Progressive Grocer - June 2018 - 165

NONFOODS

Health, Beauty & Wellness

Aisles of
Opportunity
CRE ATING HUBS FOR HE ALTH AND BE AUT Y
PRODUCTS CAN HELP GROCERS GROW
THEIR CATEGORY SALES. By Barbara Sax
upermarkets have long been bringing up the rear
in the health, beauty and wellness (HBW) race.
Experts say that in an increasingly splintered and
competitive market, the grocery channel has an opportunity to leverage its convenience and food/wellness positioning to boost its profile in this category.
Laura Mahecha, industry manager for health care at
Kline & Co., a Parsippany, N.J.-based consulting group,
notes that the supermarket channel's share of total HBC
has shrunk to around 19 percent. "Over time, supermarkets have gotten squeezed by other channels and
by online retail," observes Mahecha, adding that more
attention to the category could shift that downward trend.
"The issue supermarkets have traditionally faced is that HBC is

Key Takeaways
To excel in the HBW space, grocers
must connect to shoppers who don't
necessarily visit the supermarket to
purchase such products.
Competitive pricing is key to
retaining HBW customers in the
supermarket channel.
Grocers should make a commitment
to new products, including niche
and upscale brands, and use that
strategy as a market differentiator.
Impactful displays and out-of-thebox cross-merchandising can
help HBW products stand out at
grocery stores.
PROGRESSIVE GROCER June 2018

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