Holland & Barrett in 2026: Market Position, Strategy, and What's Next
As Holland & Barrett navigates a dynamic health and wellness market, this article dissects its current standing, strategic pivots, and the opportunities and challenges that lie ahead. Understand their trajectory and potential for B2B collaboration in the coming years.
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United Kingdom — 13 August 2026
Holland & Barrett remains a significant, if evolving, force within the UK and European health and wellness sector. Its legacy as a high-street staple for vitamins, minerals, and supplements (VMS) is undeniable, yet its current trajectory reflects a concerted effort to adapt to omnichannel retail pressures. For the B2B supplement industry, H&B represents a critical benchmark for consumer trends, own-label efficacy, and the enduring viability of physical retail in a digitally-driven market.
Company Snapshot
Headquartered in Nuneaton, UK, Holland & Barrett International is a global retailer of health food, supplements, and natural beauty products. Estimated annual revenue for the fiscal year ending September 2025 is projected to be around £750 million, maintaining its position as a market leader in the VMS category. Key product lines include its extensive own-label VMS range, 'Clean & Me' beauty products, and 'Food to Go' healthy snacks. The company operates across more than 1,600 stores in 19 countries, including the UK, Ireland, Netherlands, Belgium, Sweden, and through franchise arrangements globally. Employee numbers typically range between 6,000 and 8,000 personnel.
Strategic Position and Recent Moves
In the past 12-24 months, Holland & Barrett has doubled down on its 'omnichannel' strategy, integrating its digital and physical footprints. A notable development was the significant investment in its "H&B Healthy" loyalty programme, now boasting over 10 million active members, offering personalised recommendations and incentives. This data-driven approach aims to counter the agility of online-only competitors like Myprotein and Bulk Powders. The company has also continued its aggressive own-label expansion, with new lines in functional foods and plant-based protein, aiming for own-label products to constitute 70% of sales by 2027. This push is evident in the recent acquisition of a minority stake in a UK-based contract manufacturer specialising in vegan protein blends in late 2024, valued at approximately £15 million. Geographically, H&B has focused on consolidating its European presence, particularly in the Benelux region, optimising store formats and expanding its online delivery network. This includes the successful launch of its localised e-commerce platform in Germany in Q1 2025, a critical step following earlier, less successful forays into the market.
What Manufacturers Can Learn
Holland & Barrett's strategy offers several key insights for contract manufacturers and ingredient suppliers. Firstly, the relentless focus on own-label signifies a continued shift away from reliance on third-party brands, demanding that suppliers demonstrate compelling value propositions for bespoke formulations and private label production. Suppliers who can offer innovative, compliant, and cost-effective private label solutions will be in a strong position. Secondly, their investment in digital integration and loyalty programmes underscores the importance of data-driven product development. Manufacturers should be prepared to support retailers with advanced ingredient traceability and efficacy data to feed into personalised health recommendations. Finally, the emphasis on sustainable and ethical sourcing, particularly in plant-based and 'clean label' categories, represents a non-negotiable requirement for prospective partners. This necessitates transparent supply chains and relevant certifications.
Risks and Headwinds
Despite its proactive strategies, Holland & Barrett faces significant risks. The high street's ongoing decline and rising operational costs continue to pressure its extensive physical store estate, requiring continuous optimisation and potential closures. Intense competition from online retailers and supermarkets, which are increasingly expanding their own VMS offerings, erodes market share. Financial headwinds, including persistent inflation impacting consumer spending and supply chain costs, present a constant challenge. H&B's European expansion offers growth potential, but navigating diverse regulatory landscapes and entrenched local competitors requires substantial capital and consistent execution. Reputationally, the health and wellness sector is prone to scrutiny over product efficacy and marketing claims, requiring H&B to maintain stringent compliance and transparency standards to avoid public backlash and regulatory fines.
The B2B Verdict
Supplement businesses should regard Holland & Barrett as a bellwether for the broader VMS market, particularly concerning own-label trends and the integration of physical and digital retail. For ingredient suppliers and contract manufacturers, active engagement is crucial. Focus on developing innovative, compliant, and private-label-ready formulations, especially in plant-based and functional categories. Suppliers able to demonstrate robust sustainability credentials and data-driven efficacy will find H&B a valuable, albeit demanding, partner. Monitor their European expansion closely for emerging market opportunities and competitive shifts.