Keep an eye out for grocers playing more of a role in health & wellness in the near future, a move fueled by consumer demand. According to Leslie Sarasin, President & CEO of Food Manufacturing Institute, grocery stores are situated perfectly to assist consumers on their health & wellness journey. This comes at a time of high competition for grocery stores—not only competing against themselves, but also online retailers, as we previously wrote about.  

The way Americans shop for groceries is changing. Online food shopping is on the rise, and it is predicted to grow five-fold over the next decade. This is a great opportunity for brands to get their products to consumers. However, with the rise of online shopping, the opportunities to get in front of consumers have been reduced, and the number of these opportunities will continue to diminish. We’re not expecting online shopping to turn the grocery store model on its head, but it will lead to change in how CPG brands market their products. Marketers will have to think outside the box (or outside the grocery store) to get in front of consumers.

Last month, we wrote about the difficulties of marketing in a trustless environment—in a time when trust in traditional advertising is declining, how do marketers build trust and credibility? The obvious answer is through credible and trustworthy sources of information, but what makes a source credible and trustworthy? 

We’ve found that there are three characteristics that make a source credible and trustworthy. First, they must be knowledgeable on diet and nutrition. Second, they should have interests that are aligned with the consumer—promoting a healthy lifestyle. Finally, this trusted and credible source must be able to provide relevant, actionable advice. 

Allied health professionals are leaving their offices to meet consumers where they are—both literally and figuratively. This LA Times article describes the efforts of health professionals in California to meet people wherever they can influence purchasing decisions, including the grocery store.