Albertsons launches consumer health-and-wellness portal

Albertsons Cos. has partnered with health care providers, insurance companies and technology firms to build Sincerely Health, a digital health-and-wellness portal for customers.

The science-backed platform, launched Monday, connects consumers to education and services to help them make smarter decisions across elements of well-being, including food and diet, exercise, sleep, medical care, medications, immunizations and mindfulness, Albertsons said. Besides input from health, insurer and tech partners, the portal reflects insights collected from more than 10,000 customers and associates, the Boise, Idaho-based food and drug retailer noted.

Currently, Sincerely Health is accessible through the mobile apps and websites of 16 of Albertsons Cos.’ 24 supermarket banners, including Albertsons, Albertsons Market, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, United Express, Market Street, Amigos, Pavilions, Star Market and Carrs.

“We are introducing Sincerely Health with a singular intention to improve lives,” Omer Gajial, chief digital officer and executive vice president of health at Albertsons Cos., said in a statement. “As a grocery and pharmacy retailer committed to the health and wellness of our communities, we are empowering customers to have a connected and personalized view of their health across food, nutrition, activity, mental well-being and pharmacy services, enabling them to make more informed choices.”

Customers participating in Sincerely Health start with a brief questionnaire to establish their Health Score, a baseline health measure incorporating seven dimensions of wellness. Albertsons said the score is calculated using actuarial science, gauging lifestyle factors such as age, gender, nutrition, lifestyle choices and mental health.

Sincerely Health users also can link activity trackers such as Apple Health, Fitbit and Google Fit and log their vitals and medication regimen for better visibility and control over their health and well-being, according to Albertsons. Customers can then set small achievable goals to improve their Health Score, track their progress, and receive actionable insights and rewards for achieving those goals.

Albertsons said those joining Sincerely Health from their preferred grocery banner’s app will receive an initial incentive of up to off an upcoming grocery purchase, redeemable across stores. They can earn more points by taking additional actions, such as setting a health goal or responding to a health recommendation. For instance, signing up for the Albertsons app awards off a grocery purchase, and -off rewards are given for learning your Health Score and connecting a pharmacy account and a smart device to your Sincerely Health account.

An online pharmacy experience is part of Sincerely health as well. Customers can access tools for managing prescriptions, scheduling vaccine appointments and connecting with general practitioners via telehealth services.

Overall, Albertsons Cos. operates 2,270 retail food stores, including 1,720 pharmacies, in 34 states and the District of Columbia.

Customers can access a range of wellness services and information via the Sincerely Health websites for participating Albertsons Cos. supermarket banners. / Image: Albertsons Cos.

Grocery stores have increasingly become a consumer health destination as retailers have developed programs and services to join the food and pharmacy areas of the store—including “food as medicine” initiatives—and added experts such as dietitians, nutritionists and health practitioners to their staffs.

For example, Kroger Health in January kicked off a multimedia brand campaign called “A World of Care Is In-Store” that directs customers to Kroger Co. pharmacies, health clinics and nutrition services. Also last month, ShopRite introduced a dietary lifestyle filter on its website—as part of its “Well Everyday” health and wellness program—to aid shoppers on specialized diets, while Food Lion launched a “food pharmacy” pilot to address food insecurity and help customers with chronic health conditions make better food choices.

According to the 2022 “Power of Health and Well-being in the Food Industry” study by FMI-The Food Industry Association, 64% of retailers polled said consumers’ focus on health and wellness has helped lift sales and profits. Similarly, 65% think supermarket health and well-being programs help position food retailers as one-stop health care resources and providers. The report also found that 70% of retailers are leveraging products with health attributes, and over 40% are expanding in-store and/or online SKUs for health and wellness attributes.

“We now see a wider ecosystem of supermarket efforts that includes the full spectrum of health, well-being, prevention and self-care, from nutritious meal and snack solutions to biometric screenings and vaccinations,” Krystal Register, senior director of health and well-being at FMI, wrote in a September blog post on the study. “These advancements would not have been possible without the contributions of food retail registered dietitians and pharmacists working in sync with store merchants, leaders and executives. Ultimately, retailers and product suppliers are embracing this ecosystem by providing choice to both consumers and employees seeking personalized guidance and support.”