<p>By: Rick Stein, Vice President, Fresh Foods, FMI<br /></p><p><img src="https://www.fmi.org/images/default-source/blog-images/fresh-food-wellness.tmb-large-350-.png?Culture=en&sfvrsn=a1925f96_1" style="float:right;margin:10px;" alt="fresh food wellness" class="-align-right" sf-size="398062" />The food industry has been emphasizing health and nutrition in its messaging for many years now, and you might wonder, is there anything new left to say? <br /></p><p>My answer is an emphatic yes. The health and well-being landscape has been evolving, and the food industry needs to adjust its messaging accordingly. In just the past couple of years we’ve seen the emerging impact of GLP-1 medications, Food as Medicine programs, shifting consumer perspectives and evolving public policy emphasis. <br /></p><p>As the FMI executive who oversees the association’s fresh foods activities, I feel strongly that the fresh sector — and the food industry overall – need to communicate information that helps shoppers navigate these changes.<strong></strong><br /></p><h5>Helping Shoppers ‘Invest’ in Their Health</h5><p>FMI’s latest consumer research found that many shoppers view healthy foods, beverages and cooking habits as “investments,” according to the <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends">2025 <em>U.S. Grocery Shopper Trends</em></a> report. They perceive these investments as choices that support long-term health and well-being and could reduce future healthcare costs. This outlook helps justify their spending on health-promoting products, even when budgets may be tight. <em>Trends </em>points out that some shoppers even reframe certain purchases — like protein powers or supplements — not as groceries but as part of their fitness or wellness routines, making room for them in other parts of their budget. <br /></p><p>I feel it is crucial for the fresh foods industry to identify how it will align with these kinds of shopper perspectives. Fresh needs to do a stellar job of communicating how its products represent investments in shopper health. <br /></p><h5>Eyeing the Basics and Beyond</h5><p>The <em>Trends</em> research found that shoppers tend to prioritize store perimeter (health and nutritious) categories in defining their ‘basic food needs.’ The research also found that some non-fresh categories — such as salty snacks and sweets treats — are alluring to consumers because they are identified with enjoyment, pleasure, exploration and even at-home entertainment occasions. My perspective is that the fresh industry can do a better job of promoting its products as not just healthy and nutritious, but also as lining up with these additional purchase drivers.<br /></p><h5>Ensuring that Marketing is on Target<strong> </strong></h5><p>The fresh industry needs to identify its most important health and nutrition initiatives and how to communicate these efforts to shoppers. The goal is to emphasize that health and well-being is underlying efforts to support consumer needs. <br /></p><p>Success is boosted by picking the right marketing avenues — from in-store signage to social media — that resonate with shoppers. These are individual decisions that need to be driven by each retailer’s own shopper profiles. <br /></p><h5>Tapping into Nutrition Expertise</h5><p>Retail messaging is especially successful when it leverages education and expertise. Retail dietitians are key resources for relaying the health and nutrition benefits of fresh foods and helping shoppers navigate the changing landscape. Their roles are highly beneficial across omnichannel — from in-store to online. <br /></p><h5>Spotlighting Health and Well-being at FreshForward<strong> </strong></h5><p>FMI’s upcoming FreshForward conference, August 11-13 in San Diego, will illuminate the evolving health and nutrition landscape through an education panel and follow-up collaborative breakout groups of attendees, who will identify industry success strategies. Other fresh topics to be highlighted at the conference include labor hurdles and meal solutions opportunities.<br /></p><p>I hope you’ll take the opportunity to learn more and register for FreshForward.<br /></p><p><a href="https://www.fmi.org/fresh-forward/registration" class="button">Register Now</a></p>
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