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The Honolulu Advertiser

Posted on: Wednesday, January 12, 2005

Resolutions rev up sales

By Catherine E. Toth
Advertiser Staff Writer

January is one of the busiest months at health clubs and natural food stores as Americans make good on their New Year's resolutions to lose weight, lower cholesterol or finally run that marathon.

Donald Akana, produce manager at 'Umeke Market Natural Foods & Deli, restocks fresh greens. The market has increased its supply of organic produce as the low-carb craze wanes.

Photos by Jeff Widener • The Honolulu Advertiser

And so far, business has been brisk at local gyms and health-food stores, which are all banking on the continued interest in health and wellness — along with a robust economy and overall upbeat consumer outlook — to keep sales strong through the first quarter of 2005.

"Our stores have been extremely busy since the first of the year," said April Cockrell, community outreach director for Down To Earth Natural Foods & Lifestyles, which has posted significant growth over the past few years. "We're definitely busier now (than other times of the year)."

Two-thirds of Americans are considered overweight, with half of those classified as obese, according to the U.S. Centers for Disease Control and Prevention. A study published by the agency last March found that poor diet — contributing in many cases to obesity — combined with physical inactivity was killing more than 300,000 Americans a year.

The media attention toward this national epidemic has spurred increased interest in getting healthy this year. According to a recent survey done by Omron Healthcare, more than 75 percent of American adults are more likely to set New Year's resolutions around fitness and wellness over simple weight loss.

And local businesses are taking full advantage of that. Gyms are offering discounts on membership and health-food stores are increasing their inventory — all in preparation of what may turn out to be a healthy year for consumers and businesses alike.

Grocery clerk John Miro checks the stock at 'Umeke Market Natural Foods & Deli. The store in Kahala has increased its supply of organic produce and hormone-free meats.
"With obesity and diabetes and cholesterol on the rise, people are much more aware of the damaging affects of being overweight," said Carolyn Olomanu, owner of Curves Mililani, which has seen a 50 percent increase in sign-ups so far this year. "And people seem to be much more concerned about it and taking steps to prevent it."

January is usually the busiest month for health clubs, with new members enrolling and old members returning to the gym after being absent during the busy holiday season.

According to the International Health, Racquet and Sportsclub Association, the first quarter of the year is the strongest for generating new members, contributing 31 percent of the annual total. January is the biggest month, contributing 12.4 percent of new memberships.

Enrollment is slightly up from last year at Clark Hatch Fitness Center in downtown. Most of its members take advantage of its corporate plan, which waives start-up fees and offers a lower monthly rate.

Daily use, said founder Clark Hatch, is up around 20 percent this month.

"January is always an important month for us," said owner Bill Monsen. "It's an attitude shift. Everybody wants to focus on themselves and their health and that's a positive thing."

Monsen has noticed an overall increase in interest in recent months toward health and wellness.

"There's more clubs and we're all doing business," Monsen said. "We used to be the only club in downtown. And we still have members. So that shows, yes, people are going to (health) clubs."

For health-food stores, the most noticeable difference from last January has been the decline in popularity of the low-carb diet craze, which, at one time, dominated their aisles.

Earlier last year local supermarkets and health-food stores were inundated with customer requests for low-carb products, prompting owners to stock their shelves with every low-carb item imaginable, from breads to barbecue sauces.

But toward the end of 2004, owners say those requests steadily dropped off, forcing them to cut back on their low-carb stock. Part of the reason for the decline in interest is linked to chain grocers such as Foodland Supermarkets and Times Super Market carrying low-carb lines.

'Umeke Market Natural Foods & Deli in Kahala reduced its low-carb inventory this year by more than half, increasing, instead, its supply of organic produce and hormone-free meats.

Low-carb "is just not a hot seller anymore," said co-owner Debbie Yamaguchi. "We purposely stopped bringing things in. We like to (stay) ahead of the pack and now that the mainstream (stores) have (those items), we're moving on."

Fresh organic fruits and vegetables, dairy products and meats are leading sales at natural-food stores, with customers more interested in eating healthfully than focusing on reducing their carb intake.

"The big thing so far this year is fresh product," said Pete Pascua, owner/manager of Huckleberry Farms in Nu'uanu. "I think people are more educated now. They're reading labels now. ... What I've seen so far is that people are just eating better."

Demand for hormone-free meats at Huckleberry Farms shot up about eight months ago. The store recently added wild, non-farmed salmon to its list of organic meats because of consumer demand.

The introduction of natural foods in retail grocery stores hasn't significantly affected small businesses, which offer competitive prices, more educated customer service and a wider variety of natural and organic products than larger retailers.

That, owners say, is their niche, and big-box retailers can't compete on their more specialized level.

"Sure, competition is always a concern, but they're buying on a corporate level and a lot of times they're following Mainland trends," said Glenn Gibb, owner of Kale's Natural Foods in Hawai'i Kai. "Small businesses are able to listen to customers and adapt a lot quicker to their needs than (supermarkets) can ... We're a one-stop shop."

Reach Catherine E. Toth at 535-8103 or ctoth@honoluluadvertiser.com.