US retailer Target will expand its wellness assortment by 30% in 2026, adding thousands of new products and increasing exclusive offerings.
The company said the broadened range will cover several categories, including food and beverage, baby, beauty, health and apparel.
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A significant portion of the new products will be priced below $10, alongside the rollout of new in-store and online experiences designed to support more personalised product discovery.
More than 1,000 new items and accessories within apparel are scheduled to launch throughout the year.
Target also plans to introduce new products across its owned brands and exclusive partnerships, as well as in categories such as sporting goods and wearable technology.
In food and nutrition, the retailer is expanding its protein-led offerings.
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By GlobalDataThis includes the exclusive retail debut of ButcherBox’s 100% grass-fed beef, alongside protein snacks and powders from brands such as Misfits, David, Bloom and FlavCity.
The supplements category will see the addition of brands, including Cymbiotika, Arrae and The Coconut Cult, as well as new products from Lemme, Grüns and Seed, aligned with areas such as immunity and gut health.
Target is also broadening its functional and non-alcoholic beverage selection with products from RYZE mushroom coffee, Protein Pop and Naked Life.
For families, the company plans to add wellness-focused products from Tubby Todd, Canopy Wellness, Nara Organics and First Day.
In beauty and personal care, new skincare products from Prequel and La Roche-Posay will be introduced, alongside exclusive in-store access to GoPure and the debut of Remedy by Dr Shah at Target.
Target executive vice-president and food, essentials and beauty chief merchandising officer Lisa Roath said: “About 70% of guests are already shopping wellness at Target and right in time for the new year, we’re bringing them even more newness and value by adding some of the most trusted, relevant and inspiring brands across our assortment.”
For the third quarter ended 1 November 2025, Target reported a decline in sales and announced plans to boost investment in its stores and digital operations in 2026.
Net sales fell 1.5% to $25.27bn as the retailer works to halt three consecutive quarters of declining comparable sales.
