Opinion: Rituals’ Neil Ebbutt on building wellbeing into a true travel retail category – The Moodie Davitt Report

 “Now is a actual alternative for our channel to rethink the ‘core’ classes and acknowledge well being & wellbeing as a category in its personal proper,” says Neil Ebbutt
In this visitor column, Rituals Director Global Travel Retail Neil Ebbutt says that travel retail ought to rethink its core classes and provides wellbeing a likelihood to shine. He additionally illustrates how Rituals is seizing alternatives with quick-rising product sectors like dwelling, sleep, hair care and males’s grooming.
Over the final 18 months, there have been quite a few modifications in folks’s lives and whereas some have undoubtedly been damaging, others – just like the elevated focus on our well being and wellbeing – have been for the higher.
According to McKinsey’s Future of Wellness survey, the worth of the worldwide wellness market is estimated at greater than US$1.5 trillion, with annual development of +5% to +10%. Put merely, customers care deeply about wellness and that curiosity appears to be like solely set to develop.
In a survey of roughly 7,500 customers in six international locations, 79% of the respondents mentioned they imagine that wellness is essential, and 42% contemplate it a prime precedence (McKinsey Future of Wellness). Consequently, customers are more and more aligning themselves with manufacturers which mirror their life-style decisions, are objective-pushed, and that are extra in tune with well being and wellbeing.
Wellbeing – a new category in travel retail?
While we’re starting to see the introduction of well being & wellbeing merchandise in travel retail, so far the supply is restricted and these merchandise don’t have clear visibility. With wellness broadly overlaying six sub-classes – well being, health, diet, look, sleep and mindfulness – the category’s potential for driving conversion in travel retail is big.
The trade goes by way of a interval of reflection within the wake of COVID-19 and the best way by which we do enterprise is being scrutinised, with new fashions, product presents and on-line buying all being explored. Thus, now’s a actual alternative for our channel to rethink the ‘core’ 4 classes and acknowledge well being & wellbeing as a category in its personal proper.
Taking Rituals for instance, we’re usually grouped inside Perfumes & Cosmetics, nevertheless we’re way more than a magnificence model. As Rituals Founder & CEO Raymond Cloosterman famously mentioned: “We aren’t right here to promote you magnificence, we’re right here to make you’re feeling good.”

Raymond’s phrases nonetheless ring true at the moment in our philosophy of being a wellbeing model that’s all about slowing down and discovering happiness within the smallest of issues. It is our ardour to assist folks flip on a regular basis routines into significant moments and produce steadiness between physique, thoughts and soul. With that steadiness and connection, we try to realize the final word type of wellbeing.
In 2022 we’ll introduce an evolution of this philosophy, ‘The Art of Soulful Living’, a new take on a holistic strategy to good dwelling, the place we contact on all of the essential pillars: from bodily and psychological to religious.
As a comparatively untouched category, Rituals is primed to take possession of wellbeing in travel retail by bringing to life ‘The Art of Soulful Living’ at each travel touchpoint – enhancing the traveller’s wellbeing wherever, each time and nevertheless they travel. The upcoming product launches throughout our core classes assist this imaginative and prescient and underline our dedication to innovating within the wellbeing area.
Home perfume
The rise in dwelling perfume gross sales as a results of folks seeking to create a stress-free sanctuary at dwelling has positively impacted our enterprise and we’re seeing a large enhance in demand in all markets. For instance, in China, the house category includes 50% of all our gross sales within the nation and we’ll quickly be launching a Home assortment that will likely be accessible solely in Hainan obligation free, House of Rituals and ecommerce.
Due to the recognition of the category, we not too long ago relaunched our Classic Home Collection to incorporate engaging new packaging which is extra simply recyclable.
The Classic Home Collection promotes aware dwelling and goals to assist Rituals prospects create a nurturing setting at dwelling
Rituals is launching the Savage Garden, Sweet Jasmine and Wild Fig Private Collection scents particularly to the China market
In China, the Rituals Home Collection will likely be solely accessible in Hainan obligation free, House of Rituals and ecommerce
Sleep care
Sleep care, one other wellbeing sub-category that has risen to prominence, is a key focus for Rituals. We are all conscious of the significance of sleep and its super affect on how we really feel – bodily in addition to mentally. When we sleep poorly, there’s virtually nothing in our physique that doesn’t endure.
During the pandemic, there was a clear demand for merchandise that assist enhance the standard of sleep. In the UK alone, gross sales of sleep aids and wellness merchandise elevated by 219% in the course of the first lockdown final 12 months. Globally talking, the sleeping aids market is forecast to succeed in US$163 billion by 2030 – rising at a CAGR of seven.1% (P&S Intelligence).
Our Ritual of Jing Sleep line, which options merchandise devoted to selling a higher night time’s relaxation, has carried out very nicely in home and travel retail markets during the last 12 months – demonstrating the importance that buyers are placing on sleep well being.
In Asia Pacific, Sleep is one among our three key assortment pillars and we’ll proceed to champion the significance of sleep well being.
Men’s private care
Also linked to wellbeing is males’s private care – a sector which has skilled a massive rise in gross sales during the last couple of years as a consequence of heightened curiosity in points corresponding to well being, physique-picture, self-grooming and hygiene.
The world males’s private care market measurement was valued at US$47.5 billion in 2019 and is anticipated to extend at a CAGR of 6% from 2020 to 2027 (Grand View Research).
With an eye fixed on this burgeoning market, we’re working on some thrilling developments to our Ritual of Samurai line to focus on this shopper group. We will likely be revealing extra early subsequent 12 months.
(Left) Ritual of Jing Sleep Line; (proper) Ritual of Samurai Men’s private care line cater to 2 wellbeing subcategories which have elevated in reputation amid the worldwide well being disaster 
The haircare alternative
Another category sitting inside self-care is haircare, which has a 22% share of the cosmetics market and is projected to develop at a CAGR of 5.6% between 2021 and 2028 (Fortune Business Insights).
In current years, haircare has regularly been given extra visibility in travel retail and there’s clear alternative for additional improvement as a consequence of new shopper necessities. Consumers at the moment are on the lookout for extra environment friendly and novel merchandise together with ones that assist defend in opposition to UV rays and air pollution, soothe the scalp and restore hair’s moisture steadiness after a day within the solar or hours spent on a airplane.
At Rituals we’re dedicated to creating haircare extra sustainable through the use of pure substances and packaging that’s simply recyclable. We will likely be unveiling some important updates to our haircare supply subsequent 12 months as a part of our Clean & Conscious marketing campaign, together with product formulations which can be of 90% pure origin and shampoo and conditioner bottles produced from 100% mono-materials polypropylene with a sizzling foil cap – as an alternative of aluminium – to decrease the CO2 footprint.
Now that travel is re-beginning, we should be sure that our channel displays the brand new shopper panorama and presents a related product assortment that helps travellers seeking to make knowledgeable, significant decisions at each step of their journeys. Consumers globally are clearly keen to spend money on merchandise that assist their well being & wellbeing and the sector reveals no indicators of slowing.
With vast-ranging merchandise and sub-classes, wellbeing presents common enchantment and an abundance of alternatives to attract travellers again into obligation free shops. It is a versatile category that has demonstrated its potential in home markets and may quickly be making its presence extra extensively felt in travel retail.
Rituals is enhancing its hair care supply with 90% pure-origin formulations and 100% mono-materials polypropylene shampoo and conditioner bottles
Note: The Moodie Davitt Report has launched an e-publication, Wellbeing Curated, in affiliation with Rituals. It presents a curated number of tales targeted on the important thing wellbeing category in travel retail and past.
To subscribe freed from cost please electronic mail [email protected] headed ‘Curated Wellbeing’. All tales are completely archived on this web site. If you want to be added to its mailing checklist (or to these for some other Moodie Davitt titles), please click on right here.

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