Supermarket Perimeter - June 2022 - 10

SOSLAND PUBLISHING
years
" It's not trying to cram it down their throat, " Shroff
said. " They can read it or they can ignore it. There may
a little of this being done at a store like Whole Foods,
but retailers in general have really fallen short in the
perimeter of adding that value to shoppers. "
Youger said PINE did a " shop along " with people with
diabetes. Once they got outside of the section of the
store devoted to people with diabetes, they were lost, he
said, unsure of what they could and couldn't eat.
" It's a lack of execution by stores, " he said.
One way perimeter departments could combine
health and convenience, Shroff said, would be to create
" tiered " meal kits combining protein, produce and other
perimeter items. One tier could be low sugar, another
energy, another recovery, for example.
Pandemic impact
" Health and wellness " is a fluid category, and during the
pandemic, many consumers dropped more " restrictive "
diets - keto, for example - but were more likely to
stick with Mediterranean, whole-food and other diets,
Register said.
And regardless of this or that trend du jour, what
always " rises to the top, " she said, is heart health.
Whatever particular form their approach to diet takes,
almost half of all Americans - 48% - follow at least some
approach, indicating that health and wellness is definitely
TOP 10
PURCHASING
DRIVERS
OF FRESH
RETAIL CASE STUDY
Schnucks
One good retail example of an approach
to health and wellness is St. Louis-based
Schnucks' " Good For You " program that
helps shoppers monitor their healthier
purchases, creating a simple to understand
and follow approach to eat healthier foods.
Products make the Good For You list by
meeting certain nutrition and ingredient
parameters based on their categorization.
Here are a few highlights:
* Single ingredient fruits, vegetables,
100% whole grains, eggs and lean meats
* Free from artificial flavors,
sweeteners and colors
* Less than 5 grams of saturated fat
* 8 grams or less added sugar
* 600 milligrams or less sodium
10 - JUNE 2022
supermarketperimeter.com
PERIMETER
FOODS
1. High protein
2. Convenuence
3. All-natural/no artificial flavors
4. High fiber
5. Low sugar
6. Heart health
7. Immunity boosting
8. Energy boosting
9. Low-sodium
10. Cognitive/mental health
improvement
Mediterranean
Whole foods
Digestive health
Keto
Low-carb
COVID: WHICH HEALTH CLAIMS
FLOURISHED, WHICH FLOUNDERED
During COVID, 30% of Americans made dietary changes they said
they'd keep post-pandemic, according to FMI data, that are here
to stay. Those changes tend to be of the " practical and sustainable "
variety, said FMI's Krystal Register, who said that some health and
wellness trends fared better than others during COVID.
Health-related
claims make up nine
of the top 10
34%
of consumers increased their
purchases of fresh fruits and
vegetables during the pandemic
- the biggest increase in
any perimeter department,
and 94% of those said they
expect those higher purchase
patterns to continue. Millennials
(37%) and Gen Xers (34%)
saw the biggest gains.
(Supermarket Perimeter/
Cypress Supermarket Shopper Study)
66
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Supermarket Perimeter - June 2022

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