In Canada, health & wellness continues to evolve, creating new demand for healthy products and services in food and beverages. To find opportunities in the health and wellness space, we surveyed 1,000 Canadian adults, with representation across ages, genders and provinces, in English and French Canada, to understand their health & wellness attitudes and behaviours.
This is the 2nd of a 4 Part blog series that will provide an introduction to our Health & Wellness in Canada study. We hope that you’ll find some insight that will lead to growth opportunities for your business.
1. There is an opportunity to provide health & wellness solutions in the areas of Eating Healthy, Spending Time in Nature and
Canadians take a number of important actions to mange their health and wellness. Eating Healthy, Spending Time in Nature and Exercise are the top 3 actions taken, with Females and Boomers rating Eating Healthy higher than all the other age segments.
Some of the note-able differences between gender and age segments related to important actions include:
- Boomers rated Visiting a Medical Professional and Taking Prescription Medication higher than other age segments
- Millennials rated a few actions higher than the other age segments including: Joining a Social Media Group, Practicing Mindfulness/Meditation and Using Cannabis/CBD Products
- Gen Z rated Meeting and Socializing with Friends higher
What does this mean for marketers?
To help Canadians on their health & wellness journey, offer products and services that can help them with these important actions. Gain clarity to the similarities and differences of health definitions between generational segments as they can be quite different for Millennials compared to Gen X and Boomers.
2.There are opportunities to address Top Concerns of Health and Wellness. Top concerns of Canadians are: Tiredness/Lack of Energy and Stress. These are followed by:
Canadians state there are a number of top concerns to address their health & wellness needs. Tiredness/Lack of Energy and Stress are the top concerns, with females and Millennials rating higher for both than other age segments.
Some of the note-able differences between age segments include:
- Boomers rated High Blood Pressure higher while Gen X and Millennials rated it lower
- Gen X rated Lack of Sleep higher than both co-horts
What does this mean for marketers?
To help Canadians on their health & wellness journey, develop new products/services or promote your brand, to address these Top Concern areas.
3. There is an opportunity to position your brand or new product/service to address the top attitudes and behaviours when it comes to food. Top attitudes and behaviours are: I Eat for Pleasure, I Read Nutrition Labels and Balancing Taste and Health. These are followed by:
Canadians state there are a number of attitudes and behaviours that they agree with when it comes to their health & wellness needs. Eating for Pleasure, Reading Food Nutrition Labels and Balancing Taste and Health when choosing food, are the top rated statements.
Some of the note-able differences between segments include:
- Females and Boomers rated Reading Food Nutrition labels higher
- Gen Z rated Reducing Meat higher
- Millennials rated I Manage My Weight to Keep Up My Appearance and I Choose Foods that Give Me Immediate Benefits higher
What does this mean for marketers?
To help Canadians on their health & wellness journey, when communicating or developing new products/services, focus on benefits and claims that address their attitudes and behaviours. Ensure that you understand key differences between different age segments.
Do you want to win in the Health & Wellness space? Lets talk.
For more details on our Health & Wellness in Canada study, contact Susan at: susanweaver@pearl-strategy.ca
Source: Pearl Health & Wellness Quantitative Online Survey, December 2019
