Health is a concern for consumers of all ages. To this end, Target is expanding the variety of wellness products it offers, from skin care to food, by adding thousands of new products.
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Target is launching an energetic year-round wellness initiative just in time to help you keep your New Year’s resolutions alive.
The Minneapolis-based retailer is expanding its wellness product selection by 30% and adding thousands of new items, many priced under $10, in skin care, beauty, nutrition, food and beverage, weight management, baby care and more, the company said.
The expansion of Target’s wellness rollout has already begun and will continue in the coming months. “We are embarking on a new era of wellness,” Lisa Roos, executive vice president of food, essentials and beauty and chief merchandising officer, told USA TODAY. “We want to be a destination for trend-forward wellness products, not just in January, but year-round.”
Roos said the wellness enhancement is the largest category expansion in Target’s history, but it’s timely as the retailer’s internal data suggests 7 out of 10 Target customers have already purchased wellness products. “It’s important to consumers, and consumers say it’s confusing, so we feel like it’s an area we can lean into,” she added.
What is the purpose of the target? It will make it “easier for[customers]to find the solution they’re looking for” and make it more affordable, Roos said.
“We want to champion accessible wellness. Wellness shouldn’t be just for those with disposable income,” she added. “That should be the case for everyone.”
Target’s Wellness Initiatives in Stores and Online
Target has enhanced Target.com and its in-app wellness hub. Wellness also hosts in-store wellness events. Two events are scheduled for the next two Saturdays, with product sampling and giveaways featuring Good & Gather food on January 10th and All in Motion lifestyle and Embark outdoor and activity products on January 17th.
Some of the new wellness products coming to Target include well-known brands and exclusive products.
Wellness is already big business
A focus on wellness products could strengthen Target’s retail business. The company’s revenue has plateaued in recent years, declining slightly from its peak during the COVID-19 pandemic.
To drive sales growth, the company is investing in store upgrades and opening new stores. Target also addressed consumer confidence by cutting prices on 3,000 items for the 2025 holiday season, including food, beverages and many essential items, and began emphasizing new staff policies to make customers feel welcome.
Wellness can be a benefit to Target. According to consulting firm McKinsey & Company, U.S. spending on wellness exceeds $500 million a year, and consumer spending is growing at a rate of 4% to 5% annually.
Emphasizing wellness has the potential to attract and retain younger shoppers. Nearly 30% of Gen Z (born between 1997 and 2012) and Millennials (born between 1981 and 1996) say they prioritize health “a lot more” than they did a year ago, according to a McKinsey & Company survey of more than 9,000 consumers worldwide. Wellness is also a concern for older shoppers, with 23% of survey respondents saying they prioritize healthier lifestyle choices.
While some people are obsessed with New Year’s resolutions, for most people health is a constant lifestyle consideration, Roos said. “We’re here for those who want to keep their New Year’s resolutions, and we’re also here for those who are just starting wellness as a lifestyle,” she added.
Mike Snyder is a national trends news reporter for USA TODAY. You can follow him on Threads, Bluesky, and X, and email him at: mike snyder & @mikegsnider.bsky.social & @mikesnider & msnider@usatoday.com.
