Wellness in 2026 is defined by personalised, community-led and brain-first habits - reshaping how brands design meaningful, future-facing merchandise experiences.
With the wellness industry currently worth $2 trillion (£1.5 trillion), Gen Z has put prioritising wellness and self-care at the top of their to-do lists for 2026.
With the boundaries between looking and feeling good “dissolving entirely”, this year is all about slowing down, listening to our bodies, and delving deeper into how we can make ourselves feel better from the inside out.
These are 2026’s top 16 wellness and self-care trend predictions, and how you can adapt them into your promotional merchandise marketing strategy.
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Gen Z are prioritising wellness and self-care in 2026 by making small, consistent changes that are personalised to fit around their unique routines - aka they’re creating habits that become second nature.
Oh, and they’re doing it all with their friends. With good skin. And 8+ hours of sleep.
Group sauna session, anyone?
Read more: 26 merchandise trend predictions for 2026
‘Longevity’ is about future-proofing your health.
80% of adults now prioritise consistent, long-term skincare routines with measurable (and medical) techniques. Conversations are focused on optimising skin health and building skin resilience - for example, the sales of collagen are up 62% YOY.
Checking UV indexes is a top priority, with ‘tweakments’ and ‘brotox’ the norm, as well as upping water consumption.
“Protecting skin from the sun and UV should be a priority all year round, even on cloudy days.” Gemma Richards, Marketing Manager
Ozempic is now a household name, with 1.6 million people in the UK adding it to their shopping list as naturally as Calpol.
It’s been announced that soon, they’ll be able to be taken orally (instead of injections), making them even more appealing and accessible.
By the end of the year, it’s predicted that the GLP-1 industry will be worth £2bn+.
And this uptake has meant that the population is getting overall healthier, too, with:
Fresher, more protein-dense foods being eaten
Nearly one-third of people on weight-loss jabs going out to eat and drink less
A 15% drop in alcohol purchases among households last year.
Have you booked your ‘glow-cation’ yet?
Countries like South Korea and Japan are well-known for this exceptional skincare. But now, travellers are specifically heading to these destinations for skincare spas and aesthetic treatments.
With K-beauty and ‘glass skin’ popular on social media, get ready to fill your itinerary with head spas, micro-needling, and personalised skincare plans.
Read more: 5 Japanese merchandise trends transforming promotional branding
Travelling abroad is all about making those core memories (and having a break).
For some, it’s about giving themselves access to alternative wellness techniques and finding the time for self-care moments.
And in 2026, this’ll be a whole family affair. Parents want more opportunities to get their kids off their screens and into the real world - but with wellness at the core of their plans.
Spas are opening their doors to little relaxers and multi-generational travellers, so the whole family can find some zen.
From breathwork, meditation and brain-building, relaxing is no longer just for mummy and daddy (though, they probably need it the most).
“I love going abroad with my family - I love sharing experiences with them and making memories that’ll last a lifetime.”
Did you know that 96% of travellers want to explore hobbies they could take home with them?
Activities like hiking, painting and Reiki are gaining momentum in the travel sphere as ways for people to ‘try-before-you-insert-it-into-your-daily-routine’.
Bringing a bit of your wellness break back into your regular programming in the form of a hobby will keep the feel-good momentum from fading.
Wellness travel isn’t all about skincare and spas (that’s, like, 90% of it).
This year, it’s also about connecting with yourself and others through community wellness exploration - for a truly immersive travel experience.
From learning about ancient healing practices and translating these rituals into your daily routine, to building wholesome friendships - community wellness exploration is about getting the most authentic wellness tips and tricks from the very heart of the communities around you.
“Spending two weeks in Vietnam last year was an eye-opening, fantastic experience. We walked through the parks in Ho Chi Minh City and saw groups of retirees exercising together - keeping active and connecting with their local community all at the same time.“
Hannah in Vietnam.
Because pushing yourself to your limits at home just isn’t enough.
There’s been such an increase in popularity of endurance challenges through the latter half of last year, and this is set to carry into 2026, too.
City-based marathons, Tough Mudders, Ironman Triathlons…there's a whole bunch of endurance challenges to pick from, based all over the world.
Gone are Fridays spent down the pub. Instead, Gen Z are downing PBs rather than pints together with the explosion of group fitness.
It’s the communal over the reclusive; thanks to our global loneliness epidemic, we’re all craving connection - even if that means finding it in lycra.
In 2026, you’ll likely see a boom in mass-participation fitness events. Think Tough Mudder and Hyrox. When you participate in something like this, you don’t only get the physical benefits of a workout, but also the social and mental health benefits, too.
“I'm currently training for my first Hyrox Doubles (eeek!). The training can be really tough and tiring, but I absolutely love being able to train with my friends whilst having some fun along the way." Jess Cox, Senior Campaign Executive
Jess's group fitness club.
And some have taken it a step further with wellness raves, morning dance classes, and group wild swimming sessions. Our answer to burnout, loneliness and social disconnect? Jumping into the frigid sea with a bunch of strangers (make it make sense).
It’s not about perfection or performance - it’s about consistency, participation, and showing up.
And if sea dips aren’t your thing, group sauna sessions (such as aufguss) are also proving popular (I know which one I’d rather).
“It’s my goal this year to join in with some community sea dips at my local seapool - I’m just being a chicken and waiting for the warmer weather!” Natasha Ithildin, Content Strategist
82% of UK adults are seeking personalised solutions to their wellness woes - and AI is the answer.
By combining science, biology and technology, we can unlock long-term health benefits that are specifically tailored to an individual's mind, body and lifestyle routines.
By incorporating AI into this, you can gain actionable insights and predictions for preventative and predictive behaviour changes.
"People cottoned on to AI's potential for optimising their daily lives pretty quickly: a Harvard Business Review study last year found that its top three most common uses related to mental wellbeing and organisation. Considering its ease of access, low cost, and its ability to tailor suggestions to the user, it's not hard to see why. When looking at wellbeing changes in particular, sometimes the hardest part is just getting started, and AI can be a brilliant way of making suggestions you might otherwise not come across. Even if you've tried other wellness ideas in the past and struggled to get on with them, AI can take that into consideration and only suggest things that it thinks will help you."
2026 will be about taking ownership of our wellness through gentle, daily habits that aren’t too taxing, and can be done in 5-10 min slots between meetings.
Think daily meditations, an after-work Pilates session, or early-morning yoga.
Plus, it’s about prioritising sleep optimisation and stress management.
We’re all living with chronic stress - which in wellness terms is linked to inflammation, broken sleep, damaged skin and a weakened immune system. So habits that prioritise overall wellbeing are a must for corporate girlies.
"I try to make early morning yoga a part of my daily routine to support my mental and physical health. It helps me start the day feeling focused and energised. Additionally, I take time during my lunch break to walk my dog, which allows me to recharge and return to the afternoon refreshed."
Olivia's dog, Alfie Oxborrow.
Neurowellness is an emerging health technique focused on regulation, recovery and resilience - basically giving your body and nervous system the skills to combat burnout before it can take hold.
Often grounded in accessible, repeatable practices, it’s things like incorporating Qi Gong (a slow and gentle practice that blends movement, breath, and awareness to help the body feel more balanced and supported), or lymphatic drainage - a popular way for calming the nervous system.
Other ways people are fitting gentle wellness habits into their daily routine is through what they’re eating.
Ingredients and food with adaptogens - ashwagandha and ginseng, along with magnesium and lion’s mane (sounding more like spells from Harry Potter than things to eat) - are now regularly hailed as wellness saviours.
By 2030, the likes of lion's mane, ashwagandha and L-theanine could be commanding an $11bn (£8bn) size slice of the wellbeing market.
Burnout rages through offices like a bad cold, and emotional regulation feels foreign.
Our ability to have fun has diminished, and our sleep is suffering.
That’s why, in 2026, we’re going back to our roots and focusing on the basics for our mental/emotional wellbeing - getting more sleep, having more fun, and getting better at expressing ourselves - for example, rage therapy.
Rage rooms allow you to let loose with the freedom of no repercussions. Smash the pottery, destroy the furniture - scream. It’s a way to stop you bottling it all up in a safe and controlled environment.
“There’s nothing like getting a full night’s sleep when you’ve got kids!”
We’re finally coming to the conclusion that wellness always begins in the brain, and this year, we’re making it a top priority to preserve and optimise brain volume.
And, some even estimate that cognitive wellness could unlock $26 trillion in global economic value by 2040.
Through a brain-centric diet, brain games and brain-body movement, keeping your brain active has never been easier.
And creatine is going to be the supplement on everyone’s minds when it comes to improving brain health. Studies have shown that creatine can support short-term memory, working memory and more, particularly during periods of stress.
This year, let’s make a pact to return to nature, to the elements, and to the real world.
Let’s:
Yurts, pods and shepherd huts are more popular as staycation accommodations than ever, with an increase in bookings for specific ‘digital detox holidays’ of 25%.
It’s about finding wellness outside. Not in the gym or a spa or a holiday - but rather through walking meetings, midday runs and outdoor workouts that are flexible and freeing.
No wifi, just wildlife.
“I try to go on a hike at least once a month, embracing all the elements and getting thoroughly lost in nature- nothing’s better than spending a day on the moor with a good book to make a day of it. I always feel better afterwards.”
Roy exploring Dartmoor, UK.
1. What are the biggest wellness trends for 2026?
Longevity, AI-powered personalisation, GLP-1 lifestyle shifts, brain health, group fitness, digital detox travel and gentle daily habits are leading the space.
2. How is Gen Z influencing wellness in 2026?
Gen Z prioritises small, consistent habits, social wellness experiences and preventative health - favouring authenticity over intensity.
3. How is AI changing the wellness industry?
AI enables personalised insights, predictive health tracking and tailored habit-building, making wellness more data-driven and individualised.
4. What does this mean for branded merchandise?
Brands should prioritise practical, sustainable and wellness-aligned products that support real habits - hydration, sleep, movement and mental wellbeing.
5. Why is community-led wellness growing?
Rising loneliness and burnout are pushing people toward shared experiences like group fitness, sauna rituals and outdoor challenges for connection and accountability.
Make 2026 the year you feel like you.
Whether that be through more movement, more rest, or more lion’s mane - it’s time to make your wellness and self-care a top priority this year.
Give yourself permission to fail, and then pick yourself back up.
And listen to your body - that’s super important.
Give your brand’s merch a 2026 MOT by getting in touch with us today and exploring all the very best in corporate branded promotional products.
Want more content like this? Sign up for our newsletter, and you’ll receive all the latest trends and insights about marketing, merch and more straight to your inbox. It’s marketing inspiration as you’ve never seen it before.
