 stores and is a leader in premium private-label food. Holland & Barrett is one of Europe’s largest health and wellness retailers, with over 1,600 stores and a growing portfolio of science-led, natural solutions. #retail #fmcg #wellnesstrends #nutrition #fibre #guthealth #biohacking #glp1 #metabolichealth #brainhealth #movement #adaptogens #functionalfood #ecommerce #retaitech #startups #plantbased #upf #categorydevelopment #productinnovation #consumerhealth #uk #europe #marketingstrategy #retailinnovation #omnichannel #healthyliving #weightmanagement #beautyfromwithin #foodtech #functionalnutrition

The Global Wellness Summit just released their wellness trends for 2026. Three of them stood out to me and here’s why: 1. The over-optimization backlash. In recent years, wellness has been about tracking, measuring, and optimizing. But data without integration has left people anxious, exhausted, and disconnected from their own bodies. What's growing now are experiences that prioritize regulation. Permission over performance. Wellness is moving from extraction to care, and guests can feel the difference. 2. Neurowellness and nervous system regulation The industry is finally understanding that sleep problems, burnout, inflammation, chronic stress aren't separate issues you treat individually. They're symptoms of a dysregulated nervous system. Regulating the nervous system is finally becoming a main focus of human health. Which is why thermal bathing, breath work, touch therapies, and ritual are gaining traction again. Not as "soft" wellness but foundational. 3. Longevity residences The destination wellness model – fly somewhere for a week, reset, return home – is being questioned. Healthspan is finally coming home with wellness being built into homes and communities with a longer-term vision. We're moving beyond destination wellness and episodic retreats, toward environments that support wellbeing spanning across decades. Residences and communities are being designed to remove friction from healthy living across generations, not just for individuals. Living longer at all costs is no longer the ultimate goal. Instead, it's about living well, together, and in places that support continuity, belonging, and care. Why these three stood out to me is because I've already been watching them play out in the projects we work on. And what’s also notable is the driving force behind these shifts. It’s certainly not novelty or hype. It's fatigue and fragmentation. On top of that, there’s a genuine desire that’s growing for wellness that feels human, lived-in, and sustainable. The most forward-thinking properties are already designing for regulation, integration, and long-term livability without waiting to see if these trends stick. They’re already seeing the results in deeper engagement, stronger loyalty, and more meaningful guest experiences. And they're already seeing the results with deeper guest engagement, stronger loyalty, and experiences people actually want to return to. After 35 years in this industry, I've learned that the work ahead isn’t about doing more. It’s about doing what holds across generations within real life. This is the foundation of how we approach every project at Under a Tree – designing wellness that's sustainable, human-centered, and built to last. If you're developing with these principles in mind, I'd love to hear what you're seeing. P.S. I’ll share the link to a great breakdown of the Global Wellness Summit report by Helen Andrews at Spa Business in the comments below.

Wellness trends don’t stop at the border. What’s hot in the U.S. is flowing into Canada, and #CHFAnow made that crystal clear. Functional sodas, protein-in-everything, natural energy, women’s health, and supplement surging. But there are also uniquely Canadian twists. A refreshing number of brands were weaving sustainability seamlessly into performance. And plant-based innovation felt less like imitation meat and more like a celebration of plants. Here’s what caught my eye 👇 ⚡ Alt-Energy Canada’s got a thirst for energy. But the next generation isn’t reaching for neon cans—they want natural alternatives with smoother lifts and no crash. Guayusa and yerba maté starred at the show, backed by community-rooted storytelling. Education is still early, but the lane is wide open for a Canadian champion. 🍫 Protein Proliferation Protein has become the passport to every aisle. Gummies, mac & cheese, waters, lattes, PB cups, hot chocolate, rice crispy treats—nothing is off limits. Canada, like the U.S., is in full protein mania, with new delivery systems multiplying. 👩🦰 Women’s Wellness A category renaissance is underway. Brands are targeting every life stage: periods, pregnancy, perimenopause, menopause. Sustainable period care (cups, discs, reusable pads) is breaking taboos, while supplements aim to balance hormones and boost wellbeing. One emerging practice: #SeedCycling — rotating pumpkin/flax and sesame/sunflower through different cycle phases, aimed at supporting hormone rhythms. Still niche, but a signal of how nuanced this space is becoming. 🌍 Everyday Eco Sustainability is alive in the North: liquid-free detergent sheets, shampoo cubes, plastic-free deodorants, compostable coffee. These brands wisely make their eco-creds a part of the products overall performance and not a one-note talking point that polarizes. 🌱 Plant Proud Canada is embracing mother nature, putting the “plant” back in plant-based and moving away from meat mimicry. Tofu, tempeh, oat milk ice cream, frozen meals: whole foods from plants, not just substitutes. 💊 Supplement Surge From magnesium to collagen, electrolytes to creatine, supplements were everywhere. Think Athletic Greens fast-followers, gummy formats, sachets, and powders. High margins + growth make the category irresistible, and the broader longevity boom is giving it cultural weight. 🫧 Better-for-You Bubbles The “refreshment-with-benefits” space keeps bubbling up. Canadian OG Cove Soda started the party, and now a flood of new entrants are joining—from BFY sodas to sparkling waters, caffeinated lifts, and functional bevs. Canada may be catching up to U.S. trends, but the appetite for healthier bubbles is undeniable. 🔎 Noteworthy Mentions 🍻 Non-alc sweeping through Canada 💪 Creatine gaining ground in performance 🌊 Sea moss across five different brands 🌶️ Tocha Foods “Not hot" hot sauce #CPGtrends #NaturalProducts #FoodInnovation Canadian Health Food Association Aaron Skelton

What I am seeing across beauty, wellness, luxury, and hospitality is not incremental change, but a structural reconfiguration - a shift from product ownership to experiential value, and from surface-level benefits to longevity, increasingly enabled by AI-driven personalization and precision. Over the past year, I’ve been deeply immersed across these spaces, spending time at industry summits, in conversations with founders and operators, and engaging with the research shaping what’s next. What feels different now is that trends many of us have been tracking for years are becoming scaled, concrete, and inevitable, supported by powerful demographic and technological tailwinds. A few signals stand out: • Beauty is becoming holistic, merging with wellness Skin, hair, and appearance are increasingly treated as biomarkers, not just aesthetics. Consumers expect clinically proven efficacy, with beauty outcomes viewed as downstream of metabolic and cellular health - a true West-meets-East convergence, as traditionally Eastern principles around balance, prevention, and metabolic health are increasingly validated and scaled through Western clinical and scientific frameworks. • Longevity is the new aspiration across generations From Gen Z to 55+, globally, the focus has shifted from quick fixes to healthspan: movement, recovery, sleep, biological age, and sustained vitality. • Luxury is moving from ownership to orchestration Premium value is migrating toward experiences - restorative, social, and performance-driven - where hospitality, wellness, and design blend seamlessly. Quiet, meaningful, and personalized experiences are redefining what “luxury” means. Destinations like Six Senses in the Maldives exemplify this shift. • AI is enabling precision at scale AI is accelerating the move to highly customized solutions, powering personalization, discovery, and decision-making, while augmenting human expertise rather than replacing it. Emerging hybrid spaces, such as Continuum in New York, illustrate how technology, diagnostics, and experience are being orchestrated for specific audiences. What excites me most is not any single category, but the ecosystem forming between them - founders, capital, brands, medical experts, technologists, and communities converging around a shared idea: Health is becoming wealth. Experience is becoming the product. And precision is becoming the new premium. These shifts are no longer niche. They are global, multi-generational, and shaping one of the most meaningful growth platforms of the decade. This ecosystem is clearly moving from emerging to decisive, and I’m excited to continue exploring how leaders can shape where value is created next. #FutureOfWellness #BeautyAndWellness #ExperientialLuxury #AILeadership #Longevity

McKinsey: The $2 Trillion Global Wellness Market Gets a Millennial and Gen Z Glow-Up McKinsey’s 2025 Future of Wellness report delivers one message loud and clear: wellness is no longer niche—it's a core consumer priority, especially for millennials and Gen Z. The global wellness market now exceeds $2 trillion, and the expectations, behaviors, and values of younger consumers are radically transforming how wellness is defined, consumed, and monetized. Key Data Highlights: - The U.S. wellness market alone is worth $500B+, growing at 4–5% annually. - 84% of U.S. consumers, and a staggering 94% in China, rank wellness as a “top” or “important” life priority. - Millennials and Gen Z represent 36% of the U.S. adult population, but drive 41% of total wellness spend. - Gen Zers are 30% more likely to say they’re prioritizing wellness “a lot more” than they did a year ago. 6 Growth Hotspots in Wellness: - Functional Nutrition Consumers want food and drinks that do more—offering benefits like gut health, brain function, and energy. Gen Z and millennials are especially driving innovation here with demand for nootropics, adaptogens, and fortified foods. - Beauty and Aesthetics The line between wellness and beauty is fading. Ingestible beauty (e.g. collagen, anti-aging supplements), preventative treatments, and cosmetic procedures are on the rise—53% of Gen Z in the U.S. increased spend on procedures in 2024. - Healthy Aging No longer a concern limited to older adults. Younger consumers are now investing in longevity: cellular health supplements, age diagnostics, and physical therapy innovations are all on the rise. - In-Person Wellness Experiences Consumers are craving immersion—wellness retreats, boutique fitness, IV drips, and thermal therapy are trending. More than half of U.S. wellness travelers are willing to travel 2+ hours for these services. - Weight Management GLP-1 medications (like Ozempic) are transforming the category. Complementary products—nutrient-dense snacks, fitness routines, and gut health solutions—are booming. - Mental Health & Mindfulness Burnout and anxiety are highest among Gen Z. Nearly 42% prioritize mindfulness, compared to just 29% of baby boomers. Solutions range from meditation apps to skincare and sleep rituals. As McKinsey notes, wellness is not just evolving—it’s being redefined. Brands and investors who act now to meet these needs will shape the next era of global wellness. #McKinsey #WellnessEconomy #FutureOfWellness #GenZ #Millennials #ConsumerTrends #FunctionalNutrition #MentalHealth #BeautyInnovation #Longevity #WellnessStrategy #HealthTech #ConsumerInsights

In the past week alone: Midi Health dropped a supplement line designed for women over 40 (think: brain health, stress support, metabolic balance—clinician-created and patient-informed), Dove launched a menopause and perimenopause wellness range (goodbye dryness, sensitivity, odor—hello Amazon-exclusive distribution and “Made with TMI” campaigns), and ŌURA unveiled new pregnancy and perimenopause features, pairing real-time biometrics with clinical care partners like Maven Clinic, Progyny, Inc., and, yes, Midi. This isn’t just “more products for women”—it’s the collision of three mega-trends. Demographics: Women 40+ are one of the most economically powerful segments, controlling the lion’s share of healthcare spending and actively seeking targeted solutions. Culture: Menopause is moving from whispered taboo to marketing superpower—Dove literally turned “too much information” into a brand hook. Tech: The walls between CPG, telehealth, and wearables are collapsing, creating integrated ecosystems that stick with consumers across life stages. For investors, that’s the sweet spot: multi-vertical growth potential with built-in customer loyalty. Supplements, skincare, wearables—they’re no longer siloed categories. The brands winning here blend clinical credibility, measurable results, and sharp distribution plays. Dove is tapping Amazon to catch high-intent buyers; Midi’s insurance-backed model lowers friction to entry; Oura’s clinical tie-ins keep users engaged for years, not months. What to Watch Next (Consumers + Investors): Clinical + CPG mashups — Expect more wearables and telehealth brands partnering with OTC products to create all-in-one care experiences. Menopause mainstreaming — Big beauty, food, and beverage players will enter the space, making “for menopause” as normal as “for sensitive skin.” Distribution power plays — Amazon exclusives, subscription bundles, and insurance-covered wellness products will define the next growth curve. Data-driven personalization — Real-time health data will increasingly guide product recommendations and even product formulation. Taboo topics going public — Vaginal health, sexual wellness, and hormonal health will get the Dove treatment: science-backed, stigma-free, and beautifully branded. For CPG leaders, here’s the wake-up call: life-stage targeting is about to become table stakes. A menopause-specific line won’t make you bold—it’ll make you relevant. The future belongs to brands that nail both emotional resonance (“I feel seen”) and clinical efficacy (“I see results”). Ignore it, and you’re not just missing a revenue stream—you’re missing the cultural conversation entirely. Women’s health is no longer an emerging category. It’s the next big battleground. And the ones who win here won’t just ride the wave—they’ll own the tide. For more, follow along here: https://lnkd.in/gmGHGv4K Wellness Growth Ventures The 2% Club

The $2 trillion global wellness market is shifting again. Sleep, longevity, and prevention aren’t just for older generations anymore. As a health and wellness marketer, staying ahead of cultural shifts is critical to me. And wow have things changed. After COVID, we saw 40+ audiences dive into prevention and fitness. But that’s not the whole story anymore. Right now it’s Gen Z and millennials who are leading the way and redefining what wellness means. For them, it’s not an occasional yoga class or an organic snack run. Wellness has become daily, personal, and holistic. The priorities now are better sleep, healthier longevity, less alcohol, fewer smokers, and more mindfulness. It’s a complete lifestyle reset, born from self reported higher levels of burnout and worse overall health. And the brands that recognize this boom will be the ones that win. For example, in this summer’s McKinsey & Company’s Future of Wellness Survey, millennials elevated sleep to their top wellness priority, ahead of general health and mindfulness. I’m seeing this play out in my own work. A client of ours has seen an increase in demand for sleep studies from younger people who are burned out, anxious, over weight  and struggling to get quality rest. They’re also seeing more couples who are “sleep divorced” - sleeping in separate rooms just to get through the night. And the mental health impact of poor sleep can’t be ignored. What used to be seen as a problem for later in life has become a priority in prevention and longevity much earlier. That shift says everything about where wellness is heading. For brands, the opportunity is right here. Wellness has redefined itself again. The real question is how you’ll show up: authentically, meaningfully, and in step with a generation that isn’t dabbling in wellness. They’re living it. #WellnessIndustry #FutureOfWellness #HealthAndWellness #SleepHealth #Longevity #Prevention #GenZConsumers #BrandStrategy

Wellness in Hospitality: Where the Industry is Really Investing The evolution of wellness in hospitality is no longer confined to spas or signature treatments. It’s now embedded across the entire guest experience, from sleep optimisation to smart room design and longevity retreats. As part of some projects we are involved with, we recently analysed the key trends shaping this shift and broke them down by where the real investment and innovation are happening across the sector: 🔵 Sleep Optimisation (20%) – The front-runner. Think blackout rooms, smart beds, aromatherapy, and guided wind-downs. 📊 Sleep-focused wellness tech is forecasted to become a multi-billion-dollar segment by 2027. (Global Wellness Institute) 🟢 Circadian-Aligned Design (15%) – Lighting, temperature, and routines that sync with biological rhythms. 📊 Circadian lighting adoption is growing at over 20% CAGR in commercial environments. (MarketsandMarkets, 2023) 🔴 Biohacking & Performance Wellness (15%) – Cryotherapy, diagnostics, AI-powered sleep beds. Wellness meets tech. 📊 The global biohacking market is projected to reach $63B+ by 2028. (Fortune Business Insights) 🟡 In-Room Wellness Infrastructure (15%) – Fitness, air purification, noise control, embedded in the guestroom. 📊 Wellness real estate, including hospitality, is projected to hit $913B by 2027. (Global Wellness Institute) 🟣 Immersive Resilience & Longevity Retreats (10%) – Mental and physical regeneration, often guided by experts. 📊 Wellness retreat bookings have risen 35% YoY, with longevity a leading theme. (Wellness Tourism Association, 2023) 🟠 Daytime Rest & Burnout Recovery (10%) – Nap protocols and cognitive reset spaces are finally arriving. 📊 Burnout recovery is a top wellbeing priority globally, especially in travel-heavy roles. (McKinsey Health Institute) 🟤 Tech-Integrated Wellness Journeys (10%) – Tracking tools, detox programmes, and real-time guidance. 📊 Hospitality wellness tech adoption has increased by over 60% since 2020. (Hospitality Net) ⚫️ Wellness as a Brand Proposition (5%) – Still early days, but some brands are building wellness into their DNA. 📊 Only ~5% of hotel developments globally are wellness-first, but the category is accelerating. (Skift) The future of hospitality lies in biologically intelligent environments, not just treatments, but systems that actively support how we sleep, recover, and perform. I'm curious to understand which of these trends your brand is already embracing, and where the opportunities still lie? #HospitalityWellness #SleepTourism #CircadianHealth #Longevity #Biohacking #WellnessStrategy #LuxuryTravel #HotelInnovation

GLP-1s aren't just changing waistlines. They're rewriting the entire ecosystem of consumer weight management. I spent the last week diving deep into how these medications are creating seismic shifts across industries. What I found? We're witnessing the biggest transformation in weight management since bariatric surgery — but the ripple effects go far beyond the scale. 𝗧𝗵𝗲 𝗦𝗵𝗶𝗳𝘁𝘀 𝗡𝗼𝗯𝗼𝗱𝘆 𝗦𝗮𝘄 𝗖𝗼𝗺𝗶𝗻𝗴 Consumer behavior is fundamentally changing: • 𝗚𝗿𝗼𝗰𝗲𝗿𝘆 𝘀𝗽𝗲𝗻𝗱𝗶𝗻𝗴 𝗱𝗼𝘄𝗻 𝟱% — but it's not uniform. Processed foods taking the biggest hit • 𝗙𝗶𝘁𝗻𝗲𝘀𝘀 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗽𝗶𝘃𝗼𝘁𝗶𝗻𝗴 𝗵𝗮𝗿𝗱 — from weight loss to "muscle preservation" programs • 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗱𝗶𝗲𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝘀𝗰𝗿𝗮𝗺𝗯𝗹𝗶𝗻𝗴 — Weight Watchers acquiring telehealth platforms just to stay relevant 𝗧𝗵𝗲 𝗡𝗲𝘄 𝗔𝗰𝗰𝗲𝘀𝘀 𝗘𝗰𝗼𝗻𝗼𝗺𝘆 Here's what caught my attention: While 79% still get prescriptions through primary care, 𝟮𝟭% 𝗮𝗿𝗲 𝗴𝗼𝗶𝗻𝗴 𝗿𝗼𝗴𝘂𝗲 — telehealth platforms, medical spas, compounding pharmacies. Companies like Ro, Hims & Hers, and Calibrate aren't just distributing drugs. They're building entire ecosystems around access to GLP-1. 𝗪𝗵𝗲𝗿𝗲 𝗧𝗵𝗲 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗟𝗶𝘃𝗲𝘀 (𝗔𝗻𝗱 𝗧𝗵𝗲 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀) The problems are creating the opportunities: • 𝗔𝗱𝗵𝗲𝗿𝗲𝗻𝗰𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀 — 50% stop after year one. Who solves this wins • 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘇𝗲𝗱 𝗻𝘂𝘁𝗿𝗶𝘁𝗶𝗼𝗻 — Suppressed appetites need nutrient-dense solutions • 𝗠𝘂𝘀𝗰𝗹𝗲 𝗽𝗿𝗲𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝗼𝗻 𝗽𝗿𝗼𝗴𝗿𝗮𝗺𝘀 — The next frontier in fitness • 𝗣𝗼𝘀𝘁-𝘄𝗲𝗶𝗴𝗵𝘁-𝗹𝗼𝘀𝘀 𝘀𝗲𝗿𝘃𝗶𝗰𝗲𝘀 — What happens after the transformation? But let's be real: regulatory volatility and supply chain fragility could derail everything overnight. 𝗧𝗵𝗲 𝗕𝗶𝗴𝗴𝗲𝗿 𝗣𝗶𝗰𝘁𝘂𝗿𝗲 This ecosystem now spans pharma giants, scrappy startups, wellness brands, and everything in between. The boundaries between healthcare, wellness, and consumer tech? They've blurred beyond recognition. For anyone building in health tech, wellness, or nutrition — this isn't just a trend to watch. It's the landscape you're operating in whether you realize it or not. Full analysis in the substack👇