Food choices now influence far more than what ends up on the dinner table. Health has become a central factor shaping how Americans shop for groceries, pushing retailers to rethink their role beyond price and convenience.
A new report from FMI — The Food Industry Association highlights how eating well now guides nearly every aspect of consumer decision-making, placing grocers in a strong position to serve as trusted health destinations.
According to the FMI report, The Power of Health and Well-Being in the Food Industry, shoppers increasingly see healthy food as a long-term investment rather than a short-term expense. This shift opens the door for grocery stores to expand health-focused offerings, including nutrition guidance and digital tools that support personal wellness goals.
Even as economic pressure continues, interest in health has not slowed. FMI data shows that 47% of U.S. shoppers are following a deliberate diet or structured eating approach. At the same time, 46% expect to eat more healthfully in the future, reinforcing FMI’s description of “eating well” as the “North Star of a constellation of shopper needs, values, and desires.”
Food as Medicine Still Resonates
Freepik | aleksandarlittlewolf | Grocers are expanding nutrition services as shoppers shift toward health-focused food investments.
Programs that link food with health outcomes continue to show results. More than half of surveyed consumers, 51%, said their primary grocery store is “on my side” when it comes to supporting personal health. That figure reflects a 3-point increase compared to 2024, signaling growing trust in grocery retailers as health partners.
The FMI report highlights that expectations for 2026 focus on nutrient-dense foods that are free from added sugars and offer benefits that support overall body health.
At the same time, wellness approaches are becoming increasingly personalized. Weight-loss medications such as GLP-1s are influencing how consumers shop, with 13% of survey respondents reporting use in the past 12 months.
Policy Shifts Add New Expectations
Wellness approaches are increasingly personalized. Weight-loss medications, including GLP-1s, are shaping shopping behavior, with 13% of respondents reporting use in the past 12 months. These changes influence meal planning, portion control, and how consumers navigate grocery aisles.
Freepik | Health now strongly influences what shoppers buy and which stores they frequent.
The report highlights four strategic priorities for retailers:
- Develop fully integrated health and wellness teams
- Build stronger links among food, pharmacy, nutrition, and public health
- Provide personalized guidance for health-minded shoppers
- Utilize technology and data to enhance health-related programs
These measures help position grocery stores as active partners in consumer wellness rather than simple product suppliers.
Today, health drives grocery spending more than any other factor. As consumers increasingly connect food to long-term well-being, grocers that align their offerings with health priorities gain lasting relevance. FMI’s findings are clear: when eating well guides behavior, stores that support that goal become essential partners in daily health.
