Navigating the Grocery Aisles: Making Smart Choices for Health & Well-being

With obesity, diabetes, and cardiac ailments on the rise, it is crucial to understand how food shoppers can make healthier choices.

Food shopping plays a significant role in our health and well-being.

Supermarkets, however, present psychological traps that make choosing healthy foods difficult.

Therefore, a trip to the grocery store that appears harmless may result in food purchases that are harmful to our health. Grocery shopping can also be a daunting experience for many people since they may not know where to start or what to buy. With an overwhelming number of food options available, often presented in misleading packaging, it can be tough to distinguish between genuinely healthy foods and those that are better left on the shelves.

Deloitte's annual report (USA) on fresh food reveals that 84% of grocery shoppers consider health when buying fresh food, with 55% willing to pay more for items promoting health and wellness. Food insecurity, often the most common social need, is closely tied to health outcomes, as an unhealthy diet is a leading risk factor for chronic conditions. Grocery stores are positioned to play a unique role in healthcare by emphasizing fresh, healthy food options. However, the report also highlights the challenge of educating consumers about the long-term health impact of their food choices.

Shopping 'Healthy' isn't that simple!

A recent study published in Food Quality and Preference discussed how grocery stores can promote shoppers' well-being.

The study aimed to explore the impact of well-being goal priming on consumer behaviour and sales in a grocery store. The researchers conducted two studies involving visual, olfactory, and gustatory cues to activate well-being goals. Results revealed that the well-being goal priming led to increased stops, snack shelf entrances, and sales of healthier snack items. However, there were variations in the effects on different product categories, with decreased sales observed for certain indulgent items like minced beef meat and ice cream. The study suggests that activating well-being goals can influence shoppers' movements and preferences, promoting the selection of healthier food options in a real-store setting.

However, chosing a healthy product isn't as simple as it may sound. Attest, a consumer research platform, conducted a survey of 2,000 US consumers, finding that 60% of them are actively searching for food and beverage products that can enhance their overall health. The survey revealed that pricing and labelling are significant concerns for shoppers when purchasing health-boosting food and beverage products. Among the respondents, 52% worried about overpriced health-boosting products.

The survey found that confusion exists regarding what is and isn't healthy.

To test the participants' ability to identify healthy options, Attest showed them six varieties of cereal bars and asked them to choose the healthiest one. However, only 9% of the respondents could correctly identify the healthiest option, while 13% selected the lowest-ranking one. The survey revealed that health-related messaging such as "whole grains," "naturally flavoured," and "100 calories" often led to wrong choices. Another significant finding of the survey is that around 46% of shoppers are concerned that wellness products are not as healthy as they claim to be. Additionally, 41% of respondents worry that ingredients' health benefits have not been scientifically proven. 32% believe that the amount of active ingredients included in the products is not enough to make any significant difference.

Always make a 'healthy' shopping list

Although some individuals may not require any planning or list while grocery shopping, most people prefer to have a plan in place. Carrying a grocery list or a weekly menu is highly recommended if you easily get distracted while shopping or don't know where to begin.

"What should I put on a grocery shopping list for healthy food?"

A healthy and well-balanced diet should consist mainly of whole foods rich in nutrients such as vegetables, fruits, and protein sources like fish and eggs, beans, nuts, and seeds. These foods should be given priority on your shopping list. To make things easier, you can categorize your shopping list into sections such as non-starchy and starchy vegetables, fruits, beans and grains, nuts and seeds, proteins, frozen foods, dairy and non-dairy substitutes, drinks, condiments, and miscellaneous items.

Make the most out of your grocery shopping!

When grocery shopping, prioritize the following things:

• Purchasing mostly whole, nutrient-dense foods
• Shopping off your list or a weekly meal plan
• Buying foods based solely on packaging should be avoided
• Packaged food nutrition labels and ingredient lists
• Avoiding impulse purchases and sticking to your plan

In most grocery stores, healthy eating is not encouraged. Rather, they are designed to encourage you to buy unhealthy items. It is not uncommon for grocery stores to offer sales and display ultra-processed products such as refined snack foods and soft drinks. These are often located at the end of aisles and at checkout counters.

Firstly, stick to the perimeter of the grocery store, focusing on fresh options like produce, seafood, lean meats, and dairy. Plan meals for the week, create a shopping list, and check store advertisements to save time and money. Avoid shopping on an empty stomach to resist impulse buying. When reading labels, opt for foods with fewer ingredients, note serving sizes, and look for low levels of saturated fats, sodium, and added sugars. For added convenience, include top 10 "convenience" health foods in your grocery list, such as fresh fruit, bagged salad greens, fish fillets, whole grains, nonfat Greek yogurt, frozen vegetables, canned beans and tomatoes, nuts, and oatmeal. These staples provide quick, nutritious options for busy lifestyles, supporting a well-rounded and health-conscious diet.

To conclude

Including your favorite foods in a balanced diet is important, as long as you also consume nutrient-dense foods that provide your body with essential nutrients. Rather than completely avoiding less healthy foods, such as chips, ice cream, and cookies, prioritize healthier alternatives. A well-rounded diet can still include your favourite foods. It is always a good idea to keep good quality chocolate in your kitchen. The occasional indulgence in less nutritious foods is perfectly fine.

You don't have to stress out about grocery shopping. Your shopping trips can be easier and more enjoyable if you prepare a list, make an inventory of your kitchen, and stock your freezer and pantry with staples that will last.

By following the tips, articles, and videos in this article, you'll be an expert at healthy grocery shopping in no time.