MINNEAPOLIS — Aiming to solidify its position as a premier destination for health-conscious shoppers, Target Corporation announced a massive 30% expansion of its wellness assortment for 2026. The move brings thousands of new products to store shelves and digital platforms, ranging from high-protein snacks and clinical-grade skincare to performance apparel and high-tech supplements.
This strategic pivot comes as the retailer looks to regain momentum following a period of fluctuating sales. According to Retail Dive, this latest push is part of a larger effort to “fix declining sales and traffic” by doubling down on trendy, high-growth categories. The publication noted that Target is “growing its wellness assortment again” after a similar, albeit smaller, expansion in 2025, signaling that the company views the $1.8 trillion global wellness market as a vital lever for its turnaround.
A centerpiece of the 2026 rollout is a commitment to affordability. With inflation still a primary concern for many households, Target has priced thousands of the new items under $10. These include “only-at-Target” exclusives and products from buzzy national brands like ButcherBox, which is making its exclusive retail debut at the store with grass-fed beef options. Other notable additions include functional beverages from RYZE mushroom coffee, gut-health supplements from Seed, and dermatologist-backed skincare from La Roche-Posay.
“About 70% of guests are already shopping wellness at Target,” said Lisa Roath, Target’s Chief Merchandising Officer, in a statement. Roath emphasized that the expansion is rooted in guest insights, focusing on what consumers want most: protein, personalized supplements, and affordable self-care.
Beyond the products themselves, Target is leaning into experiential retail. The company has refreshed its “Wellness Hub” on its website and app to offer personalized recommendations based on specific health goals like immunity or gut health. To drive foot traffic, Target is also hosting nationwide in-store wellness events on January 10 and January 17, featuring product samples and giveaways.
As Retail Dive highlighted, this aggressive expansion aligns with Target’s broader 2026 goals, which include a $1 billion investment in the business and total capital expenditures of roughly $5 billion. By focusing on “newness and affordability,” the retailer hopes to lure back discretionary shoppers and differentiate itself from competitors such as Ulta Beauty and Walmart, which are also racing to capture a larger share of the wellness market.
Source: Retail Dive
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