Cathy Polley, Vice President of Health and Wellness and Executive Director of the FMI Foundation, Talks to Brett Merrell and Steve Roden, FMI Health & Wellness Council’s Co-Chairs, on meeting the needs of today’s nutrition savvy customers

What drives consumer decision-making when it comes to food?  The answer is nutrition. Last month, we released our “2012 Shopping for Health” study. According to the survey, 32 percent of shoppers reported that they are buying more foods based on nutritional components compared to one year ago.

This can be attributed to:

• Shoppers today are more savvy than ever
• They have access to more information at their finger tips
• More and more Americans are taking preventive measures to stay healthy

So, how are supermarkets meeting today’s consumer needs?  

With an understanding that consumers are much more sophisticated now thanks to technology and access to more information than ever before, today’s grocery stores need to provide more than just products.

“We are living in age of wellness, and it’s not a short term trend,” says Brett Merrell, Senior Vice President of Health and Wellness for Giant Eagle, “Wellness is now fully integrated into the American culture; it’s a part of our lives.”

Giant Eagle, a regional grocery store chain based out of Pittsburgh, is making health and wellness an integral part of its overall brand and corporate culture.

“We are making health and wellness a part of the shopping experience,” says Merrell, “We have experts available to answer questions on the floor—everyone from dietitians to beauty experts. Our pharmacists are also trained to provide counseling.”

The grocery chain also hosts store events, participates in community activities and has a strong online presence through its website, social media and e-communications.  Furthermore, Giant Eagle offers health and wellness programs to their employees.

“Savvy consumers seek recommendations, ask more questions or just need some advice from someone they trust,” says Steve Roden, President and CEO of Learn Something, the leading provider of custom eLearning solutions and consumer education for the food, drug and healthcare industries.

“Supermarkets are responding by educating employees to be more knowledgeable on everything from food safety and food prep to the specific products.” 

It doesn’t stop there. Supermarkets are changing their dynamic, moving away from its traditional model that many of us have become familiar with over the years.

So, what can other food retailers do to meet consumer needs? Here are a few ideas to consider:

• Prepare your team to ask the right questions.  Roden said it well during our interview, “Start by educating your employees to ask the right questions.” Remember, your customers are turning to you to help them make the right decisions when it comes to their food making decisions.
• Make your experts accessible on the floor, on social media or at an event.  Thanks to social media, you do not need to limit your experts to events or on site. Use the power of social media to allow consumers to connect with wellness experts and chefs on your website or through your email newsletter.  Use the tools available to you to spread your wealth of knowledge.    
• Be a resource. Everyone always has one place they go to for recipes, tips or just ideas. Become the go to resource!

How are you meeting your customers’ health and wellness needs?