Keep an eye out for grocers playing more of a role in health & wellness in the near future, a move fueled by consumer demand. According to Leslie Sarasin, President & CEO of Food Manufacturing Institute, grocery stores are situated perfectly to assist consumers on their health & wellness journey. This comes at a time of high competition for grocery stores—not only competing against themselves, but also online retailers, as we previously wrote about.
“I’ve said it before, and I’ll say it now — as people prefer holistic approaches to health and wellness, food retailers, standing in the nexus position between food and pharmacy, as well as nutrition and provision of medical services, are uniquely positioned as health and wellness resources for their customers.” – Leslie Sarasin, FMI
Health and wellness engagement at grocery is a huge opportunity for healthy brands to pair with health influencers to meet the needs of Americans. Through their concerted efforts from office to shelf, health influencers and brands can influence the decisions of consumers at a much higher level.
The advantage will go to brands that are smart about engaging key influencers geo-targeted to store locations and partnering with key customers to promote their products and offerings. Pairing “near store” influencer and consumer reach with “in store” shopper marketing will certainly help consumers make healthier decisions.