Retail’s wellness revolution is on the way

IGD's Retail Futures team explore trends and innovations shaping the global food industry – today and beyond.

In this article, our Retail Futures Senior Partner, Laura Jacobson, reflects on movers and shakers in the wellness industry and how they could shape grocery retail in the future.

Businesses with long-term vision and lateral thinking are already scanning the horizon for opportunities to tap into the wider wellness economy, projected to reach $9.8tn by 2029, with a CAGR 7.6% according to the Global Wellness Institute. Beyond the supermarket shelves, the wellness revolution is already underway.

Alternative social experiences 

Canadian start-up Othership is a concept pioneered by sober, social wellness enthusiasts. Its recently raised funds for US expansion, starting in New York. Sessions in its saunas and ice baths are focused around self-care, emotional regulation and being part of a community. While we don’t expect saunas to pop-up in supermarkets anytime soon, it’s a great example of socialisation being decentralised from food and drink. The experience is designed with wellness in its DNA, rather than minor changes to the social status quo to make it more permissible to this audience. As the number of GLP-1 users grows, this kind of thinking will only get more relevant. Food and drink consumption in these environments will still have a role to play, but their functionality, for example hydration, will become increasingly important.

Health moves from its own aisle to integration 

A recent visit to Holland & Barrett’s “inside-out” beauty trial stores demonstrates the sense of this approach. What goes into the body (in this case supplements) and what goes on the body (for example skin and hair products) are brought together as a cross-category solution for shopper needs. The pilot paid off, resulting in a 7% revenue uplift, and the concept is set to be rolled out in 2026.

High value, high engagement categories will be the first to make the change, as exemplified by the latest Petstock flagship in Sydney East, Australia. This heroes all things pet health and wellbeing, from prescription diet food, medicinal, dental, calming and nutrition products, to staff specially trained to help.

Instant analysis to inspire action

Its rare to see cutting edge technology from events like CES make it to the shop floor, for many good reasons including expense and temperamentality. But the Anura Magic Mirror bucks the trend, being installed in Hyundai Department Store’s Mokdong branch in South Korea as part of the Nestle Health Science Store. Powered by AI, in 30 seconds the mirror provides shoppers with a wide range of health markers, from blood pressure, skin age and stroke risk. The speed, depth and breadth of this analysis, in a relevant retail environment, could lead to meaningful, health and wellbeing focused behaviour change.