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The New Supernaturals As Wellness Goes Mainstream, a New Breed of Retail Banners Is Built to Benefit

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The New Supernaturals As Wellness Goes Mainstream, a New Breed of Retail Banners Is Built to Benefit INFORMATION, INSIGHTS, IMPACT FOR FOOD RETAILERS A Penton® Publication | February 24-March 9, 2014 | Vol. 62, No. 4 | $10.00 IN THIS ISSUE: > SN Whole Health: Survey findings ..30 > Convincing kids to eat produce ......42 > Restaurants in the frozen case .......56 SUPERMARKET NEWS FINANCIAL OUTLOOK Weather puts focus on essentials THIS WINTER’S HARSH weather conditions may be having a negative impact on impulse spending at super- markets, industry analysts told SN last week — although overall the cold and snow may be a positive force for at-home dining. “Severe winter weather pretty much kills trading up,” Andrew Wolf, managing di- rector for BB&T Capital Mar- kets, Boston, said. For updates on the financial performance of food retailers, visit supermarketnews.com “Discretionary spending had been making a recovery in 2013, which resulted in stron- ger sales. But if bad weather is keeping people from shopping more often and forcing them to stock up more when the weather lets up and they do go out for groceries, they are less likely to be looking for that one additional discretionary item. “But with snow and severe winter weather, they’re not The New going after that floral arrange- ment or whatever. They want only more essential items.” Scott Mushkin, managing SUPERNATURALS director for Wolfe Research, As wellness goes mainstream, a new breed of retail New York, offered a similar as- sessment. “No one wants to go banners is built to benefit out and do anything when it’s By JON SPRINGER wellness — and food’s central role within that so cold outside, so when they The supermarket landscape is undergoing a fresh trend — are busy building stores that are compet- do shop, they’re doing so less reseeding. ing with and sometimes defeating traditional re- frequently — and that’s going Around the country, new retail brands built tail brands. to depress impulse sales,” he specifically to play to the trend toward health and Continued on page 20 explained. However, analysts inter- Continued on page 61 retail The New Supernaturals As wellness goes mainstream, a new breed of retail banners is built to benefit Continued from page 1 Where many conventional supermarkets have all foods. The projection provides still more evidence “In the 1980s, wellness emerged as an alternative but given up on the idea of expanding geographically, that wellness is going mainstream and a new breed movement of the counterculture of the 1970s, and and companies like Safeway and Supervalu are trim- of retailers is determined to be there. you had things like Whole Foods, Diet Coke and Jane ming their branches, their natural and organic rivals Analysts say it’s not necessarily too late for tradi- Fonda’s workout for the first time,” explained June are plotting new-store growth of 20% or more a year. tional supermarket companies to also participate in Jo Lee, VP of strategic insights for Hartman Group, And where public markets for companies including this growth — some, like Hy-Vee and Kroger Co., al- based in Bellevue, Wash. “By 2000, wellness became Marsh Supermarkets, A&P and Albertsons have died, ready are, they say — but doing so requires that they more of an aspirational lifestyle and it converged in their place are Sprouts Farmers Market, Natural understand their shoppers’ pursuit of wellness may with food culture. What we’re seeing [now] is beyond Grocers by Vitamin Cottage and The Fresh Market. well have flipped how they think about and shop for lifestyle. It’s just the way we live, and think about To be sure, these changes have been in motion food. how we want to live, and how we think about food, for years, yet appear now to be gaining momentum, The Hartman Group, which has been tracking because food is so central to the notion of health and particularly when comparing recent sales trends and consumer attitudes about health and wellness for wellness.” future projections. According to SN’s sister publica- more than a decade, argues that consumer attitudes A key point in Hartman’s recently published tion Nutrition Business Journal, the natural/organic have evolved to a point where “health” has come to consumer wellness study was the revelation that all segment will grow 10% annually through 2020 as de- represent “quality of life,” playing out in “a culture of consumers today are under some influence of the mand continues to develop for healthy and nutritious wellness” that impacts all decisions about food. wellness culture — their behavior differs only by 20 | SN February 24, 2014 supermarketnews.com retail degree. So where one consumer might view a soft self and community,” the Hartman report said. “The and is a contrast to patterns of old when wellness drink as antithetical to their wellness lifestyle, an- most involved of them have an eye on authenticity concerns might have limited the range of what one other might view having a Diet Coke every day as ac- and ground their purchase decisions in a bank of would buy, Lee explained. ceptable. But both shoppers view the item through knowledge, while those less involved are glad to rely “It’s about actively looking for what makes them the prism of their wellness, Lee explained. on experts; in common, they value fun, enjoyment feel good. So instead of thinking about a lack [of “Health and wellness is a very personal topic and and quality, which typically includes the ‘experience’ options], they are thinking about addition, explo- for each person it’s going to look a little different,” of shopping for and consuming wellness.” ration and discovery. You see that in the prolifera- Lee told SN. Around 25% of all consumers reside on the “pe- tion of specialized diets. You see self-diagnosis and Hartman noted that 13% of consumers are “core” riphery” of the wellness culture. These shoppers are research. People are trying new approaches to food. wellness consumers. This is the smallest group, but most likely to bow to convenience and price while It’s not reactive or negative. It’s not ‘I shouldn’t’ or the one most dedicated to the lifestyle, while the ma- shopping, but understand they should eat right and ‘I ought.’ It’s more exploratory. It’s ‘What can I do? jority of all shoppers (62%) are mid-level wellness exercise, and view health with a goal of happiness, What can I try?’” consumers. not just freedom from illness. For retail brands like Sprouts Farmers Market, “As of 2013, they have solidly embraced ideas of At retail, this demeanor plays out as shoppers Fresh Thyme Farmers Markets, Natural Grocers by health and wellness that integrate mind and body, seek to improve the quality of their lives as they shop, Continued on page 22 In a sense, organic is already mainstream. It’s so ubiquitous that consumers can find it anywhere from Walmart to Whole Foods. — JUNE JO LEE Hartman Group supermarketnews.com February 24, 2014 SN | 21 retail The Supernaturals produce very aggressively — in line with or below the discount channel. On top of that, it’s a great format Continued from page 21 macro-demographically: The Millennials are just in Vitamin Cottage, Lucky’s Market, The Fresh Market love with eating pure food, but they’re not doing that or Mrs. Green’s Natural Market, the answer may well well [economically], so value is important to them. be, “Try us.” All are working this year to provide new Sprouts marries that. And as long as those trends opportunities through new stores, while the indus- continue, the sky’s the limit.” try’s leader, Whole Foods Market, has also stepped Sprouts’ produce business accounts for 20% up its store growth pace. to 25% of its overall sales, generating up to three These companies (see capsule profiles) reside at times the weekly produce sales of conventional different spaces along the natural and organic spec- competitors, according to Karen Short, an analyst trum, and each may aim to serve slightly different for Deutsche Bank Securities, in a recent research demographic targets, to satisfy different ranges of report. It supports competitive pricing in produce store trip missions and to provide unique in-store through long-standing relationships with growers offerings. But all share the distinction of being engi- and by printing its weekly sales ads on a shorter neered to serve the “wellness culture.” deadline than competitors — 10 days prior to the “There’s been a shift toward enjoying food — but event versus four to six weeks typical of competitors. food that’s good for you,” explained Jay Jacobowicz, “This much shorter lead time means Sprouts is the president and founder of Retail Insights, a Brattle- The transitional customer go-to retailer on last-minute, excess supply, and as boro, Vt.-based natural products consultant. “The is definitely who we’re a result Sprouts can include compelling last-minute standard is increasing, and putting increased pres- looking at, but affordable deals that competitors cannot match and promote in sure on every part of the food distribution value prices appeal even to the their circulars,” Short said. chain to provide better, more healthful quality so Beyond that, Sprouts has also been willing to that the consumer — whether they are going to a res- higher-end shopper. do something else competitors have tended not to. taurant or picking something up at a supermarket — BO SHARON (with wife Trish) “Normally the produce section is high-margin — let’s — can feel good about what they’re eating. It’s really Lucky’s Market say mid-30s or 30ish — Sprouts takes less than that,” about quality everywhere I go, anytime I want.
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