It’s time for a reset
With the first few weeks of 2026 behind us, many consumers are already drifting away from their New Year’s resolutions and back into familiar routines. But while goals may shift, the desire for better health hasn’t gone anywhere.
The good news? A reset doesn’t have to mean starting from scratch. The right functional foods, beverages, and supplements can support better health and help consumers feel their best. Below are some of the biggest health and wellness trends defining 2026, along with clinically researched ingredients shown to support each area.
Brain Gains:
From aging Boomers and Gen X to stressed-out Millennials & Gen-Zers, everyone’s seeking a cognitive edge. Consumers are increasingly focused on preventing age-related memory loss, and optimizing mental clarity and focus. NBJ estimates that the brain health supplement market will reach $1.48 billion in 2025, accounting for about 2% of the total supplement industry. Try: Lion’s Mane, Reishi, CurrantCraft® and Blueberry
Mood Matters:
Sleep and stress are top concerns: 61% of consumers report sleep-related health issues, and 1 in 5 say they’ve taken supplements in the past year to improve mental and/or emotional well-being. Millennials are driving this demand, especially millennial women seeking balance in an always-on world. Try: Functional Mushrooms, Valerian, Lemon Balm
Gut Health & Fibermaxxing:
Fiber went viral last year, and the hype shows no signs of slowing – experts predict fiber is shaping up to be the next protein, fueled by growing awareness of gut health and the role of prebiotics in digestion, metabolic health, and long-term, whole-body wellness.
Try: ElderCraft® High Fiber Extract, Fenuflakes®
Longevity & Health Span:
The U.S. longevity market is expected to reach 10.13 billion by 2033, growing by 6%. This surge is driven by increased interest in preventive health, aging populations focused on quality of life, and demand for personalized wellness solutions. Think formulations that target cellular health and hallmarks of aging, like inflammation, joint stiffness, bone loss, and skin laxity.
Try: WholeCal™, ACEMax™, CherryCraft®, AroniaCraft®
Metabolic Health:
GLP-1 medications aren’t going anywhere – in fact, U.S. News & World Report named them the top health trend for 2026. And while these products are becoming increasingly popular, many consumers are seeking more natural solutions, driving interest in supplements that support metabolic health, blood sugar balance, and appetite regulation.
Try: Fenuflakes®, Aronia
Curious how our science-backed ingredients can power your next formulation? Let’s talk.
