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Healthy Grocer Caters To Wellness Consumer Demand For Health At Convenience


Health-focused grocer Hy-Vee is expanding its HealthMarket concept, including its partnership with Orangetheory Fitness, in two new locations that simultaneously highlight perishables and healthy frozen meals

Midwestern health food marketplace Hy-Vee is catering to consumer demand for healthier and move convenient options for food and fitness. This past August, Hy-Vee created HealthMarket, which featured increased health food options and a partnership with the trendy workout brand Orangetheory Fitness and is now planning to open two new stores.

The HealthMarket concept offers several wellness-based amenities such as a health clinic, pharmacy and a hydration station with infused waters and kombucha on tap. HealthMarket’s two new locations are slated to host a wider selection of options as well as feature more ready-to-eat meals and healthy frozen alternatives.

Hy-Vee aims for its expansions to respond to two main consumer demands it has noticed: a desire for health & wellness options, and for streamlined convenience, which the retailer strives to synthesize in its one-stop that provide fitness, healthy food and wellness care in one streamlined store experience. The new stores are designed to best serve busy customers who need a more convenient grocery and meal outlet, therefore combining a larger perishable section with more read-made frozen meals.

Hy-Vee


Lead image: mother and son grocery shopping stock photo from Aleksei Potov/Shutterstock

Midwestern health food marketplace Hy-Vee is catering to consumer demand for healthier and move convenient options for food and fitness. This past August, Hy-Vee created HealthMarket, which featured increased health food options and a partnership with the trendy workout brand Orangetheory Fitness and is now planning to open two new stores.



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