One message from the most recent roundup: Today’s
health and wellness culture extends beyond diet.
“It now includes diet, the ebb and flow of energy,
sleep and rest, activity and exercise, mindfulness and
emotional outlook, mental health, social engagement,
and work-life balance,” the Hartman report explains.
The way consumers define health and wellness also
depends on the age demographic into which they fall.
“Definitions of H+W tend to broaden with age,
presumably as consumers are forced to grapple with
more health issues,” the Hartman report explains.
“However, for Millennials and Gen X, broadly
defined wellness culture is fully mainstream, and even
those who are currently less engaged with H+W overall believe in similar definitions of H+W, a healthy
lifestyle, a healthy diet, and how to achieve it.
What we eat and the energy we have go
As the Hartman report notes, “Energy is part of the
very definition of contemporary health and wellness.
Consumers see energy management as a balancing act
that affects all other aspects of wellness. They take
this balance into account in their health and wellness
habits and purchasing, including of foods and bever-
ages. All consumers acknowledge an implicit connec-
tion between energy and what they eat.”
In fact, health and wellness means “having the
energy for an active lifestyle” for almost 60 percent
of consumers. Baby Boomers in particular – 65 per-
cent – topped the list of consumers making the con-
nection between energy, health and wellness.
However, there is an apparent lack of energy
among all age groups. Overall, almost 30 percent of
those polled – Baby Boomers, Millennials and Gen
Xers alike – admitted their energy level was not as
high as they wanted it to be.
The Part Food Plays
While consumers understand the role diet plays in
their overall feeling of well-being, they aren’t turning
to food and beverage products as often as they could
(or should) to combat low energy.
Just 44 percent of them are tackling issues with
chronic fatigue and low energy, and even fewer are
turning to food ( 31 percent) or beverages ( 20 percent)
to help battle those health problems.
GHQ Healthy Selling Tip: Reach out to
consumers (possibly with the help of an in-store
dietitian) with merchandising and marketing
campaigns designed to educate your shoppers about
how the food and beverage products found in your
stores can help boost energy and optimize overall
feelings of health and wellness.
Other Findings from Hartman
Energy isn’t the only issue dissected in the Health
+ Wellness report. Consider these tidbits of special
interest to grocery retailers:
• More consumers than ever are experimenting
with their diet, and free-from diets are on the rise.
As they make dietary changes, Mid-level consumers*
start by trading up to “better- for-you” versions of
their staples, such as replacing soda with sparkling
water and white bread with whole wheat. More are
using plant-based proteins, meats, and cheeses – especially Millennials.
GHQ Healthy Selling Tip: Plan in-store cooking
demonstrations and tasting stations featuring free-from and or plant-based proteins. Provide recipes
and/or handouts explaining how consumers can
incorporate these items into their diets without
• Use of supplements also continues to rise. Even
Periphery* consumers are taking probiotics, indicating that digestive health has moved squarely into the
GHQ Healthy Selling Tip: Do your customers
understand what probiotics are and how they can
help gut health? Let them know by offering in-store sessions with a dietitian or other local medical
professional, and have samples of or coupons for
items like yogurt, kefir and other products that are
good sources of probiotics.