Consumers are looking for healthy alternatives for mind, body and wellness
With more Canadians seeking a meaningful work-life balance and the link between diet and health, more are turning to products that will maintain their health and prevent illness, while at the same time providing specific health benefits beyond meeting basic nutrition.
The Hartman Group’s recent Health Benefits 2024: From Energy to Immunity study examined consumer attitudes, priorities around weight, sleep, energy, emotional health, beauty, gut health, cognition and immunity, as well as emerging product trends. These insights are invaluable to convenience stores as they look to improve their foodservice offerings and food selection to capture today’s health-conscious consumer.
Mellisa Abbott, VP of syndicated studies with the Hartman Group said today’s growing ‘wellness culture’ is based on people being proactive on decisions when it comes to their health and those decisions being more holistic. “Some 90% of consumers are saying that mental and emotional balance is every bit as important to them as physical health . . . and that they are actively proactive about their health, especially around needs such as cognitive health or emotional wellness, sleep and weight management.”
This is making consumers look at different things to help them achieve this balance, from foods and beverages to vitamins and mineral supplements, and foods and snacks that have added health effects or have supplements that help someone maintain their health and well-being.
Abbott added that while consumers are increasingly aware of the need to eat healthier foods, they are still drawn to the convenience and enjoyment that is provided by many favourite snacks and comfort foods. The challenge for convenience store operations when it comes to their product offerings and foodservice menus to help consumers find a balance between healthy options and indulgences, or for combining both.
According to the study, 47% of the respondents in the study said that they consider indulgent foods and beverages an important part of a healthy, balanced diet while 52% said that ideally the best way to achieve their well-being and health goals is through healthy eating and on purchasing fresh, healthy whole foods.
To strike that balance then between wanting to indulge in one’s favourite snack or beverage and the need to eat healthier foods, consumes are more to what are often called ‘functional products’ —that is supplements or foods and snacks that are made to provide an extra health benefits or have ingredients that assist in maintaining one’s health or boost a health benefit—ones that can taken on their own with other food.
Abbott said that some of those foods or snacks might be ones that help consumers achieve healthy level of vitality and energy, or help boost immunity, especially as the cold and flu season is now upon us.
“Ever since COVID, this has been something that has been very top of mind with consumers where they are aspiring now to have a more robust or balanced sense of immunity,” she said. “So, when you feel like you’re getting sick that is when a consumer is likely going to be reaching for more functional products, whole food products or healthier foods that help to boost their immunity.”
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A major trend impacting consumer’s foods and snack choices is healthy weight. As more people understand the need to maintain a healthier weight and the impact excessive weight has on overall health, many are looking for foods, snacks and supplements that can help them achieve and maintain a healthy weight.
“Along with consumers putting an increasing focus on sleep, energy levels and emotional health, they are also taking steps to improve and even prevent such problems and one area they are focusing more on is weight and weight loss,” Abbott said. “As a healthy weight impacts sleep, immunity, energy and other areas.”
This has driven more consumers to foods, snacks and meals that are naturally healthier and can help maintain weight or in weight loss. “We see more consumers turning to foods and beverages that that are known to be naturally nutritious or naturally helpful: apples, blueberries as well as supplements that provide benefits.”
All this means that today’s convenience stores now must look more closely at what they are offering to today’s consumers to meet the demand for healthier foods and snacks, and grab-and-go meals.
