Waitrose launches ‘wellbeing bays’ in 52 stores as collagen and creatine searches surge
Waitrose is launching dedicated wellbeing bays in 52 shops, online and through on-demand grocery, as it looks to benefit from people returning from their holidays and resetting their health and fitness routines.
The move will bring together more than 40 premium wellness products in the categories of collagen, creatine, hydration, protein and gut health.
Subscribe to TRBWaitrose said it will contribute to its ambition to be the Home of Food Lovers as customers are increasingly looking to buy high quality supplements and food to support their health and wellbeing goals.
Searches from Waitrose.com suggest products once associated primarily with gyms and specialist health retailers are becoming everyday purchases.
According to the supermarket’s data, over the past year searches have surged for collagen supplements (+171%), creatine (+160%), electrolytes (+152%), magnesium (+112%), high protein (+93%), hydration (+69%), and gut health (+53%).
Waitrose said that by bringing premium functional supplements into the supermarket aisle, it is making products previously bought mainly through specialist retailers and online subscriptions more accessible as part of the weekly grocery shop.
The retailer is also introducing nine trend-led brands, including Ancient + Brave, Hunter & Gather, Active Woman, and NutriBurst.
More than half the range comes in exclusive formats, Waitrose said smaller pack sizes will 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.”
