Capturing Brands and Consumer Voice. A Longitudinal Study of Online Discourse on Well-Being and Healthy Eating in the Italian Grocery Retail Sector

Frame of the research. The digital communication of grocery retailers on health, well-being, and healthy eating has been steadily increasing, reflecting both growing consumer interest in these topics and the strategic importance of promoting healthier lifestyles. These digital initiatives, ranging from social media content to targeted online campaigns, aim to shape consumer perceptions and encourage informed, health-oriented food choices. Purpose of the paper. This study investigates how Italian grocery retailers (both discount and non-discount) address health, healthy eating, and well-being in their online communication, particularly through social media, and examines how these messages are interpreted and discussed by consumers. Methodology. A longitudinal web listening methodology combining quantitative and qualitative textual analysis was applied to user-generated content and from six Italian leading retailers, collected from social media and web sources, covering the 2024-2025 period. Results. Over the months considered, online conversations on health, well-being, and healthy eating grew markedly, revealing evolving consumer interests and retailer strategies. Healthy eating gained prominence, discount retailers improved communication, positive sentiment increased, negative sentiment shifted toward inflation and trust issues, and high-protein and sugar-free products dominated perceived health. Research limitations. Limitations include the small retailer sample, lack of demographic data, and reliance on manual data cleaning. Managerial implications. The results provide valuable insights into enhancing health-focused communication, monitoring partnership campaigns, leveraging distinctive brand strengths, and managing the trade-offs between affordability and quality. Originality of the paper. This study proposes a longitudinal analysis of online-generated content, bridging retailers’ digital communication strategies with consumer perception and sentiment analysis, while providing actionable insights for promoting healthier behaviors in grocery retail.