UK Supplement Trends — January 2026: the New Year peak

Part of The Formulation Index, Supplement Factory’s monthly read on what UK brands are actually briefing us to make.

January is the biggest month in the supplement calendar, and the 2026 data shows it in full force. Almost every leading active hit its highest level of the year at once, driven by the New Year wave of resolution products: Vitamin C reached 65% of all quotes, Magnesium 60%, Calcium 56%, and Vitamin B12 jumped thirty points to 49%. When the whole board rises together like this, it is the January effect, the annual surge of health intent turned into product briefs.

Ingredient in focus: Collagen

Collagen reached 41% of all quotes, its highest share in our entire record. The New Year “new me” moment is as much about looking well as feeling well, and beauty-from-within rides the resolution wave as hard as any category. Alongside it, cognitive actives spiked, Lions Mane leapt to 22% as the “sharper, better year” narrative pulled nootropics into the mainstream. January is where the aspirational categories, beauty and brain, reach their commercial peak, and Collagen’s record share is the clearest expression of it.

What else moved

Beetroot climbed to 22% and the core minerals surged across the board. It was a month with almost no losers, which is exactly what makes it deceptive: when everything rises, it is hard to tell genuine momentum from seasonal noise.

What it means for brands

January rewards preparation, not reaction. The demand that spikes in January is briefed and quoted in October and November, so by the time the surge arrives the winning products are already in production. The strategic lesson is to plan backwards from January: if you want to be on shelf for the biggest demand moment of the year, the formulation decision belongs in the previous autumn. Chasing January in January is already too late.

And as reliably as January rises, February falls. The comedown was sharp.

The Formulation Index is built from Supplement Factory’s own formulation quotes, actives only, each ingredient counted once per quote. Explore the live Index →