Shining a Light on Wellness
Grocery and drug store retailers are unveiling a wider range of strategies to ensure that wellness offerings are robust and prominent across their stores.
These include introducing new wellness-focused products across categories; hosting special events that spotlight well-being needs; and pursuing innovative health-related marketing and communications.
These are smart initiatives that can boost customer loyalty and build competitive advantage at a time when consumers are taking more individualized approaches to their health.
Wider assortments amplify wellness
Retailers are adding to their wellness product offerings, and Target is a prime example. The company recently said it is unveiling more than 2,000 new items across multiple categories, including beauty and health self-care, nutrition and gut health, wellness tech and functional and non-alcoholic beverages. The beauty and health self-care items include those focused on haircare and body care.
An important goal for Target is to make wellness options visible across the store, from a “wellness experience” upfront to prominent displays everywhere. Online shoppers will be able to take advantage of personalized product recommendations related to wellness.
Also notable about Target’s program is its value focus—with more than half of new items selling for less than $10. In addition, more than 600 are considered Target exclusives.
Special events spotlight health education
Some retailers are emphasizing special events to introduce a wide range of wellness opportunities for consumers. Walmart is sponsoring a Wellness Day series that enables shoppers to obtain health screenings and immunizations at pharmacies, with some stores offering giveaways and wellness product demonstrations. Health screenings include those for glucose, cholesterol, body mass index and blood pressure. Immunizations include those for flu, COVID-19, HPV, mumps and measles.
United Supermarkets, meanwhile, is hosting its 28-Day Wellness Challenge campaign, a program introduced last year, which features interactive games and actions tied to customer loyalty accounts. The campaign is aimed at helping guests make progress on their health journeys and was created by the retailer’s registered dietitian. The retailer developed the loyalty program with solution provider TCC Global. Each completed activity enters a customer into the campaign’s $500 grand prize.
Collaboration with suppliers boosts efforts
Retailers are collaborating with suppliers to develop their wellness efforts, with Sprouts Farmers Market as a key example, according to an article in Store Brands, which named Sprouts Retailer of the Year.
Sprouts has been working with suppliers to develop unique better-for-you items under the retailer’s own brand. Much of the retailer’s focus is on attribute-based products in segments such as organic, gluten-free, plant-based and grass-fed. The retailer’s team considers this strategy as an important differentiator for the company.
Marketing underscores key messages
Even the most robust wellness strategies can fall short of results without strong consumer messaging. This year the National Association of Chain Drug Stores is showcasing a social media campaign that spotlights the vital role of pharmacies and pharmacists when it comes to personalized and preventive care.
Called “Health Starts Here in 2025,” the campaign showcases NACDS member pharmacies and their commitments to providing total health and wellness solutions. The campaign is being conducted on platforms including Facebook, LinkedIn and X (formerly known as Twitter), with the official campaign hashtag of #NourishMyHealth.
More work lies ahead
The wellness strategies outlined here are on target for consumer needs, but retailers will need to further evolve these programs based on customer feedback and measures such as health outcomes, sales and shopper loyalty.
It’s important to point out the unique nature of these efforts, which are far from one-size-fits-all. Each retailer is offering its special take on supporting wellness that is targeted to its own customer base—an ideal way to shine a line on this subject.
