For Target, 2024 is the year of wellness.
Over the past several months, the retailer has brought in an array of elevated supplement brands, including Hum Nutrition, O Positiv and Kourtney Kardashian Barker’s Lemme. And on Wednesday, Target will further stake its claim in the category as it unveils plans to launch more than 1,000 wellness products this year with a new in-store setup, the company said Wednesday.
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The retailer is creating an in-store experience where customers can mix-and-match their go-to wellness products — think, leggings that match with Stanley cups and weights. The approach reflects the rise of curated wellness routines, which have gained steam on TikTok (#WellnessRoutine has nearly 190 million views on the platform).
“Guests will find impactful wellness displays and endcaps throughout the store featuring dozens of wellness brands, from Lemme gummies to Bloom Nutrition,” said Cassandra Jones, senior vice president beauty and essentials at Target. “At the front of stores, guests will see a curated wellness destination, so they can easily shop top items across categories, including All in Motion activewear in colorful new hues that perfectly match a mix-and-match exclusive assortment of Stanley Tumblers and Bala Bangles. ”
In addition to Stanley cups and Bala Bangles, the retailer plans to emphasize nonalcoholic beverages from brands like Ghia, and beauty products from celeb-backed companies like Gwyneth Paltrow’s good.clean.goop, which recently launched, and Ashley Tisdale’s Being Frenshe.
“Wellness has been redefined to encompass a more holistic way of living — and it’s also different for every person,” said Rick Gomez, executive vice president and chief food, essentials and beauty officer at Target, in a statement. “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 nonalcoholic beverage from Sechey or stocking up on Bloom to get their daily greens. We’re making it fun and easy for our guests to discover new products at a great value, with more than 1,000 new wellness products, starting at just $1.99.”
Jones added: “Wellness is usually seen as being less accessible, with higher price points. That’s why we’ve invested in making sure that our wellness offerings are rooted in affordability.”
Target’s definition of wellness is also intentionally broad.
“The biggest trend we’re seeing is the shift in consumer mindset around what wellness entails,” Jones said. “Wellness no longer just means a workout — it’s much more than that, it’s about holistic living, it’s about self-care and well-being.”
With this, supplements — a $21 billion market according to Nielsen IQ — make up a large part of the Target wellness assortment. New brands join mainstays like Olly and Ritual. For both Hum Nutrition and O Positiv, the stock keeping units at Target specifically address women’s health concerns, like hormone-balancing, PMS-relief and debloating. Women’s health is a key area for growth within the supplements category, Jostein Solheim, chief executive officer of Unilever’s health and well-being division, previously told WWD.
“We see an opportunity with proteins, greens and supplements to ensure that our guests are feeling seen and celebrated,” Jones said. “Whatever they need to confidently nurture themselves, it’s our goal to offer it at Target and at an affordable price, and this year we’re leaning heavily into the supplements area.”
As Target launches more wellness products, it is rearranging how consumers shop by launching specific wellness destinations in-store and online, similar to what Ulta Beauty has done over the past few years with its The Wellness Shop, which the retailer has continued to expand to additional doors. Other retailers, including Walgreen’s and Sephora, have also doubled down on wellness, expanding product offerings and creating specific in-store sections.
Online, the wellness initiative will live within “Health & Wellbeing,” and be broken down into key categories consumers can shop, including Exercise & Fitness, Vitamins & Supplements and Nutrition & Weight Management. On this hub, customers can also find discounts and content, like meal inspiration.
Target is also tapping into pet wellness and nontoxic products, with offerings that meet the Target Clean standards (and are formulated without chemicals of concern). The Target Clean symbol will denote these products both in-store and online. In stores, wellness displays will be featured throughout to highlight specific wellness categories and offerings.