family physician. In-store pharmacists who engage with
customers can build long-lasting shopper loyalty.
“To further enhance that experience, retail dietitians,
nutritionists and beauticians are also being trained and
deployed into select markets by leading retailers,” says
Mechelse. “That kind of personalization is something
that online is not able to provide.”
GMDC has been working in tandem with A. T. Kearney,
a Chicago-based global management consulting firm, to
track consumer behavior in stores that offer natural health
and wellness services. Their findings show increased
expenditures and growing interest in health and wellness,
even among mainstream consumers.
“This is having a profound effect on the sales of natural
and organic products, as today’s consumers are savvy and
will not buy products with ingredients they are not able to
pronounce,” says Mechelse, who also foresees strong discretionary incomes allowing them to trade up to specialty
and premium products, where mostly natural products
Grocers are uniquely positioned to save the consumer
time and money as they help shoppers lead the healthier
lives to which they aspire.
“As retailers recognize this, the leaders will … [design]
stores around consumer health experiences at each location that identify key self-care categories that drive customers back into their stores,” he says, noting that some
grocers already are doing so. “Retailers have the ability to
chart interactions and support communities in ways that
other providers cannot.”
Natural OTC Remedies
“Naturals are hot,” says Karen Page, national sales man-
Digestive Health Dynamos
ager for Olbas. “Most shoppers are willing to
choose a natural OTC remedy over a brand
with chemical additives and ingredients
they can’t pronounce. Today’s educated
consumer is willing to pay more for quality,
Olbas’ natural remedies are available in drug,
mass and supermarket outlets, including Kroger.
Page, who does frequent in-store demos of Olbas
Ten years ago, few attendees of the Winter Fancy
Food Show in San Francisco would have imagined
that gut health would be trending at the 2018 event.
However, digestive health was a hot topic across
the show floor Jan. 21-23.
The gathering was clearly tuned in to healthy
bacteria, from the “powered by probiotics” Wunder
Creamery Grass Fed Quark to gelatin- and
collagen-rich bone broth from Bonafide Provisions
to fermented foods and beverages including black
garlic, kimchi and kombucha in every aisle.
“I’m a big believer in gut health, and I think we’re
in the very early stages of the movement,” said Joel
Warady, chief marketing and innovation officer of
Enjoy Life Foods in Chicago, an exhibitor at the
Fancy Food Show.
“Food as medicine, fermented food and how
to use food to impart brain health or manage
autoimmune disorders like rheumatoid arthritis
[are] going to become increasingly important,” said
Warady, who says that Enjoy Life is looking to launch
products in 2018 that specifically address gut health.
“The core mission of the grocery channel is food,
and those that offer the right food—reflective of
the changing needs and mindset of the consumer
and their personal objectives to be healthy and
feel good about their bodies—will ultimately lead,”
says Mechelse. “That means food as medicine and
eating the right food as a way of living longer.”
days a week
trying to eat
eat more at
1 in 2 are
9 Major Consumer Health and Wellness Trends
as a result of
Source: Acosta, Nielsen, Advantage Solutions, Rodale—2016
Value of the global