Health is Wealth

In addition to trying new foods in these classes, I shared nutrition information as we prepared meals and snacks in a way that was simple, fun, and approachable, leaving attendees with new recipes and knowledge. Everyone enjoyed the classes and asked follow-up questions about grocery shopping, reading labels, and healthier cooking techniques. As a result, I started leading group grocery shopping tours. We spent an hour walking around the store, talking about seasonal produce, and sharing ideas on how to cook veggies. But most of our time together was on “nutrition label literacy” as I educated the group on how to interpret labels, what to look for, and what to avoid. For many people, this was the first time they had been educated on the complex number and naming conventions for common ingredients in food, so it was very rewarding sharing this knowledge with others.

Years later, I received an email from one attendee sharing how much this experience improved her health. She mentioned that with this new information, she was able to make healthier choices and ultimately lower her cholesterol levels and beat her intense sugar cravings.

With “health as wealth” at the top of consumers’ minds according to The New Consumer Foods and Wellness Report for 2023, a fun and important challenge awaits us as we educate shoppers. Today’s consumers are reconsidering what is most valuable to them, with health taking a front seat.

We live in an age of information overload where many of us are left confused about what and how to eat. As a holistic nutritionist, I see firsthand how consumers are overwhelmed with ideas on how to be healthy. There are so many “diets” and food choices that decision fatigue sets in and can prevent people from making healthier choices.

With the Foods and Wellness report revealing that the number one goal for Americans this year is to consume more fruits and vegetables and eat less refined sugar, grocery stores have a prime opportunity to find new ways to engage with their customers and help them achieve their goals.

So how can we do this?

We know that many people are using social media as the first step to find new recipes, but that doesn’t reach all age demographics.

Grocery stores can become more than just a place to buy the ingredients, but also a place to learn more about the healthy foods they are seeking.

I saw this approach featured at my local farmer’s market, and thought it was a great marketing and educational tool. A local vendor had all their in-season produce for sale and provided a healthy recipe to take home featuring the ingredients they were selling. The vendor talked up the health benefits of the ingredients as I was looking at the recipe and provided additional information about the health benefits of the produce.

This engagement with the consumer not only helps to motivate them to make healthier choices, which is top of mind for everybody right now, but it’s also a way to increase loyalty among customers and reach new customers once word gets out that the store is providing easy ways to support their health goals.

Another reason to build a healthy eating community is to help customers who are facing the effects of increased costs and inflation. One way that people are looking to save money is by cooking more at home and dining out less, which means people are shopping for their groceries more intently.

By providing new recipes each week, customers will look forward to coming back to the store to try new things they might not have tried in the past. This creates an approachable way to help people pursue healthier habits. Research from the Centers for Disease Control (CDC) and prevention indicates when we make eating healthy more accessible, more people can reach their health goals.

If that is not reason enough, the Foods and Wellness report also shows that consumers are searching for new recipes and ways to be healthy. This can be a great opportunity for grocery stores to provide added value for customers. It can be as simple as a new recipe with a shopping list for all the ingredients or “here are five ways you can make broccoli” followed by meal ideas.

The fact that Americans would rather feel 25 percent healthier over earning 25 percent more money reiterates how important education and awareness will be moving forward. Not only will you play a role in improving someone’s health, but you’ll also have a fun way to engage with your customers, both loyal and new. ■

Coachtopia

Following a branding overhaul in 2022, heritage leather brand Coach launched sub-brand Coachtopia to appeal to eco-conscious Gen Z customers. Dubbed “a new world of circular craft from Coach” Coachtopia is a community of designers, thinkers, consumers, and makers founded upon the idea that circularity is the future of fashion. The initiative moves the company towards less waste and eliminating new material, reimagining both new products and classic silhouettes using reused or remade materials.