Many consumers have long talked about their desire to focus on health and wellness, and this line of thinking appears to be reshaping grocery shopping trends, new data from 84.51° shows.

According to the research firm, as shoppers are increasingly prioritizing healthier food choices, they continue to be challenged by balancing nutrition with value. This shift is opening opportunities for retailers to connect with a growing number of health-conscious consumers as only 41% of shoppers describe their eating habits as healthy.

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