Since the pandemic, one thing is clear—the world wants wellness. Whether in the form of a viral TikTok-inspired #HotGirlWalk or #EverythingShower, gratitude journal, or cupboard full of the latest promising supplements, it seems consumers today are eager to integrate wellness into every corner of their lives. In the US specifically, 82% of consumers now consider wellness a top priority in their daily routine—contributing to the $6.3 trillion global wellness market, which is forecast to hit $9 trillion by 2028.The rising popularity of the wellness movement has spurred brands and retailers to leave no corner unturned in the pursuit of capturing consumer loyalty in the category. For retailers especially, there is a mass opportunity to  tap into as the number of wellness brands continues to grow almost weekly. These days, it's not unusual to walk into an Ulta Beauty or Sephora and be greeted by wellness-focused store sections or dedicated endcaps filled with products such as aromatherapy oils, sleep aids, and adaptogenic supplements.Non-beauty-specific retailers are taking their slice of the wellness pie too. Last year, Target announced its commitment to the category with the introduction of 1,000 wellness products spanning from vitamins to tech tools, with hundreds of exclusive brands and items. Brand introductions included Hum Gummies, O Positive women’s health supplements, and Podium whey protein.Target made the investment into wellness with its consumers busy lifestyles in mind, aiming to make the shopping experience as streamlined as possible.