instore - August 2017 - 19

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Simple and natural ingredients. Ingredients such as sugar and
salt are more acceptable to today's consumers, many of whom seek
out natural ingredients in moderation in the foods they purchase. In
essence, these are "real" ingredients free from additives and preservatives. Fresh departments, especially in-store bakeries, can attract
consumers through messaging that focuses on product simplicity.
Fresh. Unprocessed, fresh food typifies the health and wellness
lifestyle, making it an almost necessary part of many consumers' daily
diet. And while many may associate the term fresh with produce, meat,
and seafood, fresh foods are certainly not limited to these departments.
It's not just the food or ingredient itself that falls into this category, but
also the way it is prepared or cooked. This concept lends itself well to
in-store bakeries, delis, and foodservice departments, which prepare a
sizable portion of their department products daily.
Protein-rich. Consumer demand for food rich in protein continues
to grow, as evidenced by the increasing number of products that
emphasis it on their labeling. In-store delis, prepared foods, and cheese
departments are natural spots for these products.
Local. Products and ingredients sourced close to where they're sold
and utilized convey a true sense of freshness, which in turn makes
them especially appealing to health and wellness shoppers. The
farm-to-table movement is a concept that appeals to many consumers,
especially those who see it as important to their personal diets.
Plant-based diets. Whether due to health concerns, personal beliefs
on the treatment of animals raised for consumption, or other reasons,

consumers are increasingly looking to plantbased foods as alternatives
to traditional sources of
nutrition, such as animal
protein. Look for this trend to continue, spurring the development of
new products in fresh departments.
Health claims on product labeling. While many of today's health
and wellness shoppers are knowledgeable about the products they
consume prior to visiting a retailer, most still look for health attributes
on product packaging. Highlighting specific health traits and ingredients not only helps inform shoppers, but also helps retailers market
these products to them.
Convenience. To some consumers, the way food is sold is as important as the food itself. Snacking is now a common daypart, especially
among the health and wellness consumer, who may snack numerous
times during the course of the day. Portion control and size is also a
consideration when making a purchase. Grab-and-go and single-serve
product varieties provide a convenient and quick way for consumer
to "fuel up".

Dietary necessities
Some consumers make purchases due to dietary necessities. For these
consumers, purchasing certain food is not just a lifestyle choice, but
one that could potentially cause discomfort, irritation, or even serious
health implications.

WELLNESS EVOLUTION
20th century

21st century

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Reduced fat or non-fat/
Reduced calorie or calorie-free
Cholesterol-reducing ingredients
Reduced cholesterol/ Reduced sodium
Reduced sugar or sugar-free
Good or excellent source of calcium
Bran/ Whole-grain

Gluten-free
Naturally heart-healthy
Organic/natural
GMO-free
No high-fructose corn syrup
Nut-free
Alternative grains or grain-free
High-protein
Ethical (cage-free, free-range,
fair trade)
Natural source of Omega-3

Proper labeling of product ingredients is essential in
helping these consumers choose correctly. Education
is equally important, especially for associates in fresh
departments. Shoppers may turn to associates behind
the counter for assistance, thereby making product
and ingredient knowledge important. Training and
education, such as tools and resources offered by IDDBA
at www.iddba.org, can provide employees with the
knowledge and confidence to better assist shoppers and
family or friends who might be shopping for them.
Today's shoppers are turning to supermarkets as
not just a place to buy food, but a locale to support
their lifestyles, whether it's voluntary or one driven
by diet. Stores can grow their shopper base and
build loyalty by not just viewing "diets" as food a
consumer can or can't eat, but as a lifestyle that can
be supported with a variety of food options.

instore * AUGUST 2017 * 19

http://www.iddba.org

Table of Contents for the Digital Edition of instore - August 2017