Healthcare is evolving fast – and consumers are leading the charge. 

From weight loss drugs to wellness tech, people are rethinking how they manage their health, and they’re taking those conversations online. 

Over the past year, millions have shared experiences, questions, and advice that reveal where the next big opportunities lie for brands. 

Using Brandwatch Consumer Research, we dove into how the healthcare conversation is shifting – and what marketers need to know to stay ahead. 

Here are some trends to watch in health and wellness in 2026. 

What’s shaping healthcare conversations right now?

The healthcare conversation is booming. In the past 12 months alone, over 46 million mentions show consumers are increasingly vocal about everything from stress and sleep to AI-powered wellness tools. 

We used Brandwatch Consumer Research to discover what’s trending, and found that over 26 million unique authors have contributed to more than 46.8 million mentions across healthcare topics in the last 12 months. 

These mentions include everything from people talking about personal health concerns, to discussing the latest technological advancements in wellness tech. 

Now, let’s dig a little deeper into the emerging trends driving all this chatter.

1. Stress is no longer a silent struggle

Mentions of cortisol are up 17% in the past year. The conversation shows people want practical ways to manage stress – from natural supplements to better sleep. 

Brandwatch’s Iris AI feature found that many individuals in these conversations are exploring natural remedies, such as ashwagandha and dietary changes, to manage cortisol levels effectively. 

People are particularly keen to improve sleep quality, reduce alcohol intake, and take up more mindfulness practices – which healthcare brands can help with.

Also, don’t be afraid to mix in proper lexicon when marketing in the health space. Social listening can help brands see what language is trending in health-related conversations.

Pro Tip

Tip for marketers: There’s an opportunity here for brands to tap into growing concerns about stress and offer solutions to help people manage it.

2. Digital platforms are redefining how people are managing their health

People are increasingly turning to digital solutions for health management. Over the course of 2024, 3.6 billion people downloaded or used a health and fitness app – a 6% increase on the previous year.

Forms of digital health management include crowd-sourcing advice online, using AI for diagnoses, or tracking symptoms with an app. 

Mental health-specific apps are popular, too. The global value of the mental health apps market was valued at $6.49 billion in 2024; projected to hit $15.69 billion by 2033.

In terms of online communities, Reddit has become a go-to for health advice. Thanks to its countless niche subreddits, it’s become a safe space for people to ask questions and get peer-to-peer advice from real people who’ve experienced the same symptoms or specific conditions.

There’s a real need for user-friendly solutions that genuinely support individuals in their health journeys. So, if you can offer an effective solution, you’re more likely to see positive reviews, feedback, and recommendations.

3. Everyone’s talking about gut health

With almost 54k mentions over the last 12 months, gut health is clearly on lots of peoples’ minds. That’s a 14% increase in mentions on the previous year. 

The gut-brain connection is at the heart of this conversation, and many people are experimenting with ways to improve their anxiety and mood through dietary changes. 

There's growing scientific evidence that what we eat can significantly influence our mental state. In particular, probiotics, prebiotics, and a diet rich in diverse plant-based foods have been proven to support both gut and mental health.

This has led to a more holistic approach to health from consumers. Nurturing the gut microbiome is seen as essential for emotional stability and cognitive function. 

The impact of processed foods on gut health has also become a growing concern.  This has led to a wave of social media posts highlighting grocery store products with only whole-food ingredients. 

If you’re plotting marketing strategies for a food or drink brand, be sure to highlight ingredients that support microbiome health and emotional well-being.

Pro Tip

Tip for marketers: As gut health becomes central to conversations about both physical and mental well-being, brands have an opportunity to highlight the holistic health benefits of their products. 

When planning marketing strategies for the healthcare industry, aim to educate without overpromising. Consumers are more informed than ever, so you’ll need evidence-backed research to back up any claims about health benefits. 

Whether it’s gut health, mental wellbeing and hormones, or a gap in the market for a new tracking app, brands who use social listening are best placed to create marketing strategies that tick all the boxes. That’s why Brandwatch Consumer Research is a must-have in your toolbox.