Amount of shoppers
[It’s] an exciting time to be in
the food industry because
we are just now beginning to
understand the positive e;ects
food can have on our overall
—Ryan Downs, GLK Foods
Raley’s New Shelf-Label Icons
• Food and beverage icons: nutrient-dense, clean label, plant-based, carb-friendly, gut health, sustainability, no added sugar,
keto (ketogenic) friendly, heart-healthy, high in protein, organic,
vegan, whole-grain, gluten-free, non-GMO, grain-free and kosher.
• Health and beauty and household icons: paraben-free, no
added fragrance, clean label, sulfate-free, phthalate-free and
• Pet care icons: grain-free, meat as first ingredient, high in
protein, gut health, organic, non-GMO, raw and gluten-free.
H; ;;;; HEALTH & WELLNESS HANDBOOK WINSIGHT GROCERY BUSINESS
Growing Concerns About Gut Health
With the “food as medicine” mindset becoming more
How Gluten-Free Is Evolving
prevalent, Ryan Downs, president of Appleton, Wis.-based
GLK Foods, says he has seen foods that promote gut health
gaining in popularity. Calling the new age of healthy living
“an exciting time to be in the food industry,” he says we are
“just now beginning to understand the positive e;ects food
can have on our overall wellness.”
“In the context of our gut microbiome, research is draw-
ing a strong correlation between what we eat and things as
wide-ranging as sleep quality, mood and in;ammation in
the body,” Downs says.
In addition to the growing range of products infused with
probiotics or that improve the microbiome naturally, such
as fermented kimchi and sauerkraut, the trend toward
grain-free and gluten-free living is still prevalent for both
those that are gluten-intolerant and others that see it as a
way of living a healthier lifestyle.
However, Amy Lacey, owner and founder of Chico, Calif.-based Cali’;our Foods, warns that products that are
only gluten-free “are no longer mainstream,” because consumers are looking for additional promises that the product
will ;t into a healthy lifestyle, such as grain-free. Retailers
can promote these items through shelf placement, such as
dedicating a freezer section to grain-free or better-for-you
options, Lacey says.
“Instead of having a big-name frozen pizza product
on the endcap, why not highlight one of the healthier options?” she says.
Plumbing the Plant-Based Category
The recent wild success of plant-based categories is largely
thanks to the rise of ;exitarians, who are looking to reduce
the amount of meat and dairy in their diets without cutting
it out entirely. As such, ;exitarians have helped facilitate
the boom of plant-based items that mimic meat and dairy.
Recent data from the Good Food Institute ;GFI; and
the Plant Based Foods Association ;PBFA; shows U.S. re-
tail sales of plant-based foods have grown ;;; in the past
year, with the total market value of plant-based ;;.; billion.
Kelly Swette, CEO and co-founder of Moss Landing
Calif.-based Sweet Earth, which makes plant-based items
such as the Awesome Burger, says this industry is projected
to grow tenfold over the next decade.
“Having consumers understand plant-based eating can
be not only healthy but also convenient and ;avorful is
key,” Swette says. “We have seen great success with our
nutrient-dense, globally inspired and ;avor-forward product lines.”
Emerging Plant-Based Categories Take the Cake
The GFI and PBFA data values the plant-based meat cate-
gory at more than ;;;; million, with sales up ;;; over the
past year and accounting for ;; of retail packaged meat
sales. The data points to plant-based milk as another major
driver of the category, with it having grown ;; in the past
year and now making up ;;; of the entire milk category.
Dairy-free cheese is a “serious game changer,” Lacey
says. “;The; recipes have really evolved and taste much
better than the original options.”
Emerging categories such as plant-based
yogurt have grown ;;;; conventional yogurt
declined ;;. Plant-based cheese is up ;;;; con-
ventional cheese is ;at. Plant-based ice cream
and frozen novelty is up ;;;; conventional ice
cream and frozen novelty are up only ;;.
Sweet Earth produces
such as the Awesome