Article

Study: Most grocery shoppers want more information on healthy eating

Despite healthy-eating consumer initiatives, shoppers have not changed their old buying habits, behavior and perceptions.

October 31, 2010

A new consumer attitude research study conducted by Catalina Marketing reveals that, despite the industry's healthy-eating consumer initiatives, shoppers have not changed their old buying habits, behavior and perceptions.

"Our members want an integrated approach to creating comprehensive health and wellness programs," said Sharon Glass, Catalina Marketing's group vice president of health, wellness and beauty. "We will use this study to make it easier for both manufacturers and retailers to help shoppers make healthy, nutritious choices in every aisle of the store. It uncovers what shoppers really want and how to design programs or services that best align with their needs. Making smart nutritional choices can notably improve overall health and how we feel each day."

The study, done with the support of the Food Marketing Institute (FMI) and titled, "Helping Shoppers Overcome the Barriers to Choosing Healthful Foods," shows that Americans continue to face hurdles when planning, shopping and preparing healthier meals. The study provides answers to many of the most pressing questions facing the food-and-beverage industry including:

• Are shoppers needs being met?
• How can we most effectively build trial, usage and advocacy of healthful products?
• What are the most compelling ways to help shoppers make healthful food choices and manage their personal health concerns?

The online study surveyed more than 2,500 male and female adults across the United States over the age of 21 with primary responsibility for the grocery shopping in their homes. The study provides guidance on how the industry can best help shoppers to make positive choices in nutrition and lifestyle management.

Highlights of the Study:

• 50 percent of shoppers feel that their supermarket helps them make healthful choices.
• 36 percent believe their supermarket helps them manage or reduce their risk of specific health concerns.
• 38 percent of shoppers reported that their grocery store provides information on foods and beverages that can help manage their personal health concerns.
• 25 percent believe that store employees are knowledgeable about nutrition. But less than one-third of respondents feel that supermarket employees were knowledgeable enough to provide assistance about nutrition, vitamins, nutritional supplements and over-the-counter health remedies.
• 77 percent believe healthy food is expensive and more than 80 percent say coupons for healthy products encourage healthy shopping.
• 59 percent feel that healthy foods and beverages generally taste good. Fast food fans are the least likely to agree that healthy options generally taste good.
• 69 percent of shoppers are interested in having their store stock freshly prepared, healthy meals and 64 percent are interested in programs that recommend healthier options for the products they generally buy through messages printed at the checkout or website tools.
• 51 percent of respondents with children find it hard to plan healthy meals.

More than 40 percent of shoppers are interested in supermarkets providing recipes and information for specific health concerns, health screening services, nutritional counseling and personalized wellness plans.

In addition, the study points out that one third of shoppers are interested in programs that require their active participation, such as in-store cooking demonstrations, hands-on cooking lessons and store tours for healthy products. According to the findings, shoppers want a combination of convenience; cost, taste and messaging that will motivate them to replace fast food meals with healthier options.

"Our members want an integrated approach to creating comprehensive health and wellness programs," said Cathy Polley, vice president, health and wellness executive director of FMI Foundation, Food Marketing Institute. "Catalina Marketing's blueprint can help them make health and wellness a reality in their supermarket."

The study concludes that supermarkets are uniquely positioned to implement wellness programs that will connect shoppers with relevant products throughout the store — ultimately transforming grocery trips into healthy shopping experiences. While supermarkets are increasingly staffing select stores with a nutritionist and making it easier for shoppers to consult with a pharmacist, there is significant opportunity to improve the knowledge of supermarket employees about nutrition, vitamins and over-the-counter health remedies. Shoppers are interested in programs that require minimal effort; provide assistance when shopping for healthy products; ideas for easy-to-prepare healthy meals, and cost saving offers for products that meet their food preferences and health concerns. The information provided to shoppers must be conveyed in a simple, easy to understand format, delivered directly to the shopper or prominently displayed in the store.

(Photo by Stefano Mortellaro.)