UK | Waitrose has launched dedicated Wellbeing Bays in 52 shops, online and through on-demand grocery, bringing more than 40 premium wellness products into the weekly grocery shop.
Marking the first time a UK supermarket has introduced a dedicated, premium wellness offering, the bays bring together products across collagen, creatine, hydration, protein and gut health.
The launch comes ahead of September, increasingly seen as a second ‘January’ as people return from the summer holidays and reset their health and fitness routines.
As Waitrose works to become the Home of Food Lovers, customers have been looking to the grocer for high-quality supplements as well as great food to support their health and wellbeing goals.
Searches from Waitrose’s website suggested that products once associated primarily with gyms and specialist health retailers have become everyday purchases.
Over the past year, searches have surged for collagen supplements (+171 percent), creatine (+160 percent), electrolytes (+152 percent), magnesium (+112 percent), high protein (+93 percent), hydration (+69 percent), and gut health (+53 percent).
While younger consumers have helped drive the market, 80 percent of Gen Z in the UK and the US take between one and six supplements every day. The trend has become increasingly mainstream, with 90 percent of UK adults agreeing that active health management is vital for long-term wellbeing.
The UK wellness market is projected to reach GBP 141bn by 2034. By bringing premium functional supplements into the supermarket aisle, Waitrose has made products previously bought mainly through specialist retailers and online subscriptions more accessible as part of the weekly grocery shop.
Waitrose has also introduced nine trend-led brands including direct-to-consumer names Ancient + Brave, Hunter & Gather, Active Woman, and NutriBurst.
More than half the range is available in exclusive formats and products, making their physical supermarket debut. Smaller pack sizes will allow shoppers to try premium wellness products without committing to larger packs or online subscriptions.
Complementing Waitrose’s focus on active wellness and self-care, John Lewis has introduced a brand new Sports & Wellness concept at the flagship Oxford Street store before rolling out to Liverpool, Cheadle, and Glasgow.
As the first UK retailer to unite sportswear, recovery products, wearable tech, AI-powered home fitness, and expert services, the multi-million-pound investment sees the department arranged around customer fitness goals rather than traditional retail categories.
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