More than three quarters of Irish adults are actively prioritising brain health and mental wellbeing, according to new nationwide research.
The study, carried out in December 2025, found that 77 per cent of adults are focusing on everyday habits aimed at reducing stress, supporting mood, improving mental clarity and protecting long term cognitive health. The research was conducted by Holland and Barrett as part of its annual wellness trends survey.
The survey of 1,000 adults across Ireland explored behaviours linked to nutrition, mental wellbeing, gut health and digital wellness. Results show that eight in ten adults are already taking proactive steps to support their future health, with brain health now a key focus alongside gut health and stress management.
Stress reduction is the top priority for those focusing on cognitive wellbeing, followed by mood support, memory and focus. This approach forms part of a broader preventative mindset, with many adults also prioritising a balanced diet, good quality sleep and regular medical check ups. More than half of adults surveyed said they take supplements daily as part of their overall wellness routine.
Interest in gut health also continues to grow. More than a third of adults support their gut through probiotics, while others use fibre supplements, fermented foods and prebiotics. Awareness of the connection between gut health and mental wellbeing is increasing, with almost three quarters of adults saying they are either aware or somewhat aware of how gut health can influence mood, stress and overall wellbeing.
Digital platforms are playing an increasing role in shaping wellness choices. One in four adults said they had purchased a wellness product after seeing it online, with supplements the most common purchase, followed by skin care, fitness products and stress support items. YouTube and Instagram were the most influential platforms, followed by Facebook, podcasts and TikTok.
Technology is also being embraced for mental wellbeing, with a growing number of adults open to using AI powered tools such as personalised wellness apps and digital coaching supports as part of their daily routines.
Despite the strong interest in preventative health, barriers remain. Lack of time, cost and difficulty maintaining routines were the most commonly cited challenges, along with confusion around health choices. The findings highlight the importance of accessible and trusted guidance to help people make informed decisions about their wellbeing.
Commenting on the findings, a spokesperson for Holland and Barrett said the research shows a clear shift towards proactive and preventative wellness habits across Ireland, with growing interest in brain health, gut health and digital wellness tools shaping how people approach their long term health.
