You don’t need us to tell you that the health food and supplement industry is big business – every day it seems like a new capsule, blend or berry is being sold as the answer to all our problems.

But amid the noise, there are some great products and nutrients out there that can help us to feel our best – many of which are only just beginning to be popularised thanks to social media and our increased interest in health and nutrition. So, what can we expect to see cutting through in 2025?

Holland & Barrett’s new 2025 trends report is here to let us know. As the home of all things supplements and health foods, Holland & Barrett knows a thing or two about what’s good, and every year they release a report that predicts some of the biggest trends we’ll see over the next year. Here are just a few of the products and ingredients they predict we’ll be adding to our routines over the next 12 months. 

It’s no secret that we’re all increasingly interested in brain health – what we can do to extend its longevity, in particular. And that means iodine, a supplement that has mostly flown under the radar in recent years, will start to increase in popularity in 2025, according to Holland & Barrett.

“Found in seaweed, fish and eggs, iodine supports the body’s thyroid gland to function properly and release hormones that play an essential role in brain development,” the report reads.

Getting enough iodine is particularly important during pregnancy because it can support foetal brain development. However, iodine can also help to support the adult brain, including when it comes to mental health as the thyroid hormones iodine helps the brain to regulate can have a knock-on effect on our stress levels. 

While most people will be able to get the NHS-recommended daily amount of iodine (140mg) from their diet, people following a vegan diet or those who don’t eat any fish, eggs, cow’s milk or other dairy products may want to consider finding foods fortified with it or taking a supplement. It’s worth noting that some plant-based milks also contain iodine, so check the label.  

Along the same lines, Holland & Barrett’s experts predict that psychobiotics will help us tap into the power of the gut-brain axis even more in 2025.

“The link between beneficial bacteria in our gut and our mental wellbeing continues to attract interest,” the report says. “Groundbreaking research into ‘psychobiotics’ – foods that bring brain benefits – are keeping fermented foods like kimchi and kefir in the spotlight.”

While there are some psychobiotic supplements out there, Holland & Barrett believes much of the attention will be placed on the probiotics in fermented foods, which is why interest in kimchi and kefir is only set to grow. Other fermented foods to consider include yoghurt, sauerkraut, tempeh and miso. 

Fibre doesn’t just need to be eaten – as we look for new ways to up our fibre intake, Holland & Barrett expects to see a rise in liquid-based fibre products.

“Water brands are launching fibre-infused water containing chicory root to offer outside-the-box options for upping your intake,” the report reads. “The newly launched H&B Haskap Powder, derived from haskap berries, is high in fibre and can be added to water to create your own fibre infusion.”

It continues: “The soda market has already begun to embrace fibre with the introduction of gut health sodas that are lower in sugar and contains between 3-5g of fibre from companies like Fibe and Dalston’s Prebiotic Soda.”

While getting enough fibre from your food will remain important, these products will provide handy ways to give your fibre intake a boost on days when you’re busy or simply find yourself eating less fibre – making it easy to get the recommended 30g every day.  

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