The health and beauty retail landscape is an ever-changing one. Trends emerge quickly, driven by social media, retailers and suppliers must be equally quick to act on them. Within the last year we have seen protein products and K-beauty explode into the mainstream. Meanwhile newer trends such as collagen are growing in popularity and showing promise to be the next global sensation. This dynamic landscape means opportunities for new winning products are always on the horizon.

Private labels become serious competitors

Retailers are looking to improve the quality and look of their private labels, placing them as equal competition to established and even premium brands. They have recently begun supporting this with in-store activations and retail media. Brands would have to pay hefty premiums for such elevations.

Discounters are, of course, at the forefront of this. Poland’s Biedronka is an excellent example. In its supermarkets its Be Beauty and NUQI ranges have been given updated packaging resembling the cleanest new K-beauty brands. Meanwhile, in its Hebe drugstore banner, Hebe Naturals and Hebe Professional are both elevated and promoted in store.

For established brands, this trend has made staying relevant a pressing challenge. Innovation will be key, creating excitement among shoppers and leading new trends. In other cases, producers should look to inspire an emotive connection with their end customers. These can inspire brand loyalty that runs deeper than prices or trends.

Food, health, and GLP-1s

While health foods are already well established across Europe, GLP-1s are changing the way we think about them entirely. Foods are increasingly expected to provide specific health benefits alongside nutrition and taste. The role previously held by supplements is being applied across meal solutions, snacking, and even soft drinks. Producers must find ways to deliver quality, convenience, and wellness in the same package while keeping up with rapidly evolving trends.

In the UK, we have seen Nutrient-Dense ranges, tailored for GLP-1 users, entering the space currently championed by Protein. This is likely to spread across Europe as these drugs increase in usership. Following this we expect Fibre to be the next in-fashion nutrient. Retailers must stay across these fast-moving trends and move quickly to integrate each into their ranges, in as many forms as possible, as they emerge.

As the lines between food and health products blur, retailers should look towards holistic approaches which promote health benefits across category.

Beauty and wellness as one

The trend towards holisticness is also transforming the beauty and cosmetics industries. Shoppers are begging to see wellness and beauty as one in the same; feel good to look good. A key driver behind this is concerns around skin ageing, as a result of life-stage or GLP-1 use. This has led to the rise of collagen products, both in health supplements and skincare.

Cosmetics are being transformed by this trend. Products which highlight their skin-health benefits are becoming more popular as shoppers look to incorporate wellness into every aspect of their lives. These are increasingly paired with a clean aesthetic which supports their dermatological backing. Retailers are reflecting this in store, both on the shelf and with added services such as skin-health consultations.

Here, the holistic approach will also create opportunities for retailers. They must think beyond category. Shelf space will become transformed with a mission-based focus, allowing shoppers to locate specific health and wellness benefits across categories in store.

Implications of an evolving landscape

To negotiate such a fast-moving landscape, suppliers must be agile and aware. The foresight to spot new trends at their earliest stages is invaluable. With this, producers can not only stay ahead of the market, but lead innovation and establish themselves as key brands in trending spaces. Building this reputation may be key to fending off the challenges posed by private labels.

For retailers, adaptability is key. Shoppers are increasingly taking holistic approaches which are blurring the lines between category and even channel. Foods are more intertwined with health than ever. Beauty and wellness are becoming considered one in the same. This creates huge opportunity for missions-based approaches. Cross-category activations which highlight specific health and wellness attributes will inspire additional sales and elevate store experience.

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