Transform Awareness Into Healthy Behavior
In its new "The Food Retailing Industry Speaks 2011" research document, the Food Marketing Institute (FMI) notes that retailers are still placing "a strong emphasis on consumer wellness and family health" — despite difficult economic times and their impact on consumers' commitment to nutritious eating. In fact, surveyed retailers pointed to health and wellness concerns as the "fourth hottest trend of 2011."
Moreover, retailers ranked a focus on natural and organic products fifth among their top retailing strategies. FMI says 66 percent of surveyed retailers reported adding more organic SKUs to their assortments, with 65 percent of these retailers pointing to a related sales increase. And 48 percent of surveyed retailers said they now have a nutrition labeling guidance program in place as a means to encourage consumer health and wellness, up from 26 percent in 2010.
Retailer efforts appear to be paying off, at least in terms of consumer awareness. In fact, a March Harris Poll — performed online by Harris Interactive with 2,379 adults — found that most consumers are aware of key nutritional facts and how to manage a diet. That knowledge, though, isn't necessarily enough to change food-buying behaviors.
"The high levels of awareness indicate that the nutritional initiatives in recent years — such as revisions to food labels and increased interest in obesity programs — seem to be effective in creating a health-conscious public," Harris Interactive notes. "However, transforming awareness into healthy habits is the next step."
Another recent FMI publication, "U.S. Grocery Shopper Trends 2011," says the economy continues to be a stumbling block to consumers' ability to make healthful food choices. Throw in rising food prices, and the challenge becomes even greater.
That said, retailers have a real opportunity to combine existing nutrition education programs with value messaging centered on better-for-you store brand products to help shoppers make better nutritional choices.
A number of retailers already have developed great health-minded food and beverage lineups, and they are doing a great job in communicating the nutritional benefits to shoppers. Where many of them fail, however, is in marrying these benefits with the value message.
Wegmans, for example, suggests numerous store brand items — as ingredients and as meals — within the wonderfully informative "eat well, live well" section of its website. But the retailer makes no mention here of the potential cost savings the store brands present — a missed opportunity, in my book.
Efforts within the physical store itself, however, have an even greater potential to positively impact shopper behavior. How about in-store displays of better-for-you store brand products, supported by prominent signage that explains how these products can help shoppers afford to eat well? Or a side-by-side shopping basket price comparison between health-minded store brand products and similar national brand items?
Retailers could support these and other in-store efforts with similar messaging in weekly circulars, on their websites, via social media avenues and on checkout coupons. Websites could even boast rotating weekly menus for nutrition- and budget-conscious families — featuring store brand ingredients and detailing estimated meal costs.
It's time to go beyond the development of better-for-you products and nutrition educational programs to encourage healthier, yet affordable buying behaviors.
Kathie Canning, Editorial Director
"It's time to go beyond the development of better-for-you products and nutrition educational programs to encourage healthier, yet affordable buying behaviors."