Vegan? Keto? ShopRite adds new digital shopping feature to boost health-and-wellness sales

ShopRite will feature a new dietary lifestyle filter on its website to help shoppers looking for food and drink to fit a variety of specialized diets, the Wakefern Food Corp. banner announced on Wednesday.

New filters on the grocery retailer’s website include options to search for dairy-free, vegan, gluten-free, diabetes-friendly, keto-friendly, low-sodium, low-sugar products and more. The digital expansion of the personalized items and recipes are part of ShopRite’s Well Everyday health and wellness program.

“We are proud to unveil new features on our website to help better serve our customers and make it easier for them to achieve their health and wellness goals,” said Natalie Menza Crowe, director of marketing and wellness at ShopRite, in a statement. “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. We look forward to continuing to serve our communities and provide convenient, on-trend solutions and inspiration.”

The retailer’s online program also features monthly meal inspiration, a downloadable recipe book and more. Since 2006, ShopRite’s registered dietitians have provided meal inspiration suggestions and substitutes for different lifestyles to support customers on their personal wellness journeys, the grocery retailer said.

Fast forward to today, and despite high food prices, Americans are committed to use wallet spend to maintain their healthier lifestyle. According to Deloitte’s annual report, “Fresh Food as Medicine for the Heartburn of High Prices,” of the consumers surveyed, more than half (55%) are still willing to pay a premium for the food that contributes to their health and wellness.

“Amid increasing competition, fresh food producers and retailers have the opportunity to introduce consumers to healthy choices and use food as medicine. Grocers who can close the information gap between fresh food and its health outcomes can be better positioned to win over consumers—and compete on aspects other than price,” said Daniel Edsall, principal, Deloitte Consulting LLP.