Rick Stein, VP of fresh foods for FMI – The Food Industry Association, took time out during the association’s recent Midwinter Executive Conference in Marco Island, Florida, to share some insights from its bountiful research.
How bountiful? Each year, FMI publishes “State of” and “Speaks” reports that outline what’s going on in the food industry as well as the “Trends” and “Power of” reports that reveal consumer insights. More than 30 reports are generated each year.
A reality reflected in FMI research, Stein said the COVID-19 pandemic fundamentally changed many shoppers’ habits. Prior to 2020, about 28 percent of consumers ate most of their meals at home; that number is closer to 50 percent today. And of that 50 percent, about 22 percent eat at home daily seven days a week.
“COVID forced us to eat at home, and who knew that eating at home was going to be so popular?” Stein said. “You were sitting down with family members enjoying meals, and it was wonderful … so there was a lot of stickiness to that.”
Also in conjunction with the pandemic came a seemingly higher level of recognition that the food one eats impacts his or her health.
“The pandemic woke us up to the idea that if you have any kind of ailment, you are more vulnerable when disease hits,” he said. “That raised a lot of the attention.”
Also in the spotlight is the Type 2 diabetes epidemic and the recognition that diet is a factor in whether it is controlled or not.
Thus, the idea of “food is medicine” – or “food for better health,” as some prefer to call it – is gaining traction.
“When we start talking to consumers about their health and well-being – and when you can help them – they get really loyal,” Stein said.
Research shows that pharmacists are in the top three or four of trusted sources of information for consumers, and retail dietitians also are a “huge trusted source,” he said.
Stein said while one may think it’s older adults that primarily are jumping on the “food is medicine” train, it’s actually parents with children at home. They’re not only thinking about themselves but about their kids and setting them up with healthy habits to last a lifetime.
“That’s really prevalent in her mindset,” Stein said of many of today’s moms. “And if I can help solve for her issue when she’s shopping at my store,” again, loyalty is created.
Going back to the diabetes epidemic, the GLP-1 medications that many are taking to help control symptoms require them alter their habits.
“Studies show they need help, because they’re not eating the same foods they were before,” said Stein, noting that they have to make sure they’re getting all the nutrients they need.
Again, grocers will garner loyalty as they help them navigate those new waters.
“If I’m meeting your needs, that’s a huge value to you,” he said. “If you’re coming in [my store] and you’re a diabetic, and … my shopping tags identify which foods are best for you, that makes it real easy. And maybe I have a retail dietitian in the store. And maybe in my food court, I’ve got food that is actually a menu for those that are diabetic. You see value in that, even though you may be spending more money. For you, you say that’s value.”
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