Health isn’t just a moment anymore.
It’s not January only…new year, new you and all that.
And it’s definitely not something shoppers dip in and out of.
IGD’s 2026 trend summary makes it clear: health has become a lifestyle driver.
That means it’s no longer an add on for suppliers. it’s not just:
- a claim on pack
- a line in a presentation
- a tick box for HFSS
Shoppers are evolving faster than the industry is reacting.
If you want to stay relevant next year, health can’t sit on the side. It needs to sit at the heart of your category story.
Health needs a simple lens, not a full nutritional department
Small brands don’t have in house nutritionists.
They don’t have regulatory teams.
They have google, good intentions and a lot of overwhelm.
The good news is you don’t need to become a science lab.
You just need a clear health lens you can apply to:
- your NPD
- your messaging
- your pack hierarchy
- your retailer conversations
If you can explain why your product supports healthier choices in one clean sentence, you’re already ahead of 90 per cent of the market.
HFSS isn’t going away, but it’s also not enough
HFSS rules have made brands more cautious…but some have stopped there.
Buyers don’t want HFSS compliance alone.
They want:
- a credible nutritional angle
- a clear role in the shopper’s day
- low sugar? high protein? functional wellness?
- a story that first their growing “health mission” plans
If it feels bolted on, retail buyers can tell.
GLP-1s will reshape snacking behaviour
IGD nod to it, but this is big.
Brands in the US are already seeing shifts in:
- portion sizes
- snacking frequency
- interest in functional ingredients
If your category depends on impulse, indulgence or “grab and go hunger”, it’s worth watching how GLP-1 usage grows in the UK.
It will impact space, missions and promotional plans.
Personalised health will influence how ranges are built
Shoppers using health apps, data driven goals, and retailer nutrition guidance aren’t a fringe group anymore.
Expect a rise in:
- wellness bundles
- “better choice” nudges
- in store consultations
- clearer macro/micro benefit signposting
Brands who can articulate their role in the emerging missions will feel far more pitch ready.
The real question IGD didn’t answer…
“How do smaller brands keep up without nutrition teams and R&D labs?”
You keep up y having a category led health story.
A story that’s
- simple
- compliant
- commercially relevant
- and easy for a buyer to drop into their 2026 plan
This is where clarity beats capability.
