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Whether it’s the rise in plant-based alternatives and weight loss supplements or the significant uptick in personalized wellness programs, new trends and solutions are constantly emerging to promote healthier habits and choices for Americans.
Gerry Joyce
There’s also been the emergence of retailer initiatives focused on improving access and healthy options like Kroger’s Food as Medicine program, which has become a significant initiative for the brand.
For retailers looking to expand their health-focused initiatives, here are three strategic tactics for driving effectiveness:
Grasp pre-shop and purchase behaviors to inform strategies
Identifying pre-shop behaviors empowers retailers to expand their understanding of their target audiences, and more effectively craft strategies that reflect their behaviors and needs.
An InMarket study found that many shoppers frequently visited a quick-serve restaurant either before or after stopping by a grocery store in 2023. This type of insight can inspire campaigns focused on highlighting quality and healthy pre-made meal offerings, focused on enticing customers who don’t want to make another stop on their shopping trip.
In addition to analyzing pre-shop behaviors, it’s important to pay attention to first-party insights like purchase data to uncover trends and opportunities. Analyze purchase patterns down to the item level to identify consumers who select brands and items indicating health and wellness interest — be it products with high-protein, low-calorie options, plant-based offerings or more. Craft custom segments to connect with these consumers to build awareness for new products and encourage repurchase.
Additionally, by identifying these consumers, you can connect with them to help drive interest in related and new offerings.
Look also for opportunities to expand your healthy product lines. As one example, Publix is known for its sandwiches. If the chain is hoping to keep loyal customers engaged or attract health-conscious shoppers, they can launch a healthy sandwich lineup to generate new interest.
Use creative messaging and experiences to promote health
Messaging across channels provides countless avenues for educating customers on healthy offerings. Think about the simple ways you can promote healthy choices.
As QSRs are raising prices, there’s an opportunity for grocers to undercut the competition. Strategize an innovative mobile or CTV ad that shows two $6 rotisserie chickens stacked up against a $12 hamburger, highlighting how you can feed a family of five for the same price that you’re spending on a single hamburger and fries. Not only does this promote healthy habits, it also hits on the need for value as consumers aim to get the most out of every dollar spent.
Consider the ways you can lean into viral healthy trends on social media to inform interactive ad experiences that generate consumer interest. As trends like Girl Dinner pick up steam on TikTok and Instagram Reels, create an immersive ad experience that encourages viewers to swipe through a variety of three- to five-ingredient, nutritious recipes, paired with an accessible link enabling them to add the items quickly to their cart. Further amplify these deals with in-store displays that bundle the ingredients together so shoppers can quickly drop the items into their shopping cart while in-store without having to hunt the aisles for what they need.
Remain agile and measure impact to ensure success
Both health trends and consumer behaviors are constantly evolving, making it essential for retailers to closely monitor performance and remain agile.
While you’re experimenting with new health-focused campaigns and strategies, ensure you’re actively measuring their impact on purchase decisions and the bottom line. Understand if and how they’re impacting your target audience.
2024 has already kicked off with a focus on health, and it’ll only continue to pick up as we head into the summer months. Don’t miss out on these critical opportunities to engage health-conscious shoppers and help educate consumers across the board on healthier choices.
Gerry Joyce is vice president and practice leader of retail at InMarket.
