Reaching Older Adults Where They Shop: Health and Wellness at Retail October 29, 2015

Transcription

1 Reaching Older Adults Where They Shop: Health and Wellness at Retail October 29, 2015 Annette Maggi, MS, RDN, LD, FAND President Annette Maggi & Associates, Inc.

2 Agenda Retail is Ideal for Health Promotion Landscape Scan Health Professionals at Retail The total Store Message

3 Retail is Ideal for Health Promotion

4 Retail is Ideal for Health Promotion

5 It all converges at the grocery store

6 The retailer is positioned to provide a brand neutral message

7 The retailer can communicate a message across the entire store

8 Other reasons retailers are committed to health and wellness Competitive advantage Profit center opportunity Corporate responsibility Employee engagement Reduced employee health insurance premiums

9 Landscape Scan: Health and Wellness Initiatives in the Retail Space

10 Leveraging H&W through established retail methods Store Design In-store Signage & Displays Couponing, Advertising, & Promotions Publications Owned Brands Increased Convenience of BFY Products

11 Store Design Fresh Thyme markets are the first to give produce center stage, positioning the expanded department in the center of the store foot print. Hy-Vee is one retailer who offers a store-withina-store health market, primarily focused on natural, organic, and special dietary needs.

12 In-store Displays Heart Health Endcap at Bashas Highlighting better-for-you products on endcaps or in other promotional space may increase the total spend of the health-conscious shopper. Gluten Free Set at King Soopers

13 In-store Signage More than 10,000 stores provide shelf edge nutrition guidance. Store front signage at Rite Aid ShopRite Signage is used to communicate H&W throughout the store.

14 Couponing Through their own programs as well as vendorfunded promotions, retailers have increased couponing of healthier products. Still emerging is alignment of this opportunity through mobile aps and loyalty card programs.

15 Advertising Circulars are the most common form of advertising that promote H&W, but other methods including television ads and Hy-Vee s unique approach are being used.

16 Promotions Price Chopper H&W Promotional Opportunities As this H-E-B example shows, H&W promotions are driven against an editorial calendar, including both traditional retail and health holidays.

17 Publications Wegmans in-store mag features health on the front cover. Meijer s cookbook focus directly aligns with their commitment to healthy meals and ties to their website MealBox program. Hannaford offers a variety of educational brochures tied to wellness and disease management.

18 Owned Brands Like many retailers, Safeway offers a variety of health and wellness brands. 32% of WalMart s owned brand products meet the criteria for their custom Great for You program. Today, the program is only leveraged on owned brand products. Wegmans utilizes Wellness Keys on private label products and recipes to provide their shopper with at-a-glance nutrition information. King Soopers unique packaging clearly communicates the product s health positioning.

19 Health Professionals at Retail

20 Key retail functions involved in H&W Senior Leadership Merchandising Marketing Communications and PR Operations Pharmacy Nutrition Today, Pharmacy s primary role is filling scripts, with limited interaction across the store footprint. Dietitians engage the entire store, as nutrition has impact in nearly every department Annette Maggi & Associates, Inc.

21 RDs in the Retail Space

22 Landscape of registered dietitians in retailers Retailer U.S. Region # of Stores AHOLD East Coast 773 Albertsons West, Southwest 453 Aldi Eastern half of US 1,000 Bashas Southwest 132 Big Y East Coast 60 BI-LO/Winn Dixie South/Southeast 690 Byerlys/Lunds Minnesota 22 Coborns Minnesota 30 Family Fresh Markets Wisconsin 4 Giant Eagle Southeast 200 Hannaford Brothers East Coast 177 Harmons Utah 16 H-E-B Texas 315 Hy-Vee Midwest 234 Ingles Market Southeast 201 Kroger Colorado, KY 3,500 Marianos Chicago 8 Meijer Upper Midwest 200 No Frills Supermarkets Nebraska, Iowa 18 Price Chopper New York 125 Publix South East 1,056 Safeway National 1,700 Shaws Northeast 200 ShopRite East Coast 250 Skogen s Festival Foods Wisconsin 21 Spartan Stores Michigan, Ohio, Indiana 400 Target National 1,700 Trader Joes 50% in CA 395 United Supermarkets Texas 51 WalMart Arkansas 8,970 Wegmans Mid-Atlantic 81 Weis Markets Mid-Atlantic 162 Whole Foods National 340

23 Registered Dietitian roles exist at varying levels of retail organizations Corporate lead and drive overall strategy Regional manage a territory of stores In-Store in-store education, community outreach, local media Meijer Weis Markets Ingles Markets Harmon City Meijer Jewel Osco Harmon City Hy-Vee Giant Eagle Wakefern Marianos

24 Typical responsibilities of retail RDs Creditable Spokesperson Traditional and social media Blogging E-newsletters to customers Retailer websites Consumer education Community outreach Drive health and wellness strategy Training of department heads Manage point-of-purchase systems (Guiding Stars, Nuval) Influence merchandise assortments Partner with food vendors/manufacturers Recipe development Partnerships with pharmacy on disease management Employee health and wellness Private label labeling, regulatory affairs, nutrition strategy

25 How retail RDs reach consumers Proprietary Research by Annette Maggi & Associates, Inc. in August 2013.

26 Retail RDs engage with a broad array of retail departments Proprietary Research by Annette Maggi & Associates, Inc. in August 2013.

27 How They Work Proprietary research by Annette Maggi & Associates, Inc. indicates retail RDNs spend 50% of efforts on wellness and 50% on disease management. The top conditions addressed are heart, diabetes, weight, and celiac/gluten free.

28 Emerging Trend: Medical Nutrition Therapy Retailers seek to define the return-oninvestment of health and wellness programs. The shopper managing a health condition is valuable to the retail store. Some dietitian services are reimbursable. For these reasons, retailers such as Giant Eagle and Hy-Vee, are adding medical nutrition therapy as a service their dietitians provide.

29 Drug Retailer RDs have clinical focus

30 Retail Programs Targeted at Older Adults Immunization programs, traveling flu & shingles clinic, free diabetes medication program Senior Expos, cooking for 1-2 classes, partnerships with senior centers, immunizations, free medication programs Bingo nights, motorized carts & wheelchairs, partnerships with local hospitals on store tours

31 The Total Store Message

32 Pharmacy is a valuable department for retailers Leveraging Pharmacy The value of the pharmacy shopper Diabetics Prescription Facts Average Annual Rx Spend for Diabetics: $3,100* The average Diabetic is on 5 prescriptions (6 if you include insulin**) Health Health Prescription Facts Average Annual Rx Spend for Heart Health Sufferers: $2,600* The average adult with Heart Disease fills 30 prescriptions annually *** Disease management with drugs and nutrition combined leverages multiple retail departments Supplements are increasing becoming part of the discussion *National Association of Chain Drug Stores **Huang, E., Basu, A., O'Grady, M. & Capretta, J. (2009). Projecting the Future Diabetes Population Size and Related Costs for the U.S. Diabetes Care,32 (12), ***Georgetown University,. "Center on Aging Society." Prescription Drugs: A Vital Component of Health Care. (2002): 1-6. Print.

33 Emerging Trend: Nutrition & Pharmacy Partnerships Retailers today are determining the link between nutrition & pharmacy in overall healthy living and disease management programs. Many U.S. retailers have pharmacists in every store, making a health professional available to shoppers across the company. Pharmacy is a valuable department of the store, and retailers hope to transfer this shopper s sales to food.

34 Cross- merchandising food in pharmacy

35 Health messaging through pharmacy can be tailored to shoppers health concerns Type of prescription triggers educational messaging to consumer PatientLink from CatalinaHealth 1.4 billion messages to 130 million consumers annually Messages related to medication compliance, side effects, disease state awareness Retailers often control portion of messaging Message can also be delivered through front checkout lanes 2014 Annette Maggi & Associates, Inc.

36 Making the Pharmacy-Food Connection

37 The Pharmacy, Food and Clinic Connection

38 Telehealth Services: the virtual doctor will see you now NowClinic Online Care at Rite Aid stores offers face-to-fact consultation with a MD for $45 per 10- minute session, payable with a credit card.

39 The retail H&W definition is expanding to the total store footprint Today, nutrition (food-focused) and pharmacy are lead areas for health and wellness strategies. Emerging areas of focus include: Supplements: the retail trifecta of disease prevention and management includes food, supplements, and medication Health and beauty: natural and organic products Fitness: videos, electronic aids, equipment, clothing Primarily a supercenter focus (Meijer, WalMart, Target) Clinics: need services beyond cold/cough/flu to gain ROI VitaAisles Program from Vestcom

40 Conclusions While not specifically designated as programs for older adults or Baby Boomers, retailers offer many health and wellness programs for these audiences. Partnering with retail on health and wellness is impactful as most food buying decisions are made at the point-of-purchase. Interested partners must create win-win opportunities and understand the retail environment.

41 Questions & Discussion Contact Information: Annettemaggi.com