Target Bets Big on Wellness With In-Store Events, Digital Discovery
Target is making wellness more than a category reset; the mass merchant is positioning it as a long-term, experiential growth platform designed to deepen shopper relationships and give brands new ways to connect across the path to purchase.
Target announced a sweeping expansion of its wellness strategy for 2026, anchored by a 30% increase in assortment, new in-store and digital discovery tools, and a calendar of nationwide wellness events aimed at turning routine shopping trips into moments of inspiration and trial. The move reflects how wellness has evolved from a niche interest into a daily, lifestyle-driven mindset — and a lever for engagement.
“About 70% of guests are already shopping wellness at Target,” Lisa Roath, executive vice president and chief merchandising officer of food, essentials and beauty, said in the news release. “Our goal is to make wellness really accessible — fun, easy, affordable and personalized.”
In-Store Events, Shopper Engagement
Rather than relying solely on product launches, Target is leaning into experiential retail and cross-category storytelling to make wellness easier to navigate — and more compelling to explore.
Beginning in January, the retailer is hosting in-store wellness events every weekend nationwide, giving brands a rare opportunity to engage shoppers at scale through sampling, demonstrations and giveaways. The activation calendar kicked off with a limited-time “Wellness Box Giveaway” on Jan. 3, followed by a “Wellness Week Event” on Jan. 10 featuring Good & Gather samples and custom-blended smoothies at select locations.
On Jan. 17, Target will host a “Hydration Event” offering shoppers 20% off Embark or All in Motion water bottles, paired with sticker customization.
A More Navigable Wellness Journey
To support those in-store moments, Target is also revamping how wellness shows up across its digital ecosystem.
A refreshed “Wellness Hub” on Target.com and in the Target app now delivers more personalized recommendations, while the updated “Eat Well Your Way” experience allows shoppers to browse products by dietary preferences such as protein, fiber or gluten-free.
For brands, these tools open the door to contextual discovery, where products are surfaced based on goals and lifestyles rather than traditional category silos.
In-store, Target is reinforcing that same approach with curated cross-category displays and front-of-store placements, including exclusive JoyLab Glow Studio apparel and accessories.
Additionally, Target's new marketing campaign, "Wellness, Perfectly Picked for You," spotlights new brands and exclusive products that make it easier than ever for every guest to find the wellness solutions that fit their lifestyle.
An Expanded, Trend-Forward Assortment
While engagement is the headline, the strategy is backed by significant assortment growth. Target’s wellness expansion spans food and beverage, beauty, health, baby, apparel and beyond, with a focus on trends and viral brands already shaping consumer behavior.
New offerings include protein-forward foods and snacks (e.g., ButcherBox's exclusive retail debut of 100% grass-fed beef options), targeted supplements aligned to specific wellness goals (e.g., Cymbiotika and Gruns) and functional and non-alcoholic beverages (e.g., RYZE mushroom coffee and new Naked Life non-alc cocktails).
It’s also adding modern family wellness solutions and dermatologist- and clinician-backed skin care such as new skincare innovations from Prequel and La Roche-Posay, brand launches with exclusive in-store access to GoPure and the Target debut of Remedy by Dr. Shah (@DermDoctor on TikTok). The apparel side also plays a key role, with more than 1,000 new All in Motion, JoyLab and Blogilates items launching throughout the year.
Target’s approach reflects a broader shift in how retailers are treating wellness not only as a seasonal reset tied to New Year’s resolutions, but as a year-round engagement engine.
