Why NADs will Shape the Future of Consumer Health and Beauty in 2026

January has long been the month when millions resolve to improve their health, well-being and longevity. From gym memberships to supplements, consumers invest heavily in healthier habits, yet new data suggests many are unsure whether these efforts are delivering real results.

A new national consumer survey* from NADMED, the developer of the world’s only CE-marked blood test for measuring NAD levels in human blood, highlights just how widespread this challenge has become. The survey reveals that 9 in 10 (89%) UK adults have taken supplements, yet only 22% seek medical advice before doing so and just 25% research the ingredients. This growing gap between good intentions and scientific understanding is rapidly emerging as one of the biggest issues in modern consumer health.

As the health and wellness industry looks ahead to the new year, one area is increasingly seen as a potential turning point: NADs (Nicotinamide Adenine Dinucleotides) and, crucially, the ability to measure them accurately. From drug development and metabolic disease research to personal wellness, longevity and anti-ageing, precise NAD measurement is fast becoming one of the most sought-after capabilities in health science, promising to transform how cellular health is understood and optimised.

// A Supplement Culture Built on Guesswork

The NADMED survey illustrates just how deeply supplements are embedded in everyday life. One-third (33%) of UK adults take supplements to support dietary health, while 9% use them for weight loss or diet control and 14% for ageing and longevity. Yet despite this widespread use, most consumers admit they are acting without clear evidence. This is particularly true for NAD-boosting supplements, one of the fastest-growing areas in global wellness.

While 40% of UK adults are aware of NAD+ supplements such as NR or NMN, nearly 1 in 5 (18%) of those aware are already taking them without ever measuring their NAD levels. As a result, many people have no way of knowing whether these supplements are necessary, effective, or deliver any real benefit.

// What Are NADs and Why They Matter

NADs (Nicotinamide Adenine Dinucleotides) are the body’s natural forms of vitamin B3 and play a critical role in energy metabolism, DNA repair, and cellular regeneration and resilience. Low NAD levels have been linked to stress, metabolic disorders and age-related conditions, making them an increasing focus of longevity and preventative health research.

However, until recently, testing NAD levels has been expensive, slow and often unreliable, leaving consumers reliant on guesswork and marketing claims rather than biological insight. As consumer health continues to evolve, experts increasingly agree that measuring biology, not following trends, will define the next era of wellness.

// From Wellness to Beauty: NADs Go Mainstream

The relevance of NADs extends far beyond just internal health. The beauty industry is now embracing a more science-led approach to skincare, with NADs emerging as a key molecule in skin vitality and ageing prevention. Within skin cells, NAD+ supports DNA repair from UV damage, collagen production and protection against oxidative stress. This growing understanding has placed NAD optimisation at the heart of both longevity science and next-generation beauty innovation.

// The NADMED Test: A Turning Point for Personalised Health

Until now, access to reliable NAD testing has been out of reach for most people. NADMED, a spin-out from the University of Helsinki, has changed this by developing the world’s only CE-marked blood test for accurately measuring NAD levels. The NADMED Test measures both NAD+ and NADH, with their ratio providing valuable insight into an individual’s cellular health and energy balance. Consumers have the opportunity to see whether their lifestyle, supplements or skincare routines could be supporting their health and well-being.

Jari Närhi, CEO of NADMED, commented, “With the NADMED Test, we can move consumer health away from guesswork and towards real scientific understanding, helping people see whether what they’re doing is actually working.”

The survey suggests that January’s annual health reset could signal a more lasting shift in behaviour. Three-quarters (76%) of UK adults say they would be interested in taking a blood test to understand whether supplements are needed or beneficial. This growing demand for measurable results highlights a clear change in consumer expectations: people no longer want vague promises or marketing-led wellness; they want proof.

///Why NADs Will Shape Consumer Health in 2026

As the industry looks ahead, NADs sit at the intersection of longevity, beauty, metabolic health and personalised medicine. With accurate testing now available, 2026 could mark the moment when supplement culture evolves into data-driven health optimisation.

The NADMED blood test is now available through Goodbody’s network of clinics. To find out more, visit Goodbody’s website: https://health.goodbodyclinic.com