Health Advocacy via Retail

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As a nod to health-centric shopper behavior, the food

retail environment continues to evolve by delivering
health and wellness in a variety of forms — from
providing access to health and wellness information,
to Curating healthy food choices, and providing in-
store health care services.

By Sanjay Kumar

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Several top food retailers today are willing to walk that extra mile and take the lead in establishing
their health-and-wellness programs. Apart from rolling out “good-for-you products,” be it their own
or a national brand offering, retailers are offering their customers content like healthy recipes and
product samples as well as providing menu labels with health information. Many top retailers are
also deploying in-store dietitians to help shoppers make informed choices.

According to an industry study, food retailers have a big opportunity to enhance their health-and-
wellness programming by extending health-and-wellness initiatives to both offline and online
shoppers. Such initiatives not only act as a business growth opportunity, but also as a way to meet
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Increasingly, retailers have come to understand their value as both a destination and partner in a
shopper’s health-and-wellness journey. Industry experts say that retailers enjoy a long runway for
growing their sales by offering a spectrum of health-and-wellness programming, especially around
activities that provide more shopper experiences and product assortment.

With food shoppers increasingly looking for products with a health halo, retailers can sharpen
their focus on providing more of value-added healthy products like dry fruits, nuts, spices and
other premium food products associated with health and wellness. They can add dehydrated fruits
like kiwi, mango, papaya, pineapple to the product mix besides also offering a range of herbs and
seasonings such as oregano, basil, thyme, parsley, mixed herbs, etc.

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Specialty stores like Nuts ‘n’ Spices, which operates 35 stores in Chennai and adjacent regions has made its
name by offering a large variety of products such as dry fruits, spices, herbs, health products, sugar-free
products, imported chocolates and biscuits, imported dairy products, imported ice creams, frozen foods
and many more gourmet products. The store also stocks syrups and juices from International and Indian
brands. From Pringles to Doritos to Mumbai’s sukhi bhel, low calorie namkeens, oil-free papads, mixtures
and other diet snacks for the fitness freaks, the store serves as a one stop destination for a whole lot of
healthy snacking ideas.

“The aspiration levels of customers are going through an upward evolution. More and more customers are
becoming aware of themselves, of what they consume and impact of the products they buy on their health
and the world. And this is changing the way they look at their lives and what they consume,” says Pearlraj
Cannivadi, VP-Marketing, SPAR Hypermarkets, which operates 25 large stores across 9 cities of India. He
adds: “For us health foods are a very promising segment. As a consequence of the sedentary lifestyle most
of us lead these days, pursuing an ‘active life’ has become a quest. We identify ourselves as contributing
significantly in this space by offering a range of healthy food products and solutions to our shoppers.”
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SPAR Hypermarkets is taking the health and wellness space very passionately and is looking at
enriching the lives of customers by bringing in interactive and innovative ways to educate them on
living in a healthier manner. It has been encouraging organic and locally grown products in all its
stores across the country. For instance, as part of its program called SPAR Natural Range, the
retailer has entered into partnerships with leading healthcare brands and professionals, building a
complete program for customers with a health and wellness zone.

This commitment toward health and nutrition has also resulted in the allocation of a dedicated
section in the stores called `SPAR Natural’. Within this dedicated zone, SPAR India is offering the
widest variety of healthy food products or `superfoods’ like millets, herbs, seeds, and nuts. SPAR
Natural also promotes organic brands of Indian origin.

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Executives at Foodhall stores confirm that the superfoods category is seeing maximum demand and
sales traction. “Special dietary requirement foods, which include vegan and gluten-free products, are
the big trends we are seeing”, say shop executives. But it’s not just fruits and vegetables or herbs and
seeds that can have a positive impact on our health. There are lots of healthful components like
antioxidants, fiber, whole grains, and soy, found in a variety of foods and beverages that can make a
difference in our health as we age.

Experts opine that despite their growing knowledge of what they should be eating, Indians still
struggle to incorporate these key food components into their diets. The top barriers to more frequent
consumption are expense, taste and availability, say the experts. However, consuming foods for
health benefits doesn’t have to be expensive. Just taking simple steps, such as choosing a whole grain
cereal, oatmeal, or yogurt for breakfast each day, can go a long way to improve health over time.

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How can food retailers make their grocery stores both a destination and partner in a shopper’s
health and wellness journey? Join 150+ speakers in thought-provoking conversations at the 15th
Edition of India Food Forum — India’s largest food B2B intelligence event — on Dec 7-8 in
Mumbai, for some powerful insights on this and other key trends impacting India’s food & grocery
retail businesses.

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7-8 DECEMBER 2022 | THE WESTIN MUMBAI POWAI LAKE
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INDIA FOOD FORUM

FOOD & GROCERY FOOD TECH & SOLUTIONS FOOD D2C SUMMIT

FOOD
SERVICE

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How can food retailers make their grocery stores both a

destination and partner in a shopper’s health and wellness
journey? Join 150+ speakers in thought-provoking
conversations at the 15th Edition of India Food Forum —
India’s largest food B2B intelligence event — on Dec 7-8 in
Mumbai, for some powerful insights on this and other key
trends impacting India’s food & grocery retail businesses.

Source

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