FMI: Wellness Evolving Into Broader Consumer Consideration

The Food Marketing Institute Foundation study, “Power of Health and Well-being in Food Retail,” demonstrated that consumers are looking at the topic of wellness more broadly, the organization reported.

Sue Borra, FMI chief health and wellness officer and executive director of the FMI Foundation, maintained that the overall topic of health and wellness is gradually expanding into “health and well-being.”

Although wellness remains a relevant term, Borra said, well-being has developed a broader definition including aspects such as emotional health, energy levels and sleep.

Among the observations FMI makes in the report is that retailers should recognize the crucial importance of health and wellness by digging deeper into unmet consumer needs and getting an early handle on the behaviors of younger generations. Consumers have new wellness expectations, which can translate into opportunity for retailers to engage shoppers.

Retailers can pursue total store wellness strategies, FMI indicated, advance consumer education, embrace local marketing, build health partnerships and further enhance consumer trust. Consumer feedback, the organization added, suggests that retailers can play a significant role in advancing total-store wellness strategies, both in brick-and-mortar stores and online.