As the health and wellness industry continues its meteoric rise, reaching an estimated $10 trillion in the next three years, the Glossy and Modern Retail teams have identified the key trends that will shape the market in 2026. What this really means is a major shift away from the high-tech, data-driven wellness craze of recent years, and a return to more holistic, human-centric approaches.
The Absorption Advantage
One of the most intriguing developments is the growing focus on absorption and bioavailability in the supplement industry. As Zeke Bronfman, co-founder of The Absorption Company, told Glossy, "Now that third-party [purity and safety] testing is the baseline [for the supplement industry], the next question is, 'OK, great, it's not poisoning me, but is it actually absorbing and doing what it's supposed to do?'" This emphasis on ensuring supplements are truly effective marks a shift away from the purity concerns that have plagued the industry in recent years.
Backlash Against Optimization
Another key trend is the backlash against over-optimization in wellness. As the Global Wellness Institute notes, the fixation on data and metrics has led to unnecessary stress, with people now seeking a return to more analog, emotion-focused approaches. "Wellness experiences will embrace what humans actually are: imperfect, emotional, relational and sensory—and hardwired to seek pleasure and joy," the GWI report states.
Women's Wellness Takes Center Stage
A third major trend is the growing focus on women's health and longevity. As the GWI report highlights, women have long been underserved in the longevity market, with a lack of research and support around key issues like ovarian health, menstruation, and menopause. But that's changing, with brands and industry players now shifting to better address women's unique physiological needs.
The bigger picture here is that the wellness industry is undergoing a fundamental reset, moving away from the high-tech, optimization-driven approach that has dominated in recent years. Instead, we're seeing a return to more human-centric, holistic wellness focused on absorption, emotional wellbeing, and addressing long-neglected areas of women's health. These trends promise to reshape the $10 trillion wellness landscape in the years to come.