WAITROSE has made a major change to 52 of its stores that it says is a supermarket first.
The supermarket chain has introduced dedicated ‘wellbeing sections’ with dietary supplements as well as hydration, protein and gut health products.
It said the rollout is due to a significant increase in demand for products usually found in gyms and specialist health retailers.
Searches for collagen supplements on the Waitrose website have reportedly risen by 171% over the past year.
Creatine searches have increased by 160%, while searches for electrolytes are up by 152%.
The supermarket also reported huge increases in searches for magnesium, high-protein products, hydration and gut health.
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Waitrose is introducing nine brands as part of the launch, including Ancient + Brave, Hunter & Gather, Active Woman and NutriBurst.
It will also feature products from TRIP, Dose & Co and Free Soul.
More than half of the range will be exclusive products or formats, and several brands will be making their supermarket debuts.
Some smaller packs have been introduced to help shoppers try out the products first.
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The retailer said the dedicated wellness sections are the first of their kind in a major supermarket.
Premium electrolyte brand Humantra and liquid gut-health brand Symprove will also be stocked in more than 100 Waitrose stores nationwide.
Both will be available online and through Uber Eats.
Waitrose said the wider UK wellness market was projected to reach £141billion by 2034.
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…
“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.”