An article that recently appeared on the nielsenwire pretty much sums up the food changes we have noted this year. They found that consumers are smarter shoppers in terms of looking for healthy selections. That does not mean they ignore price points and throw budgets out the window; rather they found that these shoppers focus on the price:health eating connection. The Nielsen researchers believe that health conscious shoppers buy foods good “for their wallets and waistlines.”

This research affirms much of what we’ve discussed this past year. It spells good news for markets that concentrate on an extensive commitment to stocking shelves and aisles with foods that insure healthy benefits. At the same time these markets need a visible strategy to broadcast savings for the consumer as savings combined with healthy foods are inseparable components for smart shopping. As for prepared foods, the message needs to be the same: These are items that are healthily prepared. Fresh and organic products do well at grocers and logically, at farm markets. We have become focused on fresh and are willing to pay a little more to have items that supply the health kick.

Shopping is an excursion, and no one can totally ignore some of the temptations whether they come from the alcohol aisle or the candy department. Yet shopping within those departments need not send up a fearful health warning as we recognize some of the health benefits, for example, associated with red wine and dark chocolate. 

In many respects, little new has been uncovered, but the affirmation of smart shoppers and focused markets has helped make the shopping experience less stressful.

Hooray for the markets that are keeping up with the consumer.