A new nationwide study by Holland & Barrett Ireland reveals that 8 in 10 Irish adults are already taking steps today to support their future health, with brain health, gut health, and using digital tools emerging as top priorities.
Conducted in December 2025, The Holland & Barrett Wellness Trends Research surveyed 1,000 adults across Ireland to explore evolving wellness behaviours in nutrition, mental wellbeing, gut health, and technology. The study highlights the growing influence of digital platforms, with 1 in 4 adults (22%) having purchased a wellness product after seeing it on social media. The most purchased items include supplements (57%) and fitness products (45%), and platforms driving health decisions include YouTube and Instagram (23% each), followed by Facebook (14%), podcasts (14%), and TikTok (12%).
As Ireland looks to 2026, the research shows a clear shift from reactive health behaviours to proactive, prevention-focused routines. Many adults are taking daily steps to support their long-term wellbeing: 64% maintain a balanced diet, 57% prioritise adequate sleep, 55% take supplements, and 44% attend regular medical check-ups.
Technology is also increasingly shaping wellness routines, particularly mental wellbeing. Around 10% of adults say they would consider using AI tools for personalised mental wellness support, while 43% say they might consider it, reflecting growing openness to digital health solutions.
Four cheerful multi-ethnic friends are having fun together outdoors laughing and enjoying their time
Brain Health and Mental Wellbeing
Brain health continues to be a priority, with 77% of adults actively focusing on cognitive wellness, including stress reduction (56%), mood support (42%), memory (37%) and focus (34%). Mental wellbeing is becoming part of everyday routines, supported by lifestyle changes and growing openness to personalised wellness tools, including digital coaching.
Gut Health
Gut health also remains central, with Irish adults supporting gut health through using probiotics (36%), taking fibre supplements (23%), eating fermented foods (15%), and using prebiotics (12%). Awareness of the gut’s broader influence on immunity and mood is rising, with 24% aware and 48% somewhat aware, driving interest in holistic, whole-system approaches to health.
Building Long-Term Wellness Habits
While many Irish adults are already taking steps to improve their future health, barriers remain. 42% cite lack of time, 40% cost, 36% lack of routine, and 8% confusion as obstacles to adopting stronger long-term wellness habits. These findings highlight the importance of practical, accessible solutions that make it easier to sustain healthy behaviours.
Young woman holding spinach leafs salad
Commenting on Ireland’s Wellness Trends for 2026, Rachel Chatterton, Product Director at Holland & Barrett commented:
“Holland & Barrett’s research shows a clear shift in how people across Ireland are thinking about wellness. With 8 in 10 adults already taking steps to support their future health, proactive habits and prevention are now at the heart of modern wellness. As interest in brain health, gut health, and digital wellness tools grows, trusted, science-backed guidance is more important than ever in helping people make confident choices about their health.”
