Progressive Grocer - January 2011 - (Page 97)
Health & Wellness
Feeling Good in 2011
PG takes a look at the year’s top trends in health and wellness.
By Jennifer Strailey
arket research ﬁrms around the globe have made their predictions for 2011, and when it comes to leading consumer trends, health and wellness is leading this year’s top 10 lists from Seattle to Singapore.
reports that “consumers’ attitude toward weight is polarizing, pitting the rise of the super-healthy against the eternal appeal of indulgence.” The ﬁrm expects that we’ll see a surge in products catering to the overweight demographic in 2011.
Hea Healthier Sales
In the United States, the heightened focus on health and wellness is being fueled by a number of factors, including epidemic obesity, an aging baby boomer and older senior population, an increased awareness of bad-for-you foods, and, quite simply, the desire to feel good. Indeed, as Americans become more aware of their health, they spend more to maintain it. According to consumer culture research ﬁrm The Hartman Group, spending on wellness products is on the rise, with the lion’s share of these expenditures going to fresh categories. The Bellevue, Wash.-based company’s recent p y report, “Reimagining Health + Wellness 2010,” revealed that the average household spends $148.48 a month on categories with wellness cachet. “Increased spending on products beneath a wellness umbrella, particularly in fresh categories, reﬂects what we have been witnessing for more than a decade now,” says Laurie Demeritt, Hartman president and COO.. “Consumer understanding of wellness s has moved away from traditional notions of condition treatment and dissease prevention, and toward attaining a better quality of life.” A comprehensive study of consumer and shopper health-andwellness perceptions, Hartman’s “Reimagining Health + Wellness” also found that America is in the midst of a “great transformation” with regard to notions of what it means to be well. More than half of all consumers, or 54 percent, said their views on health and wellness have recently changed, notes the company. Their new deﬁnitions of wellness included “feeling good about myself,” “being physically ﬁt” and “not being overweight.” The last of these is what Chicago-based market researcher Mintel is calling “The Big Issue” for 2011. Three of the ﬁrm’s top 12 consumer packaged goods trends for 2011 hit on the health-andwellness score, with obesity nabbing the No. 7 spot. As 34 percent of U.S. adults over the age of 20 struggle with obesity, Mintel
Both Mintel and Hartman say all of this spells signiﬁcant sales growth opportunities in the coming year for manufacturers and retailers of consumer products that promote health. To ﬁnd out what products and ingredients will be leading the pack, PG turned to Shelley Balanko, Hartman’s VP of ethnographic research. The T company’s “Reimagining Health + Wellness” delved into the diets of U.S. U food shoppers, and then divided shoppers into three groups: the Core, s or o health trendsetters; Mid-Level consumers, the majority (62 percent) of folks fo interested in good health; and the Periphery, those who are the least concerned with health and th wellness. w
Smarter Snacking In terms of Mid-Level consumers and what retailers can expect them to buy more of this year, Balanko says healthy snacks will be one of 2011’s hottest categories. “Consumers are going to be looking more for things like small-batch kettle chips and snacks with whole grains like rye crisps.” She also predicts that consumers who like snacking on fruit leather predic will make a move to whole dried fruits such as mulberries, and that those who reach for snack bars will be looking for examples with raw grains and whole seeds. Raw Foods Beyond snack bars, Hartman expects to see the market for raw foods grow. Balanko believes raw cacao and raw honey, in particular, will be on an increasing number of shopping lists. Other ingredients that she anticipates will be in greater demand include pumpkin seeds, ﬂax seeds and oils, walnuts, Brazil nuts, and hemp seeds. Fiber will continue to be a hot item, she notes, but consumers will be looking for new sources of this dietary staple from foods like buckwheat.
Progressive Grocer • January 2011 •
A H E A D O F W H AT ’ S N E X T
Table of Contents for the Digital Edition of Progressive Grocer - January 2011
Progressive Grocer - January 2011
Table of Contents
Nielsen’s Shelf Stoppers/ Spotlight: Medications and Remedies/antacids
Mintel Global New Products: Salty Snacks, Meat Snacks and Popcorn, Q2-Q3 2010
Best Practices: Are We There Yet?
Store of the Month Special Edition: My H-E-B
Marketing: Circular Paradox
Gma President’s Note: United We Stand
Pg Special Events: Pg Honors 2010 Top Women, Green Grocers at Gala Event
Retailer Spotlight: Winn-Dixie’s Awakening
Category Management: Mutual Benefi Ts
Special Section: Progressive Grocer Independent: For Retailers, by Retailers
Condiments: A Matter of Taste
Butter/margarine: Promise for the Future
Desserts: Sweet Solutions
Energy Drinks/shots: Energy Drinks Get a Jolt
Winter Produce: Season of Plenty
Meat Merchandising Study: Meat to Meals
Candles/Air Fresheners: Beyond Common Scents
Front End: The Front End Checkout: A Microeconomic Model of the Store
Cough and Cold: A Tissue Please?
Whole Health: Feeling Good in 2011
Futuretech: It’s a Mad, Mobile World
Progressive Voices: Retailers’ Value Equation = Customer-Benefit Costing
Ovens and Rotisseries: Heating Up
What’s Next: Editors’ Picks for Innovative Products
Progressive Grocer - January 2011