WINSIGHT GROCERY BUSINESS 2019 HEALTH & WELLNESS HANDBOOK H3
With rising healthcare costs a concern for almost all generations and information about healthy living more accessible than ever, it’s no wonder that U.S. consumers are increasingly taking a whole-health approach to their lifestyles instead of run- ning to the doctor for each small ailment. As such, “self-care” has become a major focus among consumers, creating a $450
billion category that encompasses items spanning several major CPG sectors, according to research from Chica-go-based consumer research firm IRI.
The Meaning of Self-Care
IRI identifies self-care items as “all decisions people
make or activities they participate in to ensure health
and wellness for themselves and their families,” from
better-for-you food choices to washing their hands with
antibacterial soap. While healthcare concerns are prevalent across all demographics, IRI data shows that a
staggering 47% of millennials and 41% of Gen Xers will
make every effort to avoid visiting the doctor.
However, each generation has its own major focus regarding wellness, with millennials being most concerned
with looking good and keeping fit, Gen Xers most likely
to focus on managing stress and lessening the effects of
aging and baby boomers most interested in preventing
Raley’s Pioneers Shelf-Label Transparency
With the notion that everyone has a different idea of what
is “healthy” in mind, West Sacramento, Calif.-based Raley’s recently expanded its shelf-label program to include
23 possible attributes that can be easily conveyed to shoppers right on the item’s tag or used as a filter to search for
items when shopping online. The expanded shelf-labeling program is a culmination of customer-driven data,
analysis through Nielsen and verification through Label
Insight. (See photo on next page.)
Yvette Waters, Raley’s nutrition strategist and brand
influencer, says consumers have the right to know exactly what they’re eating, so Raley’s is “looking into a more
holistic wellness approach when navigating the aisles,”
Socially Conscious and Healthy
As consumers embark on their personal self-care journeys, many are taking the environment and other social
causes into account.
Shoppers are aware that they have the ability to vote
with their dollars, and purchasing items only from companies they trust and that align with their values is often
seen as part of living a whole-health lifestyle.
Research from New York-based research firm Nielsen
pinpointed which issues shoppers are most concerned
about. Buying local was on top, with 46% of those surveyed showing interest, followed by the decline in bee
populations at 40%.
Other categories of interest were GMOs in food
(35%); no added sugar (33%); antibiotic use in animals
(32%); rising prices due to trade tariffs (30%); free from
artificial ingredients (30%); pesticide and herbicide use
in food production (30%); fair trade (24%); food waste
in the home (23%); functional foods (22%); food waste
in grocery stores (22%); ugly fruit programs (17%); livestock’s impact on climate change (16%); GMO crop development due to the changing climate, such as drought
tolerance (14%); and the carbon footprint of shipping
and transporting food (13%).
New Way of Living
As the self-care and food-as-medicine mindsets continue to
shape consumers’ purchases, retailers have opportunities to
share these ideas across all categories. By Rebekah Marcarelli
Value of plant-based
Cali’flour Foods executives
see “gluten-free” as
not being enough of an
attraction for shoppers.