Connecting Nutrition Counseling to the Grocery Store Experience

By: Kim Visioni, MS, RDN, LDN, Director, Health & Well-being, FMI 

As a registered dietitian, I’ve spent years helping individuals navigate decisions about food, health, and daily habits. Food choices are rarely just about nutrients; they reflect budget, time, culture and the desire to feel better, among other factors. Most people can define what “healthy” means to them, yet struggle to put it into practice.  Frequently, people say, “I want to eat better, but I don’t know where to start.” Bridging that gap typically comes down to small, repeatable habits like adding fruit at breakfast, including vegetables at lunch or choosing whole grains. Now, as I begin my new position at FMI and gain perspective across the food industry, it is easy to see how grocery stores play an integral role in supporting these everyday decisions and helping consumers turn intention into action. 

FMI’s newly released 2026 U.S. Grocery Shopper Trends Report highlights three key areas where the grocery store experience and nutrition counseling intersect: 

1. Effort is there, but execution needs support 

Seventy-eight percent of shoppers say they make some effort to choose healthy foods, and 48% are trying harder than last year, yet 67% feel their diets could be healthier at home. This reflects exactly what I heard when counseling clients: strong intentions without clear execution. In practice, consulting dietitians provide tools like recipes, meal plans and grocery lists. Dietitians working in the retail setting offer similar support with a distinct advantage: they guide shoppers in real time, right in the grocery store aisles or online, translating healthy goals into immediate, actionable choices. 

2. Trust shapes behavior  

Most shoppers continue to see family, friends, farmers, doctors and their primary food stores as the individuals and institutions that are “on their side” in helping them stay healthy. Notably, 50% view dietitians as helpful to their health, an increase from last year. A common reason people seek nutrition counseling is uncertainty about who to trust. As reported in Trends, in-store shopping enhances confidence, control and efficiency, underscoring the value of retail dietitians in creating a credible, transparent and approachable environment. 

3. Home cooking is consistent, but time is tight 

Nearly two-thirds of shoppers cook at home four or more times per week, yet most spend under an hour preparing meals. This aligns with what most clients were looking for: balanced, doable meals that often combine fresh and convenient options. Helping shoppers “mix and match” products, whether in-store or online, makes healthy eating more realistic and sustainable. 

In my new role at FMI, I am excited to collaborate with grocers and retail dietitians to build on existing programs and advance practical solutions—recipes, education, curated products and digital tools. By meeting shoppers where they are and supporting small, achievable steps, we can help turn everyday decisions into lasting, healthy habits.