2026 Predictions: Health & Wellness
Kamiqua Lake speaking at The PR Week Year Ahead Summit | January 2026
Trends That Will Drive Conversations in 2026 (Part 1)
Everyone has a prediction for 2026, and for good reason. Our CEO, Kamiqua Lake, recently shared her 26 words on what lies ahead for the industry in PR Week and broader trends we can expect to see as part of The PR Week Year Ahead Summit. With so much more to say, we’ve broken our predictions into categories and across two parts. This is part one, focused on the health marketing trends we believe will define the year ahead.
From what’s on our plates to what’s happening IRL, 2026 is shaping up to be a big year. With the World Cup on the horizon and culture driving connection again, here’s what we see coming next.
WHAT’S ON YOUR PLATE?
Everyone’s talking about what’s in their food. Consumers want real, whole foods, and news that chocolate bars like Toffee Crisp and Blue Riband no longer qualify as ‘chocolate’, after reducing cocoa content, has only intensified social media debates. The war on ultra-processed foods is at an all-time high, especially now that the ban on junk food ads on TV and online is in effect.
Brands are leaning into this trend, using transparency as a marketing opportunity, take M&S’s Only… Ingredients range, championing minimal ingredients.
In 2026, consumers will demand more real, less processed food. The question is: can the industry keep up?
HEALTH FOR YOU
Personalised health has been trending for a while, and with AI showing no signs of slowing, tailored access to care is becoming both easier and expected by consumers. Recent data from leading healthcare providers found growing demand in the UK for medical and health support via health club memberships. The thing is, while access is driving interest, it’s the convenience, particularly through digital channels, that’s sealing the deal.
People increasingly want easy-to-use longevity advice, preventative care, and everyday wellness guidance, from sleep to nervous system regulation. This reflects a broader shift toward health that is proactive, personalised, and fully integrated into daily life.
WELLNESS FOR ALL
Wellness is on everyone’s mind. From contrast therapy - think the saunas and cold plunge craze - to packed gyms and protein- and functional-drink sales soaring, the sector is booming. Private wellness clubs are popping up across the UK, but the real test will be inclusivity. The spaces that thrive will be the ones that welcome wider communities, not just the exclusive few. Longevity in this crowded space will require brands to redefine wellness spaces as havens for all.
ALL EYES ON MATERNITY CARE
It’s time for maternity care to finally take centre stage. Years of reports, inquiries, data and, tragically, countless preventable losses have brought the UK to a point where something has to give.
With the Government and NHS’ renewed focus, and organisations across the country stepping up to better support mums and babies, we’re set to see a surge in conversation, recommendations and proposed solutions. Crucially, progress must start with those most impacted, because addressing the sharpest inequities ultimately improves outcomes for everyone.
But intent alone isn’t enough. If the organisations leading this charge don’t engage authentically with mothers across communities, they risk being seen as part of the problem rather than the solution.
So what does 2026 look like for health brands and organisations? It’s about connecting with audiences in ways that feel genuinely human, not engineered for reach, but built on trust.
Stay tuned for part 2.