Target expands wellness assortment by 30 percent

THE WHAT? Target has announced a significant expansion of its wellness offering, growing its assortment by 30 percent as it strengthens its positioning in everyday wellbeing.

THE DETAILS The expanded range spans beauty, supplements, food and beverage, apparel and family wellness, with thousands of new items introduced, many priced under US$10. Target is adding a broader mix of supplements, functional beverages, skincare, self-care and performance apparel, alongside new digital and in-store discovery tools designed to personalise product selection.

THE WHY? The move reflects continued growth in consumer demand for accessible, trend-led wellness products and highlights Target’s strategy to capture share across beauty-adjacent wellness categories. By combining value pricing, exclusive partnerships and enhanced discovery experiences, the retailer is aiming to reinforce its role as a mass-market destination for routine-driven wellbeing.

Source: Target