Kirstin Knight

Transparency and branded ingredients are just some of the trending topics defining the wellness market in 2026, according to the retailer’s Health and Wellness Trend Report 2026. Its findings, which drew on proprietary retail sales and search data as well as a survey of 2,000 US adults, reflect a market that is as diverse as it is dynamic.

Sitting at the nexus between beauty and wellness, nutricosmetics is a unique category, they told a Vitafoods Insights webinar entitled “Beauty from within: Winning with nutricosmetics”.

Creatine – an amino acid derivative produced by the body from the amino acids L-arginine, glycine, and L-methionine – plays a role in supporting muscle strength and endurance. It has long been associated with bodybuilders and fitness fanatics – but now, researchers are investigating its potential in brain function, longevity, and women’s health.