Dive Brief:
- Meijer is now offering its Michigan customers personalized virtual nutrition coaching services led by its registered dietitians, according to a Tuesday announcement. The retailer said it plans to expand the program across its Midwestern footprint, but did not give a time frame for when.
- Sessions are tailored to a customer’s specific needs and can cover a range of topics, including meal planning, nutritional coaching, food allergy and intolerance management, weight management and more.
- Meijer’s nutrition coaching rollout comes as shoppers continue to use grocers for health and wellness needs.
Dive Insight:
The new virtual coaching sessions being offered in the retailer’s home state are “just the beginning” in terms of nutrition-focused initiatives, Meijer Group Vice President of Pharmacy and Health Jackie Morse said in a statement.
Initial full-service 45-minute appointments cost $89 with as-needed, follow-up appointments priced at $49 per session, according to the announcement. For customers who want to learn more before getting started, Meijer is offering a free 15-minute “exploration session” with one of its registered dietitians.
Based on the individual’s needs, sessions may include the following:
- Assessment, monitoring and evaluation of the person’s dietary habits, lifestyle, medical history and nutritional needs
- Education on nutrition principles, food choices, portion control and a balanced diet
- Meal planning
- Nutritional coaching
- Food allergy and intolerance management
- Weight management
- Behavioral change support.
All Meijer dietitians are accredited by the Commission on Dietetic Registration, the retailer said, adding that its new dietitian-led program is FSA- and HSA-eligible.
In a recent survey conducted by FMI – The Food Industry Association, half of its respondents said they believe their primary food store is “on my side” when it comes to staying healthy, showing that grocers’ health-focused initiatives over recent years have been effective. Furthermore, 49% of surveyed consumers noted the same trust in registered dietitians.
Other regional grocers have also bolstered nutrition initiatives for shoppers. Hy-Vee in May unveiled a $99-per-month health and wellness subscription that offers members access to personalized nutrition counseling, preventative health screenings, fitness videos, virtual classes about preparing and freezing meals and more.
In July, Giant Food launched a new workplace wellness program hosted by its registered dietitians and nutritionists to help support the wellness goals of local businesses and organizations.
