As demand for health and wellness continues to grow, the lines between food, supplements and everyday nutrition are increasingly blurring. Holland & Barrett shares an inside look at the changing needs shaping healthy retail, why more choice doesn’t always mean better choice, and the opportunity for retailers and brands to create simpler, more intuitive ranges built around customers rather than categories. This talk explores what’s driving consumer behaviour, how H&B is responding, and what the next generation of health-focused shopping could look like.