Dive Brief:
- Target plans to add more than 1,000 new wellness-related products, the retailer announced Wednesday. The products include apparel, workout gear, vitamins and supplements, food and beverage, and self-care items.
- Hundreds of the new products are exclusive to Target, according to a company press release. The retailer is also touting a $1.99 starting price point for some of the items in its lineup as it broadens its wellness offering.
- Target has also launched an online wellness destination with ideas, products, meal inspiration and deals.
Dive Insight:
“Wellness has been redefined to encompass a more holistic way of living — and it's also different for every person,” said Rick Gomez, Target’s chief food, essentials and beauty officer.
Target said it wants to make it “fun and easy” for customers to find new health-focused products.
“When guests enter a Target store,” the company said in its announcement, “they will find a curated assortment of wellness-related products, including colorful fitness styles from All in Motion that match an exclusive assortment of Stanley Tumblers and Bala Bangles for a coordinated look. Then, as they continue their shopping, guests will find prominent displays of other top wellness brands in departments including health and beauty.”
As part of its assortment, the retailer is also offering celebrity-founded brands, like hair and skin care from Gwyneth Paltrow’s Good.clean.goop brand, Lemme supplements by Kourtney Kardashian Barker and Ashley Tisdale’s Being Frenshe beauty and personal care line.
This week’s announcement is Target’s most recent effort to regularly align its offerings with consumer interests and trends. Last year, the retailer said it planned to add thousands of items to its beauty product assortment. The company also pledged to lean in on stylish affordability. It committed to broadening its assortment of products at or below a $15 price point.
Consumer interest in health and wellness is rising. According to a 2022 McKinsey report, about 50% of U.S. consumers report wellness is a top daily priority. Retailers appear to be capitalizing on this sentiment. Ulta, which has opened hundreds of shop-in-shops at Target stores, is among several retailers that is expanding its assortment in the segment.
This isn't the only change to Target's in-store experience this month. Longtime pharmacy partner CVS announced earlier this month that it plans to close an undisclosed number of pharmacies in Target stores. A CVS spokesperson said the move is part of plans to adjust the pharmacy chain’s national footprint. Target declined at that time to say if it planned to replace closing CVS locations with another in-store pharmacy partner.
