Waitrose has launched dedicated Wellness Bays in 52 shops, online and through on-demand grocery, bringing more than 40 premium wellness products into the weekly grocery shop. The move responds to surging customer interest, with searches on Waitrose.com for collagen up 170%, creatine up 160% and electrolytes up 150% over the past year.
Nine trend-led brands debut in stores
The retailer, which has branches in Birmingham and Solihull, 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 will allow shoppers to try premium wellness products without committing to larger packs or online subscriptions, Waitrose said.
Retailer highlights quality and innovation
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."
She added: "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."
Brand partners welcome wider reach
Charlie Barraclough, UK Marketing Manager at 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."
John Lewis introduces Sports & Wellness concept
Meanwhile, John Lewis has introduced a brand new Sports & Wellness concept. As the first UK retailer to unite sportswear, recovery products, wearable tech, AI-powered home fitness and expert services, the multi-million-pound investment sees the department arranged around customer fitness goals rather than traditional retail categories. The move reflects a broader shift towards wellness-focused retail across the John Lewis Partnership.
