<p style="text-align:center;"><strong></strong><em>Recent research conducted by FMI and SPINS explores what "healthy" means to grocery shoppers, revealing that consumers view
nutritious food as an investment in their health and often struggle with a gap
between intention and action.</em>
<o:p></o:p></p><p>By: Krystal Register, MS, RDN, LDN, Vice President, Health & Well-being, FMI</p><p><img src="https://www.fmi.org/images/default-source/blog-images/healthy-according-to-me0851e105-b340-434c-a62a-a0591353735c.jpg?sfvrsn=ecfd888e_1" style="float:right;" alt="Healthy according to me" class="-align-right" sf-size="48345" />There is no denying that we are all surrounded by a swirling mix of confusing messages about food and nutrition as we make choices at the grocery store for our health. Do you often wonder what consumers truly look for when they shop for better health? </p><p>From FMI’s <em><a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends">FMI US Grocery Shopper Trends</a></em>, we understand that today’s grocery shoppers think about healthy and nutritious food as “investments” that pay off, and they are willing to invest in both short and long-term health. Most shoppers (77%) say that they put in at least some effort when making choices for health, with nearly a third (29%) saying they put in a lot of effort. But what exactly does that mean? What are shoppers specifically looking for when they shop for their personal health?? </p><p>To find answers to this question, we partnered with Meagan Nelson, Vice President of Retail & Distributor Growth at <a href="https://www.spins.com/">SPINS</a>, and her team to get inside the shopper mindset of healthy eating. As a starter, we asked, “What does healthy mean to you in one word?</p><p>Explore our findings in this new webinar to learn more about how consumers think about health and how they actually shop for health. Consumers often say they want to include certain foods and positive nutrients and/or avoid specific negative ingredients, but we still see a “Say” vs. “Do” gap between intention and action. </p><p>As part of this research, Steve Markenson, FMI Vice President of Research and Insights, also conducted off-the-cuff one-on-one interviews to really listen to consumer thoughts. Tell-tale video clips are included in this webinar to reveal raw insights around why shoppers prioritize health: <em>"Healthy Eating Motivations"</em><em></em>and what they are looking to avoid: <em>"Additives and UPFs"</em> </p><p>The challenge we face across the industry is truly listening to what “healthy” means to each individual, each family and each customer, and sharing helpful information when the moment is right to empower choice and leverage nutrition and health. With this challenge comes the opportunity to build consumer confidence and help shoppers sort through the swirling confusion as they make personal choices that turn intention into action for better health. </p><p><a href="https://www.fmi.org/forms/store/ProductFormPublic/HealthyAccordingtoMe2025" class="button">Learn More</a><br /></p>
[#item_full_content]
