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Target Goes All-In on Wellness
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Target Goes All-In on Wellness

The retail giant intends to become a healthier place to shop, introducing 1,000+ wellness products at cost-conscious price points

Target is leveling up its product offerings, making wellness its bullseye in 2024.

The Minneapolis-based retailer is introducing over 1,000 new budget-friendly wellness products across apparel, accessories, skincare, supplements, functional beverages, vitamins and tech categories.

For experienced Target shoppers — such as those who will find any excuse to carve out time for a “Target run” — the news likely isn’t all that surprising, considering the retailer has been pushing clean, sustainable and health and wellness products front and center within its aisles, seemingly ramping it up in the last year or so. 

“Wellness has been redefined to encompass a more holistic way of living — and it’s also different for every person,” said Rick Gomez, Target executive vice president and chief food, essentials and beauty officer. “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 Sèchey or stocking up on Bloom to get their daily greens.”

Target confirms that hundreds of its new wellness products are exclusive to the retailer, such as non-alcoholic beverages from Ghia and Sechey, fitness equipment and accessories from Blogilates and activewear from All in Motion.

Notably (and in keeping with the latest consumer craze), Target plans to coordinate some styles of its All in Motion activewear with an exclusive assortment of Stanley Tumblers. 

Celeb-founded wellness brands such as Gwyneth Paltrow’s good.clean.goop, Kourtney Kardashian Barker’s vitamin and supplement line Lemme, and beauty and personal care items from Ashley Tisdale’s Being Frenshe can also be found at the popular retailer. 

Supplements and hydration are also having their moment at Target, such as Bloom, Hum, Liquid IV, O Positiv and Podium.

Newer Wellness Brands Land in Target

Over the last four years, Target has ramped up its health-and-wellness vibe within its stores and online presence. 

At the beginning of 2020, the retailer launched All in Motion, its activewear and fitness accessories line. The timing of the nationwide launch couldn’t have been more perfect for Target, as the release coincided with COVID, which led many consumers to seek comfortable activewear for working out (and working from) home. In just one year, Target’s All in Motion collection pulled in an impressive $1 billion in sales.

Gainful, a personalized nutrition and supplement brand, found a spot on Target’s coveted shelves last year after agreeing to an exclusive partnership with the retailer. This past fall, celeb-favorite fitness accessories brand Bala also forged a retail partnership with Target, bringing its fresh and fashionable take on wearable weights with Bala Bangles to a broader consumer base.

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Bloom Nutrition, a greens and superfood supplement brand that just secured a sizable investment from the owner of C4 Energy, has also scored a deal with Target. Founded by fitness and wellness influencer Mari Llewellyn, Bloom is the first supplement line to be displayed in Target’s prime retail real estate space: the checkout lane.

Wellness brands featured at Target (credit: Target)

Ozempic, Wegovy’s Impact on Consumer Purchases

As Target has laid the groundwork to be a one-stop-shop for all things health and wellness, the retailer is responding to the influx of consumers who have become increasingly health-focused and interested in self-care practices and products. 

“Our guests are paying close attention to what they put in and on their bodies, from bath and skin care to vitamins and supplements,” noted Cassandra Jones, Target’s senior vice president of merch essentials and beauty, last year. 

The rise of GLP-1 use has also changed the purchasing habits of many consumers, who may have swapped out potato chips for protein powder in their shopping carts. While weight loss medications may be dampening the food and beverage industry, it’s increasing spending room for consumers to invest in wellness and other health-supporting products. 

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