Mass retailers are chasing mainstream wellness.
What’s happening: Target is expanding its wellness offerings 30% to meet growing demand across fitness, BFY food and beverage, supplements, apparel, and beauty.
Supp store. Supplements have become a staple, and protein-maxxing isn’t slowing. Beefing up, Target is adding David, Bloom, and Misfits. Following the success of Cymbiotika and arrae, Lemme, Grüns, and Seed are hitting shelves.
Beauty parlor. Beauty is merging with wellness, and Target is taking note. As its Ulta shop-in-shop deal winds down, the retailer is adding clinician-backed skincare from Prequel and La Roche-Posay alongside expanded K-beauty lines.
Top shelf. Solidifying itself as the infrastructure of modern brands, every retailer is rethinking its wellness strategy.
Ulta will size-up its Wellness Shop counter in a third of stores to accommodate brands like Therabody and ARMRA. Stocking up, Walmart added Nutrafol and Ritual to complement private-label vitamin brand Spring Valley. Meanwhile, Costco sells everything from AG1 and Oura rings to Bobbie infant formula and cash-pay Wegovy.
Looking ahead: Wellness is the new American dream. As health, fitness, and self-care cross categories, big-box retailers stand to be its biggest purveyor.
