Its recently launched report highlights changing priorities across nervous system health, hydration, women’s health, muscle preservation and cardiovascular wellbeing, with emerging opportunities for functional nutrition and ingredient innovation.
Lina Chan, director of women’s health at H&B noted that the pace and pressures of modern life have increased consumer fatigue and are set to define the next trends in wellness.
“The 2020s built a faster, hotter, more artificial world; one where AI is everywhere, pharmaceutical shortcuts promise quick fixes, climate stress sits in the background of everything, and stimulation never really switches off,” she said. “Wellness tried to help by giving us more to track, more to score, more to measure; however, it left a lot of us more tired than when we started.”
As Chan explained, digital fatigue is now a recognized trend, with consumers rethinking how they manage their health, and rather than relying on constant monitoring and tracking, they are looking for more meaningful ways to understand and support their wellbeing.
“[2027] is the year wellness will feel like the counterweight to the world we’ve built,” she said. “That means looking after the things that let us handle a harder world without overloading our nervous systems or our muscles, and having a proper understanding of how our bodies change through life.”
Looking back at 2026 trends
In 2026, consumer searches on H&B’s website showed that magnesium topped the list with 32.8 million searches, followed by collagen (29.4 million), vitamin D (27 million) and vitamin C (26 million). Magnesium glycinate, protein powder, omega-3 and creatine also attracted significant interest, alongside growing searches for electrolytes and berberine.
H&B’s bestselling products in 2026 included Magnesium Bisglycinate, which led sales with almost 45 million capsules sold. Other strong performers included High Strength Turmeric 600mg, selling more than one bottle every minute, and Omega 3 Fish Oil 1000mg, with over 800 bottles sold daily. Ashwagandha KSM-66 600mg also proved popular, selling 36,000 bottles each month, while Pure Cod Liver Oil 1000mg recorded 17.8% sales growth compared with 2025.
Searches on H&B’s content platform also revealed strong consumer interest in understanding key wellness ingredients and their benefits, with articles on chia seeds topping the list with 56.5 million searches, followed by collagen (53.3 million) and magnesium glycinate (44.5 million). Consumers also sought practical guidance on the side effects of creatine, generating 37.9 million searches, and the personalized protein intake calculator had 15 million searches.
Looking ahead to 2027, Alex Glover, global product formation lead at H&B, told NutraIngredients that he expects to see more targeted, functional nutrition, using ingredients and formats that deliver specific health benefits while making everyday wellness more accessible and convenient.
“I’m particularly interested in precision-fermented proteins, which could offer new ways of delivering high-quality nutrition,” Glover said. “We’re also seeing familiar ingredients such as functional fibers and polyphenol-rich plant ingredients gaining renewed relevance.
“Beyond individual ingredients, I think innovation in delivery formats, particularly refreshing, functional hydration products, could be just as influential as discovering the next novel active.”
Regulation, balance and simple living
For 2027, a couple of the trends, including ‘The Regulated Self’ and ‘Cooling Rituals’, highlight how wellness is adapting to the pressures of modern life.
“Overstimulation has become the defining strain of our decade, but in 2027 the focus is pivoting from ‘more energy’ to the ‘right energy’,” Suria Darley, head of product development at H&B, noted.
“Real vitality comes down to regulation and wellness is no longer about pushing past your limits, it’s about protecting your focus, memory, and calm through micro-rituals that keep your nervous system in balance.”
Consumers are prioritizing nervous-system regulation, calm, focus and better sleep, while also seeking practical ways to stay cool, hydrated and comfortable as temperatures rise, the report notes.
“Heat affects everything – our energy, hydration, skin, even how we exercise. No wonder cooling is becoming such a hot space in wellness right now. It goes well beyond electrolytes and the boom in functional ice cream – we’re seeing whole new formats, formulations and rituals built around living well in a warmer world,” Emily Reed, head of innovation pipeline, added.
‘The Enough Era’ trend highlights how people are rejecting the pressure to track, measure and optimize everything. Instead, they are choosing simple, sustainable habits that deliver meaningful results.
For Glover, scientific sophistication does not require complex formulations.
“Some of the best products contain just a handful of carefully selected ingredients at meaningful, evidence-based doses. Less can really be more,” he told NI.
“The key is making the science work behind the scenes, while delivering simple, convenient products that consumers can easily incorporate into their daily routines, while being able to clearly communicate evidence- based benefits and regulatory compliance.”
Growing stronger and living longer
Interest in women’s health also continues to grow, as demand for personalized health support throughout every stage of life increases. The ‘Built for Women’ trend highlights how research and innovation are increasingly addressing hormonal changes, perimenopause, menopause, muscle loss and healthy aging.
“I see a huge opportunity to move beyond traditional menopause formulations towards more targeted, life-stage-specific solutions,” Glover said. “We’re increasingly recognizing how hormonal changes influence not just symptoms, but muscle, bone and cardiometabolic health.
“Formulating around these wider physiological needs, supported by stronger female-specific research, will be a major area of innovation.”
Another key trend focuses on building strength for the long term, as people are putting muscle at the centre of their health and longevity goals.
H&B’s identified ‘Muscle Economy’ trend highlights how the growing use of GLP-1 medications is accelerating interest in preserving lean muscle during weight loss, while protein, creatine, resistance training and recovery nutrition are moving into the mainstream.
“For formulators, the opportunity is developing high-quality protein, amino acid, polyphenol and creatine products in convenient, enjoyable formats, while overcoming challenges around effective dosing, solubility, tolerability and smaller appetites,” Glover noted.
Targeted longevity
Heart health is moving from a later-life concern to an everyday priority, with ‘Ahead of the Beat’ the final forecasted trend. This trend centers around people taking a more proactive approach to cardiovascular health, focusing on circulation, blood flow and prevention, the report notes.
“I think we’ll see a shift away from generic longevity supplements towards more targeted formulations supporting specific aspects of health,” Glover said. “Heart health is a great example, with ingredients such as oat beta-glucan, beetroot-derived nitrates and polyphenols gaining traction.
“The opportunity is to translate emerging science into meaningful, evidence-backed benefits consumers can understand. Particularly for younger consumers in heart health, as this is something that is very important to maintain early and throughout life.”
