Waitrose has claimed a UK supermarket first by launching dedicated Wellbeing Bays across 52 shops, online, and via on-demand grocery.
The bays contain over 40 products from nine ‘trend-led’ brands across key categories including collagen, creatine, hydration, protein and gut health. More than half the range either comes in exclusive formats or includes products making their physical supermarket debut.
Brands listed for the first time include Ancient + Brave, Hunter & Gather, Active Woman and Nutriburst, while there are also new launches from trending brands such as Dose & Co, Trip, and Free Soul.
The retailer will also be expanding its distribution of premium electrolyte brand Humantra and liquid gut health brand Symprove. Products will roll out to more than 100 Waitrose shops nationwide and will be available via Waitrose.com and Uber Eats.
The launch of the Wellbeing Bays comes as searches from Waitrose.com suggest products once associated 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%).
“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,” said Waitrose chief commercial officer Charlotte Di Cello. “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.”
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