Target expands wellness assortment with emphasis on value
Target Corp is doubling down on its commitment to wellness.
The discounter plans to introduce more than 2,000 new items across multiple wellness categories, including more than 600 exclusives. Over half of the new items are priced under $10.
Target's expanded assortment features emerging and only-at-Target brands and partnerships. It includes new categories such as “functional” beverages (non-alcoholic drinks that contain ingredients to provide health benefits beyond basic hydration), hair health and wellness technology, with 140 tech items. Also, Target private food and beverage brand Good & Gather will add more than 250 new items aligned with consumers' focus on wellness. (See end of article for more on the new products.)
The assortment also includes a new, exclusive 80-piece activewear and loungewear apparel collection.
Target stores will feature an upfront wellness “experience” featuring beauty, health and beverage items. Throughout the store, prominent displays will feature supplements and hydration, protein, health, sporting good items and more. Online shoppers can view personalized product recommendations, the latest wellbeing trends, new snacks and curated deals throughout January to help them reset for the year ahead.
"We understand that wellness is deeply personal, and it spans many different aspects of people's lives, so at Target our approach to wellness reaches into every category of our assortment," said Rick Gomez, executive VP and chief commercial officer, Target. "Across beauty, personal care, tech, food, beverage, nutrition and more, we're adding exciting new products to make it easier for people to find everything they need at prices that allow them to take care of themselves and their families without having to spend a lot of money."
Here are some of the new and/or exclusive wellness products and brands that Target will feature in in 2025.
- Functional and non-alcoholic beverages, which aim to provide health benefits beyond basic hydration. In addition to more well-known brands like Bloom and Poppi Target has formed an exclusive partnership with actor Tom Holland to sell his non-alcoholic beer brand Bero.
- Beauty and health self-care, which include brands founded by well-known celebs like former Disney star Ashley Tisdale, Blake Lively and Kourtney Kardashian Barker.
- Men’s wellness will get growing representation online and in Target stores, with top brands like Dr. Squatch body care and new products from Dwayne “The Rock” Johnson’s Papatui men’s care line.
- Nutrition and gut health, which will include 250 new items from Target’s food and beverage brand Good & Gather.
- More than 150 new wellness tech items, including seven exclusive infrared products like SLF‘s red light therapy LED Face Mask and Therabody’s SmartGoogles sleep technology and Oura Ring.
- Activewear and loungewear, including an exclusive 80-piece apparel and accessories collection fro Blogilates Cassey Ho, all priced at $40 and under. Target’s All In Motion brand also will expand significantly in 2025, including new items for women, men and kids.
