Dive Brief:

• ShopRite announced Wednesday it has launched dietary lifestyle filters on its website to help shoppers find products and recipes that meet specific needs, per an emailed press release. A company spokesperson confirmed the filters are also available on the ShopRite app.
• The filters available to customers include dairy-free, vegan, vegetarian, gluten-free, organic, kosher, diabetes-friendly, keto-friendly, low-sodium and low-sugar.
• ShopRite said the addition of the filters is the latest feature tied to its health and wellness program, Well Everyday. 

Dive Insight:

ShopRite’s foray into lifestyle filters comes at a time when food retailers are aiming to make it easier for shoppers to identify which products meet their lifestyle and dietary needs — particularly online where consumers are wading through seemingly endless virtual aisles. 

Target and its e-commerce service provider Shipt, Walmart and Whole Foods Market have in recent years rolled out similar digital tools that allow shoppers to quickly identify products by wellness and dietary criteria. In September, Instacart said it would expand its online health tags such as low-sodium and gluten-free, as well as create a larger “healthy shoppable recipe library,” as part of a sweeping health-focused initiative announced in concert with the White House Conference on Hunger, Nutrition and Health. 

ShopRite noted in the announcement that the filters further the grocery chain’s work to expand Well Everyday into its online offerings. That program, launched in April 2017, aims to help customers make healthier food choices and support them in achieving their nutrition targets. 

ShopRite has had registered dietitians available since 2006, the announcement noted, adding that they provide customers with meal inspiration and ideas for how to tackle different lifestyles. In addition, the grocer offers dietitian coaching and virtual offerings through Well Everyday such as cooking classes, private consultations, a chat feature and social media outreach. ShopRite also has themed monthly wellness solutions online.
 
“Whether customers are looking to make a lifestyle change or find convenient ways to shop for their needs, our registered dietitians are a valuable resource to help them live well,” Natalie Menza Crowe, director of marketing and wellness at ShopRite, said in the announcement. “We look forward to continuing to serve our communities and provide convenient, on-trend solutions and inspiration.”

Under Wakefern Food, the largest supermarket cooperative in the United States, ShopRite has more than 300 stores across New Jersey, New York, Pennsylvania, Connecticut, Delaware and Maryland.