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How to provide for the health and wellness needs of customers in grocery retail

This PSFK guide is a report on health and wellness in grocery retail with recommendations for creating end-to-end consumer relationships and driving greater affinity through enhanced product selections, transparency, accessibility and on-demand wellness services. 

Executive Summary

While growing awareness of the connection between well-being and food choices has shifted consumer interest towards more nutritional grocery options, a lack of both accessibility and transparency across food labeling and marketing can create a frustrating shopping experience for consumers as they look to source fresh produce and verify ingredients. To optimize their food choices, access ingredient information on demand and receive in-the-moment support, consumers are turning to farmer’s markets, meal kit services, local suppliers and boutique health coaching services in place of their area grocery retailers and brands. 

Report Overview

In this report on health and wellness in grocery retail, the PSFK iQ research team explores how grocery retailers and brands are creating end-to-end consumer relationships and driving greater affinity through enhanced product selections, transparency, accessibility and on-demand wellness services. 

What You’ll Learn In This Report

  • As grocery retailers and brands look to not only win back but expand their customer base, why the health and wellness-focused strategies of independent shops, DTC brands and concept stores are laying the groundwork for improved service. 
  • How leading grocery retailers are creating relationships with local farmers and suppliers, identifying food deserts and expanding accessibility, both in location and affordability.
  • By determining how best to support customers throughout the grocery shopping experience, why leaders across the grocery landscape are future-proofing their businesses by meeting today’s consumer expectations.

Who Prepared This Report?

This report on health and wellness in grocery retail was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.