Target Shifts Focus to Wellness Products Across Multiple Departments

Target is expanding its wellness offerings across nearly all store departments after several years of declining sales. The retailer removed synthetic dyes from cereals, added 2,000 new wellness products, and increased its health range by 25 percent. 1 percent in the first quarter of 2026.

8 billion in 2025, down from $109 billion in fiscal 2022. Comparable in-store sales fell 4 percent year over year. The company said it lost the distinctive appeal that once distinguished it from other retailers.

Target has built a $10 billion health division that includes personal care, over-the-counter medications, nutrition, and women's health. The beauty segment reached $13 billion last year. The retailer added functional beverages, activewear, sleep products, and wellness-oriented baby items.

It also introduced new vitamins and nutrition brands. Amanda Nusz, senior vice president of merchandising, beauty and essentials, said the approach focuses on cleaner products and greater transparency. She stated that customers expect Target to offer items that support how people live their lives.

Target will report first-quarter earnings on May 20. The company projects full-year net sales growth of about 2 percent with sequential improvement each quarter.