Target is expanding its wellness footprint by 30%, paired with new in-store activations and digital tools. Other retailers, like Walmart and Costco, have made similar moves to capture rising consumer interest in protein, clean energy drinks and more
Target is bulking up its wellness push this year, announcing a 30% expansion of new products as wellness continues to rise despite broader consumer spending pressures.
This is the third consecutive year Target has made an investment in wellness, and for good reason.
According to McKinsey, the wellness market represents more than $500 billion in annual spending in the U.S. alone and continues to grow at a 4% to 5% clip each year. Even amid macroeconomic volatility in early 2025, the firm characterizes the category as resilient, noting that 84% of U.S. consumers consider wellness a “top” or “important” priority, particularly among Gen Z.
“About 70% of guests are already shopping wellness at Target and right in time for the new year, we’re bringing them even more newness and value by adding some of the most trusted, relevant and inspiring brands across our assortment,” Target executive vice president and chief merchandising officer Lisa Roath said.
To kick off a year focused on in-store and digital experiences, Target is hosting its first-ever nationwide in-store wellness events this month. Product sampling and giveaways are scheduled for Jan. 10 and Jan. 17 from 12 to 4 p.m. The activations will feature brands including Good & Gather on Jan. 10 and All in Motion and Embark on Jan. 17.
As for what’s hitting its shelves, Target’s expanded wellness push spans thousands of new items, many priced under $10, across the category’s most popular areas — from protein and supplements to functional beverages, family health and activewear.
Protein is one of the clearest signals: Target is adding brands like ButcherBox alongside grab-and-go options from Misfits, David, Bloom and FlavCity. Supplements are getting a similar upgrade, with gut and immunity-focused brands such as celeb-backed Cymbiotika, Arrae and The Coconut Cult, plus new options from Lemme, Grüns and Seed.
The retailer is also expanding into functional and non-alcoholic beverages, adding mushroom coffee from Ryze, Protein Pop sodas and non-alcoholic cocktail options from Naked Life.
Its investment in wellness appears to be paying off, particularly in functional beverages. Target’s third-quarter 2025 earnings showed strength in the beverage category, which rose nearly 7% during the quarter, with the retailer crediting increased demand for prebiotic sodas to better-for-you energy drinks.
Family-focused wellness is another area seeing deeper investment, with additions from brands including Tubby Todd, Canopy Wellness, Nara Organics and First Day.
Self-care and skin longevity remain key pillars. Target is bringing in new skincare from Prequel and La Roche-Posay, adding GoPure and making Remedy by Dr. Shah available at retail for the first time, as well as brands Haruharu Wonder and NatureLab Tokyo.
Activewear rounds out the expansion, with more than 1,000 new apparel and accessory items planned this year across refreshed All in Motion styles, a Glow Studio drop from JoyLab and a Blogilates release.
Online, the retailer is rolling out a revamped Wellness Hub on Target.com and the Target app, adding more personalized recommendations alongside an updated “Eat Well Your Way” experience that allows shoppers to browse products by dietary preferences.
The expansion will also extend into adjacent categories, with new products planned in sporting goods and wearable tech through Target’s owned brands and exclusive partnerships.
Big-Box Retailers See Wellness Dollar Signs
Other big-box retailers are also investing in wellness, though in different ways.
Walmart is moving deeper into food-as-medicine initiatives through its Everyday Health Signals program, launched last year with Soda Health. The program uses Walmart shopping data to provide personalized nutrition guidance to select Medicare Advantage and Medicaid members.
Costco, meanwhile, recently expanded its partnership with Sports Research, which now offers 10 nutritional supplements across Costco locations nationwide, most of which were added in 2025. The members-only warehouse club has also become the exclusive retail home for Pressed Juicery’s Functional Wellness Smoothie Multipack and has partnered with wearable ring maker Oura.
Ulta Beauty has also been leaning into wellness, raising its outlook in 2025 after reporting high-single-digit growth in skin care and wellness, with CEO Kecia Steelman calling out wellness as increasingly central to the company’s strategy. Ulta has backed that view with expanded in-store wellness shops, new brand launches, classes and pop-ups.
