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Healthy Lifestyles - Canada - July 2014

“Providing incentives like free gym trials, online tools/apps, more affordable options for wearable tech and athletic gear, and increased well-being education could be avenues for both companies and health organizations which are looking to appeal to less affluent Canadians who would like to lead a healthier lifestyle.”
- Jason Praw, Senior Lifestyle Analyst

This report looks at the following issues:

  • Women are driving healthy living in Canada
  • Improving healthy lifestyles among less affluent Canadians
  • Improving uptake of wearable technology
  • Helping Canadians understand the difference between health and fitness

The majority of Canadian consumers believe that they are living a healthy lifestyle, spurred on by maintaining a well-balanced diet, exercising, and sustaining a positive attitude. Overall, women demonstrate a higher level of self-proclaimed health, as well as elevated scores in their commitment to healthy eating, fitness, and attitudes towards well-being.

Self-proclaimed health is higher among more affluent Canadians. It appears that increased disposable funds allows for easier accessibility to healthier foods (ie more fruit, vegetables, and homemade meals) and exercise. It also allows for the ability to counterbalance the decrease in spare time which is afflicting many Canadians, therefore improving work/life balance and ultimately their overall health.

This report explores the state of the nation’s health and how healthy lifestyles differ by life stage and various demographic groups. The report also looks at factors that adults consider important for their well-being, barriers that are keeping them from being healthier and attitudes towards healthy lifestyles.

 

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Demographic overview
              • Over half of Canadians are overweight/obese, with consumption of fruit and vegetables having levelled off
                • Figure 1: Body mass index, overweight or obese, self-reported, 18+, 2009-13
              • The consumer
                • Most Canadians believe they are healthy
                  • Figure 2: Canadians’ perceived health, May 2014
                • Lack of motivation and time are the main barriers to being healthier
                  • Exercise, a balance diet, and sleep are key factors for healthy living
                    • Figure 3: Important factors for a healthy lifestyle, May 2014
                  • Many Canadians participate in health activities on a regular basis
                    • Figure 4: Frequency of participating in lifestyle activities, May 2014
                  • Most Canadians understand the importance of healthy living
                    • Figure 5: Attitudes towards healthy lifestyles, May 2014
                  • Canadians are interested in apps/wearable technology, but currently exhibit low usage
                    • What we think
                    • Issues and Insights

                        • Women are driving healthy living in Canada
                          • The facts
                            • The implications
                              • Improving healthy lifestyles among less affluent Canadians
                                • The facts
                                  • The implications
                                    • Improving uptake of wearable technology
                                      • The facts
                                        • The implications
                                          • Helping Canadians understand the difference between health and fitness
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Trend: Second Skin
                                                    • Trend: Mood To Order
                                                      • Trend: Slow It All Down
                                                      • Demographic Overview

                                                        • Key points
                                                          • Canada’s population is expected to age in the coming years
                                                            • Figure 6: Projected trends in the age structure of the Canada population, 2014-19
                                                          • Life expectancy continues to rise
                                                            • Figure 7: Trends in Canadian life expectancy, by gender, 1991-2012
                                                          • Over half of Canadians are overweight or obese
                                                            • Figure 8: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2009-13
                                                          • One in five Canadians smoke
                                                            • Figure 9: Canadians 20+ who reported being current smokers, 2009-13
                                                          • Canadian fruit and vegetable consumption flatlines
                                                            • Figure 10: Recommended number of food guide servings per day in Canada
                                                            • Figure 11: Share of Canadians who eat five or more fruit and vegetable portions per day, 2001-13
                                                          • Physical activity on the rise
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Food and drink brands look to broaden their appeal
                                                                • Figure 12: Percentage to total of food and drink launches in Canada, by claim category, 2010-14
                                                              • Kosher reinforces its position as the go-to claim
                                                                • Figure 13: Percentage to total of food and drink launches in Canada, by specific claim, 2010-14
                                                              • Private labels up their ‘healthier’ NPD activity
                                                                • Figure 14: Food and drink NPD with a ‘minus’ claim, branded vs private label in Canada, 2010-14
                                                              • Vitamins and capsule formats become more diverse
                                                                • Figure 15: Percentage to total of vitamins and dietary supplements launches, by format, 2010-14*
                                                              • Selection of other miscellaneous interesting ‘healthy’ launches
                                                              • Canadian Fitness Campaigns & Advertising

                                                                • Key points
                                                                  • ParticipACTION is still a central force in creating fitness awareness
                                                                    • Figure 16: Recent ParticipACTION campaigns
                                                                  • Other programs are making attempts to boost health levels in Canada
                                                                    • Canadian retailers playing small role in nation’s healthy lifestyle goals
                                                                    • The Consumer – Canadians’ Personal Health Rating

                                                                      • Key points
                                                                        • Canadians generally believe they are leading healthy lives
                                                                          • Figure 17: Canadians’ perceived health, May 2014
                                                                          • Figure 18: Perceptions of personal health as ‘healthy’ among Canadians, by gender, age, and household income, May 2014
                                                                        • British Columbians are most likely to believe they are healthy
                                                                          • Figure 19: Perceived personal Health rating (top-two box) by province, May 2014
                                                                        • Lack of motivation is fuelling unhealthy Canadians
                                                                        • The Consumer – Important Factors for a Healthy Lifestyle

                                                                          • Key points
                                                                            • Exercise and balanced diet are key for a healthy lifestyle
                                                                              • Figure 20: Important factors for a healthy lifestyle, May 2014
                                                                              • Figure 21: Important factors for a healthy lifestyle by gender, May 2014
                                                                            • 25-34s least likely to associate not smoking or low consumption levels of alcohol with a healthy lifestyle
                                                                              • Figure 22: Important factors for a healthy lifestyle by age, May 2014
                                                                            • Disposable income can help in maintaining a healthy lifestyle
                                                                                • Figure 23: Important factors for a healthy lifestyle by household income, May 2014
                                                                              • Perceived health has little effect on associated factors
                                                                                • Figure 24: Important factors for a healthy lifestyle by perceived health, May 2014
                                                                            • The Consumer – Barriers to Being Healthier

                                                                              • Key points
                                                                                • Lack of motivation is the main barrier for improving one’s health
                                                                                  • Figure 25: Main barriers to being healthier, May 2014
                                                                                • A lack of spare time is also an issue
                                                                                    • Figure 26: Lack of motivation and spare time barriers by household income, May 2014
                                                                                  • Lack of money is a barrier for a quarter
                                                                                    • Other barriers only garner limited response
                                                                                    • The Consumer – Frequency of Health Related Activities

                                                                                      • Key points
                                                                                        • Three quarters of Canadians eat homemade meals and fruit and vegetables at least once a day
                                                                                          • Figure 27: Frequency of participating in lifestyle activities, May 2014
                                                                                          • Figure 28: eating homemade meals and fruit and vegetables daily by household income, May 2014
                                                                                        • Some 44% of Canadians eat vitamins and/or supplements at least once a day
                                                                                          • Some 43% of Canadians take time to relax and unwind at least once a day
                                                                                            • The majority of Canadians exercise at least once a week
                                                                                              • Canadians are doing an adequate job at staying away from unhealthy activities
                                                                                                  • Figure 29: Frequency of participating in ‘unhealthy’ lifestyle activities, May 2014
                                                                                              • The Consumer – Wearable Tech and App Usage

                                                                                                • Key points
                                                                                                  • Low use but high interest in apps/wearable technology
                                                                                                    • Figure 30: Wearable technology and app usage, May 2014
                                                                                                  • Women are more engaged with wearable tech and online tools
                                                                                                      • Figure 31: Significant difference for interest and current usage of wearable technology and apps, by gender, May 2014
                                                                                                    • Scope for growth based on interest levels
                                                                                                        • Figure 32: Interest in wearable technology devices and mobile apps that help you track your activities, by age, May 2014
                                                                                                    • The Consumer – Attitudes Towards Healthy Lifestyles

                                                                                                      • Key points
                                                                                                        • Summary of healthy lifestyles attitudes
                                                                                                          • Figure 33: Attitudes towards healthy lifestyles, May 2014
                                                                                                        • Most Canadians understand the importance of maintaining a balanced diet
                                                                                                          • Figure 34: Attitudes towards diet, May 2014
                                                                                                        • Work-life balance is important to many Canadians
                                                                                                          • Figure 35: Attitudes towards work-life balance, May 2014
                                                                                                        • Canadians try to maintain a healthy lifestyle, but need to work at it
                                                                                                          • Figure 36: Attitudes towards health, May 2014
                                                                                                        • Exercise is an important part of 53% of Canadians’ lives
                                                                                                            • Figure 37: Attitudes towards exercise/being active, May 2014
                                                                                                        • The Consumer – Healthy Lifestyles and Chinese Canadians

                                                                                                          • Key points
                                                                                                            • Chinese Canadians are most likely to see themselves as healthy
                                                                                                              • Figure 38: Canadians’ perceived health – Overall vs Chinese Canadians, May 2014
                                                                                                            • Maintaining a healthy lifestyle is less about food and more about fitness, among Chinese Canadians
                                                                                                              • Figure 39: Attitudes towards health (top-two box agreement) – Overall vs Chinese Canadians, May 2014
                                                                                                              • Figure 40: Frequency of participating in lifestyle activities – Overall vs Chinese Canadians, May 2014
                                                                                                            • Spare time is at more of a premium in the Canadian Chinese Community
                                                                                                              • Figure 41: Main barriers to being healthier – Overall vs Chinese Canadians, May 2014
                                                                                                          • The Consumer – Target Groups

                                                                                                            • Key points
                                                                                                              • Four target groups
                                                                                                                • Figure 42: Target groups, May 2014
                                                                                                              • Disengaged (27%)
                                                                                                                • Enthusiasts (26%)
                                                                                                                  • Sensible Adults (24%)
                                                                                                                    • Conflicted Indulgers (23%)
                                                                                                                    • Appendix – The Consumer – Personal Health Rating

                                                                                                                        • Figure 43: Personal health rating, May 2014
                                                                                                                        • Figure 44: Personal health rating – ‘I consider my lifestyle to be…’, by demographics, May 2014
                                                                                                                    • Appendix – The Consumer – Barriers to Being Healthier

                                                                                                                        • Figure 45: Main barriers to being healthier, May 2014
                                                                                                                        • Figure 46: Main barriers to being healthier, by demographics, May 2014
                                                                                                                        • Figure 47: Other barriers to being healthier, by demographics, May 2014
                                                                                                                    • Appendix – The Consumer – Frequency of Health Related Activities

                                                                                                                        • Figure 48: Frequency of health related activities, May 2014
                                                                                                                        • Figure 49: Frequency of health related activities – Eat homemade meals, by demographics, May 2014
                                                                                                                        • Figure 50: Frequency of health related activities – Eat fruit and vegetables, by demographics, May 2014
                                                                                                                        • Figure 51: Frequency of health related activities – Take time to relax and unwind, by demographics, May 2014
                                                                                                                        • Figure 52: Frequency of health related activities – Spend time on hobbies, by demographics, May 2014
                                                                                                                        • Figure 53: Frequency of health related activities – Exercise, by demographics, May 2014
                                                                                                                        • Figure 54: Frequency of health related activities – Taken vitamins or supplements, by demographics, May 2014
                                                                                                                        • Figure 55: Frequency of health related activities – Eat junk food, by demographics, May 2014
                                                                                                                        • Figure 56: Frequency of health related activities – Feel particularly stressed, by demographics, May 2014
                                                                                                                        • Figure 57: Frequency of health related activities – Drink alcohol, by demographics, May 2014
                                                                                                                        • Figure 58: Frequency of health related activities – Work long hours, by demographics, May 2014
                                                                                                                        • Figure 59: Frequency of health related activities – Skip meals, by demographics, May 2014
                                                                                                                        • Figure 60: Frequency of health related activities – Smoke cigarettes, by demographics, May 2014
                                                                                                                    • Appendix – The Consumer – Factors Important For a Healthy Lifestyle

                                                                                                                        • Figure 61: Important factors for a healthy lifestyle, May 2014
                                                                                                                        • Figure 62: Most important factors for a healthy lifestyle, by demographics, May 2014
                                                                                                                        • Figure 63: Next most important factors for a healthy lifestyle, by demographics, May 2014
                                                                                                                        • Figure 64: Other important factors for a healthy lifestyle (continued), by demographics, May 2014
                                                                                                                    • Appendix – The Consumer – Wearable Tech and App Usage

                                                                                                                        • Figure 65: Technology usage, May 2014
                                                                                                                        • Figure 66: Technology usage – Mobile/tablet app where I can store daily calorie intake^, by demographics, May 2014
                                                                                                                        • Figure 67: Technology usage – Mobile/tablet app to track my activity levels^, by demographics, May 2014
                                                                                                                        • Figure 68: Technology usage – Mobile/tablet app with healthy recipes and advice^, by demographics, May 2014
                                                                                                                        • Figure 69: Technology usage – Wearable device that counts steps and tracks sleep, by demographics, May 2014
                                                                                                                        • Figure 70: Technology usage – Wearable device that tracks heart rate, blood pressure and movement, by demographics, May 2014
                                                                                                                        • Figure 71: Technology usage – Mobile/tablet app that suggests healthier food/drink alternatives by scanning the barcode^, by demographics, May 2014
                                                                                                                        • Figure 72: Technology usage – Mobile/tablet app that helps with stress reduction^, by demographics, May 2014
                                                                                                                        • Figure 73: Technology usage – Smart watch with fitness functionality, by demographics, May 2014
                                                                                                                    • Appendix – The Consumer – Attitudes Towards Healthy Lifestyles

                                                                                                                        • Figure 74: Healthy lifestyle attitudes, May 2014
                                                                                                                        • Figure 75: Agreement with the statements ‘My overall health depends on eating well’ and ‘It is important to have regular medical check-ups even if I am not ill’ by demographics, May 2014
                                                                                                                        • Figure 76: Agreement with the statements ‘How I spend my time is more important than the money I make’ and ‘It is worth paying more for products that help improve my health’, by demographics, May 2014
                                                                                                                        • Figure 77: Agreement with the statements ‘I am better informed about nutrition than the average person’ and ‘Exercise is an important part of my life’, by demographics, May 2014
                                                                                                                        • Figure 78: Agreement with the statements ‘I often try to eat smaller portions’ and ’Low-fat foods are an important part of my regular diet’, by demographics, May 2014
                                                                                                                        • Figure 79: Agreement with the statements ’Even though I do not enjoy working out, I do it because it is good for me’ and ‘I feel like I have less leisure time because of more challenging work tasks these days’, by demographics, May 2014
                                                                                                                        • Figure 80: Agreement with the statements ‘I live an active lifestyle so I do not feel like I need to devote much time to exercise’ and ‘I am willing to sacrifice time with my family in order to have a better career’ by demographics, May 2014
                                                                                                                    • Appendix – The Consumer – Healthy Lifestyles and Chinese Canadians

                                                                                                                        • Figure 81: Selected demographics by total population against Chinese Canadians, May 2014
                                                                                                                    • Appendix – The Consumer – Target Groups

                                                                                                                        • Figure 82: Target groups, May 2014
                                                                                                                        • Figure 83: Target groups, by demographics, May 2014
                                                                                                                        • Figure 84: Personal health rating, by target groups, May 2014
                                                                                                                        • Figure 85: Main barriers to being healthier, by target groups, May 2014
                                                                                                                        • Figure 86: Frequency of health related activities, by target groups, May 2014
                                                                                                                        • Figure 87: Important factors for a healthy lifestyle, by target groups, May 2014
                                                                                                                        • Figure 88: Technology usage, by target groups, May 2014
                                                                                                                        • Figure 89: Healthy lifestyle attitudes, by target groups, May 2014

                                                                                                                    Companies Covered

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                                                                                                                    Healthy Lifestyles - Canada - July 2014

                                                                                                                    £3,174.67 (Excl.Tax)