Grocery Shoppers Working To Make Healthier Choices
Many consumers have long talked about their desire to focus on health and wellness, and this line of thinking appears to be reshaping grocery shopping trends, new data from 84.51° shows.
According to the research firm, as shoppers are increasingly prioritizing healthier food choices, they continue to be challenged by balancing nutrition with value. This shift is opening opportunities for retailers to connect with a growing number of health-conscious consumers as only 41% of shoppers describe their eating habits as healthy.
As shoppers navigate a choppy economic climate, they are taking steps to eat healthier. New data from 84.51° shows that two-thirds of grocery shoppers plan to eat more fruits and vegetables while 63% will focus on staying properly hydrated. Additionally, 54% will cook more meals at home, while 51% will work to limit processed foods.
Additional key insights include:
- Many shoppers are still struggling with challenges such as cravings for unhealthy foods (69%), the cost of healthy foods (49%), and time (45%) — all of which can make sticking to a healthy eating plan difficult.
- 57% of shoppers want to receive nutrition information while shopping, presenting an opportunity for retailers to engage customers with informative content that helps guide their purchasing decisions.
- In the cold cereal category, higher-income households ($150K+) are more likely to buy protein-enhanced cereals, while lower-income households ($35K-$49K) are less likely to purchase these products, signaling an opportunity to tailor offerings to different income segments.
As shoppers look to meet their health goals while navigating high food prices, brands have an opportunity to provide solutions that support these efforts, experts with 84.51° said. Through personalized promotions, cross-promotion of complementary health products, and targeted advertising, retailers can better connect with nutrition-conscious and value-minded shoppers.
