- Dedicated bays have launched across 52 shops as wellness products move into the weekly grocery shop
- Waitrose.com searches for collagen have risen 170%, creatine 160% and electrolytes 150% over the past year
- Nine new brands introduced across key collagen, creatine, hydration, protein and gut health
- Exclusive products and smaller pack sizes allow customers to try premium wellness products without an online subscription
Waitrose is launching dedicated Wellbeing Bays in 52 shops, online and through on-demand grocery, bringing more than 40 premium wellness products into the weekly grocery shop.
Marking the first time a UK supermarket has introduced a dedicated, premium wellness offering, the bays bring together products across collagen, creatine, hydration, protein and gut health.
The launch comes ahead of September, which is increasingly seen as a second ‘January’ as people return from the summer holidays and reset their health and fitness routines1.
Contributing to Waitrose’s ambition to be the Home of Food Lovers, customers are looking to the grocer for high-quality supplements as well as great 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. 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%).
While younger consumers have helped drive the market – 80% of Gen Z in the UK and the US take between one and six supplements every day2 – the trend is increasingly mainstream, with 90% of UK adults agreeing that active health management is vital for long-term wellbeing3.
The UK wellness market is projected to reach £141bn by 20344. By bringing premium functional supplements into the supermarket aisle, Waitrose is making products previously bought mainly through specialist retailers and online subscriptions more accessible as part of the weekly grocery shop.
Waitrose 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.
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.”
Bringing boutique wellbeing to supermarket shelves
Known for customer trust built around quality and sourcing, Waitrose has secured a standout mix of exclusives, direct-to-consumer favourites, and trending brands. The majority of these brands were founded in the UK.
- Exclusive debuts and formats: Ancient + Brave, Hunter & Gather, Active Woman, and NutriBurst.
- Trending and niche staples: TRIP, Dose & Co, and Free Soul.
- Expanded distribution: Premium electrolyte brand, Humantra and liquid gut health brand, Symprove will also roll out to more than 100 Waitrose shops nationwide and will be available on Waitrose.com and through Uber Eats.
Charlie Barraclough, UK Marketing Manager, 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.”
Supporting customer wellness across the John Lewis Partnership
Complementing Waitrose’s focus on active wellness and self-care, 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.
Launched at the flagship Oxford Street store before rolling out to Liverpool, Cheadle, and Glasgow, the concept features top brands like Patagonia, Peloton, and Therabody, alongside free in-store gait analysis, AI mirror coaching, and monthly ‘Jog Lewis’ run clubs – reflecting the John Lewis Partnership’s commitment to supporting customers’ holistic health and wellbeing