During her presentation, Wendy shared highlights from our new study, The Wellness Uprising, including the shopper’s perspective on what being healthy means, how they stay healthy, and the role that retailers & brands play.
Why should you care if you aren’t a health category. . Especially today when growth is harder and harder to achieve. . Lots of different ways to grow our business…nuances…no longer a one-size fits all opportunity.
WSL message…
Diabetes – 29 million Americans have it (ages 20+), that’s 12% of the population. And the cost of that to America is $245 billion in medical costs (medical costs, lost wages,
ObamaCare, ACA, signed in 2010, goals of increasing the quality and affordability of health insurance
WL think about “kicks in”… is that right?
Shoppers are adopting healthier habits – fast food decline, diet soda is in a freefall. On the other hand the organic market is rising.
Orgainc beauty is expected to grow at CAGR of 9% , to reach 13 billion in 2018 (GLOBAL). Driven by increase in income, changing preferences, increased awareness and demand for organic personal care, widening of distribution, and product innovation.
Technology (from the internet, to health apps, to wearable devices like Fitbit) are making healthy living accessible. Now information, forums, chat rooms are accessible at your fingertips, and there’s this whole gaming aspect that makes healthy living more fun and engaging.
Companies are expanding their wellness portfolios, gaining instant access to healthier products. Kroger has acquired Vitacost.com. General Mills buys Annie’s
Retailers innovate their store experience.
Rite Aid with a Vitamin/Supplement Kiosk to let shoppers find the right vitamins
Hannaford Brothers in Albany NY, who has partnered with the YMCA and health insurer (CDPHP) to create a 5,000 sq ft HealthY Living Center in the supermarket, offering free gym classes.
Y-taught a cycling class for people with Parkinson's disease and a nutrition class for those at risk of developing diabetes
Programs offered by CDPHP (how to eat well, excerise), people on site selling insurance at a time when ACA demands that people have coverage.
This isn’t limited to just the retail sector. Everyone from Hotels to HOsptials are participating.
Westin Hotel has created a program with New Balance that lets shoppers rent sneakers and workout apparel which will allow them to travel light but still workout while away from home. Comes with free socks, for only $5
Even hospitals are taking a more holistic approach to healthcare, St Luke’s Anderson Campus (Easton, PA) has grown a 5 acre farm, that will allow it to source food for its network of patients, employees, and allow the network to raise community awareness about the importance of healthy eating and the impact of food choices on overall health and well-being
And it’s all categories, not just the obvious.
Fashion Designer tory Burch has created her own fashion Fitbit.
Dove has launched its own dermatologist-recommended brand called Dove DermaSeries
Uprisings don’t come along every day. Real opportunity if you look beyond the obvious…
Qualitative and quantitative – focus groups (including lower income shoppers) and 2,000 shoppers women and men, demos. Etc. Wanted to understand how shoppers thought about Wellness – was it NY concept… or really broadly entrenched, how, where and by whom.
Source: WSL Focus Groups, May 2014. Across the board. Even lower income households – who couldn’t necessarily afford everything but did wanted to do what they could to give their families a health life.
Q. What does being healthy mean to you?
Q. What does being healthy mean to you?
For younger shoppers, getting enough sleep, and beauty were even more important than for older shoppers.
10 points ahead of any other obstacle
28% of pop who still smoke 6/10 say it’s their greatest obstacle .. Then followed by stress
ADD NOTE ABOUT DEMOS…
Q. Which of the following do you consider your biggest obstacles to living a healthy life?
Food - Paying more attention to what they eat
Lifestyle - Doing more of what makes them healthy, doing less of what makes them ill
Health & Beauty - Better habits around personal care and medications
MILLENNIALS ARE 6 TO 7 PPTS HIGHER THAN BOOMERS FOR THE CIRCLED “NEW” ADVISERS
Hispanics are more trusting from their family and friends, and from the newer health professionals (Nutritionists (+9), Trainer, (+12) Insurance provider (+8), Acupuncturist (+8ppts)
Q. How much do you trust the information on healthy living from each of the following sources? Top 3 boxes ratings on 10-point scale.
Q. How much do you trust the information on healthy living from each of the following sources? Top 3 boxes ratings on 10-point scale.
Q. Which, if any, of the following health related apps do you use?
Q. Thinking about the stores where you shop, which of the following would help you make healthier choices?
No differences by age or gender; The few differences by income are Middle and Higher Income shoppers have more trust in certain retailers
Q. Thinking about the stores where you shop, which of the following would help you make healthier choices?
Q. Thinking about the stores where you shop, which of the following would help you make healthier choices?
Q. Thinking about the stores where you shop, which of the following would help you make healthier choices?
Q. When shopping for new products, how often do you read the labels to learn about the ingredients, nutritional contents and/or side effects?
WL note – shopper marketing solutions
Fresh Juice and Smoothie bar
Wellness center – fitness studio
Inside the entrance, next to pharmacy, Dietitian’s selection, with healthier choices of cereals, breads, etc. .
Ralphs and St. Joseph Hoag Health have joined forces for free doctor- and nutritionist-led “Shop with Your Doc” store tours.
During the Ralphs and Food4Less events, health experts offered tips like eating more colorful produce to reduce the risk of developing diseases like Alzheimer’s and stroke; trying alternatives to fatty meats like beans or lentils; and choosing breads and cereal with whole-grain ingredients.
The program is part of St. Joseph Hoag Health’s focus on improving the health of entire communities in Orange County, Calif., and not just hospital patients. Given the number of participants in the first round of tours, St. Joseph Hoag Health is hoping to make the Ralphs tours recurring, said a company spokesman.
Stanley’s – Mixing old and new remedies
Pharmacy for Perscriptions, and also OTC
Traditional National brands, but also the essential oils, herbal remedies
Tea bar for non-traditional treatments, like Detoxing teas, or Hangover cures.
Selfridge’s – Shows how beauty and wellness can be holistic, include every aspect of the store.
– A UK department stores
For 6 weeks, they launched a program called the Beauty Project, raised awareness and celebrated individual beauty and self esteem.
It shows how beauty is linked to health, skin care, even food.
There was a Face Gym, where you could work your facial muscles to prevent aging.
Interactive activites such as talks sponsored by Dove.
Tattoo parlor with henna, designer temporary tattoos, and permanent ink
Food hall where yu can find “Beauty and the Feast” -- juices, and smoothies, samples “Eat yourself Beautiful” – importance of lemons, blueberry juice.
