How can grocery retailers develop comprehensive, consumerdriven approaches to health and wellness? Consumers want to meet all of their health-and-wellness needs in a single destination. That means convenience, coupled with a sufficient variety of core, niche and cutting-edge products. Savvy retailers anticipate health-conscious shoppers’ needs and offer solutions-based in-store merchandising, adjacencies and complementary online shopping experiences.
Retailers need to be transparent and help provide answers to key consumer concerns, including where food comes from, the nature of ingredients, and how food is produced. As a point of differentiation, retailers should look beyond the path to purchase and focus instead on the path to healthy consumption by providing meal solutions that fit a healthy lifestyle.
They can showcase an authentic commitment to wellness via weekly circulars, store displays, healthy recipe ideas and prepared food offerings, better-for-you own-brand products and in-store samplings, and overarching messaging. This can be done by tapping into shopper data and tech engagement to target the right shopper with the right product at the right time. By becoming leading wellness destinations, retailers can ensure that they are able to better connect with the growing base of wellness-minded shoppers.