Walmart Prioritizes Wellness Category Growth
Walmart’s assortment of wellness products continues to grow as the mass merchant over the past two years has launched 50 brands in the segment, which includes growth in its private label assortment.
In a recent blog post, Kristin Piper, vice president of Wellness Merchandising at Walmart, said shoppers today feel more empowered to proactively manage their wellness, and the category at the retailer has been expanding as a growing number of consumers find solutions for their wellness needs.
“The truth is customers have high expectations for wellness products, and so do we,” she said. “That’s why we look closely at clinical studies. We review ingredients. We analyze customer reviews. And we collaborate closely with brands to understand not just what they’re offering, but how their products really work, and how they’ll serve the diverse needs of our customers.”
A component of Walmart’s wellness effort is its Spring Valley private brand, which the grocer said is the No. 1 vitamin brand in the U.S. The private brand’s packaging was recently updated to spotlight the benefits of each product and ease the buying decision process for shoppers.
“(Consumers) want to know what a product does and why it matters,” Piper said. “And for customers just beginning their wellness journey, or looking for affordable ways to stay on track, private brands like Spring Valley offer quality, efficacy, and transparency at an everyday low price.”
Additionally, Walmart is also working with national brands to offer its shoppers exclusive flavors and formats. This includes a mystery flavor launch with BelliWelli and new dessert-inspired offerings from Wonderbelly. The retailer is also refreshing its in-store and online experience with innovations such as the new “Greens Destination,” a curated section dedicated to whole-body wellness and functional greens.
“We don’t just believe in this category,” she said. “We’re investing in it with innovation, access, and a whole lot of heart.”
