# Nutrition-Based Insurance Discounts This Insurance Company is Rewarding Those Who Eat Healthy By Katherine Pendrill | Published 2016-04-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/insurance-discounts References: [grubstreet](http://www.grubstreet.com/2016/04/life-insurance-health-food.html) & [prnewswire](http://www.prnewswire.com/news-releases/john-hancock-becomes-the-first-us-life-insurer-to-reward-consumers-for-healthy-eating-300245945.html) Insurance provider John Hancock is now offering [nutrition-based insurance discounts](https://www.trendhunter.com/trends/verified-savings-program) to those who eat their fruits and veggies. Its is widely acknowledged that a healthy diet can improve one's overall health and now those who watch what they eat can reap the rewards in the form of special discounts. The nutritional-based insurance discounts are an extension of the John Hancock's Vitality program, which already rewards policy holders for staying active and for visiting their physician for their annual check-up. Now customers with this particular policy will be able to earn new rewards such as [cash back on groceries](https://www.trendhunter.com/trends/glp1-support-program) and discounts on their premiums. In order to access these benefits, policy holders will need a rewards card that will allow them to get cash back up to $50 per month at 70 different grocery chains or 25 percent off foods designated as healthy at [Walmart](https://www.trendhunter.com/trends/reimbursement-program). The new campaign is designed to encourage consumers to eat healthier foods through the use of unique financial incentives ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 30% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Nutrition-based Insurance Discounts:** Insurance providers are now offering nutrition-based insurance discounts for healthy eaters. - **Vitality Programs:** Insurance providers are implementing vitality programs that reward healthy lifestyle choices. - **Financial Incentives for Healthy Eating:** More insurance providers are offering financial incentives for healthy eating habits. ### Where This Applies - **Health Insurance:** Companies in the health insurance industry can explore nutrition-based discounts as part of their reward programs. - **Grocery Retail:** Grocery retailers can partner with insurance providers to offer discounts on healthy foods. - **Insurance Technology:** Insurtech companies can develop technology to track and verify healthy food purchases to be used for rewards programs. ## Related on Trend Hunter - [Health Food Challenge Apps](https://www.trendhunter.com/trends/rewards-and-challenges.md) - [Elevated Health Rewards Apps](https://www.trendhunter.com/trends/massmutual-1.md) - [Food-as-Medicine Programs](https://www.trendhunter.com/trends/good-food-prescription-program.md) - [Healthy Eating Grocery Initiatives](https://www.trendhunter.com/trends/instacart-health.md) - [Food-Focused Corporate Wellness Programs](https://www.trendhunter.com/trends/corporate-wellness-program.md) - [Insurance-Covered Dietitian Support Services](https://www.trendhunter.com/trends/dietitian-support.md) - [Health-Conscious Grocery Programs](https://www.trendhunter.com/trends/harris-teeter.md) - [Food Insecurity-Targeting Community Initiatives](https://www.trendhunter.com/trends/coordinated-care.md) - [Retailer-Backed Nutrition Coaching](https://www.trendhunter.com/trends/nutrition-coaching-1.md)