Published 26 February 2024

Author
Estella Shardlow
8 min read

Shrewd supermarkets are vying for a slice of the $1.8tn global wellness market. From ramping up medi-retail with in-store health screenings and self-care-centred pampering services, to delivering medically tailored meals, streamlining niche dietary products and incentivising healthier habits via loyalty schemes, we explore how grocery retailers are supporting consumers’ new-era wellbeing priorities.

The Medi-Grocery: Supermarkets as Accessible Healthcare Hubs

Powering Personalised Nutrition

Rewarding Wellness: Health-Anchored Loyalty

Supermarkets’ Self-Care Sweet Spot

With 66% of global consumers willing to access health services in non-traditional facilities including retail stores (EY, 2023) and traditional healthcare systems overburdened, astute supermarkets are stepping up as convenient primary care centres and bringing diagnostic tech in-store. Some concepts cater to specific demographics’ challenges, from senior-centric clinics to menopause support.

With 66% of global consumers willing to access health services in non-traditional facilities including retail stores (EY, 2023) and traditional healthcare systems overburdened, astute supermarkets are stepping up as convenient primary care centres and bringing diagnostic tech in-store. Some concepts cater to specific demographics’ challenges, from senior-centric clinics to menopause support.

Summary

The Medi-Grocery: Supermarkets as Accessible Healthcare Hubs

With 66% of global consumers willing to access health services in non-traditional facilities including retail stores (EY, 2023) and traditional healthcare systems overburdened, astute supermarkets are stepping up as convenient primary care centres and bringing diagnostic tech in-store. Some concepts cater to specific demographics’ challenges, from senior-centric clinics to menopause support.

Powering Personalised Nutrition

As more consumers adopt niche diets due to preferences, intolerances, or managing chronic conditions – aka ‘food as medicine’ interventions (see Key Stats) – there’s growing demand for concepts that tailor baskets to individuals’ needs. Astute brands are deploying AI, video consultations, IRL experts and medically tailored meals to counter poor food literacy and democratise precision nutrition.

Rewarding Wellness: Health-Anchored Loyalty

By giving loyalty schemes a health-inflected overhaul – rewarding positive behaviours from achieving goals to activity tracking – smart grocers are positioning themselves as trusted partners in consumers’ self-improvement journeys. New programmes highlight the opportunity for tie-ins with tech, fitness and leisure brands.

Supermarkets’ Self-Care Sweet Spot

Aligned with the beauty industry’s wider wellness pivot – positioning personal care products as an avenue to holistic health – smart supermarkets are ramping up the category’s clinical and ‘cosmedical’ credentials via virtual skin analysis, ingredient-led on-shelf curation, and spa therapies with a self-care bent.

Grocery Retail's Wellness Wave

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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

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