Waitrose launches supermarket-first premium wellbeing bays

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.

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.