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1. 2017 REPORT ON
RETAILER
CONTRIBUTIONS
TO HEALTH &
WELLNESS
2 0 1 7

2. 2 FOOD MARKETING INSTITUTE
2017 REPORT ON
RETAILER
CONTRIBUTIONS
TO HEALTH &
WELLNESS
In 2017, “health and wellness” has become so much
more than buzz words. The growing arena of health and wellness
represents a complex combination of corporate social responsibility
and vast business opportunities for food retailers. Since 2012, the Food
Marketing Institute (FMI) has conducted surveys and published reports to
track the evolution of how food retailers are meeting the needs of shoppers
who are seeking healthier lifestyles.
This 2017 Report on Retailer Contributions to Health & Wellness represents
an evolution of the previous survey reports. At its core, the information
gathered for this report will help to demonstrate how food retailers are
contributing to the health of their customers. One goal is to share this
information with media, legislators and the public to highlight the positive
impact of our industry.
FMI’s vision is to use this information as more than a simple status report of
industry activities in the sphere of health and wellness. We hope that this
expanded report will serve as a useful planning tool that will help members
strategically grow and shape their companies’ health and wellness offerings
in a meaningful way.

3. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH & WELLNESS 3
Contents
4 The Power Of Health & Wellness
6 Decision Making And Leadership In Health Wellness Programs
8 2017 Health Wellness Offerings
10 Connecting Consumers To Better–For-You
12 In-Store Health Professionals
13 Building Credibility With Community Partners
14 Healthy Eating Expeditions In The Aisles
16 Cooking Up Wellness
18 Education Beyond The Aisles
20 Proliferation Of In-Store Clinics And Pharmacies
22 Defining Goals And Measurement
24 Moving Forward
Most data for this report were generated by
a survey conducted among FMI domestic
food retail members from January through
April 2017. Thirty-six food retail companies
responded. Thirty-six percent of the
respondents operate more than 500 stores.
Twenty-nine percent of the respondents
operate between 101 and 500 stores. Eighteen
percent operate between 31 and 100 stores.
The remaining 17% operate between one and
30 stores. The location of the stores operated
by the surveyed companies spans every region
of the United States.
While not all operators participated in the
survey, FMI believes it represents a strong
sampling of food retailers’ health and
wellness initiatives nationwide.
Data analysis was conducted by The
Ginger Network, LLC, a marketing
communications firm based in the
Washington, DC, metropolitan area,
dedicated to providing seasoned counsel
on food nutrition brand and marketing
issues for food companies, associations and
commodity groups.
METHODOLOGY

4. 4 FOOD MARKETING INSTITUTE
FMI has authored many “power” reports
that speak to the business potential of
various sectors within the food retail
industry, e.g., The Power of Produce, The
Power of Meat, The Power of Private Brands,
etc. This report opens with an assessment of
the importance of health and wellness in the
food retail industry. Survey participants were
asked to view health and wellness from both
an industry and an individual store-brand
perspective.
From a holistic retail-industry
perspective, 81% of the food
retailers in this survey (up
from 70% in 2014) currently
view supermarket health
and wellness programs as a
significant business growth
opportunity for the entire
industry in the year(s) ahead.
More than half the respondents (56%) sees
health and wellness as a key driver in making
food retailers a one-stop-shop health care
resource and provider. In addition, they see
health and wellness as one of many selling
points for food retailers to compete for
customer loyalty.
This sentiment is echoed by additional data
from another recent report, 2016 U. S. Retail
Food Industry Speaks in which 74% of retail
respondents indicate that they use consumer
wellness and family health strategies to
build competitive advantages and see them
as successful marketplace differentiators for
their banners.
From an individual store-chain perspective,
almost three quarters (72%) of the
respondents also view health and wellness
as a significant growth opportunity for
their own store brand. A similarly high
percentage (69%) of respondents view
in-store health and wellness programs as
a responsibility to their communities and
family of customers. And many (61%) see
these programs as a necessity to keep up with
the competition of other retailers’ health and
wellness efforts.
The Power of
Health Wellness

5. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 5
Very clearly, over the past few years, retailers have been putting action
to their beliefs about the business opportunity behind health and
wellness. In 2014, more than half (54%) of food retailers in this survey
had an established health and wellness program for both customers and
employees. According to this 2017 survey, 89% now have established
health and wellness programs for customers, employees or both.
Moreover, almost all retailers surveyed (96%)
report that, going forward, their companies are
committed to expanding health and wellness
programs in their stores.
Among those that have established programs, their efforts are growing.
Seventy-nine percent of survey respondents report that their companies’
overall health and wellness programs and activities have increased in the
past two years.
Importantly, these companies are not just talking about health and
wellness. Most report having genuine activities in which consumers and
employees can participate.
4% 32% 32% 25% 7%
Mostly Talking Talking with some
action
Mostly ActionBalanced amount of talking
and action
Action supported
by talking
Companies that report being more focused on talking about
health and wellness or actively implementing them

6. When this survey was last conducted in 2014, there were two primary
leadership teams within respondents’ retail businesses who evaluated
health and wellness opportunities and decided how and if they would be
operationalized. Pharmacy team leadership (59%) and nutrition team
leadership (50%) were the two groups who made the most decisions.
Since that time, a whole category of managers
has been defined—health and wellness
leadership—and 71% of these focused experts are
leading the decision processes on how programs
are established and operationalized.
In addition, an array of other executives is engaged in constructing health
and wellness initiatives.
This data is significant for multiple reasons. It demonstrates:
 Diversity of company stakeholders who are vested in
leveraging health and wellness.
 Engagement of health professionals and commitment
to scientific expertise (61% pharmacy and nutrition leaders).
 Sales and financial implications (57% marketing leaders).
 Commitment at the highest level of the companies
(46% president and CEOs / 29% of the entire C-suite).
 Importance to employees and associates (46% human
resource leaders).
 Significance to multiple categories (25% fresh leaders,
21% private brand leaders), etc…
Decision Making and Leadership
in Health and Wellness Programs
Company Reps Responsible for Evaluating
Health and Wellness Opportunities
Health Wellness leadership
Pharmacy leadership
Nutrition leadership
Marketing leadership
President/CEO
Human Resources leadership
The entire c-suite
Fresh leadership
Consumer Affairs leadership
Private Brand leadership
Sales leadership
Other
71.43%
60.71%
60.71%
57.14%
46.43%
46.43%
28.57%
25%
21.43%
21.43%
17.86%
7.14%
6 FOOD MARKETING INSTITUTE

7. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 7
Just as the newly created health and wellness leadership teams are
deciding on the construct of in-store programs, they are the same team
(28%) to manage these programs once they are operationalized. They
are largely supported by nutrition and pharmacy teams. Only a few
years ago, consumer affairs teams were the leaders of health and wellness
programs. They no longer play this role according to the respondents of
the 2017 survey.
Primary Health and
Wellness Program Leader
Health and
Wellness
Nutrition
Marketing
Pharmacy
Human Resources
Other
(50/50
Balance of
Pharmacy
and Food)
32%
25%14%
11%
11%
11%
Survey respondents appear to be comfortable with
this organizational structure. The majority (68%)
predict that this structure will stay in place for
years to come.
A small percentage (32%) report that their structure is still under review.
Eighty-six percent of respondents have organized their health and
wellness activities to balance engagement with customers who are ill
(with some existing condition) as well as with customers who are well and
seeking to maximize their health—as opposed to focusing more on one
than the other.
Balance of
focus on ill
and wellMostly
focused on
well
Mostly
focused
on ill
Balance of Health and
Wellness Engagement
86%
11%
3%

8. 8 FOOD MARKETING INSTITUTE
2017 Health
Wellness Offerings
There are dozens of activities that retailers categorize as health and wellness program
components. This 2017 survey asked retailers to identify the activities offered in more
than 50% of the stores under respondents’ banners. The following chart showcases a
prioritized list of these most popular program activities.
Activities in More than 50% of Banner Locations
Product Sampling
Healthy Recipes
Good-for-You Products
Smartphone Apps or Text Programs
for Creating Grocery Lists
Front-of-Pack Labeling on
Private Brand Products
Better-for-You Prepared Foods
Food Safety Education
Health Screenings
86%
86%
86%
68%
63%
57%
54%
46%

9. In contrast, many retailers have numerous additional activities that they categorize
as health and wellness offerings. However, they have not yet operationalized these
activities in most of their stores. The following chart showcases a prioritized list of these
additional activities that survey respondents coordinate in less than half of the stores
under their banner.
Activities in Less than 50% of Banner Locations
While most health and
wellness program components
are offered free to customers,
there are a few for which
many survey respondents
charge a fee. These include:
 Health Screenings (53%)
 Weight Management
Classes (40%)
 Cooking Classes (27%)
 Nutrition Counseling (27%)Store Tours
Wellness Classes
Cooking Demonstrations
Cooking Classes
Nutrition Counseling
Kid-Focused Events
Community Health Events
Endcaps Promoting
Healthy-for-You Choices
Weight Management Classes
Kiosks with Health Tips/Brochures
Candy-Free Check-out Lanes
New Mother Programs
Closed-Loop TV
64%
61%
58%
52%
52%
48%
46%
43%
41%
30%
22%
21%
15%
9

10. 10 FOOD MARKETING INSTITUTE
Call Out of Specific Products on
Shelf versus Private Brand Labels
Gluten free
Organic
Low sodium
Antibiotic free
Fat free
Sugar free
Lactose free
Kosher
Healthy
Heart healthy
GMO/Non-GMO
Local
Vegetarian
Vegan
Soy products
Driving customers to “better-for-you” food choices is a critical element
to the success of every health and wellness program. Moreover, increased
purchase of these items is one of the few tangible ways that retailers can
shine a light on ROI (return on investment) for these programs.
Retailers are actively working to identify products on shelf to call
attention to their better-for-you attributes.
Even more, program respondents are calling out
these attributes on their private-brand labels.
The graphic on the right shines a light on the attributes retailers are
calling out on shelf versus the attributes they are calling out on private
label. The call-outs on private label are all much greater than the call-
outs to better-for-you products in the aisles. The only exception to this
is the attribute of “local” and this may be since there simply are fewer
private-label local products (e.g. produce) than other product categories.
The most popular way (64%) for survey respondents to identify specific
wellness products is directly next to the original product to demonstrate
an alternative (i.e. low-sodium, fat-free). The second most popular
way (50%) is in a designated aisle according to condition (i.e. gluten
intolerance, diabetes, etc…).
Connecting Consumers
to Better-For-You
89% 92%
85% 87%
41% 75%
33% 63%
19% 62%
33% 62%
33% 54%
30% 50%
37% 49%
37% 46%
19% 46%
46% 63%
19% 29%
19% 29%
11% 21%
ID on Shelf
Call-Out on
Private Brand
Labels

11. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 11
Retailers also are calling attention to these items with overhead signage or
point-of-purchase materials (39%), with end caps (36%), in a designated
aisle (18%) according to lifestyle (i.e. vegan, Kosher, etc…), and in a
designated aisle (14%) with related non-food products (fitness, food
preparation, etc...).
PROMOTIONAL EFFORTS
Retailers are implementing various means to promote their companies’
health and wellness activities to consumers. The chart below
demonstrates the primary efforts being used. It also shows the perceived
effectiveness of each activity on a scale of 1 to 10, with 10 being the
most effective.
Company websites and social media outreach are
the two most broadly implemented promotional
vehicles, used by 93% of survey respondents.
In-store signage and in-store advertising (radio, shopping cart, message
wraps, etc…) are the second-most implemented promotional vehicles,
used by 85% of survey respondents.
Interestingly, the most broadly used vehicles are not necessarily the
most effective. When asked to rate the effectiveness of each method,
survey respondents identified store dietitians as the most effective
promotional vehicle of health and wellness activities (weighted average
of 9 out of 10 with 10 being most effective).
The second most effective promotional vehicles were identified as
community outreach and store pharmacists (weighted average of 7.88
and 7.5 out of 10, respectively).
Target marketing through mailers, publicity, e-mail listserv, website
and loyalty marketing programs all earned effectiveness scores above
7 (out of 10).
100% 10
80%
PercentofStoresUsingVehicle
WeightedAverageof
PerceivedEffectiveness
8
60% 6
40% 4
20% 2
0% 0
Website Social
Media
In-store
signage
In-store
Advertising
(radio,
shopping
cart,
message
wraps, etc…)
Community
Outreach
Weekly
Circular
Store
dietitians
Store
Pharmacists
Loyalty
marketing
programs
External
Advertising
Target
marketing
through
mailers
Publicity E-mail
listserv
Wellness
rewards
programs
6.95
6.82
6.32
7.88
6.82
6.94
7.43
7.36
7.25
9
4
7.5
7.14
93%
7.21
93%
85%
85%
81%
81%
78%
67%
70%
37%
44%
33%
52%
22%
Vehicles Used to Promote Health and Wellness Activities

12. 12 FOOD MARKETING INSTITUTE
Unquestionably, supermarkets are well on their way to becoming a key
partner in health and wellness for the communities they serve—not
just because of the health and wellness programs they offer, but due to
number of health professionals they employ.
At the time of this last report in 2014, virtually all survey respondents
indicated they already had pharmacists on staff.
As of this 2017 survey, almost 90% of respondents also report having
dietitians on staff—at the corporate level, regional level, store level
and/or as consultants.
In addition, some stores also report that they
employ registered nurses and nurse practitioners,
physician assistants, opticians, optometrists,
audiologists, and health coaches.
More significant than their growing headcount are the gains these health
professionals are making in working as a team to advance health and
wellness. For example, 75% of stores (up from 52% in 2014) report
that their pharmacists and dietitians are collaborating by referring
customers to each other. Fifty-eight percent report that they are working
together to develop programs, while 33% collaborate to make customer-
specific recommendations.
Notably, in-house health professionals are working actively to follow-up
with customers after they participate in supermarket health and wellness
programs, as demonstrated by the following graphic.
In-Store Health Professionals
registered nurses/
nurse practitioners
optometrists
physician
assistants
audiologists
opticians
health coaches
Activity After In-Store Wellness Program
41%
41%
27%
27%
18%
14%
They are
offered
coupons for
healthy foods
in store
They are offered
information about
another nutrition or
wellness program
They are referred
to the company
pharmacist
They are
encouraged to get
a health screening
from the pharmacy
or in-store clinic
They are
referred to
the company
dietitian
They are
offered
information
about
medication
adherence

13. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 13
Building Credibility
with Community Partners
As supermarkets have expanded offerings over the years, our industry
has made it convenient for consumers to meet many needs in one visit.
As evidenced by the positive changes in data between this 2017 study
and 2014, this is especially true when it comes to health and wellness.
However, health care is not simply another SKU that retailers can add
to their offerings.
Consumers are looking for more than just convenience and easy access
to health care. Trust and perceived quality are key concerns.1
In Gallup’s
2016 annual survey about the professions that Americans deem the most
honest and that maintain the highest ethical standards, pharmacists were
rated as one of the most trusted professionals in the United States. In
fact, they were rated second only to nurses.
This is great news for food retailers since almost all employ pharmacists.
However, a study2
of more than 2,000 consumers suggests that for
health-related matters, they are significantly more likely (49% of those
interested in receiving medical care in retail setting) to trust retailers who
have partnerships with local hospitals or health care providers.
Therefore, FMI specifically asked retailers if their companies work with
partners in the community to underscore their professional health and
wellness credibility and/or to enhance their programs. Good news:
93% of respondents report that their
banners already are working with trusted
community partners.
Additionally, 96% of respondents have specific plans to partner with
the following trusted community partners in to the year ahead:
1,2
Are Consumers Ready for Retail Healthcare?—Copyright ©2014 Oliver Wyman
Health Professional Community
Partnerships Planned for Year Ahead
79%
63%
63%
58%
58%
50%
13%
Local hospitals
or health care
networks
Health insurance
providers
Allied health
organizations
(AHA, ADA, etc.)
Universities
Work site
wellness
programs
Local gyms
and/or
professional
trainers
Local
culinary
schools

14. 14 FOOD MARKETING INSTITUTE
Almost all (93%) retailers surveyed are offering store tours in 2017. The majority
of these tours (73%) are conducted by a company dietitian on staff. A small number
(8%) are conducted by a company pharmacist. The remainder are conducted by outside
health professionals.
By far, the most popular tour focuses on “healthy eating”
(81%), perhaps an indicator of consumer interest in general
health and wellbeing recognizing that diabetes was the most
popular tour topic in 2014.
In addition, nutrition labeling, children and school tours are the next most popular
tour topics which is an encouraging sign of the next generation’s interest in health
and wellness—especially since the percentage of school tours conducted jumped from
45% in 2014 to 63% in 2017.
Healthy Eating
Expeditions in
the Aisles

15. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 15
Healthy eating
Nutrition labeling
Children
School programs
Diabetes
Weight Management
Hypertension
Cholesterol
Adults
Diet restrictions/
food allergies
(gluten free, dairy free, peanuts,
corn, celiac disease, etc…)
Food Safety
The following graphic showcases the interest in
multiple topics for store tours.
Store Tour Topics
81%
67%
67%
63%
59%
56%
52%
48%
48%
44%
22%

16. 16 FOOD MARKETING INSTITUTE
There has been noteworthy growth in the culinary space over the past few
years. In 2014, about half of food retailers in this survey employed chefs
at the corporate level. In 2017, the percentage of stores with corporate-
level chefs has grown to 71%. About half of the respondents employ
chefs at some stores, while 7% report that they have them in all stores.
Most stores (68%) develop recipes based on health and wellness
criteria. Most frequently, these criteria are developed by registered
dietitians on staff who work with the culinary team to bring healthful
recipes to the plate.
These recipes are made available to consumers in many locations:
Beyond recipes, the majority (71%) of retailers who responded to this
survey provide health-focused cooking classes.
Building on the idea in the previous section about the next generation’s
interest in health and wellness, more than half (53%) of the cooking
classes currently offered by food retailers are for children. A similar
percentage of cooking classes (47%) are focused on family meals.
These two data points underscore the proactive interest in fostering or
maintaining health and wellness. In contrast, in 2014 this survey noted
that the majority of cooking classes (58%) were for customers with
restricted diets due to health issues.
Cooking Up Wellness
93% Store website
75% Social media
61% Printed recipe cards
available throughout the
store
50% Culinary Demo
39% Retailer magazine/
booklet
25% In-store kiosk
25% Recipe Classes
53% Classes for children
47% Classes for customers with
restricted diets, specifically
diabetes
47% Classes focused on family
meals
35% Vegetarian/plant-based
cooking classes
35% Classes for customers with
restricted diets, all other types
24% Classes for customers with
restricted diets, specifically
gluten free
12% Classes related to organic/
sustainable/local products
6% Vegan cooking classes
Where to find healthy recipes Types of Cooking Classes

17. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 17
Speaking of family meals, in September 2015, The FMI Foundation
launched National Family Meals Month. The goal of this movement
has been to help food retailers implement a family meals campaigns
as a year-round offering with the mission to encourage one more
meal at home each week.
To that end, we asked food retailers in this 2017 survey about their
approach to family meals. We are pleased to find that 70% of respondents report
that they are actively promoting communal eating such as family meals.
The encouraging news is that 40% of respondents indicate they participated in
the FMI National Family Meals Month™ campaign in 2015. Fifty-four percent
indicate that they participated in 2016. And almost 70% say they are committed
to participating in National Family Meals Month™ in 2017.
This turnkey program is an easy one for retailers to join. It can be ramped up and
personalized as much as desired. At a minimum, it provides all the tools a retailer
could want to advance the concept of family meals at little or no investment.
Learn more at www.familymeals.com
National Family Meals Month Participation
2015
2016
2017
40%
54%
70%

18. 18 FOOD MARKETING INSTITUTE
Food retailers are hard at work beyond the aisles to educate consumers—
and employees—on important health and wellness topics.
Sixty-two percent of survey responders report that they provide
weight management programs for adults and children. Of these,
65% are customized by store dietitians. The remainder are commercial
programs, like Weight Watchers™ for example. These programs are made
available to both consumers and employees.
Similarly, 96% of survey respondents report having a dedicated food
safety education plan. Most of these classes are geared to employees to
ensure safe food handling in the store.
Retailer websites are becoming more robust resources for health and
wellness. Ninety-three percent have webpages dedicated to health
and wellness. The most popular offering on these websites is healthy
recipes (96%). The following page features a snapshot of offerings by
survey respondents. Within these dedicated web pages, consumers and
employees can learn about a broad spectrum of topics.
The majority or retailers (71%) in this 2017
survey are publishing health and wellness
blogs for consumers, employees and local
health professionals.
And many are producing health and wellness newsletters which are
published monthly (33%) or quarterly (18%). These newsletters are
e-mailed to employees and to customers. They are also live on company
websites. A small percentage (24%) are still printed.
LABELING
Labeling was identified by survey respondents as one of the top three
health and wellness issues companies are facing. To that end, retailers are
stepping up to the plate to provide consumer education on the following
labeling issues.
Education Beyond the Aisles
Labeling Issues
Menu Labeling
GMO Labeling
Nutrition Facts Panel Update
Added Sugars
Definition of Healthy
Definition of Organic
Clean/Clear Labeling
71%
55%
75%
59%
50%
68%
50%

19. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 19
Dedicated Website Pages
Topics on Website
Healthy
recipes
Common
health
concerns
Health
Articles
Community
or in-store
health
programs
Pharmacy/
medication
information
Local or in-
store health
programs
Nutrition
QA
Where
consumers
can find their
pharmacy
Customer
question
area
Food
allergies and
intolerances
Menu plans
Online
question
submission
to the
dietitian
Stress
management
information
Homeopathic
remedies
Product lists
pertinent
to specific
diseases/
allergies
Drug
interactions
Product
catalogue
for nutrition
information
Herbal
remedies
Fitness tips
Links to
government
agency
websites
Area for
children
Stress
management
Area for
parents
Online
question
submission
to the
pharmacist
Area for
seniors
Forums for
consumers
to share
experiences
96%
59% 59% 56%
52%
30% 30%
26%
15%
67%
59%
48%
44% 41%
33% 30%
19% 19% 15%
7%
11%
7% 7% 7% 4%
7%

20. 20 FOOD MARKETING INSTITUTE
Perhaps the most tangible evidence of supermarkets becoming a key
partner in health and wellness for the communities they serve is the rise
of in-store clinics.
Thirty-two percent of the 2017 survey
respondents report having in-store clinics in
some of their stores.
Note, none report having clinics in all stores, yet.
One hundred percent of these clinics are staffed
with nurse practitioners.
They are supported by physician assistants (75%), dietitians (25%) and
health coaches (12.5%).
This is the kind of care they provide:
Proliferating In-Store
Clinics and Pharmacies
Structure of In-store Clinics
75%
12.5%
12.5%
Health system-
owned and
operated
Combination
of retailer
and health
system
Retailer-
owned and
operated
Care Provided by In-Store Clinics
37.5%
62.5% Immediate Care
Combination of
immediate and
chronic care

21. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 21
Between the in-store clinics, pharmacies
and community outreach efforts, retailer
respondents are making strides at offering a vast
array of immunizations and health screenings.
These pharmacy and clinic connections with
customers provide abundant opportunities
for retailers to deepen their relationship with
consumers and the community.
After a screening or pharmacy appointment,
for example, the health professional takes
numerous follow-up steps including:
 Offering information about medical
adherence.
 Referring patients to the company dietitian.
 Referring consumers to other nutrition and
wellness information in the store.
 Offering them coupons for the appropriate
healthy foods in the same store.
 Encouraging them to participate in in-store
nutrition programming.
When it comes to medical adherence, the
health professionals also offer:
 Phone call reminders or check-ins = 71%
 Text message reminders or check-ins = 57%
 Email reminders or check-ins = 52%
Flu Shots
Pneumonia Vaccine
Travel Vaccine
HPV Vaccine
Shingles
Hepatitis A
Hepatitis B
Meningitis
MMR
Polio
Chicken Pox
Tetanus
Blood Pressure
Blood Glucose
Body Mass Index
Bone Density
Eye Tests
Hearing Tests
Thyroid
Cholesterol
Diabetes
Availability of Immunizations
Availability of Health Screenings
In Clinic
In Clinic
In Pharmacy
In Pharmacy
Part of
Community
Outreach
Part of
Community
Outreach
91% 9% 22%
86% 9% 14%
60% 10% 0%
70% 10% 5%
86% 9% 9%
70% 10% 10%
75% 10% 10%
65% 10% 10%
68% 11% 0%
56% 17% 0%
56% 17% 0%
74% 16% 11%
79% 17% 20%
57% 14% 19%
40% 25% 25%
19% 6% 12%
6% 12% 0%
6% 6% 0%
6% 6%
48% 19% 19%
48% 14% 24%

22. 22 FOOD MARKETING INSTITUTE
One of the most critical aspects of health and wellness program planning
is measurement. As noted at the beginning of this report, almost all food
retail leaders recognize the importance of health and wellness programs.
Yet most are challenged to clearly define the return on investment for
these programs which, in turn, may contribute to the lack of resources
committed to them.
Retailers need to know what works, what can be improved and what
elements should be left behind. Many retailers are far along this path
already. Approximately 40% have set both qualitative and quantitative
measurable goals already. A similar percentage is eager to set measurable
health and wellness goals. The big question is, “what are the right
objectives for you?”
The graph below shows 11 different tracking mechanisms that
respondents have been using to assess the effectiveness of health and
wellness efforts.
It is interesting to note that the two most
popular methods of measurement—participation
and attendance numbers in program activities
(79%) and consumer comments (75%) are
a perfect complement of quantitative and
qualitative measures.
It is also noteworthy that these two measures are also ranked as the most
useful for measurement. The next most-useful measurement criteria are sales.
Defining Goals and Measurement
100% 7
5
6
80%
UsefulnessScore
(7beingMostEffective)
UseofTheMethod
4
60%
340%
2
20%
1
0% 0
Participation
and
attendance
numbers
in program
activities
Consumer
comments
Surveys that
measure
awareness of
and attitudes
about the
program
activities
and brand
perceptions
Anecdotal
reports and
informal
employee
feedback
Sales figures Employee
insurance
claims
Content
shared or
followers
engaged in
social media
Mentions
in media
Health risk
assessments
Focus groups
that measure
awareness of
and attitudes
about the
program
activities
Loyalty
programs
79%
75%
54%
46%
50%
50%
42%
33%
29%
21%
5.75
5.48
5
4.58
5.18
4.95
5.04
4.41
4.73
4.79
5.05
Existing Tracking Mechanisms
54%

23. 2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 23
Moving Forward
Since this survey report was started in 2012, there has been
tremendous exploration and growth of health and wellness
programs in the food retail setting. With each passing year,
the cross section of retail and health care becomes more
fertile ground for both community service and business
growth. Insurers are actively looking for alternatives to reduce
costs and satisfy consumer preferences. At the same time, the
majority of consumers are interested in receiving minor care
beyond the doctor’s office. They are willing to receive advice
on diet, nutrition, fitness, wellbeing, and even on managing a
chronic condition.
In short, we continue to witness an ideal confluence
of circumstances—changing health care environment,
consumer interest, and supermarket-solution-
provider capabilities—for food retailers to define the
business models that will build the future of retail
health care.
2017 REPORT ON RETAILER CONTRIBUTIONS TO HEALTH WELLNESS 23

24. 24 FOOD MARKETING INSTITUTE
2345 Crystal Drive, Suite 800,
Arlington, VA 22202
FMI.org
Food Marketing Institute proudly advocates on behalf of the food
retail industry. FMI’s U.S. members operate nearly 40,000 retail food
stores and 25,000 pharmacies, representing a combined annual sales
volume of almost $770 billion. Through programs in public affairs,
food safety, research, education and industry relations, FMI offers
resources and provides valuable benefits to more than 1,225 food
retail and wholesale member companies in the United States and
around the world. FMI membership covers the spectrum of diverse
venues where food is sold, including single owner grocery stores,
large multi-store supermarket chains and mixed retail stores.
For more information, visit www.fmi.org and for information
regarding the FMI foundation, visit www.fmifoundation.org.