The health category has always been an important part of the business and remains a key focus for the leading retailer in Asia, according to Lai Mei Ling, Customer Director at Watsons Singapore.
As more consumers become proactive about their well-being, the company has observed stronger interest in products that support everyday health, from vitamins and supplements to nutrition products.
Importantly, consumers have also become much more intentional about how they shop for supplements.
“Rather than purchasing general multivitamins, shoppers are increasingly looking for targeted solutions that address specific needs, such as gut health, immunity, sleep, stress management, women’s health, and healthy aging,” Lai told NutraIngredients.
“Consumers are also becoming more and more discerning about supplement formulations. With greater access to health information, many shoppers now pay close attention to the specific forms and formulations of nutrients used in supplements.”
For example, consumers are growingly aware that some vitamins and minerals are available in different forms and may compare these options before making a purchase. Concerns around absorption, bioavailability, and clinical evidence are also becoming important considerations in purchasing decisions.
Beyond individual products, consumers are also embracing a more holistic approach to wellness.
Supplements are now seen as one part of a broader health journey, complementing balanced nutrition, regular exercise, quality sleep, and guidance from healthcare professionals to support long-term well-being.
As consumers become more informed, trust and credibility are playing a bigger role in influencing purchases.
“Consumers are gravitating towards brands that offer transparent ingredient sourcing, scientifically supported formulations, and clear product benefits. Brands such as Blackmores, Swisse, GNC, Greenlife, Holistic Way and more continue to resonate with consumers seeking reliable, evidence-based wellness solutions.”
Shifts in consumer behavior
While health and wellness are increasingly relevant across all age groups, it is particularly so among younger consumers, said Lai.
“Rather than waiting until they experience health concerns, many younger shoppers are adopting a preventive approach to wellness. They are proactively looking for supplements that support everyday needs such as immunity, better sleep, stress management, digestive health, and energy levels.”
These consumers also tend to conduct their own research before purchasing.
As such, social media, online communities, influencer recommendations and artificial intelligence (AI) tools are playing a greater role in product discovery and helping consumers understand health topics and supplement options.
Despite conducting their own research, many people still value speaking with pharmacists and healthcare professionals to validate the information they have gathered and ensure that products are suitable for their individual needs.
“Professional advice remains important in helping consumers make informed decisions and incorporate supplements appropriately into their overall health and wellness goals.
“At the same time, we’ve observed customers becoming more open to discovering new brands, provided they offer quality formulations, transparency, and credible health claims.”
Retail strategy
Apart from expanding its product range offerings, Watsons has been working to make it easier for consumers to navigate its health and wellness category.
For instance, dedicated wellness bays, such as Gut Health, Sleep, and Jubilee Wellness Corner, have been introduced in some stores.
The Jubilee Wellness Corner, in particular, is targeted at consumers aged 50 and above with a focus on nutritional support and healthy aging.
“Through our Jubilee programme, eligible members enjoy exclusive birthday month and year-round discounts, along with an additional 2% rebate on purchases every Tuesday and Wednesday, making it even more rewarding to prioritize health and wellness,” Lai said.
“In addition, Watsons has introduced the GNC store-within-store model in selected outlets, giving consumers easy access to the brand’s specialized range of supplements and sports nutrition products.”
Customers can also seek advice from in-store pharmacists or use Watsons’ retail pharmacy eConsultation service for added convenience.
Supporting brands
Adopting an O+O (Offline and Online) approach to help brands broaden their reach, Watsons’ campaigns are designed to create a connected experience across both channels.
“In stores, we support brands through product sampling, retail displays, pharmacist recommendations, and promotional campaigns that help customers learn more about products before making a purchase.
“Online, we complement these efforts through the Watsons App, social media, and collaborations with KOLs and creators to extend brands’ reach and engage consumers beyond the store.”
A recent campaign is the Watsons Shopathon Mania Fest at a local shopping mall, which brought together over 60 beauty, health and wellness brands.
“Events like these allow consumers to experience products firsthand while giving brand partners a valuable platform to build awareness and connect with shoppers in a meaningful way.”
Lai added that Watsons is “always open” to exploring partnerships with brands that demonstrate strong product quality, innovation and relevance to consumers’ evolving needs.
“We regularly work with both established and emerging brands across different categories. Rather than a one-size-fits-all approach, we work closely with brand partners to identify opportunities that best support their stage of growth.”
This may include product launches, promotional campaigns, sampling initiatives, digital exposure or participation in larger retail events that help increase visibility and customer engagement.
“Our focus is on helping consumers discover innovative health and wellness products while supporting brand partners in building sustainable long-term growth within the Watsons ecosystem.”
