Health and wellness

Nature’s Emporium customers are encouraged to fill out an online form to book a free one-hour store tour for a more curated experience. “That way we can be fully prepared for what they’re looking for specifically and have the handouts and takeaways available for them,” says Ensoll.

A focus on mental wellness, too

In addressing customers’ health and wellness needs post-pandemic at the grocery store, analysts say mental wellness has to be a key consideration also. According to the 2021 NielsenIQ Global Health & Wellness report, one in three consumers surveyed across the globe reported that COVID -19 had a negative impact on their mental health, so brands that were focused on improving mental health saw stronger growth than those that didn’t. “We anticipate a continued interest in aging gracefully versus anti-aging, as by 2060, 40% of the population will be age 50+,” says Sherry Frey, health & wellness industry leader at NielsenIQ. “As the boomers continue to age, they continue to redefine what wellness looks like, bringing to the conversation previously taboo topics like menopause and increasing an emphasis on mental wellness and brain acuity.”

Consumers’ interest in “brain health and staying sharp” is certainly growing, agrees Joel Gregoire, associate director of food and drink at Mintel in Canada. Based on the findings of Mintel’s 2023 Global Food and Drink Trends report, he says consumers will be looking for food and beverages that can influence cognitive capacity, manage stress and optimize brain function. That means we can expect to see brands promoting brain boosts from energizing ingredients such as caffeine, as well as from fruit, vegetables and legumes.

Gregoire also points to growing consumer interest in small moments of indulgence to offset stressful times. “We’ve all gone through a number of health trials over the last few years, so how can grocers find new ways to promote pleasurable moments at home through food and drink,” he explains. “Consumers are now saying it’s OK to indulge from time to time and they see that as a part of being healthy.” CG