Waitrose is grouping together products across collagen, creatine, hydration, protein and gut health in dedicated “wellbeing bays” in 52 stores, online and through on-demand grocery.

Marking the first time a UK supermarket has introduced a dedicated, premium wellness offering, the launch comes as shoppers embrace a “September reset”. Waitrose explains that September is increasingly seen as a second January as people return from the summer holidays and reset their health and fitness routines.

Searches from Waitrose.com suggest products once associated primarily with gyms and specialist health retailers are becoming everyday purchases.

Over the past year, searches have surged for collagen supplements (+171 per cent), creatine (+160 per cent), electrolytes (+152 per cent), magnesium (+112 per cent), high protein (+93 per cent), hydration (+69 per cent), and gut health (+53 per cent).

Charlotte Di Cello, chief commercial officer at Waitrose, said: “More customers are embracing a proactive, holistic approach to their health and wellbeing, and we’re seeing growing demand for products that help them feel their best every day. At Waitrose, we’re committed to making it easier to discover high-quality wellness brands, carefully curated for their innovation, quality and trusted credentials.

“This launch reinforces Waitrose’s position as the destination for quality and innovation in wellness, and we’re proud to introduce a number of exciting brands that have chosen Waitrose for their first supermarket listing.”

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The supermarket also reported that younger consumers have helped drive the market – 80 per cent of Gen Z in the UK and the US take between one and six supplements every day – the trend is increasingly mainstream, with 90 per cent of UK adults agreeing that active health management is vital for long-term wellbeing.

The UK wellness market is projected to reach £141bn by 2034. Waitrose stressed by bringing premium functional supplements into the supermarket aisle, it is making products previously bought mainly through specialist retailers and online subscriptions more accessible as part of the weekly grocery shop.

Waitrose is introducing nine trend-led brands including direct-to-consumer names Ancient + Brave, Hunter & Gather, Active Woman, and NutriBurst.

More than half the range comes in exclusive formats and products making their physical supermarket debut. Smaller pack sizes will allow shoppers to try premium wellness products without committing to larger packs or online subscriptions.

Earlier this week, Waitrose reported that demand for the Japanese-style paste Miso has accelerated across both search and sales data, with customers increasingly treating it as a versatile kitchen shortcut rather than a niche world foods ingredient.