Friday 30 January 2026
• Group CEO arrives in China with UK trade delegation led by Prime Minister Sir Keir Starmer
as Holland & Barrett looks to develop new partnerships in the market
• Visit highlights the company’s ambition to support long-term health outcomes through
preventative wellness
Holland & Barrett, the UK’s leading health and wellness retailer, today reaffirmed its long-term
commitment to the Chinese market as its Group CEO, Anthony Houghton travels to the region
as part of the UK trade delegation to support early stage discussions and explore future
partnerships aligned to the company’s purpose in health and wellness.
The visit represents an opportunity for Holland & Barrett to engage with existing and potential
partners and stakeholders as it develops its approach in China, a market where interest in
preventative health, women’s wellbeing and evidence-based nutrition continues to grow. China
is now recognised as the world’s fastest-growing market for nutritional supplements, expanding
at around 10% annually and acting as the leading growth engine within the Asia-Pacific region*
.
“Our confidence in China is very much about the future,” said Anthony Houghton, Group CEO
of Holland & Barrett. “We see a clear opportunity to contribute to a market that is increasingly
prioritising preventative health - not only because it supports individuals to live healthier lives,
but because it plays a meaningful role in supporting wider economic and healthcare
outcomes.”
Since 2023 Holland & Barrett has laid the foundations for its presence in China, including
establishing a local entity and team, opening a Shanghai office, launching a range of products
tailored to local consumer needs and entering general trade. These steps have provided a
springboard for deeper collaboration and partnership as the business looks ahead.
“This visit is about listening, learning and building relationships.” Houghton added. “We are
early in our journey in China, and we’re focused on understanding how we can work with
partners to support healthier lives in a way that’s sustainable, credible and built for the long
term.”
*Source: Global nutritional supplements market analysis, 2024; Asia-Pacific regional market data