Health and wellness is central to all purchase
decisions. You may think it’s all about food—
but you couldn’t be more wrong.”
—Next Practices: The Health & Wellness Consumer, GMDC
Developing ‘Next Practices’
If you want to engage and win tomorrow’s consumers, you must take steps now to achieve that goal.
say there is too
say it costs
say it requires
too much effort.
don’t like to eat
Collaborate to Overcome Barriers
To fully embrace and leverage the health and wellness
opportunity—and ultimately to succeed with the
future health and wellness consumers—retailers and
manufacturers must collaborate to overcome existing
barriers. The top four barriers hindering consumers as
they work to embrace a lifestyle rooted in health and
wellness are especially essential to overcome: lack of
convenience, confusion caused by conflicting information,
prohibitive costs and commitment.
Addressing the Four C’s
Convenience, confusion, commitment and cost are the
four C’s that represent your road map for the evolving
health and wellness consumer.
Make It Easy: Make your store a health and wellness
destination; embrace new assortment principles by
carrying core products (multivitaimins), niche products
(gluten-free items), and disruptive items (probiotics); and
create an omnichannel experience.
Make It Simple: Strive for product transparency by
avoiding generic labels (“healthy”) and using specific
claims (“reduced calorie”); seek simplicity by making sure
associates can help shoppers understand key product
benefits; and break through the noise by communicating
product benefits and recommending personalized
Make It Mine: Help shoppers make emotional connections
by focusing on ways to make them feel better or happier;
avoid a one-size-fits-all approach (Boomers are motivated
by aging and health concerns, millennials more by life stage
changes); and motivate shoppers with loyalty programs
that create incentives for them to make healthier choices.
Make It Valuable: Offer a variety of price points on
healthy products, and follow the “goldilocks” of pricing
approach (deliver the right product at the right time at
the right price).