“These days people see vacations as an opportunity to try out new potential hobbies or develop existing sporting skills, whether it’s taking part in a surf camp, or doing kung fu training with Shaolin monks,” adds Jenny Southan, CEO and founder of Globetrender. “This behavior is fueled by a sense that time needs to be ‘spent well’ when away, and that fitness (especially in a group or team dynamic) creates a sense of achievement during an otherwise unproductive schedule.”
The Rise of Protein Soda and Functional Nutritional Drinks
The functional nutrition space, according to the same McKinsey & Company’s wellness trend report, has been expanding and experts point to protein sodas leading the way for 2026. Already viral, protein sodas tick off many boxes for consumers when it comes to function, flavor, and convenience.
“Consumers want performance benefits, like sustained energy, satiety, and muscle recovery, but in formats that feel light, refreshing, and easy to incorporate into daily life,” says Alyssa Williams, category insights manager of food, beverage, and wellness at Spate. Williams goes on to explain that these sodas may offer a lower-calorie option (if you opt for the diet soda) and that sensory carbonated experience that fits with modern wellness.
“Think ‘better-for-you refreshment’ instead of ‘post-gym drink,’” she says. “On social media, protein sodas are trending as part of wellness routines rather than workouts, making them accessible to a much broader audience, from gym-goers to casual wellness seekers.”
Protein isn’t the only nutrient moving beyond traditional drink formats. Williams says to be on the lookout for longevity-focused ingredients such as resveratrol, NMN, and NAD, which has a predicted consumer interest rate of 29.6% year-over-year growth for 2026, to be incorporated into functional drinks as well.
The Growth of Personalized Retreats
Along with fitness activities, McKinsey & Company’s wellness report states that more consumers have been seeking wellness retreats in their travel experiences; experts predict that trend will continue to grow into next year—but with a twist. Laura Montesanti, founder of Synergy—The Retreat Show, tells Vogue that 2026 wellness retreats are all about personalization. Instead of a set schedule and activities with no wiggle room, retreats will start to cater to your wants and needs. “Tailoring programs to each individual’s body, mind, and lifestyle ensures results that feel both authentic and lasting,” Montesanti says. “Practitioners are merging holistic and medical approaches, using pre-arrival assessments and health diagnostics to design bespoke journeys.”
Another growing focus for retreats next year will be emotional wellness. She says we’ll be seeing more programs dedicated to burnout recovery, grief, and emotional regulation.
Betting Big on Longevity
Everyone’s favorite buzzword of 2025—longevity—will continue to trend into next year, but experts say there will be a greater focus on the science to back it up. “Longevity will become more medical and measurable,” says Jan Stritzke, MD, medical director at Lanserhof Sylt. “DIY peptide mixes and unregulated antiaging hacks are not the future. Evidence-based therapies (supervised by physicians) are.”
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