Waitrose is launching dedicated wellbeing bays in 52 stores, online and through on-demand grocery, bringing “more than 40 premium wellness products into the weekly grocery shop”.
The retailer is claiming a ‘supermarket first’ for the move, which will brings together products spanning protein, gut health, collagen and hydration categories.
The launch comes in September, which is increasingly seen as a second ‘January’ as people return from the summer holidays and reset their health and fitness routines.
Waitrose says offering high-quality supplements is a natural complement to its positioning as the UK’s ‘Home of Food Lovers’.
Searches from Waitrose.com suggest products once associated primarily with gyms and specialist health retailers are becoming everyday purchases. The retailer has seen a surge in searches for key wellness categories: collagen supplements (+171%), creatine (+160%), electrolytes (+152%), magnesium (+112%), high protein (+93%), hydration (+69%), and gut health (+53%).
By bringing premium functional supplements into the supermarket aisle, Waitrose says it is “making products previously bought mainly through specialist retailers and online subscriptions more accessible as part of the weekly grocery shop”.
Waitrose is introducing nine trend-led brands including direct-to-consumer names Ancient + Brave, Hunter & Gather, Active Woman, and NutriBurst.
More than half the range comes in exclusive formats and products making their physical supermarket debut. Smaller pack sizes are designed to allow shoppers to try premium wellness products without committing to larger packs or online subscriptions.
“Smaller pack sizes are designed to allow shoppers to try premium wellness products without committing to larger packs or online subscriptions”
Charlotte Di Cello, chief commercial officer at Waitrose, said: “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. At Waitrose, we’re committed to making it easier to discover high-quality wellness brands, carefully curated for their innovation, quality and trusted credentials.
“This launch reinforces Waitrose’s position as the destination for quality and innovation in wellness, and we’re proud to introduce a number of exciting brands that have chosen Waitrose for their first supermarket listing.”
Charlie Barraclough, UK Marketing Manager, Ancient + Brave, said: “Launching Ancient + Brave in Waitrose is a major milestone for the brand. It puts our premium, distinctive approach to wellness – rooted in ancient wisdom and backed by modern science – in front of a wider audience. We’re proud to be part of the new Wellness Bay and can’t wait to introduce even more Waitrose customers to Ancient + Brave.”
Amy Moring, founder of Hunter & Gather, said: “Our community has been asking to find our wellness products in grocery for years, and Waitrose is exactly where we belong. This collaboration and launch of eight Hunter & Gather wellness products represents the heart of what we do – nutrition that’s made for humans, backed by evidence, and designed to fit effortlessly into everyday life. We couldn’t be prouder to be working with Waitrose and enabling our customers to let life back in with our health promoting supplements range.”
