The trend: Target and Walmart are leaning into New Year’s wellness resolutions as an entry point to capture broader consumer interest in health and wellness, aiming to drive early-year engagement and traffic while building longer-term habits.

The details:

• Target launched a campaign, “Wellness, Perfectly Picked for You,” spotlighting its expanded health and wellness assortment as part of a broader effort to reverse declining sales and traffic. The initiative expands its wellness lineup by 30%, adding protein snacks and supplements from brands like Misfits and FlavCity; beverages such as RYZE mushroom coffee and Protein Pop; and skincare from Prequel and La Roche-Posay. Target also revamped its “Eat Well Your Way” experience across its website and app to make shopping by dietary preferences such as protein, fiber, and gluten-free easier.
• Walmart rolled out Better Care Services, a curated network of third-party urgent care and behavioral health providers that also includes its Nutrition Hub—an opt-in, AI-driven experience offering food and recipe recommendations personalized for healthier, budget-friendly choices. Like Target, Walmart is expanding its wellness assortment with products like Lemme supplements, David high-protein bars, and Oura rings, while cutting prices on more than 1,000 wellness items across food, supplements, OTC products, and fitness. The moves build on Walmart’s pledge last fall to remove artificial dyes and 30 other food additives from its private-label products by early 2027.

An in-person push: Both retailers are also using in-store events to drive traffic and engagement.

• Target hosted product sampling and giveaways from its Good & Gather brand on January 10 and plans an event spotlighting its All in Motion and Embark labels on January 17.
• Walmart will host its annual Wellness Event on January 24 at nearly 4,600 pharmacies nationwide, offering free health screenings, low-cost immunizations, and wellness consultations.

Implications for retailers: While New Year’s resolutions put health and wellness top of mind, Target and Walmart are betting that movements like Make America Healthy Again (MAHA) will sustain consumers’ interest in supplements, organic foods, and other clean-label products.

Nearly 4 in 10 (38%) US parents identify as MAHA supporters, according to a KFF/The Washington Post survey of more than 2,700. And the behavior backs that up: 56% of US consumers took vitamins or supplements in the past year, 26% ate organic food, and 1 in 5 (20%) used clean beauty products, per YouGov. Together, the data suggest wellness is no longer a seasonal category. Instead, it offers an opportunity for retailers to drive traffic and lift basket sizes year-round, especially if they can pair wellness offerings with value, personalization, and in-store engagement that keep consumers coming back well beyond January.