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There is no surprise that consumers are demanding transparency more than ever. When a consumer walks into a grocery store, they want to be catered to.

Understanding a dietitian’s impact on health & wellness programs across retailers

Posted March 7, 2019

There is no surprise that consumers are demanding transparency more than ever. When a consumer walks into a grocery store, they want to be catered to. They want their shopping experience to be quick, effortless and, ultimately, applicable to them and their families. So long are the days of shopping for necessity and just picking up bread and butter. Now, it’s about ensuring that bread is Whole Grain or Gluten Free and that butter is Non GMO or Paleo.

“Having our dietitians collaborate with a retailer’s dietitians, we’ve noticed great success across multiple programs” Angie Kling, RD, LD, Manager, Food & Beverage Team Label Insight.

With so many diets and trends throughout the industry, it’s important that retailers, particularly the dietitians at the retailers, understand how to capture the interests of all their shoppers. We know that most retailers already have a health and wellness program in place, but ensuring it’s differentiated and personalized is one way retailers can stay on top of the trends while still meeting grocer’s demands.

Registered Dietitians are the best resource to have at a retailer when wanting to develop an in-depth health and wellness program. Dietitians have the wealth of knowledge and training on specific diets so can make a great resource for consumers when shopping through grocery aisles and needing to identify items that are either Gluten Free, Keto Friendly or Paleo. But when these attributes are not found directly on a product’s label, it can often be difficult and confusing for consumers.

This is where Label Insight’s team of dietitians can make the most impact because we know the data. Our team of experts will work alongside retail dietitians to create a personalized health and wellness program through our Custom Views that can power shelf tags, e-Commerce search and filtering, or any other type of consumer facing material.

By having our dietitians collaborate with a retailer’s dietitains, we’ve noticed great success across multiple programs, such as at Raley’s. Understanding things like FDA CFR, nutrients per RACC, nutrient content claims and even trending claims and ingredients, our dietitians have helped many retailers like Raley’s launch an overall differentiated and successful program. A dietitian’s knowledge base comes in handy when wanting to individualize a H&W program and create attributes such as Raley’s Minimally Processed or Nutrient Dense. Although not uniquely defined throughout the industry, these attributes can speak large volumes to consumers as they start assisting their dietary needs.

Nowadays, shoppers are looking for things that are free of negatively perceived ingredients. By creating a customized “No No List” like Minimally Processed and placing it on shelf tags, it takes the confusion out of shopping by allowing shoppers to instantly recognize the icon. As the experts in food and nutrition, dietitians are able to understand these ingredient properties, functions, and are further able to understand the requirements of different diets (Keto, Vegan, and Heart Healthy, to name a few). This is a tremendous benefit of having a dietitian lead and execute a H&W program.

Another key to success with launching a differentiated H&W program is knowing your clientele. In-store dietitians are typically the ones helping shoppers find the types of products that fit within their dietary needs. Maybe there is a high percentage of diabetic shoppers? Or maybe your retailer is seeing a large influx of questions about Ketogenic, Plant Based or Sustainability? Understanding these core consumer needs is how a retailer can customize their program in order to give their shoppers a desired experienced at shelf edge or on e-Comm.

When building out a H&W program, dietitians can have the biggest impact. Their knowledge base and experience with various clientele gives them the ability to convey the overall goal of the program. They can track trends around diets, ingredients and flavors, articulate the health benefits and sometimes lack thereof, of these trends, and be the retailer’s ambassador for the launch of a successful H&W program.

Understanding a dietitian’s impact on health and wellness programs across retailers


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