Waitrose is aiming to capture the growing market of health-conscious Generation Z shoppers by launching new ‘wellbeing bays’ in its stores. These dedicated sections will feature a range of trendy supplements and drinks, including magnesium and collagen products.
The initiative has been rolled out in 52 Waitrose stores, offering over 40 different products. Among the featured items are collagen powder from the brand Hunter & Gather, which is endorsed by television presenter Julia Bradbury, and products from vitamin maker Active Woman.
Retailers are increasingly seeking to capitalize on the expanding wellness sector. Market researchers at Imarc project the UK wellness market to reach £141 billion by 2034. Many brands in this space traditionally sell directly to consumers through their own websites. Waitrose is addressing this by offering smaller pack sizes, making it easier for shoppers to try new products.
The supermarket has observed a significant increase in demand for certain wellness products. Online searches for collagen, used for muscle building and skin wrinkle reduction, have surged by 170% at Waitrose compared to the previous year. Demand for creatine, which aids fitness enthusiasts in building strength and post-exercise recovery, has risen by 160%. Electrolytes, promoted for boosting hydration, have seen a 150% increase in demand.
Waitrose considers September a key period for the health and wellness industry, often referred to as a ‘second January,’ as consumers aim to establish healthier habits following the summer months. Charlotte Di Cello, Waitrose chief commercial officer, stated that an increasing number of customers are adopting a proactive and holistic approach to their health, leading to a growing demand for products that support daily well-being.