Target Is Expanding Its Wellness Assortment with 2,000 New Items, More Than Half Under $10

Rhea-AI Summary

Target (NYSE: TGT) announced plans to introduce over 2,000 new wellness items, including more than 600 Target-exclusive products, with over half priced under $10. The expansion spans multiple categories including functional beverages, beauty, personal care, tech, food, and nutrition.

Key exclusive launches include new partnerships with celebrity brands such as BERO (Tom Holland), Blake Brown (Blake Lively), and Lemme (Kourtney Kardashian Barker). The company is also expanding its wellness tech offerings with over 140 new items, including exclusive infrared products and sleep technology. Target's private label Good & Gather will add 250+ new wellness-focused items.

The retailer is implementing a store-wide wellness strategy, featuring prominent displays and a dedicated wellness experience section at store entrances. All products will be available through Target's fulfillment services, including Drive Up, Order Pickup, and same-day delivery options.

Positive

• Introduction of 2,000+ new wellness products expanding product portfolio
• 600+ Target-exclusive products strengthening competitive advantage
• Strategic pricing with over 50% of new items under $10
• Expansion of private label Good & Gather with 250+ new items
• Multiple celebrity brand partnerships potentially driving traffic and sales

Negative

• None.

Insights

Retail Strategy Analyst

Target's wellness expansion represents a calculated move to capture a larger share of the $1.5 trillion global wellness market. The introduction of 2,000 new items, with over half priced under $10, showcases a strategic pricing approach targeting both value-conscious consumers and premium wellness shoppers.

The exclusive partnerships with celebrity brands (Tom Holland, Blake Lively, Kourtney Kardashian) and the addition of 600 Target-exclusive products create powerful differentiation from competitors like Walmart and Amazon. This exclusivity strategy typically drives higher margins and customer loyalty while reducing direct price comparisons.

The timing of this expansion aligns with post-holiday wellness trends and positions Target to capitalize on New Year's health resolutions. The multi-category approach across beauty, tech and nutrition demonstrates sophisticated category management, potentially increasing basket sizes through cross-category purchases.

Consumer Behavior Analyst

This expansion directly addresses three key consumer trends: personalization in wellness, affordability amid inflation concerns and the growing "functional wellness" category. The strategic placement of wellness products at store entrances and the integration of smart technology items reflect deep understanding of modern shopping behaviors.

The focus on accessible price points ($10 and under) while maintaining premium offerings creates a "good-better-best" merchandising strategy that can capture spending across different consumer segments. The expansion of private label Good & Gather with 250 new items should drive higher margins while meeting increased demand for affordable wellness products.

The omnichannel integration with Target Circle 360 and various fulfillment options positions Target to compete effectively in the digital wellness space, where online sales have seen double-digit growth.

• More than 600 only-at-Target wellness products, including functional beverages, hair health and wellness technology, will help consumers discover newness at every stage of their wellness journeys

MINNEAPOLIS, Jan. 9, 2025 /PRNewswire/ -- Target Corporation (NYSE: TGT) today announced it is doubling down on its commitment to wellness, with plans to introduce more than 2,000 new items across multiple categories, including more than 600 Target exclusives. As the retailer's wellness assortment expands, it is staying affordable, with over half of the new items under $10. The expansion is part of the retailer's strategy to take an integrated approach to wellbeing and infuse it throughout its assortment, so consumers can create a personalized regimen that helps them feel their best.

"We understand that wellness is deeply personal, and it spans many different aspects of people's lives, so at Target our approach to wellness reaches into every category of our assortment," said Rick Gomez, executive vice president and chief commercial officer, Target. "Across beauty, personal care, tech, food, beverage, nutrition and more, we're adding exciting new products to make it easier for people to find everything they need at prices that allow them to take care of themselves and their families without having to spend a lot of money."

New and expanded assortment

Target's expanded assortment, including emerging and only-at-Target brands and partnerships, will help consumers discover new categories like functional beverages, hair health and wellness technology. Some of the new and/or exclusive products and brands consumers will find at Target in 2025 include:

• Functional and non-alcoholic beverages. Consumers can explore functional beverages (non-alcoholic drinks that contain ingredients to provide health benefits beyond basic hydration) including Target exclusives like strawberry flavored Bloom colostrum & collagen and poppi prebiotic cream soda; and non-alcoholic beverages like BERO, a new premium non-alcoholic beer brand co-founded by actor Tom Holland.
• Beauty and health self-care. Some of the products and partnerships consumers can only find at Target include a new haircare line from Being Frenshe, founded by Ashley Tisdale; Blake Brown haircare from founder Blake Lively; and Lemme Tone gummies from Kourtney Kardashian Barker's Lemme brand. Consumers will also discover newness through brands like Daise body care and a limited-edition collection from Native, Native x Jarritos. 
• Men's wellness. Target is also bringing newness to its men's wellness assortment, including Dr. Squatch body care, new products from Dwayne "The Rock" Johnson's Papatui men's care line and a new men's fragrance from clean, vegan brand Fin'ery.
• Nutrition and gut health. Items that support gut health include new all-in-one nutrition shake flavors from Ka'Chava and a high protein shake from up&up. Target will also introduce three wellness discovery kits (wellness, kids and fitness) that will let consumers try out the latest in self-care. Target's food and beverage brand Good & Gather will expand with more than 250 new items aligned with consumers' focus on wellness.
• Wellness tech. Consumers can discover more than 140 new wellness technology items including seven exclusive, innovative infrared products like SLF's red light therapy LED Face Mask and Therabody's SmartGoggles sleep technology, and the latest Oura Ring.
• Activewear and loungewear. A new, exclusive 80-piece apparel and accessories collection from Blogilates by Cassey Ho, all $40 and under, will build on the success of Target's Blogilates sporting goods partnership. Target's All in Motion brand will also introduce new items for kids, men and women. New Auden pajamas with HeiQ Smart Temp ^TM dynamic cooling treated fabric start at just $10, which consumers can pair with new Casaluna bedding for a relaxing night of sleep.

Discovering wellness in-store and online

Guests will find options starting at the front of the store, where the new, exclusive Blogilates for Target collection is available alongside a wellness experience featuring beauty, health and beverage items. Throughout the store, prominent displays will feature must-have supplements and hydration, protein, health, sporting good items and more. Online shoppers will discover personalized product recommendations, the latest wellbeing trends, new snacks and curated deals throughout January to help consumers reset for the year ahead. 

Consumers can shop Target's entire health and wellness assortment with Target's industry-leading fulfillment services, including Drive Up and Order Pickup, unlimited same-day delivery with a Target Circle 360 membership or free 2-day shipping when they spend $35.  

About Target
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.

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SOURCE Target

FAQ

How many new wellness products is Target (TGT) adding to its inventory in 2025?

Target is adding more than 2,000 new wellness items, including over 600 Target-exclusive products.

What percentage of Target's (TGT) new wellness products will be priced under $10?

Over half of Target's new wellness products will be priced under $10.

What celebrity brands are partnering with Target (TGT) for its wellness expansion?

Target is partnering with Tom Holland (BERO), Blake Lively (Blake Brown), Ashley Tisdale (Being Frenshe), and Kourtney Kardashian Barker (Lemme).

How many new items is Target's Good & Gather brand adding in its wellness expansion?

Target's Good & Gather brand is adding more than 250 new wellness-focused items.

How many new wellness technology items is Target (TGT) introducing?

Target is introducing more than 140 new wellness technology items, including exclusive infrared products and sleep technology.