Data shows 55% of adults take supplements daily, with social media and gut health needs shaping purchasing behaviour
Supplements are now a core part of everyday health routines for Irish adults, according to new nationwide research. The study reveals that more than half of adults (55 per cent) take supplements as part of their daily wellness habits, signalling a shift from niche usage to mainstream, prevention-focused health behaviour.
Conducted in December 2025, The Holland & Barrett Wellness Trends Research surveyed 1,000 adults across Ireland to explore evolving wellness behaviours across nutrition, mental wellbeing, gut health, and the growing influence of digital platforms. The findings show that eight-in-10 Irish adults are already taking proactive steps to support their future health, with brain health, gut health, and using digital tools emerging as top priorities.
Social media
Social media is increasingly shaping product discovery and purchasing, with one-in-four adults (22 per cent) having purchased a wellness product after seeing it on social media.
Of those who have purchased products, over half (57 per cent) have bought supplements, followed by skin products (53 per cent), fitness products (45 per cent) and stress-support products (23 per cent).
Platforms driving health decisions include YouTube and Instagram (23 per cent each), followed by Facebook (14 per cent), podcasts (14 per cent) and TikTok (12 per cent), highlighting how digital content is driving awareness of targeted health solutions.
As Ireland looks to 2026, the research points to a clear shift from reactive health approaches towards daily, preventative routines. Alongside supplement use (55 per cent), adults report maintaining a balanced diet (64 per cent), prioritising adequate sleep (57 per cent), and attending regular medical check-ups (44 per cent) as part of their long-term wellness strategies.
Gut and brain health
Gut health remains a key priority, with over a third of Irish adults supporting gut health through using probiotics (36 per cent), taking fibre supplements (23 per cent), eating fermented foods (15 per cent), and using prebiotics (12 per cent).
Growing awareness of the gut’s impact on immunity, mood, and overall wellbeing is driving interest in holistic, whole-system approaches to health, with 24 per cent of adults saying they are aware of this connection and a further 48 per cent saying they are somewhat aware.
Brain health and mental wellbeing are also front of mind, with 77 per cent of adults actively focusing on cognitive health. Areas of focus include stress reduction (56 per cent), mood support (42 per cent), memory (37 per cent) and focus (34 per cent), supported by lifestyle changes and growing openness to personalised wellness tools, including digital coaching.
Technology
Technology is increasingly shaping wellness routines, particularly mental wellbeing. Around 10 per cent of adults say they would consider using AI tools for personalised mental wellness support, while 43 per cent say they might consider it, reflecting growing openness to digital health solutions as part of everyday routines.
Barriers
While many Irish adults are already taking steps to improve their future health, barriers remain. Lack of time (42 per cent), cost (40 per cent), lack of routine (36 per cent), and confusion around health choices (8 per cent) are cited as key barriers, underlining the need for accessible, trusted guidance to support sustainable wellness habits.
Commenting on Ireland’s Wellness Trends for 2026, Rachel Chatterton, Product Director at Holland & Barrett commented that the research “shows a clear shift in how people across Ireland are thinking about wellness. With eight-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.”
