Did Whole Foods Drop Gluten-Free Merchandising Ball?

Whole Foods: Gluten Free Retail Tour

This installment of “Gluten Free Retail Tour” highlights Whole Foods’ efforts in the gluten free space. This retail tour features Whole Foods-Easton, which opened in Columbus, Ohio last September.

Despite some unique merchandising techniques used throughout the store and an abundance of fresh and grab-and-go options, we were somewhat underwhelmed by the store’s gluten-free efforts. In particular, some questionable merchandising execution has us especially concerned. More details follow.

Overall a ‘Nice-Looking’ Whole Foods…

Opening day for Whole Foods-Easton seemed a success. The store was packed with shoppers and onlookers (media, corporate, vendors and other suits). Plenty of security was available to help shoppers navigate the overly crowded parking lot.

Inside shelves were fully stocked. Fresh produce was neatly displayed. An open-area butcher shop let shoppers view meat being prepared and packaged. Fresh stations – soups, salad bars, hot food bars, other grab-and-go – were abundant. A cooking demo station was flanked by a huge bulk section filled with herbs & spices, nuts & seeds, beans, rice, dried fruit and more. And there was plenty of staff available on the floor to address questions and assist with way-finding.

   

In-store foodservice options include a food truck-like coffee bar; juice and protein shake station; made-to-order sandwich and meal counter and more. Dine-in options include both large indoor and outdoor seating sections.

   

… But Gluten-Free Merchandising Execution Lacks

Like other stores in the chain, the Whole Foods-Easton unit carries a broad assortment of gluten-free goods. (Click here for Whole Foods-Easton latest gluten-free product list.)

But now more than ever, the onus falls on the celiac/gluten-sensitive consumer to shop aisle-by-aisle to seek out gluten-free products. Whole Foods at Easton does not have a dedicated gluten-free section. Instead, the retailer has integrated gluten-free and other “free from” items into the mainstream lineup in the center store.

A quick cross-town visit to the Whole Foods-Dublin store reveals that the retailer has eliminated the long-standing dedicated gluten-free section there as well.

While integrating gluten-free foods into the center store may be a bit less convenient for celiacs (and let’s face it, what is convenient when it comes to the gluten-free diet?), it probably is an overall good business move for Whole Foods. It exposes more shoppers (not just those allergic or avoiding gluten) to the entire offer. It also forces celiacs and other gluten-sensitive consumers to cross-shop the whole store, not just a small section, for their specialty items. The result is likely to be a few more items being dropped into shopping baskets along the way, which means a potential sales bump for Whole Foods.

Gluten-Free Merchandising Faux Pas

Whole Foods is generally regarded as a trusted retailer when it comes to healthy diets, including shopping for gluten-free foods. It was the first retailer I turned to some 15 years ago following my own celiac disease diagnosis. But even the best have a ways to go when it comes to gluten-free merchandising.

During our Whole Foods-Easton store visit, we were shocked to find gluten-filled pie crusts and fillo dough on shelves clearly reserved for gluten free goods. In my opinion, this is one of the biggest merchandising faux pas when it comes to gluten-free foods. It is careless on the part of the retailer, and frankly unforgiving.

Thankfully, the majority of gluten-sensitive shoppers are smart shoppers who diligently read labels and ingredient lists (or at least they should if they know what’s good for them). But some “newbies” to the gluten-free lifestyle certainly could be confused. Whole Foods, you need to be better than this.

Shelf Tags Used Sparingly and Inconsistently

Whole Foods does attempt to use shelf labels to help shoppers identify gluten-free products, but the tags were used sparingly and inconsistently. Some items had gluten-free shelf tags while similar items right next to them didn’t. This lack of consistent execution leads to too much consumer confusion. Additionally, we feel that Whole Foods could do a better job in using POP signing and other call-outs to draw attention to gluten-free and other “free from” items.

For example, in the breakfast sandwich category, there was a glaring lack of shelf tags to help distinguish gluten-free items by Udi’s from gluten-filled counterparts from Amy’s Kitchen and Evol brands. Any confusion can easily be avoided with the proper use of shelf tags. This is especially the case when many gluten-free shoppers also frequently buy gluten-free products made by Amy’s and Evol.

We found many additional examples of inconsistency in the use of gluten-free shelf tags inside Whole Foods. Again, it would behoove Whole Foods to do a better job with its gluten-free shelf tag execution. The main idea here is that it catches the eye to create awareness and draw shopper attention to gluten-free products. But the consistent and meaningful use of shelf tags also builds and reinforces trust among the gluten-free community. Something I’m sure Whole Foods is keen on doing if it wishes to remain in good stead with this typically very loyal shopper base.