UK | IGD has released its Global Health and Beauty Trends 2026 report, offering in-depth analysis of shopper behaviour, retail technology and sustainability trends to help retailers and suppliers stay ahead.
The report has identified five key global health and beauty trends:
- Holistic health and wellness: Retailers have moved beyond traditional category silos to create holistic wellness ecosystems that meet a broader range of shopper needs.
- Healthcare as a differentiator: As national healthcare services come under growing pressure, retailers have been using healthcare services in-store to differentiate their offer and provide more personalised, service-led experiences.
- Advancing personalisation: Personalisation has moved beyond recommendations, with retailers and brands capturing deeper consumer insight, co-creating products and engaging shoppers in more meaningful conversations.
- Social-first path to purchase: Social platforms have become the starting point for health and beauty discovery, bringing inspiration, education, and purchase together in one journey. As shoppers rely more on short-form content, creator recommendations and live shopping, social media will increasingly shape what they buy and how they expect to shop.
- Value and values: Value now means more than price. Shoppers increasingly consider quality, ethics and brand purpose when deciding what is worth their money, so retailers and suppliers must deliver value that connects emotionally as well as economically.
IGD’s Global Health and Beauty Trends 2026 report has been designed to help retailers capitalise on the strong growth opportunities in the category.
Valued at USD 698 billion in 2026, it is forecast to grow at an annual rate of 3.2 percent between 2026 and 2031. Ecommerce was also a significant segment in many markets and is expected to account for 30.6 percent of total beauty and personal care revenue in 2026.
IGD’s analysis comes as AI, social commerce and wellness integration have reshaped how shoppers discover, assess and buy products. Today’s shopper journey has become fluid and omnichannel-led, spanning social platforms, marketplaces and physical stores.
Shoppers expect personalised guidance, credible expertise and seamless movement between digital and in-store experiences. Social platforms have increasingly been acting as retail channels, driving discovery and conversion through creators, live shopping, and retail media.
At the same time, retailers have added diagnostics, education and wellness services at the shelf edge to deepen engagement. This convergence of beauty, health and lifestyle has redefined loyalty, as shoppers look for trusted ecosystems that combine tailored recommendations, credible advice and habit-building routines.
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