Three quarters of Irish adults prioritising health
Over 75% of Irish adults say they are actively prioritising brain health and mental wellbeing, according to new nationwide research.
The Holland & Barrett Wellness Trends Research surveyed 1,000 adults across Ireland to explore behaviours across nutrition, mental wellbeing, gut health, and digital wellness.
The findings revealed that 8 in 10 adults are already taking proactive steps to support their future health, with the brain emerging as the key focus alongside gut health, stress management, and AI-powered wellness tools.
Stress reductions (56%), mood support (42%), memory (37%), and focus (35%) are top priorities for adults aiming to maintain cognitive function according to the research.
A focus on brain health forms part of a broader preventative approach, which includes maintaining a balanced diet (64%), prioritising quality sleep (57%), and attending regular medical check-ups (44%).
Supplements also play a role - 55% of adults take them daily as part of a holistic wellness routine.
Gut health also remains a significant consideration - 36% of adults support it through probiotics. Fibre supplements are taken by 23% of respondents, 15% ate fermented foods, and 12% used prebiotics.
Nearly 75% of adults were either aware (24%) or somewhat aware (48%) of how gut health influences mood, stress, and overall wellbeing.
Social media and digital content were also shown to increasingly guide wellness decisions.
One in four respondents say they purchased a wellness product after seeing it online, supplements being the most common (57%), followed by skin products (53%), fitness items (45%), and stress support products (23%).
Digital roles played a role in influencing these decisions - 23% of respondents said they were influenced by ads on YouTube or Instagram, 14% said Facebook and podcasts respectively, and 12% said TikTok.
One in ten adults said they would consider AI-powered tools for personalised support, pointing to a growing openness to digital coaching, tracking apps, and other wellness technology as part of everyday routines.
However, barriers remain. Lack of time was the most commonly cited issue (42%). A further 40% said they couldn’t afford measures, 36% had difficulty maintaining routines, while 8% said they were confused by health choices.
Rachel Chatterton, Product Director at Holland & Barrett said that the research shows a “clear shift in how people across Ireland are thinking about wellness”.
“With 8 in 10 adults already taking steps to support their future health, proactive habits and prevention are now at the heart of modern wellness.
“As interest in brain health, gut health, and digital wellness tools grow, trusted, science-backed guidance is more important that even in helping people make confident choices about their health,” she said.