The global wellbeing industry, valued at trillions of pounds, is identifying key areas of focus for 2026. Experts project an emphasis on recovery strategies, cognitive enhancement products, and techniques for managing stress through the nervous system.
Recovery and the Joy of Missing Out (JOMO)
The year 2026 is anticipated to shift focus towards recovery within fitness routines, departing from the "no pain, no gain" philosophy. Jak Phillips, a growth director at Les Mills, notes that technological advancements, such as smartwatches, have improved understanding of personal fitness levels. These devices provide data on movement and heart rate, informing individuals about optimal rest days, potential overtraining, and peak fitness periods. This data-driven approach encourages integrating rest days as essential components of a fitness regimen.
Concurrently, the concept of "JOMO" (Joy Of Missing Out) is predicted to gain prominence as a counter to "FOMO" (Fear Of Missing Out). FOMO, recognized by the Oxford Dictionary in 2004, describes anxiety stemming from comparing one's life to others, often exacerbated by social media. JOMO represents a movement to reduce this anxiety by fostering self-comfort and reducing the need for external validation regarding personal choices, including exercise frequency or social engagement. The emphasis is on prioritizing individual needs without guilt.
Brain-Boosting Products
Rachel Chatterton, a product director at Holland & Barrett, indicates a growing consumer interest in products that claim to enhance brain power. Nootropics, or "smart drugs" that purportedly improve cognition, have seen increased appeal in recent years. These are distinct from regulated pharmaceutical drugs used for diagnosed medical conditions such as ADHD or Alzheimer's disease. Projections suggest the nootropics market, including ingredients like lion's mane, ashwagandha, and L-theanine, could reach $11 billion (£8 billion) by 2030.
While existing studies on these supplements' ability to improve cognition, memory, and stress reduction are limited, the market, particularly among Generation Z, is experiencing significant growth. Gen Z exhibits a notable interest in preventative health and brain care throughout various life stages, leading to practices like "supplement stacking." Beyond supplements, brain training applications are also being downloaded by millions to enhance processing speed, memory, and mental resilience.
Lifestyle GP Dr. Alex Maxwell expresses skepticism regarding the effectiveness of nootropics and brain training for the general healthy population. He states that increasing sleep duration and managing cardiovascular and metabolic health through exercise offer more substantiated benefits for brain protection. Dr. Maxwell asserts that nootropics have limited evidence of efficacy for healthy individuals and may not address underlying causes of sleep deprivation or stress.
Nervous System and Vagus Nerve Stimulation
The year 2026 is expected to feature increased attention on the role of the nervous system in stress management, with a particular focus on the vagus nerve. GP Dr. Zoe Williams suggests that by stimulating the vagus nerve, which acts as a key neural pathway, individuals can potentially calm down faster in stressful situations and build stress resilience. She highlights that daily stressors, such as work deadlines, social media comparisons, or minor incidents, activate the body's stress response.
Dr. Williams recommends several techniques to activate the vagus nerve, thereby engaging the parasympathetic nervous system to counteract the "fight or flight" response:
- Breathing Awareness: Practicing the "physiological sigh," which involves two short inhalations followed by one long exhalation.
- Cold Water Therapy: Splashing cold water on the face to help lower heart rate and stimulate the vagus nerve.
- Vagus Nerve Stimulators: Devices worn around the neck or clipped to the ear that provide gentle vibrations (these can cost several hundred pounds).
Conversely, Dr. Maxwell and other lifestyle GPs advocate for a "back to basics" approach, emphasizing the importance of consuming fresh food, obtaining adequate sleep, and engaging in regular exercise as fundamental for overall health.