Health and healthy eating. Retailers’ communication and consumers’ perception in online conversations.

This study explores the online communication of Italian traditional retailers and discounts in relation to nutrition marketing, using the web listening methodology. The aim is to analyze how retailers address the topics of healthy eating, health, and well-being, and how their actions in these areas are perceived by users. The analysis was based on online conversations in 2024 and focused on three main themes: health, healthy eating, and well-being. Data were collected through the Blogmeter platform. The results showed a low prevalence of online discussions related to nutrition marketing, with traditional retailers and discount stores showing different performance levels in terms of engagement and sentiment. Furthermore, a discrepancy emerges between the official communication of retailers and consumers’ perceptions, suggesting that transparency and attention to nutritional quality are important factors in improving retailers’ online reputation, particularly for discount stores. This study provides useful insights for optimizing nutrition marketing strategies and enhancing the interaction between retailers and consumers. The limitations and implications are also discussed.