Supermarket Perimeter - July 2020 - 14

The new

HEAL+HY
Personalization and transparency among the
must-haves for today's wellness-minded consumers
BY ANDY NELSON

"A

range of emerging health topics barely on retailers' radar
a year ago are now grabbing the spotlight and crossing
traditional well-being boundaries."
So begins Arlington, Va.-based FMI - The Food Industry Association's
The Power of Health and Well-being in Food Retail 2020, which
highlights how Americans' definition of "healthy" is changing.
"Consumers are grocery shopping with an ever-expanding
perspective on overall health and wellbeing," said Krystal Register,
FMI's director of health and wellbeing. "In addition to health, they
want convenience, affordability, clear labeling, food safety, taste and
transparency. As we look at our shopper trends research from just one
year ago, we see consumers looking for more balance and less stress as
they seek personalization in the grocery store."
Consumers want more opportunities to meet varied family needs
and individual health goals with flexibility. There are generational
differences, too, Register said. Nutrition, moderation and quality
are important for older shoppers, while younger shoppers look to
enjoy a deeper sense of connection to their food to include ethical
considerations and the environment "The industry has responded with
initiatives focused on 'better-for-me' products, natural and organic,

14 - JULY 2020

functional foods, plant-based and sustainably sourced options," she
added. "We have seen a shift in branding to support a more holistic
sense of well-being. The idea of 'eating well' initially focused on
sustenance, but now carries components of health and nutrition along
with the desire for enjoyment and discovery."
During the pandemic, consumers have shopped for foods to boost
immunity and prevent illness. Many retailers have responded by tapping
into the knowledge and skills their dietitians and pharmacists have
to share.
Helpful tips from pantry basics and cooking techniques to home
food safety and family meal ideas are landing on digital platforms to be
shared with large consumer audiences.
In turn, Register said, consumers have learned new skills as they're
planning meals more often and shopping with intention.
"Consumers have told us that they believe they are cooking healthier
at home and still very much value cooking - even when forced to
stay-at-home for every meal occasion. As we continue to manage this
pandemic, food retailers and suppliers have an incredible opportunity to
seize on these new learned behaviors among their shoppers to support
overall health and wellbeing."

www.supermarketperimeter.com



Supermarket Perimeter - July 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - July 2020

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