BENTONVILLE, Ark. — Walmart is expanding its wellness offerings with a focus on clinically backed, customer-approved brands such as Nutrafol and Ritual, responding to growing consumer demand for accessible, science-based products that support whole-body health.
“In wellness, trends come fast—and not all of them are built to last,” said Kristin Piper, Vice President of Wellness Merchandising at Walmart, in an article on the company's website. “My team’s job is to know the difference. From gut health gummies to brain-boosting blends, it can feel like there’s a new must-try ingredient every week. We want to ensure customers have access to whatever they want whenever they want, either in-store or online.”
“We vet. We research. We listen.”
A Customer-First Approach to Wellness
Walmart’s omni-channel model is designed to provide customers with convenient access to wellness products in-store and online, while also creating new opportunities for suppliers of all sizes to grow with the retailer. Over the past two years, Walmart has launched 50 new wellness brands, combining rigorous product vetting with customer insights to deliver both emerging innovations and trusted staples.
“Today’s customers feel more empowered to proactively manage their wellness, and the category has been growing rapidly at Walmart, as more customers find solutions to their wellness needs,” Piper said.
Nutrafol, a leading physician-formulated hair growth supplement brand, is among Walmart’s newest additions. Known for its clinically tested results and loyal customer following, Nutrafol offers supplements and topicals designed to support healthier, stronger hair from within. Similarly, Ritual, recognized initially for its traceable prenatal vitamins, has expanded to provide science-backed supplements tailored to different life stages and health goals, prioritizing ingredient transparency and clinical research. Both brands are now live on Walmart.com, where they join a rapidly expanding assortment of wellness products.
Building Trust, Brand by Brand
Trust is the foundation of Walmart’s wellness strategy. Whether introducing emerging brands or enhancing private-label offerings, Walmart applies stringent standards to every product it carries. The retailer’s private brand, Spring Valley, recently underwent a packaging refresh designed to highlight its functional benefits, such as “Sleep,” “Energy,” and “Immunity,” to help customers quickly identify the solutions that meet their needs.
“For many shoppers, wellness can feel overwhelming,” Piper noted. “We want to remove the guesswork. Customers don’t want to decode complex labels—they want to know what a product does and why it matters.”
Private brands like Spring Valley offer high-quality, effective, and affordable solutions, making wellness more accessible to customers at every stage of their journey.
Elevating the Wellness Experience
Walmart is also transforming how customers shop for wellness products. In-store, the retailer has introduced a curated “Greens Destination” section, focusing on whole-body health and functional greens. Online, exclusive collaborations keep the category engaging and fun, with launches like BelliWelli’s mystery flavors and dessert-inspired offerings from Wonderbelly, designed to make healthy routines feel like a treat rather than a task.
This approach reflects how customers are shopping: building baskets that support every aspect of their wellness, from gut health and immunity to sleep, beauty and energy. By blending clinical credibility with convenience and enjoyment, Walmart is creating a wellness experience that’s both functional and inviting.
A Growing Category with Broad Appeal
From Gen Z shoppers curating personalized supplement regimens to Baby Boomers prioritizing healthy aging, wellness has become an inclusive and rapidly growing category at Walmart. The retailer’s investments are designed to meet this broad demand, ensuring customers across demographics and geographies, from rural towns to urban centers, can access products that fit their lives and budgets.
The Walmart Wellness Checklist
To guide its assortment, Walmart applies a clear set of criteria:
- Clinically Backed: Brands supported by clinical research, proven results and traceable ingredients.
- Customer-Loved: Products with strong reviews, high engagement and repeat purchases from real customers.
- Transparent Labeling: Clear functional benefits, clean formulas and no hidden ingredients.
- Accessible Pricing: Wellness should be within reach for every budget.
- Strong Brand Identity: Partners who know their purpose and stand behind their products.
- Shared Values: Suppliers committed to integrity and long-term impact.
Investing in the Future of Wellness
As Walmart continues to expand its wellness offerings, its focus remains on innovation, access and trust. “We don’t just believe in this category,” Piper emphasized. “We’re investing in it—with innovation, access and a whole lot of heart. Because caring for yourself and your family shouldn’t come with trade-offs. It should come with confidence.”
