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Health and Wellness Retailing - Canada - June 2016

Canadians take a holistic approach to managing wellness, with physical and mental health being the top priorities. Though they generally see themselves as healthy, weight remains a concern for about half the population (54%). Traditional outlets remain the most trusted resource for treatment for Canadians, however, the propensity for self-diagnosis means the internet is often a go-to starting point. Online/mobile platforms are ideal resources to increase access to professionals and for retailers to play the role of the experts. This will be particularly important for pharmacies as consumers are turning to other retailers for more general health and wellness products.

This report examines the following issues:

  • Nearly half of Canadians are concerned about the health risks associated with their weight
  • Few have faith in the information they find online
  • Quebecers are less likely to visit their primary care doctors

Similar to many countries around the world, Canada’s population is aging. When it comes to perception of one’s health and wellness, the way older Canadians define ‘sickness’ may be different compared to younger Canadians. As such, marketing efforts will need to reflect the differences in what ‘illness’ means to each generation. An aging population will also benefit from having greater access to the experts (ie doctors, pharmacists, dieticians, etc). Brands and companies may find gains in providing channels or tools that allow an older population to more easily connect directly with said experts.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

      • The issues
        • Nearly half of Canadians are concerned about the health risks associated with their weight
          • Figure 1: Attitudes towards health management, March 2016
        • Few have faith in the information they find online
          • Figure 2: Attitudes towards health management, March 2016
        • Quebecers are less likely to visit their primary care doctors
          • Figure 3: Healthcare sources, Quebec vs overall, March 2016
        • Opportunities
          • Pharmacies have the opportunity to leverage their differentiation point: expertise
            • Figure 4: Purchase of health and wellness products, correlation analysis, March 2016
          • Other retailers can also leverage their differentiation points: broad scope of products
            • Quebecers want more resources
              • Figure 5: Attitudes towards health management, by province, March 2016
            • What it means
            • The Market – What You Need to Know

              • An aging population means a need to frame health and wellness issues accordingly
                • Population growth due to immigration will place greater demands on urban centres
                  • Economic pressures will push consumers towards cheaper options
                  • Market Factors

                    • Population is aging
                      • Figure 6: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                    • Marketing efforts will need to be framed accordingly
                      • Greater access to experts will be necessary
                        • Over half of Canadians are overweight or obese
                          • Figure 7: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2010-14
                        • International migration puts more pressure on CMAs
                          • The population is primarily concentrated in four urban centres
                            • Figure 8: Share of population of Canada, by territory/province, 2014
                          • Canadian population is growing due mainly to immigration
                            • The implications for urban centres
                              • Rising prices lead to cost savings behaviours
                                • Figure 9: Consumer price index, May 2010-April 2016
                            • Key Players – What You Need to Know

                              • A holistic approach resonates with Canadians
                                • Addressing the health and wellness needs by age
                                  • Wearables see low adoption, though hold great potential
                                  • What’s Working?

                                    • OTC and the holistic approach to health and wellness
                                      • Figure 10: Tropic Fruit Multivitamin Adult Chews Centrum, 2016
                                    • Helping customers make better choices at the grocery store: Loblaw
                                      • Figure 11: Loblaws advertisement, “Loblaws: Want to raise a food lover?”, 2016
                                    • Raising awareness of mental health issues: Bell Canada
                                    • What’s Struggling?

                                      • Interest in wearable technology remains present, but adoption is low
                                      • What’s Next?

                                        • Wellness on the go
                                          • Figure 12: Jamieson Vitamins YouTube “Vitamin Sprays” advertisement, 2016
                                        • Rewarding healthy behaviours
                                          • Helping seniors with aging
                                            • Shared living for seniors: Room2Care
                                              • Ride-sharing service for the elderly: Lift Hero
                                              • The Consumer – What You Need to Know

                                                • Canadians place the greatest priority on physical and mental wellness
                                                  • Most feel they are physically well, though weight may be a concern
                                                    • Canadians are proactive and nourish their wellness with food
                                                      • Canadians are proactive and nourish their wellness with food
                                                        • More in-person and mobile support are desired
                                                          • Pharmacies are the go-to retailer type for health and wellness purchases
                                                          • Factors of Personal Wellness

                                                            • Physical and mental wellness are the two most important aspects
                                                              • Figure 13: Importance of personal wellness types, March 2016
                                                              • Figure 14: Importance of personal wellness types (#1 ranked), March 2016
                                                            • Value on wellness aspects vary by life stage
                                                              • Physical wellness edges out mental wellness for Chinese Canadians
                                                                • Canadians have more clarity on addressing physical wellness than mental wellness
                                                                • How Canadians Perceive Their Physical Wellness

                                                                  • Most feel they are physically well, though weight may be a concern
                                                                    • Perception of health increases with age
                                                                      • Figure 15: Agreement with statement “I rarely ever get sick” (any agree), by age, March 2016
                                                                    • Canadians are generally positive about their overall well-being – in their words
                                                                      • Health risks associated with weight is a concern for half
                                                                        • Figure 16: Attitudes towards health management, March 2016
                                                                      • Addressing physical wellness through embracing different angles
                                                                      • Approach to Health Management

                                                                        • Canadians proactively nourish their health with food
                                                                          • Figure 17: Attitudes towards health management, March 2016
                                                                        • “You are what you eat” – in their words
                                                                          • Quebecers and French speakers are the biggest believers in food as medicine
                                                                            • Women skew towards natural/holistic, men towards medications
                                                                              • Figure 18: Attitudes towards health management, by gender, March 2016
                                                                            • The perspectives holds for parents
                                                                              • Opportunities for retailers to arm consumers with information
                                                                              • Trusted Sources for Treatment of Personal Wellness Issues or Illnesses

                                                                                • Canadians engage in self-diagnosis, though few put stock in the internet
                                                                                  • Figure 19: Attitudes towards health management, March 2016
                                                                                • Traditional sources remain the standard
                                                                                  • Figure 20: Healthcare sources, March 2016
                                                                                • Quebecers are less likely to visit their primary care doctors
                                                                                  • Millennials still skew more heavily towards the traditional
                                                                                    • Figure 21: Healthcare sources, by age, March 2016
                                                                                  • The internet is a starting point for Millennials – in their words
                                                                                    • Opportunities to connect by providing guidance
                                                                                    • Interest in Additional Tools to Manage Wellness

                                                                                      • Canadians want more in-person and mobile/app support
                                                                                        • Figure 22: Interest in Technology for Health Management, March 2016
                                                                                      • Online or mobile chat systems are valued as an additional connection to the experts
                                                                                        • In their words
                                                                                          • Apps in action
                                                                                            • Quebecers want more self-serve clinics and mobile/online support
                                                                                              • Women are more likely to want support tools
                                                                                                • Women are keen on in-person tools that help with self-treatment
                                                                                                  • Mobile and online support will resonate with women under 55
                                                                                                    • Middle-aged women show the greatest interest in tracking devices
                                                                                                    • Where Canadians Purchase Health and Wellness Products

                                                                                                      • Pharmacies remain the go-to store type for health and wellness products
                                                                                                        • Figure 23: Purchase of health and wellness products, by location, March 2016
                                                                                                      • General needs can be met with more ‘general’ type stores
                                                                                                        • Figure 24: Purchase of health and wellness products, correlation analysis, March 2016
                                                                                                      • Pharmacies may need to do more to hold their lane
                                                                                                        • Mass merchandisers can leverage their broad scope of products
                                                                                                        • How Canadians and Americans Differ on Wellness Priorities

                                                                                                          • Canadians are much more likely to prioritize mental wellness
                                                                                                            • Figure 25: Importance of personal wellness types, Canada vs US, March 2016
                                                                                                          • Healthcare differences a likely contributor
                                                                                                            • More opportunities for tools to help mental health and wellness in Canada
                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                              • Data sources
                                                                                                                • Consumer survey data
                                                                                                                  • Consumer qualitative research
                                                                                                                    • Correspondence analysis methodology
                                                                                                                      • Abbreviations and terms
                                                                                                                        • Abbreviations

                                                                                                                        Companies Covered

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                                                                                                                        Health and Wellness Retailing - Canada - June 2016

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