Walmart’s health benefits integration and digital wellness tools illustrate how CGF member companies are making lifecourse wellness accessible and actionable. By combining personalised guidance with technology, Walmart is helping millions of Americans better understand, use, and benefit from the resources available to them.

The Challenge

In the U.S., nearly two-thirds of Medicare Advantage members do not use their over-the-counter (OTC) health benefits, resulting in billions of dollars in unclaimed resources each year. This underuse is often due to:

  • Confusion around which products are eligible.
  • Fragmented platforms for managing benefits.
  • A general lack of confidence in choosing the right wellness products.

At the same time, shoppers are increasingly seeking to improve their wellbeing – with half of Americans trying to eat healthier. But with overwhelming product choices, many struggle to make informed decisions. Walmart identified an opportunity to simplify healthcare shopping and help customers take control of their wellness by integrating smart digital tools into the retail experience.

The Approach 

Walmart has partnered with NationsBenefits, a leading healthcare fintech, supplemental benefits, and outcomes platform to change how health plan members access essential benefits on Walmart.com. This integration enables customers to:

  1. Identify plan-specific benefit-eligible products: Customers can easily spot which products are covered by their health plan using a “benefits program eligible” badge—visible both online and in the Walmart app. In stores, they can scan items with the app to see if they’re eligible.
  2. Filter their search results to display only eligible items, simplifying the shopping experience. 
  3. Real-time tracking: This helps to track consumer benefits spending in real-time, providing transparency and control over their health expenditures.

In addition, Walmart launched Everyday Health Signals, an AI-powered digital platform that provides:

  • Personalised nutrition guidance.
  • Practical, insight-driven suggestions. 
  • Shopping lists and food analysis based on a customer’s Walmart.com purchase history. 

This platform is available to certain Medicare Advantage members who opt in by linking their Walmart account.

The Outcomes

By integrating health benefits into its retail experience and leveraging its access to millions of customers shopping weekly in-store and online, Walmart is unlocking the potential for:

Enhancing the accessibility and utilisation of Medicare Advantage supplemental benefits. According to the Centers for Medicare and Medicaid Services, as of March 2025, there are a total of 68.6 million individuals enrolled in the Medicare programme and 35.1 million are enrolled in Medicare Advantage.

Providing customers with tools to make informed health decisions, aligning with their wellness goals.

Demonstrating the potential of combining retail and wellness benefits to improve customer health and wellbeing everyday, for those that op-in.

This case study is part of The Consumer Goods Forum’s (CGF) Healthier Lives Coalition work on Life Course Wellness – a cross-sector initiative that brings together businesses, NGOs, and public stakeholders to support healthier lives at every life stage.  

 

Ralph Clare, senior Vice President, Health & Wellness merchandising, Walmart U.S. said, “We saw an opportunity to streamline the health benefits shopping journey, make it easier for customers to discover eligible items and offer convenient pickup and delivery options that fit their busy schedule. The enhanced shopping experience for health benefits is yet another example of how Walmart is helping customers save money and live better.”

 

 

 

 

Pravene Nath, Group Director for Consumer Health and Data Solutions, Walmart U.S. said, “Everyday Health Signals is part of Walmart’s commitment to supporting health outside of the doctor’s office. Beyond providing the everyday products our customers rely on, we’re helping them make smarter, healthier choices through personalised insights. Think of it as having a wellness coach in your shopping cart—one that understands your preferences and offers practical suggestions that fit your lifestyle. By analysing the shopping patterns of customers who opt in, we’re transforming routine purchases into opportunities for health impact.”

 

Learn More

About CGF Collaboration for Healthier Lives Coalition of Action

  • The Consumer Goods Forum (CGF)’s CEO-led Healthier Lives Coalition (HL) is about making it easier for people around the world to adopt healthier lives for themselves and their families.
  • HL initiatives running across 9 countries and involving over 160 organisations.
  • As a collective, members of the CGF, and their partners, are exploring, experimenting, innovating, and evolving business models to support positive change, while sharing data and knowledge at scale, cross industry. Health is not a competitive advantage; it’s a basic necessity. And it’s clear no company can solve this issue alone.
  • Collaboration is needed at scale and across sectors if the consumer goods industry is to play the necessary role in the health and wellbeing of people. 
  • For more information please visit our website
  • Contact the HL team to have your employee wellbeing programmes featured.

About the Life Course Wellness Workstream

The Consumer Goods Forum’s Healthier Lives Coalition has a key focus on Life Course Wellness, aligning with the World Health Organisation’s ambition to improve health and wellbeing across every stage of life. This initiative brings together retailers and manufacturers to drive impactful physical and digital activations that empower consumers to make healthier choices presenting a clear opportunity to deliver better, more tailored health solutions that meet consumers’ needs throughout their life course. 

The Coalition will  target three key priorities:

  • Supporting people through Health Transitions like starting a family or managing chronic conditions,
  • Promoting Everyday Self-Care Behaviors for sustained wellbeing,
  • Fostering Healthy Longevity through proactive prevention.

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