Walmart and Target move to ease a fear shared by 50% of Americans

About half of Americans say they actively try to eat healthy. Their actual food choices, however, often tell a different story.

Fifty percent of Americans claim to actively try to eat healthy, according to Statista Consumer Insights.

That's balanced by the choices people actually make. The Centers for Disease Control and Prevention found that more than a third of American adults actually consume fast food on a given day.

Like many Americans, I struggle with the same choices, and as someone who travels a lot, I'm eating in restaurants much more than the average person. In my case, there's a desire to do the right thing, but sometimes convenience wins out, and sometimes temptation leads to bad choices.

And with "approximately 90% of the U.S. population living within 10 miles of a Walmart or Sam’s Club," the retailer betting big on health should make making better choices easier for most Americans. Add in that Target, which has a large reach of its own, making a similar commitment to wellness, and even more people will have better access to healthier food.

Target and Walmart bet big on health

"Walmart is starting the new year by making healthcare easier and more affordable with the launch of Better Care Services. This one-stop digital destination is designed to help empower millions of customers to take control of their health journeys with ease, transparency, and confidence," the company shared in a press release.

The retailer wants to simplify health care for its customers.

“We know that when healthcare feels hard, many people don’t get the care they need. We can fix that,” said Walmart Senior Vice President Kevin Host said. “Better Care Services is about making wellness simple and affordable to fit into your life; we’re removing barriers so more people can get the care they deserve, right when they need it.”

Target has also rolled out its own wellness program.

"Our goal is to make wellness really accessible — fun, easy, affordable, and personalized — so consumers can focus on building routines that help them look and feel their best," Target Executive Vice President Lisa Roath shared.

Americans are worried about health care

Health care is a top-of-mind concern for many Americans.

About six in 10 Americans are “extremely” or “very” concerned about their health costs going up in the next year, a survey from The Associated Press-NORC Center for Public Affairs Research finds — a worry that extends across age groups and includes people with and without health insurance.

Target and Walmart can't fix health insurance, but they can make some health care and wellness needs more accessible for many Americans.

"About 8 in 10 U.S. adults say the issue of health care is 'extremely' or 'very' important to them personally. That includes about 9 in 10 Democrats and three-quarters of Republicans, and it puts health care next to the economy among Americans’ top issue priorities," the Associated Press reported.

Here's what Target is doing to promote wellness

Target launched its 2026 wellness assortment, introducing a 30% expansion with thousands of new items and more exclusives than ever before.

• Target'sassortment grows by 30% to bring more on-trend wellness brands and products to stores.
• Thousands of items are priced under $10 to help guests build routines for every budget.
• New digital and in-store experiences give guests more personalized ways to discover products for their wellness regimen.

What Walmart is doing to support good health

Through Better Care Services, customers gain instant access to a curated network of third-party providers for urgent care and behavioral health, as well access to LillyDirect. Once a same-day consultation is complete, Walmart’s pickup and delivery options help customers get their prescriptions and over-the-counter needs through a health journey that starts and ends at Walmart.

Beginning Jan. 15, customers can access a limited-time $15 discount on select telehealth services with participating providers.

• To help customers act on their health goals, Walmart is also rolling back prices on more than 1,000 wellness-focused items.
• The rollbacks span food, supplements, over-the-counter products, and fitness essentials, delivering meaningful savings at a time when nearly 60% of Walmart shoppers say saving money is a top priority.
• Customers can also explore more than 400 affordable “New Year reset” recipes online.
• Walmart launched bettergoods, a quality, chef-inspired new private brand, which includes a line of plant-based and “made without” items, with 70% of the items under $5.

These efforts from Target and Walmart don’t replace traditional medical care, but they do make everyday wellness and basic services easier to access.

Analysts see opportunity for Target and Walmart

As a frequent Target shopper, I already pick up prescriptions at its pharmacy and buy many wellness products there. I don’t visit Walmart as often, but on a recent trip, its wellness selection was immediately apparent.

Retail analysts see these moves as a logical extension of how Americans already shop for health-related needs.

"As drug stores and local pharmacies close, Walmart’s Better Care Services smartly leverages its proximity to customers to replace lost health access points. By pairing digital care with in-store pharmacy pickup and delivery, it delivers a scalable, everyday wellness solution without the cost of running clinics," Brain Trust member Bradley Cooper posted on RetailWire.

WhyteSpyder Vice President Scott Benedict, who has over 30 years of retail experience, sees these as strong moves for both retailers.

"Walmart is positioning itself not just as a place to buy products but as a hub for everyday well-being. That aligns with broader data showing sustained consumer interest in health-oriented behaviors, from nutrition and fitness to preventive care, and it plays well into Walmart’s strengths of scale, accessibility, and everyday low prices," he wrote.

He sees Target as having a different opportunity.

"Target, in turn, absolutely can find a competitive advantage by leaning harder into wellness as part of its destination strategy — particularly through curated assortments, in-store experiences, and partnerships that reinforce healthier lifestyles," he added.

Shep Hyken, a New York Times bestselling author on retail, thinks it's simply natural growth for both companies.

"I remember years ago when Walmart/Sam’s had pharmacy lines added to their offerings. I thought it made sense then, and it still does for Walmart, Target, Amazon, and other retailers today. It allows customers to have a one-stop-shopping experience. If you have customer loyalty, it makes sense to extend offerings and programs to the customers who already love you. Just make sure those offerings stay relevant," he posted on RetailWire.

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