Once exemplified by occasional fads and impulse purchases gathering dust in a loft, health has found renewed relevance and influence as a category - and shows no signs of slowing down.

In fact, health is now a defining force behind retail strategy, shopper behaviour, and commercial growth, thanks in large part to a convergence of legislative changes, scientific advances, and trends from social media and pop culture.

IGD has identified five global health trends for 2026, which provide scope for retailers and suppliers to drive growth in supporting consumer needs. But first, some context.

Shifting horizons

The regulatory landscape continues to demand agile adaptation and reformulation from retailers and suppliers. Governments worldwide are tightening controls on sugar, salt, fat, caffeine, alcohol and nicotine - and 2026 marks a step‑change in enforcement.

New front‑of‑pack labels, advertising restrictions, age‑based sales limits, and fiscal measures are landing across multiple markets, reshaping who retailers can sell to, how they communicate, and the space given to healthier alternatives.

The direction of travel is unmistakable: stronger actions and more guidance for shoppers.

Responding to GLP‑1 growth

As adoption of GLP‑1 weight loss medications accelerates, retailers are responding through curated ranges, smaller portions, and services that integrate pharmacy, digital tools, and personalised support. Suppliers, meanwhile, are focusing on product development and communication strategies.

This year will be pivotal as generics and new pills expand access in some markets, while innovation and evolving user behaviour continue to reshape demand.

Heroing holistic health

Consumers increasingly define health as a whole‑life experience. Research in 2025 by Ipsos shows nearly half of global shoppers now cite mental health as their top health concern, outpacing historically dominant issues like cancer and obesity.

Retailers are recalibrating by developing their offers with wellness hubs, expert advisory services, menopause ranges, community events, and cross‑category experiences.

Functional foods at the forefront

This market is booming, fuelled by a more sophisticated understanding of nutrition and a willingness to pay more for targeted benefits.

According to research by DataM Intelligence, nearly two‑thirds of consumers buy functional foods weekly, and demand is expanding across cognitive health, sleep support, gut health, immunity and healthy ageing.

Innovations range from wholegrain reformulation and protein‑for‑purpose beverages to time‑coded convenience foods and science‑backed blends. As expectations rise, clear benefit‑led communication and credible, research‑driven claims will be essential for brands wanting to stand out.

Turning the dial on health communication

Credibility and clarity are emerging as powerful differentiators.

Shoppers are exposed to unprecedented volumes of health advice, much of it contradictory. Misinformation online, influencer‑driven trends, and increased volume of health claims on packaging all raise the stakes for retailers and suppliers.

In response, the industry is shifting towards: simpler, evidence‑based signposting; digital tools that support wellbeing; transparency on ingredients; personalised content and recommendations powered by data and AI; and promoting credible, expert-led influencers through media channels.

Blurring of retail and healthcare

From in‑store diagnostic services and telemedicine rooms to pharmacy expansions and preventative health partnerships, retail is becoming a gateway to accessible, everyday care.

Consumers’ preferences for convenience and prevention‑first solutions are creating opportunities for retailers and suppliers alike. However, entering healthcare is not without risk: evolving propositions from retailers in North America demonstrate the perseverance required to unlock long-term value in this space.

What this means for retailers and suppliers

Across all five trends, one theme stands out: health is now a loyalty strategy. However, expectations are also growing, which makes the next steps of retailers and suppliers particularly important.