Key Takeaways:
- Ahold Delhaize is enhancing its partnership with Circana to provide suppliers with in-depth insights on health and nutrition trends, as announced on Wednesday.
- By expanding access to Guiding Stars’ nutritional labeling program data through Circana’s Attribute Marketplace, the grocer is enabling suppliers to create and promote healthier products.
- This move reflects the growing consumer interest in healthy eating and the ongoing efforts of retailers to position themselves as health and wellness destinations.
Insightful Analysis:
Aligning Circana’s analytics technology with Guiding Stars’ science-based food rating system showcases Ahold Delhaize’s commitment to enhancing its health and wellness initiatives for the benefit of suppliers and customers alike.
The Guiding Stars system assigns star ratings to food products based on their nutritional value, aiding shoppers in making informed choices. The program’s credibility is upheld by an independent Scientific Advisory Panel, ensuring accuracy and reliability.
Through the expanded collaboration, suppliers participating in Circana’s Attribute Marketplace will have access to aggregated Guiding Stars data. This enables them to identify trends, discover category opportunities, and develop innovative products that align with consumer preferences.
Keith Nicks, Ahold Delhaize USA’s chief commercial and digital officer, emphasized the importance of providing suppliers with actionable insights to support informed decision-making and promote healthier lifestyles among customers.
A recent report by FMI — The Food Industry Association highlighted the significance of healthy eating in guiding consumer choices. It emphasized that grocery shoppers view healthy foods as investments that offer long-term benefits, regardless of economic challenges.