The wellness trend shaping NRF’s 2026 Hot 25 Retailers

Wellness today is about so much more than avoiding or overcoming illness. It increasingly represents identity, self-optimization, keeping up with social media trends and quelling the costs of healthcare and aging. No surprise, then, that a theme of wellness runs throughout the 2026 NRF Hot 25 Retailers list. 

The list, compiled by Kantar, ranks the nation’s fastest-growing retail companies based on year-over-year domestic sales. In terms of health and wellness retail, CVS (No. 9) is an obvious standout, with $14.867 billion in additional U.S. sales between 2024 and 2025, thanks to strategic expansions and pricing overhauls. 

But across the board — from beauty and grocery to sporting goods — retailers that help consumers support healthier lifestyles are finding new opportunities for growth. Beauty and wellness is represented in Sprouts Farmers Market (No. 8), Ulta Beauty (No. 14), Dick’s Sporting Goods (No. 2), JD Sports (No. 16), Costco (No. 18) and 99 Ranch Market (No. 15). Health-focused consumers might also find wellness and self-care products at Miniso (No. 1), Five Below (No. 5), Daiso Sangyo (No. 3), Burlington (No. 17) and Ross Stores Inc. (No. 25). 

Health and wellness is a perennial global trend that continues to evolve, says Rachel Dalton, head of retail insights Americas, Kantar. These days, she says, “it permeates all of retail.” 

“Consumers are much more attuned to our personal wellness journeys,” she says. “We’re on the lookout for how we as humans can be healthier in general, live longer lives, be more productive and have more energy.” Retailers that represent vitality, a sense of thriving, simplicity and healthier options are at the top of their game. 

Ulta Beauty in particular has expanded its health offerings through the immersive, education-led “Wellness by Ulta Beauty” platform. One of the benefits here, Dalton says, is that the retailer offers something for every budget. The company also has focused on including emerging brands, has a strong loyalty program, and has made strategic decisions with technology and omnichannel, she says, helping it find differentiation and success. The Ulta ecosystem includes a variety of services in addition to products, she says, allowing it to capture the different aspects of what their customer wants. 

As for Sprouts, Dalton says, it tends to be higher in price in the grocery category. “But because of its health and wellness connection, there’s value associated with that,” she says. “It’s about what value means to you.”

Explore the full 2026 Hot 25 Retailers List to learn more about the fastest-growing retailers.