Targeted Health is one of IGD’s retail trends for Europe, focusing on how retailers need to provide clearer directions to healthy food options and offer personalised nutritional advice to customers. They are shifting from simply selling healthier products to actively guiding shoppers through education, transparency, personalised advice and integrated health services, embedding health into their strategies. 

Over the first half of the year, we have seen many retailers across channels transforming stores and offerings to meet increasing demand from shoppers.  

Helping shoppers navigate healthier choices

Health can be tricky to navigate, with a lot of often slightly conflicting information across different channels. Retailers have been making it easier for shoppers to identify healthier options. 

In Belgium, Carrefour recently announced it would be maintaining Nutri-Score on all of its private label products, using it as a guide for shoppers.

France’s Intermarché is now displaying Yuka health ratings online across both private label and select branded products, making guidance omnichannel. In the UK, focus is being increasingly placed on fibre, with both Aldi and Sainsbury’s recently adding fibre labelling and logos to products. 

On top of this, retailers are also running campaigns to educate shoppers; Lidl is conducting healthy food initiatives across several European markets, targeting children in particular. It has added Paw Patrol imagery to champion healthy eating and has also invested in a free food education programme in Ireland.

Functional nutrition and protein-led growth

Shoppers are increasingly looking for their food to have added functional benefits, and expect retailers to provide products and also education on these. 

Aldi, Biedronka, Netto and Carrefour have all launched or expanded protein ranges, which is still enjoying its moment in the spotlight. The UK’s Tesco also launched six new protein ready meals earlier this year.

Alongside fibre and protein food, the beverage category is also expanding into the functional space, with retailers launching products across vitamin waters and gut health drinks, all designed to help shoppers with specific health complaints.  

Low and no alcohol is also seeing growth as shoppers’ drinking habits change and they seek to enjoy treats with added benefits. Belgian retailer Delhaize is expanding its range of alcohol-free beers by experimenting with new strains of yeast and brewing methods.

Retail as healthcare

The line between healthcare providers and retailers is becoming increasingly blurred, with additional services being introduced to provide shoppers with broader support.  

German health and beauty retailers Rossmann and dm have both recently launched online pharmacy initiatives, aiming to bring value and convenience to their existing shopper base.  

Outside of the health and beauty channel, other retailers are also helping shoppers with healthcare services. In Poland, Carrefour introduced Health Days, where it provides free screening tests, consultations and education to shoppers in shopping malls. Kaufland is testing an online pharmacy service in partnership with local pharmacies in Germany, aiming to compete with Rossmann and dm’s new offering. 

Dedicated health zones and products

Shoppers are increasingly looking for retailers to make finding the right health product for them quick and easy. 

GLP-1s have taken the UK by storm, with the number of active users continuing to rise. Boots has recently launched dedicated support zones in store, collating mostly private label non-food products that help for common side effects, such as bone density loss and skincare issues.

Across food categories, retailers like Asda, Iceland, M&S and Co-op have been expanding dedicated ranges to provide shoppers with nutrient-dense meals to support their journey. Boots launched a range of products in its meal deal, targeting on-the-go consumption. 

Retailers are also increasingly introducing dedicated health zones in store. Eastern Europe does this exceptionally well, with great execution from Lidl and Auchan in Poland, and Mega Image in Romania. Clever cross-merchandising blends several food and non-food categories for a more complete offer.

Affordable, accessible healthy eating

One of the main barriers to a healthy lifestyle can be financial; many retailers across Europe are helping shoppers by providing great value across better-for-you options. 

Polish convenience powerhouse Żabka has been offering single loose fruits to purchase, positioning them as an alternative to less healthy snacks. 

Lidl GB launched a series of £1 healthy recipes that provide a balanced meal without breaking the bank. The discounter has also launched Wellness Wednesdays this summer, offering 10% off products from its Live Well range to Lidl Plus loyalty members on Wednesdays.

Carrefour is continuously looking to make its private label products healthier; in France, it is reducing the amount of sugar, salt and controversial substances in its ingredients while delivering great value. 

As part of a broader health initiative, Albert Heijn is adding over 500 promotions to products that fit healthier choices, as well as highlighting the food pyramid and other nutritional education in stores. 

What this means for suppliers: 

As health becomes a more active purchase driver, retailers are moving beyond product availability to shape how shoppers understand, access and support healthier choices. The strongest examples combine clear signposting, affordable solutions and services that connect food, pharmacy and wellness. For suppliers, this creates opportunities to support retailers with credible claims, targeted innovation and solutions that make healthy choices easier to find, understand and buy.