Holland and Barrett predicts health trends for 2024

By Olivia Brown

- Last updated on GMT

© vovashevchuk / Getty Images
© vovashevchuk / Getty Images

Related tags Trends Innovation New product development Npd

Following strong trends in protein and immunity throughout 2023, Holland and Barrett predicts new consumer demands for natural energy alternatives, cognitive care, personalised hormonal support, and optimised hydration in 2024.

The retailer’s newly published annual wellness trends report also outlines a rising trend for anti-ageing remedies to become more targeted following consumer demand for reducing their ‘biological age’.

April Preston, global product director for Holland and Barrett, explained the transitioning demands in the report: “The pressures of modern life have given rise to a more holistic approach to wellness. While brain training and tuning in to your energy levels have earned their place as mainstays of a healthy lifestyle, the conversations around the power of the humble H20 and period positivity are only just getting started.”

A year of wellness

In the years following the Covid-19 pandemic, health became a priority for many. Combined with the current cost-of-living-crisis, 2023 saw consumers seeking products for holistic health that provided value and support for an array of health areas.

Following this, Holland and Barrett reports 2023 was “The Year of the Wellness Warrior”, with best-selling products observed to be ‘H&B High Strength Turmeric’, ‘H&B Pure Cod Liver Oil’, and ‘H&B Slow-Release Vitamin B12’. In addition, most searched terms on hollandandbarrett.com were collagen, magnesium, and protein powder.

Key health areas that consumers sought online consultations for at H&B were menopause, gut health, and joints, bones, and muscles, with a 2096% rise in month-on-month bookings with its expert advisors highlighting the demand for personalised healthcare support.

2024 predictions

            Natural energy

Following an increased awareness of the impact of diet and blood sugar levels on energy levels, H&B predicts that there will be an enhanced focus on plant-based foods, sleep hygiene, and coffee alternatives in 2024.

“Coffee is still the go-to for customers wanting to boost their energy levels, but we’ll increasingly see solutions which incorporate food and supplements to further enhance energy levels,” notes Rachel Chatterton, head of food development at Holland and Barrett.

The report spotlights nootropics, such as Citicoline, as well as the mango leaf extract Zynamite for their cognitive benefits and natural energy boosting properties, whilst highlighting that the energy ingredients market is expected​ to each $47.87 billion by 2032.

Furthermore, gingko biloba, Rhodiola and maca supplements are emphasised as ingredients to watch due to their potential brain-supporting benefits.

            Hormonal health

The awareness surrounding hormonal health has been ever-increasing over recent months, with the market finally giving attention to menstrual cycles, menopause, and conditions such as PCOS. Recent studies ​have revealed the benefits of tailoring nutrition according to hormonal levels to optimise health.

As a result, the demand for personalised care and innovation within the women’s health category has been growing, with predictions that brands will be increasingly providing to support women at each stage of their cycle and beyond as the femtech market is predicted​ to reach $60 billion by 2027.

The report adds: “Look out for CBD infused tampons and pads, alongside more information on the link between the menstrual cycle and mental health.”

            Targeted anti-ageing

A further trend spotlighted by the retailer includes smarter anti-ageing remedies, focusing on improving quality of life. It's highlighted that companies will use precise data and genetics to understand the impacts of certain lifestyle choices.

Innovations within the category are set to focus on ingredients such as nicotinamide adenine dinucleotide (NAD) and taurine, due to their roles within energy production and muscle function.

A further innovation underlined by the retailer for 2024 include wellness patches that release active ingredients to be absorbed through the skin to target sleep, stress, and energy levels.

            Holistic hydration

It is noted that the awareness of the importance of hydration grew significantly throughout this year. As consumers increasingly seek convenience and on-the-go benefits to easily fit into busy lifestyles, there is set to be a demand for beverages offering optimised hydration with further holistic health benefits.

Chatterton explains: “Water is no longer just water. In 2024 we’ll see it evolving as demand for holistic on-the-go hydration rises and smart water emerges as a category. Consumers will turn to water with added benefits, choosing one with added electrolytes after a hard workout or added collagen to improve skin’s elasticity.”

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