Equip Foods expands reach with grass-fed beef protein powder
Prime Protein provides 21 grams of complete protein from grass-fed beef, serving as a dairy-free, gut-friendly alternative to whey and plant-based powders.
Wellness
Walmart increases affordable wellness resources with GLP-1 support
New wellness initiatives include GLP-1 education, free screenings, discounted healthy foods, and lower-cost product trial sizes.
Tru brings simplicity to functional sparkling water
Founded by a former professional athlete and tech entrepreneur, Tru is bringing a clean-label approach to functional beverages with just seven ingredients and bold fruit flavors.
Retailers poised to benefit from $13 trillion wellness market
Growing demand for functional foods, clean-label products, and personalized wellness solutions creates new opportunities for retailers.
Make Time Wellness expands product line and retail with launch in Target stores
Founder Emma Heming Willis scales science-backed brain health solutions to national retail.
Vital Proteins puts backstage talent first during Fashion Week with “Vital Diner”
A collagen-infused pop-up celebrating the people who power Fashion Week, with a “major” collaboration from Patrick Ta.
Health-minded consumers now drive 40% of retail food and beverage sales
Circana reports wellness shoppers are still growing, favoring simple, multi-benefit products despite economic pressure.
The Vitamin Shoppe debuts AI-powered innovation store in NYC
This location is the first to introduce Shoppe Advisor, The Vitamin Shoppe's AI-powered, interactive discovery tool designed to enhance in-store education, engagement, and personalization.
Procter & Gamble acquires Wonderbelly, a “free-from” digestive wellness brand
Wonderbelly will join P&G’s robust digestive wellness portfolio, which includes leading brands such as Metamucil, Pepto Bismol, Prilosec OTC, Align Probiotic, and Rolaids.
U.S. protein powders go beyond the gym
In the U.S., acceptance of protein supplements is increasing beyond traditional bodybuilding.
Walmart launches Better Care Services and lowers prices on wellness essentials
Better Care Services connects customers to a curated network of third-party urgent care and behavioral health providers.
Target strengthens position as a wellness leader
New assortment grows by 30% to bring more on-trend wellness brands and products to Target.
Google Trends examines wellness trends for 2026
With such terms as “viral diet” and “emotional fitness” gaining more traction, the wellness industry is becoming more polarised than ever.
The CPG Guys: 2025 Review and 2026 Predictions
With NielsenIQ’s Sherry Frey, Anna Mayo, Chris Costagli & Andrea Binder.
Healthspan over lifespan is reshaping natural CPG
Consumers shift from living longer to living better, driving demand for functional ingredients across snacks, supplements, and beverages.
Probiotic demand grows across U.S. retail
Probiotics, once limited to dairy, now energize drinks, snacks, and supplements, fueled by science and growing consumer interest in functional nutrition.