Two-Thirds of Trader Joe’s, Whole Foods Shoppers Express Health Happiness

Is there something in that Two-Buck Chuck? New BIGinsight™ analysis reveals that Trader Joe’s and Whole Foods shoppers* are happier with their health** compared to mainstream grocery shoppers at Kroger, Publix, and the nation’s top pantry supplier – Walmart.

While Publix shoppers trail the likes of Whole Foods and Trader Joe’s in terms of health happiness, customers at this grocer – known for its quality assortment of items ‘round the perimeter – track ahead of both Kroger and Walmart.

On the flip side, nearly a quarter (23.1%) of Walmart shoppers feels “unhappy” or “totally unhappy” with the state of their health. Kroger shoppers aren’t far behind with this sad-faced sentiment (20.5%), while far fewer (11.5%) Trader Joe’s shoppers are worried about their well-being.

Interestingly, shoppers with a proclivity toward natural and organic goods aren’t prone to shunning that fast food guilty pleasure. In fact, nearly half of Whole Foods’ customers (45.6%) patronize a fast food restaurant once a week or more often, higher than the overall average (39.0%) as well as – surprise! – Walmart shoppers (44.1%). Trader Joe’s (43.3%), Kroger (46.7%), and Publix (42.0%) each index above the national rate as well.

But it’s all about the choices we make though, right? While McDonald’s is the preferred fast food restaurant across all of our shopper groups [gotta love those fries], Subway – with its arguably fresher/healthier menu – indexes higher among Whole Foods and Trader Joe’s customers. In addition, these organically-minded shoppers place more importance on a quick service restaurant’s healthy menu options and food quality than average, while Walmart patrons are more apt to opt for lower pricing and a value menu.

Finally, it’s evident that Whole Foods and Trader Joe’s shoppers aren’t achieving health satisfaction without any effort. Nearly ninety percent of each of these customer groups report doing something about their health, such as watching calorie or fat intake, exercising regularly, or opting for more organic foods. Working up a sweat is key; in fact, Trader Joe’s shoppers are 50% more likely to hit the gym compared Walmart customers. More than a quarter of those bagging their groceries at the big discounter (27.5%) say they don’t do anything with regard to their health, the highest of all the groups analyzed for this report.

For more information on this data, please contact BIGinsight™.

This post was inspired by our original analysis of Fast Food customers’ health happiness: One in Four McDonald’s Customers Unhappy with Their Health.

* Whole Foods, Trader Joe’s, Kroger, Publix, and Walmart shoppers were analyzed for this report.  Whole Foods and Trader Joe’s “shoppers” are defined as respondents who indicated that they shop these retailers most often for Organic Products (an unaided, write-in response). Kroger, Publix, and Walmart “shoppers” are defined as respondents who indicated that they shop these retailers most often for Groceries (first or second choice), also unaided, write-in responses. Shopper groups analyzed in this report are not mutually exclusive.

** Respondents were posed with this question: On a scale of 1-5 with 1 being “Totally Unhappy,” and 5 being “Totally Happy,” how would you rate your happiness level with your Health?

Source: BIGinsight™ Monthly Consumer Survey – MAY-12 (N = 8789, 5/2 – 5/8/12)

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

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It’s me and Jamie Oliver against the World

Some of you reading this may be familiar with Jamie Oliver’s Food Revolution. If you aren’t, the show follows Jamie Oliver in his quest to bring healthy lunches to America’s public schools. Even if you haven’t seen it, I’m sure you are aware that school lunches aren’t necessarily the best for kids, albeit deemed sufficient and even “healthy” by school officials.

Source: http://www.jamieoliver.com/us/foundation/jamies-food-revolution/bestworstlunch

This issue is close to my heart. I have two boys, ages three and one. People tell me that before I know it, they will be starting public school. When my husband and I were deciding where to build our new home, school districts played a huge part in our decision. Did it matter that the district was rated as one of the best in our state? Not to me. I came from a public school that had its challenges. It wasn’t even close to being considered a top school in our area, let alone the state. I turned out okay. But I do remember dipping pizza and french fries in ranch dressing. And eating slop sloppy joes that were probably packed with pink slime. This brings me to why we (maybe a little more me) chose the school district that we did–their food. They actually have fresh food, prepared daily using organic products when possible. They use produce from local farmers to promote sustainability and they offer choices, including vegetarian, every day. Ahhh, it’s like Jamie’s and my dream.

But here is where I seem to differ from, say, the entire country. I would rather my children have good school lunches, rather than a good education. I’m clearly in the minority here. According to a recent American Pulse™ Survey, an overwhelming 94.3% of Adults 18+ say they would rather kids walk away from high school with a quality education than having ate well for all those years. But I think the two go hand-in-hand. A school district that offers its children lessons in health and wellbeing would certainly offer a strong academic structure. And even if I’m wrong, I can supplement their studies at home. When I was in primary school, my parents made sure I went to class and did my homework. And when I struggled, they were there.

Either way, there’s no guarantee that my children are going to grow up to be doctors or lawyers. We may find that they are good at building things or that they like to fix cars. These professions aren’t necessarily grounded in Anatomy, Trigonometry or French. And from what I hear, the job market isn’t great right now for business professionals. We may find that skilled trades are in even more demand in 15-20 years.

But my children’s health is of the utmost importance to me, even more so than what they decide to do to make “monies,” as my oldest would say. With more than one in five adults unhappy with their overall health, a change at the beginning of our children’s lives – at the school lunch table – might help improve this sad statistic in the long run.

And here is something that at least one-third of the country agrees with me on: 32.8% say that school lunches are somewhat/very unhealthy. Even more (58.2%) say lunch programs need to be fixed. 39.5% say it’s up to parents to fix it, followed by the U.S. Department of Education (36.7%) and their state’s education department (36.4%).

Only 9.3% say leave it up to The Naked Chef. @Jamie Oliver – if you’re reading this, I got your back.

For more information on this data, please contact BIGinsight™.

Source: American Pulse™ Survey, FEB-12 #2, N = 4185

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

One in Four McDonald’s Customers Unhappy with Their Health

Is there a sad-faced clown behind Ronald McDonald’s smiling veneer? According to new analysis by BIGinsight™ of fast food restaurant customers*, McDonald’s patrons are the unhappiest** with their health. Conversely, Chick-fil-A diners reported being the happiest, followed by Subway and Arby’s.

McDonald’s, though, doesn’t stand alone when it comes to customers at odds with their wellbeing. More than one in five Taco Bell, Wendy’s, and Burger King diners also indicated they were “totally unhappy” or “unhappy” with their health.

While McDonald’s and other burger-and-fries eateries are often lambasted for fueling America’s problems with obesity, this may not just be a case of “you are what you eat.” After all, Chick-fil-A does serve up fried chicken and those tasty waffle fries which I love to dip in mayo. Many sandwich offerings at Arby’s tip the scales at 500+ calories apiece, and at Subway, that $5 footlong will cost you much more in fat and calories when you add bacon, double cheese, and extra mayo [OK, maybe I have a mayo problem.]

The difference between fast food customers who are happier with their health, though, is that away from the drive-thru, these people are more prone to exercise [see chart], count their calories, focus on fat intake, and watch their health in general. So, waffle-fries-with-mayo is probably more like a guilty pleasure than the lunchtime norm to these patrons.

Need more evidence? About three in ten McDonald’s customers say they don’t do anything with regard to their health (such as exercising; watching calories, carbs, salt or fat intake; buying organic; etc.) Burger King connoisseurs aren’t far behind with this sentiment.

For more information on this data, please contact BIGinsight™.

* McDonald’s, Wendy’s, Subway, Burger King, Taco Bell, Chick-fil-A, Arby’s, and KFC customers were analyzed for this report. “Customers” are defined as those who eat most often at a given fast food restaurant (an unaided, write-in response).

** Respondents were posed with this question: On a scale of 1-5 with 1 being “Totally Unhappy,” and 5 being “Totally Happy,” how would you rate your happiness level with your Health?

Source: BIGinsight™ Monthly Consumer Survey – FEB-12 (N = 8716, 2/1 – 2/8/12)

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.