Shoppers are redefining what wellness means to them – Supermarket News

Dawn Valandingham is a contributor to Supermarket News and senior vice president of retail at SPINS, a leader in data and retailer solutions for the natural products industry. She leads the SPINS Retail strategy, which includes innovative tactics around recruitment and retention of retail partners. Valandingham is also responsible for adding strategic partners that strengthen the SPINS ecosystem and reinforce its commitment to expanding and supporting the natural products industry.

Related: Wellness and weight control are top of mind for consumers

Were not in a post-pandemic world yet, but were also well beyond the confusing place we were in 2020. The question retailers should be asking isnt What does the future look like? but rather Whats happening right now that will still matter in 2022? Because Im lucky enough to not only have frequent conversations with retailers but also access to SPINS data, Im watching the natural market evolve in real time.

Related: SPINS: Consumers increasingly turning to health & wellness products during COVID

In 2021, the inescapable truth is that shoppers are already telling us what matters to them, and thats especially evident when you look at the products that theyre gravitating toward. Theyre doubling down on their commitment to health and wellness, but theyre doing so on their own terms. We know natural products have performed well throughout the pandemic, and now we can see what product attributes ingredients, label claims, allergen information and nutrition panel information are driving shoppers new approach to a better lifestyle.

Functional ingredients, which are ingredients that improve health and well-being, can be found as standalone vitamins and supplements or within a variety of foods and beverages. Shoppers once only sought out these items as pills or powders, but now manufacturers are finding innovative ways to offer them throughout the store. Head to any aisle and you can find packaging that boasts the inclusion of echinacea, Vitamin D, collagen and electrolytes on anything from kombucha to yogurt.

One specific subcategory youll want to keep your eye on is nootropics. Nootropic ingredients, including GABA, L-Theanine and Acetyl L Carnitine, enhance mental performance and focus. Although they are mostly found as supplements, nootropics are appearing in a variety of popular functional food and beverages (including salmon, eggs, soybeans and more). Based on data from the SPINS Natural Enhanced Channel, Regional & Independent Grocery and Conventional Multioutlet Channel (powered by IRI) for 24 weeks ending June 13, 2021:

You might think of performance nutrition as the domain of athletes and it certainly began with them but shoppers of all stripes have learned its value. Performance nutrition products seek to improve or address specific needs for physical activity, whether thats training for an ultramarathon, power lifting or simply hopping on your spin bike at home.

However, shoppers understand that nutrition isnt simply important when youre mid-workout; pre- and post-activity wellness matters, too. More shoppers are reaching for items that help with hydration and electrolytes, weight management and overall wellness.Consider that over a 12-week stretch, SPINS found that vitamins, minerals and supplements grew 2% in natural outlets and 32% in conventional retailers versus a year ago. Even more impressive was the growth Vitamin D saw: a 57% increase in natural outlets and 43% in conventional.These figures show how intertwined performance nutrition and functional ingredients are for consumers.

Shoppers enjoy a glass of wine with dinner, a beer at a barbecue or a nice cocktail at a party thats not going away. However, plenty of shoppers are finding ways to make happy hour a little healthier when possible. Alcoholic drinks (wine, ready-to-go cocktails and other drinks) had a strong year in grocery stores during lockdown, and natural options experienced a boost. However, plenty of shoppers are checking packaging for two numbers: calorie count and ABV.

As people continue to focus on overall health thanks to the ongoing pandemic, hope to shed a few COVID pounds or just want to make a lifestyle change, 0% ABV drinks are become bar staples for anyone who wants to enjoy something other than water at a social gathering. Similarly, calorie-conscious customers might not give up alcohol entirely, but they dont want to leave behind their fitness goals either. Thats why ready-to-drink alcoholic beverages are perfect choices: Their calorie counts are often clearly displayed on the packaging and they cover everything from wine to beer to cocktails. Plus, its easier to keep track of how much wine youre drinking when youre holding a can instead of a wine glass that can easily be refilled. The 0% ABV space is gaining enough traction that were starting to see exclusively non-alcoholic brands launching products; the earliest players in the space were alcohol manufacturers who added a non-alcoholic option to their product lineup. Today, its a growing mix of brands trying to grab the customers attention.

The common thread through all of these rising trends is that shoppers are making choices that fit within their lifestyle. The labels of good and bad foods have given way to good-for-me items. During assortment reviews or when assessing a categories performance, retailers need to address the needs of todays shopper seeking wellness offerings.

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Shoppers are redefining what wellness means to them - Supermarket News