The Future of Health + Wellness in Food Retailing
Map + Memo
In May 2008, the Coca-Cola Retailing Research Council (CCRRC) publicly released the results of a year-long research endeavor by the Institute for the Future's Health Horizons Program, studying the Future of Health and Wellness in Food Retailing. This project helps food retailers connect the dots between food and health, design strategic processes that help retail stores respond to this future, and offer their customers a more holistic approach to food retail.
Three main deliverables resulting from this project can be downloaded in PDF format (see below links):
The Future of Health and Wellness in Food Retailing Map
The Institute for the Future’s map of The Future of Health and Wellness in Food Retailing is designed as a tool to help food retailers use foresight to reveal insights that can lead to more effective action in the present, making the connection between food and health more clear. The map is divided into six main drivers which cross seven impact areas: people, practices, places, information, tools, business, and markets. There are seven key focal areas on the map, which present the main forecasts that emerged from the research. The next decade will define a time where food and health converge in more interesting ways across multiple sectors. Each focal point describes the full spectrum of analysis from foresight to insight to action.
Forecasts and Implications Memo
The Forecasts and Implications Memo is designed as a companion piece to the map, going into greater detail about the impact each of these forecasts will have on the retailing future. Each forecast includes a case study describing their practices and the relevance the examples hold for food retailers.
The Consumer Health and Nutrition Survey of 2007 was designed to provide retailers with greater insight into how consumers are thinking about and acting on health and its connection to food and sustainability. The results show the extent to which customers hold certain health and food-related attitudes and how much these attitudes affect their behavior, showing the variability among different customers. The findings can be used in translating insights from the Future of Health and Wellness in Food Retailing Map into actions that make sense in individual retail markets.