How Retailers Can Win the Wellness-Oriented Customer
Stress reduction, sleep improvement, immune support, and holistic self-care: Today’s consumers view wellness as an investment in themselves. And they demand authenticity and transparency from the brands and retailers they embrace.
The wellness economy — i.e., industries and products that promote physical, mental and emotional well-being — is a rapidly expanding sector predicted to top $8.5 trillion by 2027. This consumer shift has major implications for retail. Consumers are taking a broad view of wellness, scrutinizing the ingredients in skincare products, researching the sustainability of their clothes, and weighing the mental health impact of the products they buy. To meet customers’ expanded expectations, brands must offer more than wellness-themed products; they need to embody a wellness-oriented mission.
For example, Alo Yoga doesn’t just promote activewear; it encourages yoga, mindfulness and conscious living. Sephora’s Clean at Sephora initiative empowers beauty shoppers to prioritize safer ingredients. Patagonia leads with purpose, connecting outdoor wellness with environmental activism.
In this landscape, authenticity isn’t just appreciated, it’s demanded. Retailers that integrate wellness into their offerings and experiences will set themselves up to thrive in a competitive, values-driven market.
Gen Z: The Wellness Generation
Gen Z leads the wellness movement, significantly impacting retail trends and demanding brands align with their values.
Gen Z’s purchasing power is climbing, and so is their share of wallet dedicated to wellness. They’re willing to splurge on collagen-infused smoothies, crystal water bottles, premium athletic wear, SPF serums, sleep-tracking rings, and other products they believe promote well-being. Their morning routines — complete with journaling, cold plunges, and herbal teas — reflect a broader cultural embrace of self-optimization.
Retailers that want to capture Gen Z’s loyalty need to do more than just sell; they must inspire, align and evolve. Gen Z expects immersive experiences that reflect their values and their holistic approach to living well.
Experiential Retail, Influencers, and Strategic Partnerships
Retail is evolving into an experiential space, amplified by authentic influencer voices and strategic partnerships, all crucial for connecting with today's wellness-focused consumer. Physical stores are no longer just places to make purchases — they’re becoming wellness hubs.
In-store experiences like guided meditation rooms, aromatherapy lounges, hydration stations, and on-site wellness consultations cater to consumers’ desire for meaningful interaction and self-care, transforming retail into a destination.
Influencer marketing remains essential, and today’s wellness influencers are educators, practitioners and activists. Consumers expect transparency and integrity from the influencers they follow. Smart brands carefully vet their influencer collaborations to ensure influencers genuinely align with their mission and values.
Strategic partnerships are another powerful tool driving innovation and broadening access to wellness across diverse demographics. A notable example is the alliance between lululemon and Oura, which combines lululemon’s fitness apparel with Oura’s biometrics-tracking ring. This fusion of fashion and data-driven insight appeals to tech-savvy consumers seeking new ways to optimize health.
The Future: Personalization, Technology, and Community in Wellness Retail
The future of wellness retail hinges on personalization, technology, and fostering a strong sense of community. The more retailers understand individual preferences, behaviors and aspirations, the better they can serve their customers.
Artificial intelligence and data analytics are transforming how retailers deliver personalized experiences. From skincare diagnostics to individual fitness programs, AI enables highly customized product recommendations and services — and the possibilities for AI-informed offerings continue to expand.
Despite the prevalence of tech as a tool, community remains the cornerstone of modern wellness retail. Consumers want to feel seen and supported. In response, brands are hosting wellness events, supporting peer-to-peer platforms, and fostering spaces — physical and digital — where customers can share, learn and grow together.
Wellness retail is at a turning point, placing health and well-being at the center of consumers’ decision-making. Many of today’s most successful retailers are those that align with the motivations of wellness-driven customers, especially Gen Zers. Here’s the bottom line: Investing in authenticity, personalization, and community will help your brand write the next chapter of retail.
Maeghen Krueger is a director, Strategic Services, for The Lacek Group, a data-driven loyalty, experience and customer engagement agency. The Lacek Group is an Ogilvy One company.
Maeghen Krueger is director of strategic services for The Lacek Group, a Minneapolis-based data-driven loyalty, experience, and customer engagement agency that has been delivering personalization at scale for its world-class clients for 30 years. The Lacek Group is an Ogilvy Experience company.
