This document discusses opportunities for the food industry to promote public health through product innovation and engagement with health-minded shoppers. It notes that an unhealthy diet is now the leading cause of death in the US. The food industry can transform public health by developing more healthy products, providing transparent nutrition labeling, and employing supermarket dietitians to educate shoppers. Most shoppers aim to eat healthy and are concerned about nutrition, representing a growth opportunity. The document also describes a symposium that brings together supermarket dietitians to discuss engaging shoppers.

1. ENGAGING HEALTH-MINDED SHOPPERS
THROUGH PRODUCT INNOVATION

2. DISCLOSURES
Avocados From Mexico -- consultant
Today’s Dietitian Magazine – writer/columnist “Retail RD”
Mariani Nut Company -- consultant
LaCroix Sparkling Water (National Beverage Corporation) --
consultant
Oldways Preservation Trust -- Founder – Supermarket RD
Symposium

3. BACKGROUND

4. CALL TO ACTION
¡ Americans visits the doctor 4 x per year1
¡ 1.5 weekly trips to the grocery store2
¡ An unhealthy diet is the leading risk factor
for death, causing more than 500,000 U.S.
deaths in 2016, according to a new 2018
study published in JAMA.1
1. Kaiser Family Foundation analysis of OECD (2013)
2. Food Marketing Institute. 2017 U.S. Grocery Shopping Trends Report
3. The U.S. Burden of Disease Collaborators. The State of Health, 1990-2016. JAMA. 2018; 319(14):144—
72.
Heart Disease
Cancer
Diabetes

5. VISION
Now, more than any other time in history, the
food industry has the greatest opportunity to
transform public health through product
innovation.

6. Health & wellness
A key driver of
consumer purchase
decisions
1
Transparency
Through product
labeling
2
Supermarket dietitians
Shopper engagement
and education
3
TODAY’S TOPICS

7. HEALTH &
WELLNESS
Source: Deloitte. 2018 Health & Wellness Progress Repart (Based on 2017 Survey Findings)

8. HEALTHY INNOVATION
GROWTH OPPORTUNITY
¡ Nearly 7 out of 10 say they
maintain a healthy diet most of
the time.
(Mintel. Better for You Eating Trends. U.S. August 2018.)
¡ 78% of U.S. Shoppers are
concerned about the nutritional
content of the foods they eat.
(FMI, 2017 US Grocer Shopping Trends Report)
¡ More than 70% of consumers
report that they “make an effort
to eat healthy.
(Mintel. Better for You Eating Trends. U.S. August 2018.)

9. TRANSPARENCY
Less than 38% of consumers were
able to identify specific foods that
could help them achieve specific
health outcomes.”
Source: IFIC. 2018 Food and Health Survey.

10. DECIPHERING CLEAN LABELS
Ingredients
Food
Processing &
Claims
Sustainability
The Retail RD
Deciphering Clean Labels
By Barbara Ruhs, MS, RDN
Today's Dietitian
Vol. 20, No. 9, P. 18
September 2018

11. EVOLUTION OF
SUPERMARKETS
“For companies whose products
touch on health and wellness,
the implications are significant as
retailers make the transition from
being a provider of products to a
purveyor of experiences,
services, and solutions. Health
clinics, on-site experts offering
diet, nutrition and other advisory
services are becoming popular
differentiators for retailers.”
Source: Deloitte. 2018 Health & Wellness Progress Repart (Based on 2017 Survey Findings)

12. SUPERMARKET RDNS: THE KEY TO
CUSTOMER ENGAGEMENT
• 80% of consumers indicate they made a
change to eating habits as a result of a
conversation with healthcare professional—
Dietitians (RDNs) listed as one of the most
trusted sources. (IFIC, 2018 Food & Health Survey)
Skogen’s Festival Foods Dietitians

13. OLDWAYS SUPERMARKET DIETITIAN SYMPOSIUM
¡ 2018 Engaging A New Era of Shoppers
¡ 2017 Empowering Advocates for Change
¡ 2016 Building Partnerships, Creating Solutions
¡ 2015 Healthy Plates, Healthy Planet
¡ 2014 Reaching Millions
¡ 2013 Bridging the Gaps for Supermarket RDNs
¡ 2012 Cultivating Food Traditions
¡ 2011 Changing the American Palate

14. Health & wellness
A key driver of
consumer purchase
decisions
1
Transparency
Through product
labeling
2
Supermarket dietitians
Shopper engagement
and education
3
TODAY’S TOPICS

15. THANK YOU!
WHAT’S GOOD FOR CUSTOMERS, IS GOOD FOR YOUR
BUSINESS!
Twitter and Instagram @BarbRuhsRD
Linkedin: https://www.linkedin.com/in/barbruhs/
Email: barb.az@me.com