Holland & Barrett reveals six key wellness trends for 2027
Retail giant Holland & Barrett (H&B) has identified six key wellness trends for 2027 that reflect the consumer response to digital fatigue, rising temperatures and growing interest in healthy aging.
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.
The report is supported by strong retail signals. In 2026, magnesium reportedly attracted 32.8 million searches on the retailer’s site, followed by collagen at 29.4 million, vitamin D at 27 million and vitamin C at 26 million.
Magnesium bisglycinate was H&B’s leading supplement product, while interest was also rising in protein, creatine, omega-3s, electrolytes and berberine. These patterns suggest that familiar ingredients can continue growing when repositioned around stress resilience, healthy aging, muscle, hydration or metabolic health.
Why it matters: The report indicates that the opportunity is less about discovering one new “hero” ingredient and more about reformulating established categories around concrete consumer needs. However, consumers are also becoming overwhelmed, making trusted guidance, transparent evidence and simple regimens commercially important.
RCT supports NOVOS Core’s benefits for cardiovascular health in healthy adults
Six months of supplementation with NOVOS Core, a combination of 12 natural ingredients, may impact several distinct biomarkers of vascular health, according to a new randomized, double-blind, placebo-controlled study.
Led by Christian Heiss, professor of cardiovascular medicine at the University of Surrey, the study found that daily consumption of NOVOS Core improved blood vessel function, arterial flexibility and systolic blood pressure in healthy adults aged 40 and older.
Chris Mirabile, founder and CEO, explained that the study is “early human evidence”.
He explained that the company started with blood vessels because they supply every organ, and they are one of the first parts of the body to show signs of aging, starting as early as age 30 and years before most people notice any change.
“That wear is driven by the Hallmarks of Aging that NOVOS Core was designed to target, which makes cardiovascular function one of the clearest places to test whether supporting the biology of aging produces a measurable change in people.”
Why it matters: This is a strong example of the longevity category moving toward rigorous finished-product trials and clinically meaningful functional endpoints.
Poland’s rise to CDMO powerhouse
Poland has rapidly emerged as a leading hub for contract development and manufacturing organizations (CDMOs) in the European nutraceutical sector, driven by a robust domestic market, modern facilities, and a skilled workforce.
The country now boasts over 440 production facilities and distributes to more than 150 countries, reflecting its transformation from a low-cost producer to a trusted supplier of high-quality supplements.
Speaking at the Remedy Nutrafood CDMO Conference 2026, Bartosz Demianiuk, chairman of the Polish Council for Supplements and Nutritional Foods (KRSiO), informed delegates the country has “undergone a transformation” over the past decade, and is now one of the top five European markets for nutraceuticals, with more than 440 production facilities, 1,000 wholesale distributors, and 30,000 highly skilled workers.
“At the moment, we are the heart of food supplements manufacturing in Europe,” he said.
The domestic market is thriving, with annual sales of dietary supplements valued at more than €2 billion and more than 75% of consumers declaring they use supplements regularly.
Further, with a growing number of ‘ultra-modern’ facilities and around 250 CDMOs, the country is also a major global supplier, distributing to more than 150 countries across the globe.
Why it matters: Poland gives supplement brands another credible European sourcing option as companies seek supply-chain resilience, shorter lead times and alternatives to Asian or higher-cost Western European production. It could place pricing and service pressure on established CDMO centers in Germany, Italy and the UK.
Calocurb targets UK market with GLP-1 alternative
Weight management brand Calocurb has launched in the UK, positioning its Amarasate bitter hop flower extract as a clinically validated solution to an unmet need in the appetite-control market.
The brand, founded in 2017 in New Zealand and launched in the US in 2018, is looking to establish itself in the UK market by offering a natural approach to weight management.
The industry is beginning to move away from traditional weight-loss messaging towards a more holistic focus on metabolic health, appetite regulation and body composition, Sarah Kennedy, CEO and founder of Calocurb, told NutraIngredients.
“When up to 40% of the weight lost on GLP-1 injectables can be lean mass, the conversation has to shift from ‘weight loss’ to ‘weight health’,” she said.
“We’d been seeing considerable demand from UK consumers and practitioners for some time, many of whom were seeking us out at US conferences, so the interest was already there.”
Why it matters: The launch shows how pharmaceutical innovation is reshaping adjacent supplement markets. Rather than attempting to match injectable medicines, supplements can target consumers who do not qualify for, cannot tolerate, cannot afford or do not want prescription GLP-1 therapy, as well as people seeking support after discontinuation.
