Walmart and Target are sharpening their focus on health and wellness as a core part of their retail value propositions heading into 2026, positioning themselves not just as places to shop but as everyday destinations for well‑being. A recent RetailWire discussion highlights how both retailers are advancing distinct wellness strategies—each reflecting broader consumer priorities and competitive retail dynamics.
At the heart of the conversation is Walmart’s “Better Care Services”, a new digital healthcare platform that connects customers with third‑party providers for urgent and behavioral care, while also offering AI‑driven nutrition recommendations and expanded wellness assortments.
This initiative aims to make healthcare access easier and more affordable, integrating virtual care with in‑store pharmacy pickup and delivery. Walmart has even rolled out price reductions on more than 1,000 wellness items ranging from supplements to fitness products.
Meanwhile, Target is dramatically expanding its wellness assortment—by roughly 30 %—and launching campaigns like “Wellness, Perfectly Picked for You” to spotlight nutrition, supplements, beauty, fitness and lifestyle products.
The retailer is enhancing the in‑store experience with curated wellness displays, sampling events and digital tools like a revamped online Wellness Hub that offers personalized recommendations and easier browsing by diet or lifestyle preferences.
Why Wellness Matters Now
Both Walmart and Target are responding to sustained consumer interest in health, self‑care, fitness and preventive wellness. Industry data suggests wellness spending in the U.S. continues to grow, driven by rising demand for products and services that support everyday health, from supplements and organic foods to activewear and functional beverages.
For Walmart, the strategy plays to its strength in accessibility and scale, helping it leverage low prices and broad assortments to make wellness affordable across demographics. Target’s approach aims to blend curated assortments with lifestyle appeal, positioning the brand as a destination for shoppers seeking trend‑right wellness products and experiences.
Challenges and Opportunities Ahead
RetailWire panelists raised a key question: Is the wellness opportunity truly expanding or showing signs of fatigue? Early signals point to continuing consumer interest, particularly as health and well‑being increasingly influence daily purchasing decisions. But retailers must balance wellness messaging and assortments with broad appeal to avoid alienating more price‑focused shoppers.
As Walmart and Target invest in assortments, services and in‑store experiences around wellness, they are effectively betting that health‑oriented retail is no longer a seasonal trend but a durable consumer priority—one that could reshape traffic patterns, loyalty and category growth in the years ahead.
