Wellbeing in 2026: Recovery, JOMO and brain boosters.

Wellbeing has transcended mere self-care to become a priceless, and often pricey, pursuit, with an insatiable appetite from consumers. The past year saw a surge in the consumption of magnesium and creatine, a muscle-boosting supplement that rapidly entered the mainstream. Simultaneously, AI chatbots became indispensable tools for personalized fitness regimes and daily meal planning. This trend emerged against a backdrop where over a million individuals are privately funding weight loss drugs, some experiencing profound transformations in their relationship with food and exercise. As we navigate 2026, the multi-trillion-pound wellbeing industry is poised to pivot, with several experts offering insights into the evolving landscape of personal wellness.

If 2025 was defined by relentless pursuit of fitness goals – meticulously tracking runs, pushing personal bests in weightlifting – then 2026 is emphatically about recovery. Jak Phillips, growth director at global fitness brand Les Mills, observes a significant shift away from the age-old mantra of "no pain, no gain," a principle that has long underpinned the fitness industry. "Technology has made us so much smarter now," Phillips explains. "It’s no longer about training ourselves into the ground." He highlights how smartwatches have revolutionized our understanding of fitness, providing real-time data on movement and heart rate. This enables individuals to identify optimal rest days, receive warnings about overtraining, and recognize periods of peak fitness. "Now we have more data and understanding of our wellbeing – we can give ourselves a break," he notes. Phillips advocates for reframing rest days not as time off, but as integral components of a sustained fitness strategy.

This evolving perspective on exertion and rest is giving rise to a new acronym: JOMO, or the Joy Of Missing Out, which Phillips predicts will gain traction over FOMO (Fear Of Missing Out). "So many of us can relate to FOMO – the Fear Of Missing Out – but what if we stop trying to keep across everything?" he poses. "Why don’t we experience JOMO – the Joy Of Missing Out?" FOMO, first recognized by the Oxford Dictionary in 2004, describes the anxiety arising from social comparison and the pressure to participate in everything, often fueled by curated online personas. Over two decades later, a counter-movement is emerging, aimed at mitigating the anxiety associated with constantly comparing oneself to others and the stress of spreading oneself too thin. Phillips emphasizes that embracing JOMO isn’t simply about saying "no" to invitations; it’s about cultivating self-acceptance and reducing reliance on external validation for one’s lifestyle choices, whether related to workout frequency or social engagement. "It’s about understanding what’s right for you, and not feeling guilt or shame for prioritizing yourself," he asserts.

The pursuit of enhanced cognitive function is also a significant trend for 2026. Rachel Chatterton, product director at Holland & Barrett, identifies "boosting" as the key term, with a particular focus on "boosting their brain power." Nootropics, supplements purported to enhance cognition and sometimes referred to as "smart drugs," have been available for decades but have only recently surged in popularity. It’s crucial to distinguish these from regulated pharmaceutical drugs prescribed for conditions like ADHD, narcolepsy, and Alzheimer’s disease, which require a diagnosed medical condition. Projections indicate that ingredients such as lion’s mane, ashwagandha, and L-theanine could command a significant share of the wellbeing market by 2030, potentially reaching $11 billion (£8 billion). While scientific evidence for their efficacy in the general healthy population remains limited, with some studies suggesting modest improvements in cognition, memory, and stress reduction, Chatterton observes a booming market, particularly among Gen Z. "They are so much more interested in health than any other generation, and I think that’s driving a quite significant movement in terms of preventative health," she states. "They are really thinking about how they can look after their brain at every life stage." This could lead to a trend of "supplement stacking," where individuals combine various supplements throughout the day, such as magnesium with lion’s mane. Beyond supplements, millions are downloading brain-training apps to enhance processing speed, memory, and to bolster mental resilience in the age of artificial intelligence.

However, lifestyle GP Dr. Alex Maxwell expresses skepticism regarding the purported power of nootropics and brain-training apps. "You’re going to get much more bang for your buck by increasing the amount you sleep, that’s a great brain protector, managing your cardiovascular and metabolic health through exercise – they are the kind of things that will help and are proven to help," he advises. Dr. Maxwell contends that nootropics have limited evidence of benefit for the general healthy population and that a supplement like lion’s mane is unlikely to address the root causes of sleep deprivation or chronic stress.

In navigating the inevitable stresses of 2026, the vagus nerve emerges as a focal point. As our understanding of the nervous system’s role in stress management deepens, there is growing evidence suggesting that stimulating the vagus nerve could be key. TV doctor and GP Zoe Williams believes that by "hacking into" this nerve, often referred to as the body’s "super highway," individuals can achieve faster calming responses in stressful situations and build greater stress resilience. "Whether it’s a work deadline or comparing yourself to somebody on social media or having an argument with your partner or missing the bus, they’re all little doses of stress our body wasn’t designed for," she explains. Williams recommends several simple techniques to activate the vagus nerve and stimulate the parasympathetic nervous system, effectively applying the brakes to the "fight or flight" response that many experience daily. These techniques include practices such as cold water therapy, which may stimulate the vagus nerve and lower heart rate.

Dr. Maxwell champions a "back to basics" approach to wellness, emphasizing the fundamental pillars of eating well, sleeping sufficiently, and engaging in regular physical activity. He cautions against an excessive reliance on technology for monitoring daily life, citing the trend of "life logging" with wearable AI devices that record audio and provide daily summaries. Dr. Maxwell finds this prospect "positively petrifying," advocating that "tech should be your servant, not your master." He strongly advises individuals to conduct thorough research and critically assess the evidence behind emerging wellness trends. "Wellbeing should be a personal choice, and what works for one person might not necessarily work for you," he concludes.