Millennials driving focus on health at Countdown

Countdown WaihekeMillennials are changing the product range at Countdown stores, as the supermarket chain offers more health products to suit younger consumers’ preferences.

Countdown’s research on the health and wellness megatrend has led it to create dedicated health and wellness sections in 140 stores to serve a more health-conscious generation.

“Our research shows that [millennials] are demanding innovation and new product development at a rapid rate, be it no or low-alcohol beverages because they have a greater focus on their personal health than perhaps their parents or grandparents did, or new products that support a flexitarian or vegan diet, superfood powders, fermented foods, the surge towards healthier snacks, and a rapidly developing trend around collagen proteins,” Countdown’s dietitian Deb Sue said.

Sue added that the business is actively working on prices to lower the barrier to eating healthily.

“Our view at Countdown is that getting whole grains like quinoa into your diet, introducing kombucha or switching to almond milk shouldn’t have to break the bank,” Sue said.

The overall health and wellness trend has had a significant impact on retail, including which products supermarkets stock: lamb consumption has dropped 70 per cent since 1990, and Countdown customers are actively seeking alternatives.


“Another area of growth for us is healthy snacking products,” Sue said.

“Millennials tend to have smaller meals throughout the day and want healthy snacks along the way. Right now it’s all about protein bars, roasted seaweed, chickpea snacks, bliss balls, vegetable crisps and nuts and grains.”

Looking toward the next trend, Sue said that collagen proteins and bone broths are about to join the supermarket’s roster of products, while kombucha sales have quadrupled over the last year.

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