UK Supplement Trends — February 2026: the comedown

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

February is the mirror of January. After the New Year surge, demand corrected sharply and almost across the board: Vitamin C fell twenty-four points, Zinc twenty, Calcium eighteen and Vitamin B6 sixteen. Magnesium kept the top spot at 47% but gave up thirteen points. This is the annual comedown, the resolution wave receding as fast as it arrived.

Ingredient in focus: Potassium

In a month where nearly everything fell, one active held its ground: Potassium, steady at 29%. That stability is the story. Potassium’s role in the electrolyte and hydration category is not tied to New Year intent, it is year-round, functional demand, and so it did not inflate in January or deflate in February. When you are looking for durable trends, the actives that ignore the seasonal swings are often the most reliable, and Potassium’s flat line through a volatile quarter marks hydration as one of the market’s genuinely stable foundations.

What else moved

The falls were broad but orderly, the base returning to its natural level rather than collapsing. Probiotics ticked up to 8%, a small sign of the gut-health interest that runs quietly through the whole dataset. February is less about what dropped and more about what the drop reveals: the difference between seasonal demand and structural demand.

What it means for brands

February teaches the most important discipline in reading this Index: separate the spike from the trend. January’s highs were real but temporary; February’s level is closer to the true baseline. Build your business on the demand that survives the comedown, hydration, sleep and everyday wellness, and treat the January surge as a moment to capture, not a level to plan around. The steady actives are the ones that pay the bills all year.

With the resolution cycle complete, the market settled, and the functional actives that had been building all winter began to define the spring.

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