ncreasingly health-aware, today’s consumer
is heading into the new year with goals for
better nutrition, fitness and overall well-be-
ing, and they’ll look to the retailers and pro-
duce brands who can best help them achieve their desire
for holistic health and wellness.
With its HealthMarket store-within-a-store concept
and its stand-alone HealthMarket that opened this past
summer, West Des Moines, Iowa-based Hy-Vee Inc. is
leading the charge when it comes to offering customers a
one-stop shop for holistic health. An entire store devoted
to total health and wellness, Hy-Vee HealthMarket even
includes an Orangetheory Fitness studio.
Chainwide, it’s all hands on deck to promote a healthy
start to the new year at Hy-Vee stores, where the grocer’s
team of dietitians will begin 2019 with in-store health
fairs and a renewed emphasis on its programs designed
to encourage a healthy lifestyle year-round.
“Hy-Vee’s more than 165 in-store dietitians across our
eight-state region always make a big push to start the new
year strong with health and wellness promotions,” says
Brian Scheil, a Hy-Vee dietitian in Canton, Ill. “This effort
receives strong support from all other in-store depart-
ments, and we work to find fun and interesting ways to
integrate it throughout the store.”
“Hy-Vee puts a focus on healthy eating and healthy
lifestyles and better-for-you choices year-round, but
we do add extra emphasis to many of our existing pro-
grams at the beginning of each new year because that is
when many people commit to kicking off new, healthy
lifestyle changes,” says Tina Potthoff, Hy-Vee’s VP of
Programs include Balance, the grocer’s monthly health
and wellness publication, and a 10-week, dietitian-led
lifestyle management and weight-loss program called
Begin that is offered year-round. Hy-Vee dietitians also
assist customers with meal planning development and
solutions through its Simple Fix program, as well as free
nutrition tours and personalized shopping assistance.
In Scheil’s experience, the best way to connect with
customers at the start of the year is through health and
wellness fairs. In some stores, Hy-Vee invites local gyms,
spas or other health-related businesses to participate in
the health fair.
“[It’s] a way to show community unity in helping peo-
ple make their holistic fitness and nutrition goals easier to
plan and achieve,” Scheil says.
Health fairs are also an opportunity for customers to
meet Hy-Vee’s entire health and wellness team, including
its pharmacy staff and HealthMarket manager.
“To execute a great health fair promotion, it’s import-
ant for customers to be able to sample new and trending
health-conscious foods and beverages, and we offer easy
recipe tastings that incorporate fresh produce, seafood or
other departments in the store,” Scheil says. “These are
really brought to life with live cooking demos that include
culinary tips and fitness equipment demos.”
Consumers look to grocers to help them achieve their
holistic health goals in 2019 and beyond. By Jennifer Strailey
Amount of U.S.
consumers who say it
takes too much time to
prepare healthy food
Source: Mintel’s 2019 Global
Food and Drink Trends report