Target adds 'thousands' of products to become wellness 'destination'

Target is launching an energized year-round focus on wellness, just in time to help you keep your New Year's resolutions.

The Minneapolis-headquartered retailer is expanding its assortment of wellness-related products by 30%, adding thousands of new items, many priced under $10 – think skin care, beauty, nutrition, food and beverages, weight management and baby care, the company says.

Target's expanded wellness rollout has begun and will continue in the months ahead. "We're embarking on a new era in wellness," Lisa Roath, executive vice president and chief merchandising officer of food, essentials and beauty, told USA TODAY. "We want to be the destination for trend-forward wellness products, not just in January, but throughout the year."

This wellness boost, which Roath says is Target's largest “wellness expansion ever," is timely because 7 in 10 Target customers are already shopping for wellness products, the retailer's internal data suggests. "It's a space that we feel we can lean into, because it's important to consumers, and they tell us it's confusing," she added.

Target's goal? Making it "easier to find the solutions that (customers) are looking for," and making it affordable, Roath said.

"We want to stand for accessible wellness. Wellness shouldn't be something that's reserved for those who have extra disposable income," she added. "It should be for everyone."

Target's wellness focus, in stores and online

Target has buffed up its Wellness hub on Target.com and in the app. Wellness will also be hosting in-store wellness events; two are scheduled over the next two Saturdays, with product samplings and giveaways featuring its Good & Gather foods on Jan. 10, and All in Motion lifestyle and Embark outdoors and activity products (Jan. 17).

Among the new wellness products coming to Target are some celebrated brands and exclusive offerings:

• Food and protein: Target will have retail exclusives of ButcherBox 100% grass-fed beef options. Also available: a wider selection of protein snacks and powders, plus Nara Organics infant formula.
• Immunity and gut health: In addition to supplements from Arrae and Cymbiotika, Target will have exclusive flavors of The Coconut Cult's probiotic coconut yogurt (sold in single-serving sizes).
• Beverages: New products at Target include Ryze mushroom instant coffee lattes, coffee bags, coffee sticks, Protein Pop drinks and Naked Life non-alcoholic cocktails.
• Skin care: Cleansers and moisturizers from Prequel and La Roche-Posay – as well as Canopy baby care products and Tubby Todd skincare for babies and kids – will be joined by exclusive in-store offerings from GoPure and Remedy. Also coming to shelves: skincare from haruharu wonder and NatureLab Tokyo.
• Apparel: Customers will see the new JoyLab Glow Studio collection displays at the front of many stores. And there's a special Valentine's Day Blogilates product drop releasing soon.

Wellness is already big business

Leaning into wellness products may help Target strengthen its retail business. The retailer has seen sales revenue plateau in recent years, dipping slightly since peaking during the COVID-19 pandemic.

To drive an uptick, the company is investing in upgrading stores and new store openings. Target also began emphasizing a new staff policy to make customers feel welcome, as well as cutting prices on 3,000 items, including food, drinks and many essential products ahead of the 2025 holiday season to help address consumer confidence.

Wellness could prove profitable for Target. Spending on wellness in the United States surpasses $500 million annually, with consumer spending growing at 4% to 5% annually, according to consulting firm McKinsey & Company.

An emphasis on wellness could attract and secure younger shoppers. Nearly 30% of Generation Z (born 1997-2012) and Millennials (born 1981-1996) said they are prioritizing wellness “a lot more” than a year ago, McKinsey & Company's survey of more than 9,000 consumers worldwide found. Wellness is also on the minds of older shoppers, with 23% of the surveyed respondents saying that they were prioritizing healthier lifestyle options.

While some people fixate on New Year's resolutions, for most people, wellness is a constant lifestyle consideration, Roath said. "We're here for those who want to keep their New Year's resolution and we're also here for those who are just getting into wellness as a lifestyle," she added.

Mike Snider is a national trending news reporter for USA TODAY. You can follow him on Threads, Bluesky, X and email him at  mikegsnider  &  @mikegsnider.bsky.social  &  @mikesnider & [email protected].