Target is doubling down on wellness in a big way for 2026. The retailer says it is expanding its wellness assortment by 30 percent, adding thousands of new items and more exclusives, while trying to cement itself as the destination for everyday wellbeing and trend-forward products.

Target’s announcement calls out several high-demand categories, including protein products, nonalcoholic beverages, and performance-focused items. It also emphasizes affordability, noting that thousands of the new items will be priced under $10.

The wellness reset is landing at the start of the year when health goals spike, but the strategy is broader than January. Target is trying to become the place shoppers go to build routines, not just buy one-off products.

When a mass retailer expands wellness at this scale, it typically reflects sustained demand, not a short-term craze. It also pressures competing retailers to match pricing and discovery tools, especially for emerging wellness brands.

Target is treating wellness as a core growth engine, not a seasonal endcap. If you are tracking where mainstream shoppers are headed next, this kind of assortment shift is one of the clearest signals you can get.