Waitrose has introduced dedicated wellbeing sections in 52 stores following a surge in searches for products including collagen and creatine.
The supermarket’s new Wellbeing Bays contain more than 40 products covering hydration, protein, gut health and dietary supplements.
Waitrose claims it is the first UK supermarket to introduce a dedicated premium wellness section of this kind.
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The rollout follows significant growth in customer interest in products traditionally associated with gyms and specialist health retailers, as reported by What’s The Jam?
Searches for collagen supplements on the Waitrose website have reportedly risen by 171% over the past year.
Creatine searches have increased by 160%, while searches for electrolytes are up by 152%.
The supermarket has also recorded increases for magnesium, up 112%, high-protein products, up 93%, hydration, up 69%, and gut health, up 53%.
Waitrose is introducing nine brands as part of the launch, including Ancient + Brave, Hunter & Gather, Active Woman and NutriBurst.
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Products from TRIP, Dose & Co and Free Soul will also feature in the new sections.
More than half of the range will be offered in exclusive products or formats, while several brands will make their physical supermarket debuts.
Smaller packs have been introduced to allow shoppers to try premium supplements without buying larger quantities or committing to an online subscription.
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Premium electrolyte brand Humantra and liquid gut-health brand Symprove will also be stocked in more than 100 Waitrose stores nationwide.
Both will be available online and through Uber Eats.
Charlotte Di Cello, chief commercial officer at Waitrose, said: “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.
“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.”
Waitrose said the launch had been timed to coincide with September, which is increasingly treated as a second January by people resetting their health and fitness routines after the summer.
The retailer cited research suggesting 80% of Generation Z consumers in the UK and US take between one and six supplements each day.
It also said the wider UK wellness market was projected to reach £141 billion by 2034.
The move forms part of a wider focus on health and fitness across the John Lewis Partnership.
John Lewis recently launched a Sports & Wellness concept at its Oxford Street flagship before a planned rollout to Liverpool, Cheadle and Glasgow.
The sections combine sportswear, recovery products, wearable technology and home-fitness equipment.
They also offer services including gait analysis, artificial intelligence-powered mirror coaching and monthly running clubs.
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