The map and the process described in this report enable you to engage the future of health and wellness, think it through creatively, and build a vision of where to go from here—a vision that fits your brand, your brand strategy, and how well your stores are positioned to “have the consumer’s permission” to deliver value in this space.
Why is this topic so important? Because helping consumers connect the dots between food and health represents a huge opportunity for expanding the market for retail grocery.
The forecasts in this report describe a future in which consumers
- view more of daily life through a health lens
- seek more health and wellness care outside the traditional medical system than inside it
- create influential social networks around common health and wellness concerns
- pay more attention to the qualitative value of the foods they eat
- customize their diets more than ever before
- collect and disseminate information far beyond that which is delivered by
- labels and packaging today
- connect their personal health with the health of the environment
In such a future, people are seeking trusted partners to help them sort through large quantities of information so they can identify what’s relevant to them personally, and they are building networks of new “health destinations” outside the medical mainstream. Food stores are perfectly positioned to take up such roles in consumers’ lives—and if they don’t, they risk losing parts of their business base to others who are seeking to meet these needs.