How Traditional Grocers Can Win Back Wellness Shoppers
Today’s shoppers increasingly see food as a part of their wellness routine.
Research from this year’s IDDBA shows that shoppers buying “better-for-you” products tend to have larger basket sizes and higher basket rings, making this a key segment for food retailers.
But here’s the catch: these high-value shoppers are gravitating toward club stores and mass-market retailers. Merchandising is the key to traditional grocery stores winning back shoppers focused on health and wellness.
Why Is Merchandising the Key to Reaching Health & Wellness Shoppers?
With inflation on the rise and more channel competition than ever, traditional food retailers must go beyond the basics to broadcast the value they offer.
To truly build loyalty, you have to show your shoppers that you understand their particular needs and you can help them meet their goals. For this segment, that means offering healthy (or healthy-ish) options while still keeping convenience top of mind. Merchandising is a primary method for communicating with your shoppers, and the right merchandising strategy communicates that your store is the ultimate destination for supporting their health and wellness.
One of the easiest ways to signal to your shoppers that your store can support their wellness goals and make their lives easier is to create displays that speak to their specific lifestyle goals and dietary preferences.
How Can You Build Diet-Specific Destinations in Your Store?
First, choose a lifestyle goal or dietary preference to build your display around.
For example, GLP-1 weight loss drugs are skyrocketing in popularity and shaping consumer preferences. With GLP-1 pills emerging on the market, the number of people taking these medications is expected to keep growing. It’s the perfect opportunity for food retailers to create themed displays that elevate your customer experience.
Next, identify a highly visible spot within the store. Look for high-traffic areas, and aim for the front of the store to immediately signal that your store has what “better-for-you” shoppers are looking for.
The right case is essential here. Our flexible O5DMA-NRG Five-Shelf Multi-Deck Merchandiser makes the perfect foundation to create a themed shopper destination. It’s easy to move to your ideal location, as this case is self-contained with plug-and-play functionality. It also features a range of options, including narrow depth, mirrors, multiple end-panel options, and more. Plus, it uses sustainable, natural R-290 refrigerant.
Once you’re ready to start stocking your case, choose products that align with your theme. For GLP-1 users, that will mean qualities like:
- Smaller portion sizes
- More protein and fiber
- Higher nutrient density
Pay attention to positioning and put attention-grabbing colors or crowd favorites at eye level. Be sure to add eye-catching signage, so shoppers know exactly what the theme is.
The same approach works for any lifestyle goal or dietary preference. If you’re not sure which lifestyle diets are most popular among your shoppers, demographic information can help. According to the latest from IDDBA, high-protein diets are the most common, but low-sodium, organic, “clean” labels, low-carb and vegetarian/vegan diets are also shaping consumer tastes.
This merchandising tactic works because it saves shoppers time and mental energy looking for the specific items that meet their health goals. Convenience is crucial for building shopper loyalty. Plus, you’re also reflecting that you share your shoppers’ values.
The right merchandising strategy is key for traditional grocers looking to win back shoppers seeking “better for you” options. Shoppers feel seen when they see that your store proudly offers products tailored to them and their preferred diet. That’s the kind of psychological impact that builds long-term loyalty. It might even make shoppers see your location as the preferred place to buy for their lifestyle.
No matter your merchandising goals, the experts at Hillphoenix are here to help. As your partner for full-store refrigeration solutions, we can support you every step of the way from design and installation to updated display cases and replacement parts. Contact our team to learn more.
These merchandising takeaways are inspired by data and trends from this year’s IDDBA show, where the biggest names in food retail shared new products, perspectives and industry insights. We combined the show’s most prominent themes with our own merchandising expertise to deliver these helpful recommendations.
Stay up-to-date on the latest merchandising trends by exploring Merchandising Matters, our one-stop resource hub for all things food merchandising. You’ll find pictures to inspire you, short videos to help you set the stage for success, trend reports and so much more.
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