Target announced a 30% expansion of its wellness assortment, adding thousands of new items across food & beverage, baby, beauty, health, apparel, and more. The move positions Target as a destination for everyday wellbeing, offering fun, easy, affordable, and personalized products that help consumers build routines.
The expansion builds on a customer base where 70% of shoppers already buy wellness products, and aims to deepen that relationship by expanding the range of items available in stores, on Target.com, and in the Target app. Delivery options such as Same‑Day Delivery, Drive‑Up, and Order Pickup will support the rollout.
By broadening its wellness offering, Target seeks to capture higher‑frequency category sales and improve margin performance, leveraging its omnichannel infrastructure. The initiative reflects a broader retail trend toward lifestyle‑centric categories that can offset discretionary‑heavy segments and support the company’s long‑term turnaround strategy.
Target’s focus on wellness aligns with growing consumer demand for self‑care, healthy eating, and preventative health, positioning the retailer to compete with specialty health and wellness brands. While the announcement does not include financial results, the expansion is expected to drive incremental sales volume and higher margins, as wellness products often carry stronger pricing power and lower cost of goods sold compared to other categories.
The company’s strategy to integrate the new assortment across its omnichannel network—leveraging same‑day delivery, drive‑up, and pickup—underscores its commitment to seamless customer experience and operational efficiency.
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