When It Comes to Wellness, Grocers Are Leaving Money on the Table

Subscribe to emnos news!

When It Comes to Wellness, Grocers Are Leaving Money on the Table

Wellness and nutrition are a growing part of the shopper conversation — this is not surprising given the recent attention surrounding food farming, manufacturing and sourcing. From humanely-raised chickens to gluten-free rice chips, the breadth of product options has become overwhelming for many, creating an opportunity for grocers to step up as health and wellness advisors.

Wellness and nutrition are a growing part of the shopper conversation — this is not surprising given the recent attention surrounding food farming, manufacturing and sourcing. From humanely-raised chickens to gluten-free rice chips, the breadth of product options has become overwhelming for many, creating an opportunity for grocers to step up as health and wellness advisors.

According to new consumer insights gathered by emnos, 64% of customers would like to receive more content from their grocers, and 83% feel that their retailers are not providing sufficient information and resources to help them meet their wellness goals. The time to act is now. Not sure where to begin? Here’s  food for thought:

 

  • Supplier Features. The origin of produce, dairy, seafood and meat products has become extremely important to consumers, with over 57% citing a strong interest in getting more background material on their grocers’ suppliers.  Maintaining the upmost transparency about food products and sourcing is a must for every grocer.

  • Deep Dives on Ingredients. Quinoa? Chia? Kale? Although many of these, and other lesser known foods, have been around for centuries, one in every three shoppers is still quite intimidated by them. Underscoring health benefits and preparation steps can help your store connect with consumers and encourage them to try products that are new to them.

  • New Product Introductions. New products can be introduced on a monthly basis. Even though shoppers love trying new items (44% do so regularly), it’s critical that marketing teams successfully educate and communicate with consumers.

  • Non-standard Diet Recipes. Only 77% of consumers classify their diets as ‘standard’, with the remainder adhering to a vegan, vegetarian, pescetarian, or flexitarian regimen. It‘s important retailers focus more on catering content, such as advice on balanced nutrition or creative weekly recipe plans, in order to accommodate this growing segment.

The grocery industry is evolving quickly and wellness trends are a major driving force.  Retailers who fail to adjust will lose share to competitors where education is a major component of the shopping experience.

Back