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Retailers Tap Health, Diet Trends for New Year’s Resolution Seekers

Whole Foods, Aldi, Natural Grocers highlight new products, promotions and in-store nutrition programs

With each new year comes a new wave of resolution-seeking consumers who typically hold health and nutrition at top of mind. This year, retailers such as Whole Foods Market, Aldi and Natural Grocers by Vitamin Cottage are tapping into the latest diet and wellness trends to support consumers in their journeys toward a healthy lifestyle through new product offerings, promotions and in-store programs.

aldi product

Paleo, gluten-free and plant-based eating have been gaining traction among consumers in recent years, with plant-based eating being named a top trend for 2018 by Whole Foods’ global buyers and experts. To capitalize on the rising trend, Aldi has launched a new line of Earth Grown vegan products, featuring prepared and frozen meals made with meat substitutes or textured proteins. The line is free from meat, poultry and seafood, as well as eggs, dairy, honey, gelatin and lanolin, and has been introduced shortly after the Batavia, Ill.-based retailer launched two vegan ice creams in November.

Feeding Your Resolutions

Whole Foods, too, is highlighting its wide variety of vegan-friendly and gluten-free products and educational resources, including “The Whole Foods Diet: The Lifesaving Plan for Health and Longevity,” co-written by Whole Foods Market co-founder and CEO John Mackey.

To help shoppers achieve their New Year’s resolution goals, the Austin, Texas-based retailer has partnered with Melissa Hartwig of Whole30 and Michelle Tam of Nom Nom Paleo for its Feed Your Resolution campaign, offering convenient options and programs supporting plant-based, Whole30, Paleo and gluten-free diets. Beginning Jan. 1, Whole Foods stores nationwide will feature top product picks from Whole30’s Hartwig that are compliant with her 30-day program for stress-free navigation throughout the grocery store, as well as top product picks from Nom Nom Paleo’s Tam, including her Magic Mushroom Powder. Whole Foods hot bars will also offer several recipes from Tam’s cookbook, “Ready or Not,” throughout the month of January.

“We are excited to provide support to those shoppers interested in focusing on a healthier lifestyle, be it our flexitarian fanbase trying out a new diet, to those with special dietary needs,” Karen Christensen, global VP of merchandising for perishables at Whole Foods, Market said in a statement. “The meal solutions and products our partners have selected offer convenient and delicious ways to eat healthier in the New Year, and our knowledgeable team members are always here to provide support along the way.”

Resolution Reset Day

To help consumers maintain their resolutions beyond the month of January, Natural Grocers is launching Resolution Reset Day on Jan. 19, where shoppers can stock up on healthy items, join the N-power rewards program for special discounts throughout the year and partake in activities including:

  • Hack Your Coffee Bar: From 12 to 2 p.m. at all locations, shoppers can unlock coffee’s hidden health potential, including benefits from MCT Oil and collagen, to help kick-start their day and their brainpower.
  • Receive a free Natural Grocers reusable shopping bag with a purchase.
  • Hot Deals: 3-day sale Jan. 18-20.
  • $5 off $35 coupon to use on a Feb. 3 purchase.
  • Special N-power members-only offers.


“Only 8% of individuals who make resolutions actually stick to them for an entire year,” said Natural Grocers Co-President Kemper Isely, citing a 2015 University of Scranton study in a company release. “It’s no surprise that losing weight and eating healthier remain the top New Year’s resolutions, but without the right guidance, support and access to affordable, good-for-you foods, it’s nearly impossible to achieve a weight-loss goal. Instead of dropping your resolution this year, Natural Grocers is here to help you reset it and stick to it.”

With nutritional health coaching available year-round and free of charge to all shoppers, Natural Grocers is also highlighting its Nutritional Health Coach staff as a resource for nutrition education, featuring classes, cooking demonstrations and personalized one-on-one sessions.

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