38 HEALTH & WELLNESS HANDBOOK 2017 | FEATURE www.groceryheadquarters.com
HEALTH & WELLNESS hand book 2017
• Consumers continue to move between channels
and retailers according to occasion, preference, and
products sought. Yet the store that bests aligns to consumers’ values is not always the one they shop most.
For example, the natural/specialty channel captures a
smaller number of its P3M (past 3 months) customers’ H+W purchasing than any major channel, despite
being top of mind as a H+W shopping destination.
• Grocery rivals mass and drug when it comes to
H+W purchasing. H+W-focused consumers notice and
appreciate when their local grocery store increases
their range of organic, natural, and free-from options.
• Bridging the retail and restaurant worlds, grocer-
ants and stores with extensive prepared offerings are
becoming destinations for health-conscious shoppers.
Not only do they appreciate the food quality; they also
like fact that they can find ingredient and nutritional
information and customize their meals, as well. HW
Core consumers are the smallest segment and the most
knowledgeable and engaged; they are the trendsetters,
early adopters, evangelists, and systems thinkers.
The Inner Mid-level and Outer Mid-level account
for the majority of consumers at 62 percent. Mid-level
consumers adopt trends pragmatically from the Core, but
their knowledge tends to be shallower and more personally
The Periphery are the least engaged with H+W – they
may have goals to eat better or exercise more often, but
they tend to prioritize other things.