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How Holland & Barrett has responded to the evolving retail landscape

Putting consumers first and anticipating changes to the retail landscape are critical factors in the success of Europe’s leading health and wellness retailer Holland & Barrett, says Alex Glover, nutrition development lead for R&D at Holland & Barrett.

While the Covid 19 pandemic inevitably left a significant mark on the health & wellness sector, consumer needs and demands continue to evolve. “There is no doubt that the global pandemic had a huge influence on the market,” says Alex Glover, nutrition development lead for R&D at Holland & Barrett.

“People realised they were not immortal, and that looking after their health impacts their risk of being sick or ill. Concern about immunity saw a huge spike in 2020 and 2021, but I think the market is now back to where we would expect it to be," says Glover, who will be speaking at the Vitafoods Europe conference and the Future of Nutrition Summit in May.

Today however, some of the key drivers in the health & wellness sector include issues such as skin ageing, general ageing and metabolic health. Longevity supplements for example are a key growth segment, and personalised nutrition is set to dominate the landscape for years to come.

“This is a major trend in terms of creating tailored solutions, based on specific consumer needs,” says Glover. “We are also having lots of conversations with gut health experts about the microbiome. A great deal is still unknown about whether the gut is a mediator or a bystander in terms of disease risk. New research is coming out all the time.”

Consumer-focused approach to wellness

Such insights are critical to Holland & Barrett’s approach to product development. “When we identify a customer trend, we always want to react in a way that is evidence based,” says Glover. “A good example of this is gut health. We have launched a range of products focused on specific bacteria, so we can make mission-led claims. We want to create evidence-based solutions and build trust.”

Glover emphasises the importance of consumer research here. “You can develop what you think is an amazing product, but if there is no consumer there to buy it, then it is not an amazing product. you need to listen to consumers.”

^{© iStock/Charday Penn}

Another example of Holland & Barrett’s consumer-focused approach is its Natural Health Academy. Staff are able to gain qualifications in the provision of health advice, equivalent to ‘A’ level standards in England. The company claims that this is the first recognised training scheme to cover health on the high street, the goal being to give consumers access to clear and concise information.

Prioritising personalised nutrition

Looking to the future, Glover notes that interest in personalised nutrition is something that consistently comes out of consumer research. “Consumer want to learn more about their individual health, and what they can do to enhance it,” he says. “We are also conducting a lot of female-focused research, as women are an underserved community from a research point of view. We are trying to be a champion in women’s health, throughout the life stages. To achieve this though, we need more insights.”

The retail landscape is also changing. “There is obviously the growth of online purchases, and more specifically App purchases,” says Glover. “Customers are moving away from bricks and mortar, and even online shopping, to using Apps. So we have to make sure that our content and products are appropriate for a six-inch screen.”

H&B International is a leading global health and wellness retailer, and the largest in Europe supplying consumers with a range of vitamins, minerals, health supplements, specialist foods and natural beauty products.