Supermarket Perimeter - July 2020 - 15

Confusion

CONSUMERS VIEW THEMSELVES
IN GOOD HEALTH
3 in 5 respondents
are classified as
overweight or obese

Excellent

Very good

Good

Fair

Poor

LIMITING SUGAR

ɒǍརǍ̮

Consumers are confused about many aspects of health
and wellbeing, but that hasn't stopped them from further
developing opinions, according to FMI. This includes
perspectives on what it means to eat well, what levels
of personalization they expect, and the importance of
transparency. Adding to the complexity is that viewpoints
vary widely based on consumer demographics.
Despite their interest in achieving good health and
wellbeing, consumers appear increasingly confused about
the topic. Consider that more than half of consumers
responding to IFIC's 2019 Food and Health Survey said they
are in excellent or very good health, even though three in
five were classified as overweight or obese.
Most consumers say it's hard to know if food choices are
environmentally sustainable. Only one in four consumers
understands the term "nutrient density," and nearly four
in 10 are unfamiliar with "mindful eating." Only one in
six feels they have a good understanding about caffeine
consumption.
The media is filled with articles that seem to regularly
overturn conventional wisdom about health and nutrition.
A case in point is the news unveiled early last fall about
a study on meat consumption. The study challenged longheld nutrition advice about the need to limit consumption
of red and processed meats. But soon after the study
appeared, news reports raised questions about potential
conflicts of interest in the study's methods. This series of
developments underscores the difficulty consumers face
in making decisions about the relevance of research and
reports on diets and nutrition.

LIMIT

AVOID

80%

of
consumers are trying
to limit/avoid sugars
in their diets

Personalization

RICKA_KINAMOTO, MARY LONG - STOCK.ADOBE.COM

The concept of personalization is getting much more play
across food retail. Shoppers have more opportunities for
customized approaches, and this impacts their expectations
for health and wellbeing offerings.
However, there's a lot of confusion about this topic,
along with new research and trends. FMI'S latest consumer
trends research helps to bust a number of myths about
consumer personalization preferences. Some observers
believe shoppers want everything personalized, but in fact
shoppers expect to do some of the work themselves.
"They just want more opportunities to flexibly meet their
families' needs," according to FMI. "Also, some believe that
personalization means shoppers are now buying for several
individual eaters, rather than a family. In fact, families still
want to eat together, and this requires a balance among
personal and shared needs, which puts hard limits on
extreme eating personalization."
Women and men have somewhat different health
needs, which may require some personalized approaches.
Is it possible to say whether women or men have more
influence in household purchases? FMI Trends found that

CLAIMS WITH
GROWING
CONSUMER
INTEREST

1
2

3
4

5
6

Certified organic

Gluten-free

Certified humane

Fair trade,
not bioengineered

Grass-fed

Low(ers) cholesterol

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JULY 2020 - 15


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Supermarket Perimeter - July 2020

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

Supermarket Perimeter - July 2020 - 1
Supermarket Perimeter - July 2020 - 1
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