Sainsbury’s taps into £12bn wellness market with new hubs

In a move that will see the retailer go head to head with the likes of Holland & Barrett and Planet Organic, Sainsbury’s is strengthening its wellness and sports nutrition offer by introducing wellness hubs in selected supermarkets.

With the UK’s wellness market set to reach £12.4bn by 2020, Sainsbury’s enhanced offer means customers can easily find and shop a range of products that can help supplement a balanced diet and healthy lifestyle, from specialist food and drink to supplements and vitamins.

The entire range of wellness and sports nutrition products will be brought together in store for the first time, with almost 500 new products boosting the range from brands including Optimum Nutrition, Women’s Best and Tisserand.

Alongside specialist products such as hemp water, bone broths, activated nuts and superfood powders, Sainsbury’s will be the only supermarket to sell exclusive brands such as No 1 Kombucha, Tribe and Curators.

New fixtures will help to differentiate the wellness hub in the store and chiller cabinets will offer customers ready-to-drink, chilled sports juices as well as soft drinks, including drinking vinegars and egg white smoothies.

Sainsbury’s will unveil the dedicated wellness hubs in seven supermarkets. Selly Oak, Newbury Park, Watchmoor Park, Coldhams Lane and St Clares will launch in November 2018, with Cheadle and Lee Green following in January 2019. If successful, the format will be rolled out to more stores next year.

Paul Mills-Hicks, Sainsbury’s Food Commercial Director, said, “Wellness and sports nutrition are areas that are becoming increasingly popular with our customers. To make sure they can find everything they need quickly and easily, we’ve doubled our range, introducing specialist and premium brands that customers won’t find in any other stores.

'With such a convenient choice of distinctive products, we’re confident that health-conscious customers won’t need to shop anywhere else.”