Supermarket Perimeter - July 2021 - 15

L
iving through a pandemic has made many people question
just what the term " health " means to them.
Exercise, sleep, nutrition, medicine and good old common
sense are just as important as they ever were. But today's consumers
are combining those and all the other factors that go into a healthy
lifestyle in new and sometimes surprising ways. And increasingly,
they're turning to their grocery stores for answers in their journeys
to health.
" Health and wellness are in the process of being redefined as
more than just nutrition and fitness, " said Rebecca Calvin, senior vice
president and chief merchandising officer for Modesto, Calif.-based Save
Mart. " People continue to set goals around nutrition and fitness, but
they are also focused on increasing their mental and emotional health. "
As part of this more holistic approach to health and wellness,
shoppers are looking for affordable healthy meals at home, she added.
With that in mind, Save Mart stores provide accessible and budgetfriendly
solutions that meet shoppers' needs for healthier eating options
without sacrificing value.
Because " healthy " is often defined individually, staying abreast of
broader macro trends ensures that Save Mart can evolve its assortment
to meet its shoppers' needs, Calvin said. For example, the retailer offers
leaner or thinner cuts in the meat department across different proteins.
One trend with real staying power is healthy meal solutions, Calvin
said. Save Mart customers continue to seek out solutions that are
cleaner and include less sugar and meat.
Plant-based nutrition, keto and intermittent fasting are other
trends the retailer is keeping a close eye on. In Save Mart's new Lucky
California innovation lab, which opened in May in Pleasanton, Calif., an
entire plant-based section is located next to the produce department,
unifying healthy options in one convenient location.
The impact of COVID on Americans' attitudes toward healthier eating
has been profound. More than 40% of Americans say they're eating at
least somewhat healthier now than they were before the pandemic.
That has translated directly to how consumers buy groceries.
" We have seen a real influx of customers looking to diversify their
family's meal choices, " Calvin said. " Especially now, with more than a
year of working and learning from home, people are feeling cooking
fatigue. Our culinary and food service teams constantly refine and
update our ready-to-eat prepared meal solutions and our ready-tomake
offerings with inspired healthy choices. "
While some grocers use nutritionists or registered dietitians in
store and dramatically limit the assortment on behalf of the customer,
people continue to rely on health care providers and their networks for
dietary recommendations and classes or tutorials on healthier eating,
Calvin said.
When shopping instore, customers are typically mission driven and
likely not receptive to a tremendous amount of new information or
being made to feel bad about their food choices.
" At Save Mart, we believe providing information at shelf is critical, as
that is where the final purchase decision is made, " Calvin said. " We tag
products that fit specific nutrition attributes - organic, whole grain,
heart healthy, plant based, etc. - allowing shoppers with specific
dietary requirements to easily find what they're seeking and quickly
make the choice that is right for them. "
supermarketperimeter.com
NEW HEINEN'S PROGRAM
TAKES " FOOD AS MEDICINE "
TO NEW LEVEL
CLEVELAND-BASED RETAILER Heinen's Fine Foods'
new Club Fx is a free program for Heinen's Tasteful
Rewards members that offers education, support,
incentives and a heavy dash of inspiration for
customers to optimize their health.
" F is for Food and x is for prescription - we believe
food is an important cog in health, " according to
Heinen's.
Club Fx Perks include weekly nutrition tips and
recipe ideas from Chief Medical Officer Dr. Todd
Pesek and Chief Registered Dietitian Melanie Jatsek;
exclusive Fx product discounts; wellness coaching
from Heinen's Certified Wellness Consultants; and
personalized Nutrition Concierge Services.
Heinen's has designated seven Fx Pillars that are
basic eating guidelines to optimize your health.
PILLAR #1
PILLAR #5
Eat your greens,
as many as you
can every day
PILLAR #2
Eat the rainbow, at
least one fruit and two
vegetables every day
PILLAR #3
Dose with omega-3
fats every day
PILLAR #4
Pick your protein:
choose plants over fish
over fowl over beef
Choose whole grains,
preferably sprouted
PILLAR #6
Remember functional
foods: fresh herbs and
fermented foods
PILLAR #7
Watch your sugar and
salt: minimize added
sugar and sodium
JULY 2021 - 15
SAVE MART
http://www.supermarketperimeter.com
Supermarket Perimeter - July 2021

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