Wellness trends in 2026 will be the year of becoming more scientific, more social, and more human.
The wellness market is entering a new era. Valued at nearly $9 trillion by 2028, consumers are no longer chasing the next fad, turning their investment focus to longevity, credibility, and community.
The latest Holland & Barrett Wellness Report shows younger consumers driving this shift: 60% of Gen Z rank health above career or money, and one in three say social media influences their interest in wellness trends.
For brands, this creates a huge opportunity, but also higher stakes: misinformation, regulation, sensitivity, and trust all matter more than ever. In 2026, success in the market will hinge on clarity, credibility, and connection. It calls for joined-up communications that combine science and storytelling, experts and influencers, data and empathy.
Here are the top 5 wellness trends in 2026 that will shape the year ahead, and what they mean for brands ready to lead.
1. The GLP-1 Ripple Effect
GLP-1 medications have dominated headlines, but the real story is unfolding now. Appetite suppression is changing eating habits, flavour preferences, and even texture cravings. At the same time, awareness of nutrient gaps, including protein, fibre and collagen, is growing. Consumers are asking new questions: How do I maintain muscle? What happens after the medication stops? How do I protect long-term health?
This is where brands have a chance to lead responsibly. Education matters as much as innovation. Campaigns that combine expert voices with accessible content will stand out and counter misinformation. Integrated strategies where PR, influencer partnerships, and credible storytelling work together are essential to shift the narrative from quick fixes to sustainable wellbeing.
2. Hyper-Personalised Wellness
Personalisation is moving beyond fitness apps and into full-body health. Advanced screening services, precision supplements, and data-driven lifestyle plans are gaining traction. The UK health check-up market alone is projected to reach $4.42 billion by 2033, and consumers are willing to invest if they can, even in a cost-of-living crisis, when it means clarity and control.
But data without interpretation is just noise. People want actionable insights, not clinical jargon. Brands that translate complexity into everyday behaviour will win trust. That’s where integrated communications play a critical role, turning science into human stories, ensuring claims are compliant yet compelling, and positioning brands as partners in prevention rather than one-off providers.
Community Fitness: Belonging Drives Behaviour
Wellness is becoming social. 68% of Gen Z say wellness feels more “doable” with community, and that’s fuelling the rise of run clubs, group training, and wellness tourism. The shift is cultural: from burnout and self-optimisation to shared momentum and accountability.
For brands, this means moving beyond transactional campaigns. Experiences, both physical and digital, are now central to engagement. Integrated strategies can amplify these moments, connecting influencer and UGC content, earned media, and brand storytelling into ecosystems that feel inclusive and authentic. The most impactful wellness campaigns in 2026 will be built together, with community in mind.
For more insights on how brands can respond to community fitness trends, read our Consumer Fitness Trends 2026 recap. Here, we explore the sweet spot between solo and social with group fitness classes, and the craving for connection through challenge.
Gut, Brain, and Hormonal Health Take Centre Stage
The science behind wellness is getting more complex and more mainstream. Consumers now link gut health to energy, mood, and immunity, while hormonal health is recognised as foundational rather than niche. Demand for functional foods, adaptogens, and prebiotic blends is soaring, but so is scrutiny. People expect transparency and evidence, not vague promises.
This is a crowded space, and clarity is everything. Brands that combine rigorous substantiation with accessible storytelling will stand out. Integrated communications ensure that technical claims remain understandable, credible, and consistent across every channel, from expert-led media features to influencer partnerships that make science relatable.
Making Women’s Health More Human
Women’s health is finally getting the visibility it deserves. Conditions like PCOS, endometriosis, and fertility challenges are moving into mainstream conversation, supported by increased research and funding. Audiences respond to honesty and empathy, rewarding brands that advocate rather than exploit.
Navigating this space requires sensitivity and cultural intelligence. Integrated campaigns can balance lived experience with expert guidance, ensuring stories feel authentic and responsible. When brands approach these conversations with care, they build trust and help drive long-term change.
Why Integrated Comms Matters More in Wellness Than Anywhere Else
Across every trend, one truth stands out: wellness in 2026 is more complex, more regulated, and more emotionally driven than ever.
Brands can’t rely on one-off influencer posts, isolated PR moments, or product-first messaging. They need communications that unite science and storytelling, experts and influencers, data and empathy, and to show up in the right places at the right time.
That’s where PHA comes in. We’re experts in helping wellness brands not just respond to trends, but lead them responsibly, creatively, and credibly. Take a look at some of our previous work with clients such as Nourished, Nutri Advanced, and TheraFace PRO by Therabody.
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About PHA
PHA is an award-winning earned-first integrated communications agency.
We believe communication can make the world a better place. It matters. But with constant disruption, fragmentation and growing complexity, earning attention and inspiring action is harder than ever. PHA is built to solve for this.
We nurture, grow and protect brands & reputations for a portfolio of consumer, corporate, technology, b2b and health clients in the UK and internationally. We bring clarity to a fast, chaotic, complex world, challenging convention and delivering fresh thinking. Our agile multi-disciplined teams create dynamic campaigns across earned, social, digital and paid media, engaging audiences wherever they are, always.
We lead with strategy and deliver a full suite of creative services and production capabilities, generating impact at every step of the audience journey from awareness through to conversion. Working as one to solve any client challenge, we bring the best of PHA to drive impact that multiplies. When unboxed minds meet unboxed ambition, communications don’t blend in – they break out.
We’re built to MAKE IT MATTER.