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Attitudes toward Healthy Eating - Canada - January 2017

"Canadians actively target healthy eating all or most of the time (76%). They are motivated to eat well as there is a good understanding of the physical and emotional benefits to be had, although women are also more likely to be driven by guilt."

- Carol Wong-Li Senior Analyst, Lifestyles and Leisure

This report is looking at the following areas:

  • Men more likely to be overweight yet have less intent towards eating healthy regularly
  • Guilt is eating away at women
  • Trust in health claims on food/beverage packaging is soft

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

      • The issues
        • Men more likely to be overweight yet have less intent towards eating healthy regularly
          • Figure 1: Healthy eating intentions, by gender, November 2016
        • Guilt is eating away at women
          • Figure 2: Those who feel guilty when eating unhealthy foods (any agree), women under 55 and mothers with under-18s at home, November 2016
        • Trust in health claims on food/beverage packaging is soft
          • Figure 3: Opinions on healthy foods, November 2016
        • Opportunities
          • Connecting the dots for consumers: knowledge is power for them, profits for brands
            • Figure 4: Researching specific foods for specific needs (any agree), by age, November 2016
          • Fuelling an on-the-go lifestyle
            • Figure 5: Busy lifestyle hinders healthy eating (any agree), by age, November 2016
          • What it means
          • The Market – What You Need to Know

            • Healthy eating is becoming a weighty issue
              • An aging population will require more resources
                • Greater diversity in the ethnic landscape will impact health considerations
                  • Challenges at the grocery store due to increased food costs
                  • Market Factors

                    • Obesity weighs on the Canadian population
                      • Younger men need more information, some motivation and education
                        • Figure 6: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
                      • An aging population increases demand for resources
                        • Figure 7: Population aged 0-14 and 65+, as of 1 July 1995-2035*
                      • Growth of elderly population will put greater strain on the healthcare system
                        • Greater diversity in the ethnic landscape will impact health considerations
                          • Figure 8: Region of birth of immigrants, by period of immigration, Canada, 2011
                        • International migration puts more pressure on CMAs
                          • Figure 9: Share of population of Canada, by territory/province, 2014
                        • Increasing food costs may impact ability to choose healthier foods
                          • Figure 10: Monthly movement in selected components of the Canadian Consumer Price Index, seasonally adjusted, December 2011-December 2016
                      • Key Trends – What You Need to Know

                        • The quest for tangible benefits is leading to more mindful eating
                          • Economic conditions may limit perception that healthy eating is accessible
                            • Technological innovations pique interests
                            • What’s Working?

                              • Functional benefits inspire younger Canadians to make more informed food choices
                                • Figure 11: Selected attitudes towards healthy eating (any agree), by age, November 2016
                                • Figure 12: Carotino Red Palm Fruit & Rapeseed Healthier Oil for Cooking (UK, October 2016)
                                • Figure 13: Beauty Sweeties Fruit Jelly Bears (UK, September 2015)
                              • Emotions are leading the way
                                  • Figure 14: Lucy Rocks Paleo Glowing Granola (UK, April 2016)
                              • What’s Struggling?

                                • Healthy eating is perceived to be expensive
                                  • Conflicting information is confusing consumers
                                    • Figure 15: Danone Activia Blueberry Flavoured Drinkable Probiotic Yogurt (Canada, November 2016)
                                • What’s Next?

                                  • Tech innovations may lead younger consumers to pay more attention to food consumption
                                    • Figure 16: Tracking diet or exercise, by age, November 2016
                                • The Consumer – What You Need to Know

                                  • The majority of Canadians plan to eat well most of the time
                                    • Eating well consists of both additive and subtractive behaviours
                                      • Canadians are driven to eat well for both physical and emotional reasons
                                        • For women, cheat days are a reward for eating well regularly
                                          • Trust in foods with health claim labels is an issue
                                            • Multiple factors impede the ability to eat well regularly
                                            • Healthy Eating Intentions

                                              • The majority of Canadians plan on eating healthy most of the time
                                                • Figure 17: Healthy eating, November 2016
                                              • Women more likely eating healthy ‘most of the time’
                                                  • Figure 18: Healthy eating, by gender, November 2016
                                                • 18-34-year-old men most likely to claim ‘all the time’
                                                    • Figure 19: Healthy eating ‘all of the time’, by age and gender, November 2016
                                                • Healthy Eating Behaviours

                                                  • Eating well equates to balancing additions as well as subtractions of food characteristics
                                                    • Figure 20: Eating behaviours, November 2016
                                                  • Women show a higher tendency towards healthy eating behaviours
                                                    • Figure 21: Eating behaviours, by gender, November 2016
                                                  • Pass the veggies/veggie-based foods, please
                                                    • Figure 22: Likelihood of buying more vegetarian or plant-based food (women), by age, November 2016
                                                  • Less processed is best
                                                      • Figure 23: Ingredients-related opinions on healthy foods, by gender, November 2016
                                                      • Figure 24: Wild Harvest Organic Raw Cane Sugar (US, August 2015)
                                                    • Foods with benefits interest both men and women under 55
                                                      • Figure 25: Selected attitudes towards healthy eating (any agree), by gender and age, November 2016
                                                    • Consumers are aware of the benefits – In their words
                                                      • Tangible health claims will go a long way
                                                        • Figure 26: Sibberi Birch Water (UK, September 2015)
                                                      • Older consumers monitor more
                                                        • Figure 27: Limiting behaviours, by age, November 2016
                                                    • Reasons for Eating Healthy

                                                      • Physical and emotional benefits
                                                          • Figure 28: Attitudes related to physical and emotional wellbeing, November 2016
                                                        • Emotional benefits draw women
                                                          • Minding moods in marketing
                                                            • Figure 29: Meet Jamieson Digestive Care Daily Fibre, April 2016
                                                            • Figure 30: Lovingearth Raw Organic Cacao Nibs (Australia, September 2016)
                                                          • Guilt is a factor
                                                            • Figure 31: Those who feel guilty when eating unhealthy foods (any agree), women under 55 and mothers with under-18s at home, November 2016
                                                          • Mothers are trying to set an example
                                                            • Older consumers are working around health considerations
                                                              • Figure 32: Opinions on healthy foods, over-55s vs overall population, November 2016
                                                            • Younger consumers should respond to preventative measures
                                                              • Millennial men are motivated by weight loss
                                                                • Figure 33: Weight-related attitudes towards healthy eating, men aged 18-34 vs overall, November 2016
                                                                • Figure 34: Edge Cereal – Boxcar, August 2016
                                                            • Cheat Days and Healthy Eating

                                                              • Eating well regularly means freedom from diets
                                                                • Younger and older women differ in their motivation for breaks
                                                                  • Figure 35: Eating behaviours, by age and gender, November 2016
                                                                  • Figure 36: Opinions on healthy foods, by age and gender, November 2016
                                                                • : Figure 37: #OwnIt – Special K, September 2015
                                                                  • : Figure 37: #OwnIt – Special K, September 2015
                                                                • Quebecers less likely to be taking cheat days
                                                                  • Figure 38: Allowing for cheat days, by province, November 2016
                                                              • Interest in Food Claims

                                                                • Interest in health claims is high, but willing to pay more for them is not
                                                                  • Figure 39: Health claims interest, November 2016
                                                                • Millennials and parents are most likely willing to pay more for claims
                                                                  • Trust in food claims is an issue
                                                                    • Figure 40: Opinions on healthy foods, November 2016
                                                                  • Lack of trust in food/beverage claims – In their words
                                                                    • Consumers want proof from manufacturers
                                                                    • Barriers to Healthy Eating

                                                                      • Confusion, lifestyle and taste are challenges
                                                                        • Figure 41: Barriers towards healthy eating, (any agree), November 2016
                                                                      • Lifestyle choices hinder 18-24s and parents
                                                                        • Life on the go impacts 18-24s
                                                                          • Figure 42: Busy lifestyle hinders healthy eating (any agree), by age, November 2016
                                                                        • Parents need healthy food options to be convenient
                                                                          • Younger men and dads lack a good foundation
                                                                            • Make it obvious for 18-34-year-old men
                                                                              • Figure 43: Grenade Killa Coffee Caffe Latte Skinny Iced Coffee with Protein (UK, November 2016)
                                                                            • Dads need more info
                                                                              • Figure 44: Gold Egg Omega-3 White Extra Large Eggs (Canada, November 2016)
                                                                            • There is a disconnect between health and taste for men aged 18-34 and dads
                                                                            • Choosing Healthier Foods – Canada vs US

                                                                              • Potential for greater traction with health claims on foods/beverages in Canada so long as there is a focus on natural
                                                                                • Claimed purchase intent is higher amongst Canadians
                                                                                  • Figure 45: Preference for buying foods/beverage with health claim on packaging, Canadians vs Americans, by age, Canada November 2016/US September 2016
                                                                                • Messaging must focus on naturalness
                                                                                  • Figure 46: Perception that food is unhealthy if contains artificial ingredients, Canadians vs Americans, by age, Canada November 2016/US September 2016
                                                                                • Interest will be nullified if proof isn’t given
                                                                                  • Figure 47: SunRype Okanagan Energy Raspberry Chocolate & Chocolate Coconut Bars (Canada, June 2016)
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Consumer survey data
                                                                                    • Consumer qualitative research
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations

                                                                                        Companies Covered

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                                                                                        Attitudes toward Healthy Eating - Canada - January 2017

                                                                                        US $3,995.00 (Excl.Tax)