Healthy benefits programs have flourished into a multibillion-dollar market opportunity for the food retail industry. These programs, which range from health savings or flexible spending accounts to supplemental benefits in Medicare Advantage, give consumers options to spend funds on health and well-being. In collaboration with FMI, we have dug into the types of programs that are publicly and privately funded, and which benefits are included. We’ve identified actions retailers can take to benefit from this growing market and harness its full potential.
What you need to know about the healthy benefits space
Employers, consumers, and state and federal governments are grappling with rising healthcare costs. Healthcare spending in the US is expected to account for 19.6% of gross domestic product. Employers anticipate a 5.4% rise in per-employee costs this year, according to data from Mercer. One tool that employers, as well as Medicare and Medicaid, have adopted to contain costs is investing in health and wellness programs.
These initiatives, funded by both public and private sources, are designed to drive consumer spending toward health-related items that can be found in many grocery aisles, representing a substantial retail-centric opportunity. Between employer-sponsored initiatives, government programs, and other nascent programs, we project there’s nearly $90 billion of potential spending available to retailers via healthy benefits. This presents retailers with a significant opportunity to develop innovative business models to tap into these funds while supporting their growth.