The wellness landscape is shifting as major players experiment with different formats, retail strategies, and product lines. This week’s highlights span AGZ’s launch, Target’s commitment to doubling down on wellness, and Alo’s growing wellness portfolio.

Around 3 months ago, Athletic Greens launched AGZ: ‘a nightly drink’ to help with rest and winding down. The product is a melatonin-free sleep support that comes in three different flavors, with a subscription price of $79 and a one-time purchase cost of $99 for a one-month supply. Interestingly, even three months after the launch, there isn’t a sufficient amount of reviews to get a clear understanding of peoples’ experience with the product has been like. However, some individuals have complained about the bitter taste and price point of the product. 

It’s interesting why Athletic Greens continued with a powder for their sleep support product, particularly because people have complained so much about the taste. If it really is so bitter, wouldn’t it be easier to consume a tablet or gummy rather than swallowing an entire glass? When consumers start to dread a product, even when it might have health benefits, it can create a negative relationship between them and the brand. Consumable wellness, especially when it’s optional and not a necessity (such as in the case of AGZ), shouldn’t come at the cost of an unpleasant experience. Additionally, gummies are becoming increasingly popular as the form by which people prefer to consume sleep aids. I myself take magnesium sleep gummies occasionally and I find that the reason I can be consistent with it is because of how convenient it is: it only takes a few seconds to consume and there’s no preparation involved. Personally, if I had to prepare a drink at the end of the night and then consume a whole glass that doesn’t taste particularly good, I don’t think I’d be able to stay consistent. That’s an important takeaway here: pleasant experiences with products reinforce consistency in their use, which makes it more likely for customers to make repeat purchases. 

Next, it was recently reported that the supplement brand Seed has become Target’s fastest-growing probiotics brand after launching nationwide with the national retailer in September 2024. The company’s first and best-selling product, its Daily Synbiotic DS-01, was launched at the end of 2018. The news of Seed’s performance in Target came shortly before Arrae, another well-known supplement brand, launched in Target nationwide. This follows from Target’s commitment in early 2025 to double down on wellness. It’s interesting not only that Target is increasingly bringing in high-end supplements, but that these brands are choosing to partner with Target as opposed to a retailer like Sephora when their price point more closely aligns with those of products typically purchased at Sephora rather than with mass-retail offerings. While Target appeals to the mass market, Sephora is positioned as a prestige retailer with a curated assortment of higher-priced, premium brands. So, why are premium-priced wellness brands launching nationwide with mass retailers that don’t necessarily attract the customer who is willing to pay a premium price tag?

Besides the fact that Target is trying to get a head start on the current wellness boom, does this actually reflect a shift in consumer behavior where the amount that the average American is willing to pay for supplements has increased? It’s difficult to tell as of right now because these two companies have not disclosed how much of their revenue stream comes directly from Target, especially with Arrae having just launched there. 

Lastly, Alo recently launched its advent calendar for the year, which contains an assortment of its wellness products. Alo launched its line of skincare and wellness products, such as its ‘magnesium reset spray’, in 2020. The brand’s continuous expansion into personal care fits seamlessly within its broader ambition to establish itself as a full ‘360 wellness company’. The advent calendar is interesting as it highlights the wide range of wellness products which the brand offers, such as supplements, deodorant, sprays, a cleanser, candles, essential oils, and more. It demonstrates how what constitutes ‘wellness’ in the CPG space is continuously on the rise.