Choosing the Wellness Brands Our Customers Love

In wellness, trends come fast-and not all of them are built to last. My team's job is to know the difference. From gut health gummies to brain-boosting blends, it can feel like there's a new must-try ingredient every week. We want to ensure customers have access to whatever they want whenever they want, either in-store or online.

We vet. We research. We listen.

The truth is customers have high expectations for wellness products, and so do we. That's why we look closely at clinical studies. We review ingredients. We analyze customer reviews. And we collaborate closely with brands to understand not just what they're offering, but how their products really work-and how they'll serve the diverse needs of our customers.

Today's customers feel more empowered to proactively manage their wellness, and the category has been growing rapidly at Walmart, as more customers find solutions to their wellness needs.

Walmart's omni model goal is to carry a wide assortment of products that our customers want. This also means suppliers of all sizes can grow with us through many different ways and channels.

Two of our newest additions, Nutrafol and Ritual, are standout examples of how great wellness products help us meet customer needs-and move the category forward.

• Nutrafol is a clinically backed hair growth supplement brand with a suite of physician formulated supplements and topicals designed to support stronger, healthier hair from the inside out. Their clinical results are strong. Their product claims are clear. And most importantly, they've earned the trust of a very loyal customer base.
• Ritual is another great example. Originally known for their prenatal vitamins, they've expanded to offer a full lineup of traceable, science-backed supplements for different life stages and health goals. What sets Ritual apart is their transparency. Ingredients are sourced with care, and their claims are grounded in research. Our customers have been asking for them, and we're proud to make them easier to access.

Both Nutrafol and Ritual are now live on Walmart.com, and they're joining a wellness assortment that has grown significantly.

We've launched 50 brands over the past two years-by raising the bar and finding more brands that clear it. Our growth is rooted in high standards, strong partnerships and a shared commitment to delivering what customers truly need.

Building trust at every shelf

Whether we're onboarding an emerging brand or refreshing the #1 vitamin brand in the U.S., our private brand Spring Valley, trust is non-negotiable. We've recently updated Spring Valley's packaging to spotlight functional benefits more clearly-think "Sleep," "Energy," "Immunity." That's because we know customers don't always want to decode labels or memorize ingredients. They want to know what a product does and why it matters.

And for customers just beginning their wellness journey-or looking for affordable ways to stay on track-private brands like Spring Valley offer quality, efficacy and transparency at an Every Day Low Price.

More than a product-it's an experience

Today's customers are curating full wellness routines. They're building baskets that support their gut, mood, sleep, beauty and energy. And they're doing it both in-store and online.

To keep that routine fun, we're collaborating with brands to offer exclusive flavors and formats. From a mystery flavor launch with BelliWelli to new, dessert-inspired offerings from Wonderbelly, we're inviting customers to stick with their wellness rituals by making them feel more like a treat than a task.

We're also refreshing the in-store and online experience with innovations like the new "Greens Destination," a curated section dedicated to whole-body wellness and functional greens.

The next wave of wellness at Walmart

From Gen Z to Boomers, from rural towns to urban centers, customers are embracing wellness in deeply personal ways. Our job is to meet them where they are, with products they trust, routines they can build on and access they can count on.

We don't just believe in this category. We're investing in it-with innovation, access and a whole lot of heart.

Because caring for yourself and your family shouldn't come with trade-offs. It should come with confidence.

What we look for in a wellness brand

The Walmart Wellness Checklist:

• Clinically Backed: We prioritize brands with clinical studies, proven results and traceable ingredients.
• Customer-Loved: We listen to reviews, engagement, and repeat purchases-real people, real results.
• Transparent Labeling: Clear benefits, clean formulas and no mystery ingredients.
• Accessible Pricing: Better-for-you shouldn't break the bank.
• Strong Brand Identity: We look for suppliers who know who they are-and why they're in this space.
• Shared Values: We want brands that lead with integrity and a focus on long-term impact.