Dive Brief:

• A number of grocers, particularly specialty retailers, have announced health-focused offerings and marketing campaigns to kick off 2022. 
• Whole Foods Market has rolled out a “Resolution Renovator” where people can work with “Wellness Motivators” focused on mind, body and spirit who provide encouragement toward personal goals. Southern California chain Bristol Farms said in an emailed press release that has started offering juice cleanse kits, and Natural Grocers announced product discounts and sweepstakes, with loyalty members receiving special perks during its “Resolution Reset Week” from Jan. 18-22. 
• The retailers are leaning into consumers' New Year's resolutions for 2022 to improve their diet and well-being as the global pandemic wears on.

Dive Insight:

Specialty grocers aren't the only ones tapping into the tradition of people setting goals and refreshing their lifestyles at the start of a new year. 

Earlier this week, Gorillas and nutrition app Wellory said they are partnering to share shoppable recipes from Wellory's nutritionists on the ultrafast delivery startup's U.S. app and blog during the month of January, and Schnuck Markets unveiled a new program to help customers track which items they bought meet guidelines for healthy eating.

The Giant Company said in an emailed press release on Thursday that it will host several free virtual offerings focused on nutrition at the start of the year. The Zoom events include "mini chefs" ages 6 and younger creating family-oriented snacks, and "wellness workshops" hosted by the grocer's dietitians on rethinking resolutions.

To encourage shoppers, several grocers are offering extra perks to loyalty rewards members. The Giant Company, for example, will let people earn 50 Choice Rewards points when they register and provide their rewards card number for the classes. Natural Grocers is giving {N}power members exclusive access to deals, free items and sweepstakes for the month of January.  

Along with rewards perks, grocers are also looking to lower the barrier to participation with messaging that encourages people to try out "healthier" habits. For example, Bristol Farms highlighted each kit for its four juice cleanse programs, which were created by Jonathan Pacheco, its director of coffee and juice, is for a single day, noting “there’s no huge commitment.” The programs include directions for pre-cleanse, daily consumption schedules and how to reintroduce food after the cleanse.

Beyond New Year's goals, the food-as-medicine trend as gained more priority among food retailers as they look to attract health-conscious shoppers. Industry observers for the food and grocery industries are expecting fresher meals and expanded usages of functional ingredients to gain steam in 2022.