Waitrose introduces Wellbeing Bays across over 50 stores
Waitrose is launching dedicated Wellbeing Bays in 52 shops, bringing more than 40 wellness products into its stores.
The bays offer products covering collagen, creatine, hydration, protein and gut health, with brands including Ancient + Brave, Hunter & Gather, Active Woman, NutriBurst, TRIP, Dose & Co and Free Soul.
The move follows a sharp rise in searches on Waitrose.com for products that were previously more commonly associated with gyms and specialist health retailers. Over the past year, searches for collagen supplements have risen 171%, followed by creatine (+160%), electrolytes (+152%), magnesium (+112%), high protein (+93%), hydration (+69%) and gut health (+53%).
The UK wellness market is projected to reach £141 billion by 2034. Younger consumers have helped drive the trend – 80% of Gen Z in the UK and US take between one and six supplements every day – but interest is becoming more mainstream, with 90% of UK adults agreeing that active health management is vital for long-term wellbeing.
“More customers are embracing a proactive, holistic approach to their health and wellbeing, and we’re seeing growing demand for products that help them feel their best every day.”
More than half the new range will be available in exclusive formats or products making their physical supermarket debut, while smaller pack sizes will give shoppers the option to try products without committing to larger packs or online subscriptions.
“More customers are embracing a proactive, holistic approach to their health and wellbeing, and we’re seeing growing demand for products that help them feel their best every day,” says Charlotte Di Cello, chief commercial officer at Waitrose. “At Waitrose, we’re committed to making it easier to discover high-quality wellness brands, carefully curated for their innovation, quality and trusted credentials.”
The launch follows a wider focus on health and wellbeing across the John Lewis Partnership, with John Lewis recently introducing a new Sports & Wellness concept at its flagship Oxford Street store.
By Jane Wolfe, contributor