Target’s New Year’s Resolution: More Wellness (30% More, in Fact)

Target plans to double down on wellbeing in 2026, expanding its wellness assortment 30% and adding new wellness-focused in-store and digital experiences.

The expanded wellness assortment will include additions in categories such as protein, supplements, functional and non-alcoholic beverages, family care, self-care, performance apparel, sporting goods and wearable tech, with Target planning to introduce new products throughout the year across both its owned brands and exclusive partnerships.

Target Wellness Week Features Savings, In-Store Events

To kick things off, the retailer is hosting Target Wellness Week now through Jan. 10, with enhanced savings on products across nutrition, fitness, self-care and more, along with personalized wellness deals and freebies for Target Circle 360 members.

The event also will include first-ever in-store wellness events, with product sampling and giveaways on Jan. 10 (featuring Target’s private label grocery brand Good & Gather) and on Jan. 17 (featuring the company’s private label athleticwear brand All in Motion and outdoor gear brand Embark), from 12 p.m. to 4 p.m. in all Target stores nationwide.

“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,” said Lisa Roath, EVP and Chief Merchandising Officer of Food, Essentials and Beauty at Target in a statement. “Our goal is to make wellness really accessible — fun, easy, affordable and personalized — so consumers can focus on building routines that help them look and feel their best.”

Outside of the events taking place this month, Target will drive home its wellness focus with:

• Exclusive JoyLab Glow Studio (yet another Target private label) apparel and accessories at the front of the store and curated cross-category wellness displays throughout the aisles;
• A refreshed Wellness Hub on Target.com and the Target app, offering personalized recommendations;
• A revamped “Eat Well Your Way” experience on Target.com and the Target app, designed to make it easier for guests to shop by dietary preferences such as protein, fiber, gluten-free and more; and
• A new marketing campaign, Wellness, Perfectly Picked for You, that spotlights new brands and exclusive products.