How Wellness Priorities Could Reshape Holiday Grocery Shopping
Holiday shoppers may be planning familiar celebrations this year with different ideas about what belongs in the basket.
Thirty-seven percent of respondents in recent Inmar Intelligence’s holiday research said they or someone in their household was using a weight-loss supplement or appetite-control medication. Among those households, 35% anticipated different recipes or meals this year. (The group includes supplement and medication users, rather than exclusively GLP-1 users.)
Health priorities also influence holiday plans more broadly: Inmar found that 38% of consumers intended to balance wellness with holiday traditions, while 26% expected to maintain their existing healthy habits. The findings reflect stated intentions rather than measured holiday purchases.
For brands and grocers, these shifts present opportunities to respond through product formats, nutritional benefits and messaging connected to seasonal occasions, according to the firm.
Rethinking Food Formats
In addition to highlighting protein, fiber and other nutritional benefits, recommendations include exploring minis, individual servings and portionable formats.
Seasonal favorites remain part of the opportunity, and brands are encouraged to help consumers enjoy holiday treats in ways that accommodate evolving wellness goals.
Proposed audiences to activate against include shoppers prioritizing protein, consumers seeking nutrient-dense snacks, and cooks adapting recipes around nutrition, lower sugar or smaller portions. “Small-Plate Entertainers” centers on hosts and guests interested in appetizers, grazing boards and bite-sized foods.
For more on how brands and retailers can respond to changing shopper needs, join us at the GLP-1 Shopper Summit on Nov. 12 in Chicago. Adam Goldsmith, Inmar Intelligence’s regional vice president, programmatic and agency lead, will participate in “The New Rules of Shopper Activation,” exploring how data and analytics can guide promotions, assortment, loyalty and personalization as shopper behavior evolves.
Learn more about Inmar's "GLP-1 Holiday Effect" research here.
Hydration and Holiday Gatherings
Behavior shifts have moved into the beverage aisles: Inmar research found that 26% of beverage consumers expected to drink more canned or bottled water in the coming year.
As part of this, the company recommends emphasizing functional benefits, offering low- and no-sugar choices, and providing elevated alternatives for consumers reducing alcohol consumption. Suggested audiences include protein beverage adopters, reduced-sugar shoppers and consumers exploring mocktails and nonalcoholic options.
Recommendations also include positioning products around hosting, sharing and gifting, alongside the routines that continue through travel and busy schedules.
Putting the Findings to Work
Taken together, Inmar’s research points to changing wellness priorities that could influence holiday shopping across food, beverages and seasonal occasions.
For brands and grocers, this presents opportunities to support shoppers seeking smaller portions, different recipes and beverage options that align with their health goals while preserving familiar holiday traditions. A host may be shopping for guests with several different preferences, and products that can be served in smaller amounts or easily adapted could help that host plan one gathering for everyone.
Furthermore, recipe content, merchandising and promotions can make those choices easier to find and use. A holiday display could pair seasonal treats with portionable formats, while a recipe could offer serving-size adjustments or ingredient substitutions.
All of these approaches can provide shoppers with practical planning help, as well as give brands and retailers a chance to show how their products belong in the celebration.
