Progressive Grocer

2017 Category Management Handbook

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50 | Progressive Grocer | 2017 Category Management Handbook | December 2016 L ow-fat, sugar-free, good and bad choles- terol, no carbs, gluten-free: Definitions and perceptions about healthy eating have always been more fluid than rock solid. Current trends show some positive devel- opments in healthful eating patterns and indicate that consumers are less interested in elimi- nating so-called "bad" foods than in adding more wholesome, simple ingredients to their diets. "Engaging the Evolving Shopper: Serving the New American Appetite," a special report pre- pared for the Madison, Wis.-based International Dairy-Deli-Bakery Association (IDDBA) by e Hartman Group in 2014, shows that "shop- pers believe that food is the foundation of health and wellness, and beyond just avoiding 'negatives' such as high sodium, high-fructose corn syrup and chemical additives, they are also shifting their diets to include more real and whole foods, includ- ing more fruits and vegetables, whole grains, dairy, and good meats and seafood." is is good news for retailers. Instead of focus- ing on every diet fad that captures national attention, grocers can take a whole-store approach to foods and health-minded food merchandising. Often, these new health-and-wellness priorities align with the simple, wholesome foods that grocers already stock. Building on the Healthy Perimeter "Grocery sales are changing," notes Jeremy McAd- ow, retail manager for deli, bakery and franchise at Grand Rapids, Mich.-based SpartanNash, the fifth-largest food distributor in the United States, "and customers in increasing numbers are shopping the perimeter of the store in greater volume. is is particularly true of those seeking organic options." Need States Whole-store Health As the perimeter leads the way for health-minded shopping, other categories need to follow. BY K ATHY HAYDEN The challenge for many stores is to build a bridge between the perimeter and other sections of the store, especially the center.

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