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Target is introducing more than 1,000 new wellness-related products to support shoppers’ “wellness journey without stretching their budgets.”
The items range from supplements and hydration boosters to workout apparel, skincare, and functional beverages.
"Wellness has been redefined to encompass a more holistic way of living — and it's also different for every person," said Rick Gomez, EVP and chief food, essentials, and beauty officer for Target. "That's why Target is delivering like no other retailer, offering guests the ultimate destination to support their wellness journey, whether that's enjoying a non-alcoholic beverage from Sechey or stocking up on Bloom to get their daily greens.”
Many retailers have initiatives around the broad wellness category. Beyond drug stores, grocers have particularly played up health and wellness offerings.
Beauty brands in recent years have seen a surge in demand for emerging wellness subcategories, including sleep, sexual intimacy, and ingestible beauty — edible supplements that promote skin, hair, and nail health. Last fall, Ulta expanded its The Wellness Shop installations to 1,330 of its 1,374 locations.
However, an extensive wellness positioning for a general merchandiser such as Target is rare.
In its latest “Future of Wellness” study, McKinsey estimated that the wellness market in the U.S. has reached $480 billion in the U.S., expanding 5% to 10% per year. Among U.S. consumers surveyed by McKinsey, 82% now consider wellness a top or important priority in their everyday lives, and 58% are prioritizing wellness more now than they did a year ago. Gen Z and millennial consumers were found to be purchasing more wellness products and services than older generations.
McKinsey identified seven specific areas of growth in the wellness space: women’s health, healthy aging, weight management, in-person fitness, gut health, sexual health, and sleep.
The wellness trend isn’t necessarily leading to healthier Americans, however. An Oxford University study found that workers who participate in workplace wellness, programs such as mindfulness training, on-site massages, and meditation apps, found zero benefits.
A recent Gallup poll found rates of key physical health metrics like obesity and diabetes have increased since before the pandemic. Dan Witters, the director of Gallup's well-being research, wrote in a post, “While exercise rates have managed to remain intact, eating habits nationally have eroded substantially since 2019."