Dive Brief:

• Natural Grocers is launching a free, six-week keto diet program on January 18 – or "Resolution Reset Day," as the company is calling it – to help people kick start their nutritional goals for 2019.
• The grocer's Keto Reset Program, centered around the book The Keto Reset Diet by Mark Sisson, includes a series of classes designed to educate participants on the popular diet as well as education on exercise, food journaling, sleep and stress management that incorporates Natural Grocers' nutrition health coaches.
• Shoppers are encouraged to stock up on organic meat, produce eggs and dairy on January 18. Stores will also be giving out free samples of keto-friendly smoothies, reusable shopping bags, and special deals on select keto-friendly items.

Dive Insight:

Many people start the new year off with ambitious resolutions, most of which revolve around healthy lifestyle choices. Exercise more, lose weight and eat more healthily are some of the most popular intentions. However, according to U.S. News and World Report, 80% of New Year’s resolutions fail by February. Natural Grocers’ second annual Resolution Reset Day sets up the retailer as a support system to help consumers reach their goals as well as a one-stop-shop for all their health and nutrition needs.

The keto diet has been gaining in popularity over the last few years. The plan revolves around a strict regimen of low-carbohydrate, high-fat foods that force the body into ketosis – when it burns fat instead of carbs for energy. With the help of social media and celebrity endorsement, the diet has increased its profile, which has led to both an influx of keto-friendly food products as well as criticism from doctors and fitness professionals.

However, for dieters looking for something to stick to in 2019, the Natural Grocers program could be the lifeline they need. The chain also employs so-called nutritional health coaches that can assist people with personalized diet advice and offers in-store nutrition classes and recipe demonstrations. Natural Grocers recently revamped its website to create a better experience for customers and expanded its line of private label organic products. All these programs help position the store as a devoted health resource for shoppers. It's a position that effectively differentiates Natural Grocers from conventional supermarkets as well as other specialty retailers.

Resolution Reset Day also helps position Natural Grocers against its biggest competitor in the organic space, Whole Foods. Whole Foods is inviting shoppers to “Come January with Us” with online shopping lists for all kinds of diets, from keto and paleo to gluten free and vegan as well as recipes and supplement suggestions.

This comes at a time when natural grocers are seeing sales plateau. The 2018 Natural Foods Merchandiser Market Overview showed that nearly 60% of natural foods retailers saw sales growth in 2017, while 30% saw sales decline and 13% reported no change. That’s a slowdown from the previous year. This doesn’t mean healthy, natural foods aren’t sought after. Instead, it demonstrates how all grocers, not just those who have staked a claim in the natural category, are upping their game when it comes to having a stake in their consumer's health decisions.