The retailer view: Avolta on how wellbeing can elevate the shopper journey

In your view, what are the biggest trends in the wellbeing category today? And how are you adapting your offer to meet these new demands?

Ingestibles are a key area, and this includes collagen drinks and tablets, nutritional supplements, and plant-based protein powders. These products appeal to health-conscious customers and complement more sustainable products that are better for the environment. Relaxing products that help promote a sense of wellbeing are also very much in demand.

How do you go about choosing the wellbeing brands to include in your offer? What values and USPs are you looking for?

We look to include the most high-profile brands in our range, from companies such as Vida Glow, Form Nutrition, BioCol Labs, NEOM, This Works, anatomē, and The Nue Co to name a few. What most of these brands also have in common is their focus on wellbeing and healthy living through the use of ethically sourced, organic or natural products and wherever possible, environmentally friendly packaging. These are USPs we particularly look for, as they tie in with the overall message of wellbeing in terms of not only looking after yourself, but also looking after the planet.

We also look to include more locally recognised brands in the product mix – for example in Amman, this includes brands such as Bloom Dead Sea Products and Rivage’s range of products that blend botanical extracts with minerals from the Dead Sea. By adding locally sourced and recognised products to the mix, we help to create a strong Sense of Place, as well as expanding our wellbeing product offer for all our customers.

To what factors would you attribute the growing consumer demand for more wellbeing brands and products?

A number of factors are at play in terms of growing the demand for, and interest in, wellbeing brands and products. First and foremost, customers are becoming more aware of the importance of mindful, healthy and responsible shopping, as climate and environmental issues and the need to care for the planet become an increasingly urgent focus.

In addition, we are all living longer and want to take care of our bodies and our wellbeing so that we can enjoy a good quality of life for as long as possible. Twenty-first-century living is also very fast paced and stressful, and people are increasingly seeking natural solutions to help relax, calm and re-energise themselves.

What role do you think the health & wellbeing category plays in travel retail? How would you like to see the category evolve as part of the travel retail offer and experience?

The health & wellbeing category continues to grow and will be with us for the long term, for the reasons already outlined. Within the travel retail sector we can see enormous potential, as many of these wellbeing products are perfect for people on the move and can be used to make the process of travelling a healthier and more holistic experience.

We will continue to introduce new and emerging brands, and to work in close collaboration with brand partners to develop products or formats that work particularly well for travellers, such as refillables, travel sets, or mini spa products for use inflight for travel comfort and wellbeing.

Within the travel retail sector, we can see enormous potential as many of these wellbeing products are perfect for people on the move and can be used to make the process of travelling a healthier and more holistic experience.