Chocolate, candy and other sweets have probably gotten your attention in the checkout line, but now you may be more likely to see multigrain chips and other healthier options instead.
Experts say shoppers are looking for healthier options and supermarkets.
"Supermarkets are going to respond to that need for healthier products. They're going to try to respond to their consumers," Peter Larkin, of the National Grocers Association said.
Larkin said this is just one way that stores are trying to capitalize on the wellness market, or money that would otherwise be spent at specialty stores. In many cases, the focus is on organic and natural products, along with freshness.
"Consumers want to be able to have the freshest products available. So, when we think of fresh in a supermarket it's the perimeter of the store. It's the produce department, the meat department, the dairy department, the deli," Larkin said.
Store are also receiving a push from the government to increase healthy food options, according to Kirsten Gradney, a spokesperson for the American Academy of Nutrition and Dietetics.
"The USDA published a report a few years ago that encouraged grocery stores to become ambassadors for healthy eating and healthy living, stocking healthier products and less processed products is a gentle nudge for consumers to make healthier choices," she said.
Some stores are even considering adding kiosks to help shopper identify healthier options in stores.