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Healthy Lifestyles - Canada - July 2016

"The emotional benefits of feeling good and being happier are keeping consumers motivated and engaged. Canadians remain steadfast in cooking and less willing to compromise health for convenience."

- Carol Wong-Li, Senior Analyst, Lifestyles and Leisure

This report looks at the following areas:

  • Canadians are aware that more can be done to live a healthier lifestyle
  • Men are inclined to choose convenience over health
  • Young women internalize what ‘healthy’ should look like

The majority of Canadians rate their lifestyle as ‘somewhat healthy’ suggesting that there is an awareness that more can be done in this realm. The emotional benefits of feeling good and being happier are keeping consumers motivated and engaged. Living well is not without its challenges; doing so requires sacrifices and is considered expensive for many. As such, consumers seek guidance on accessible healthy options (both in terms of food as well as physical activity). Notably, Canadians remain steadfast in cooking and less willing to compromise health for convenience.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

      • The issues
        • Canadians are aware that more can be done to live a healthier lifestyle
          • Figure 1: Personal health rating, May 2016
        • Men are inclined to choose convenience over health
          • Figure 2: Attitudes towards healthy lifestyles, males 18-34 vs overall population, May 2016
        • Young women internalize what ‘healthy’ should look like
          • Figure 3: Personal health rating, Females 18-34 vs overall population, May 2016
        • Opportunities
          • Remind consumers of the emotional benefits to healthy living
            • Figure 4: Motivators for living a healthy lifestyle, May 2016
          • Snacks will appeal to a grazing culture
            • Figure 5: Attitudes towards frequency of eating (any agree), by age, May 2016
          • More help in the kitchen, please – particularly for dads
            • Figure 6: Food preparation habits, May 2016
          • What it means
          • The Market – What You Need to Know

            • An aging population means a need for greater access
              • Greater diversity in people means greater diversity in resources
                • Convenience may be bad for men
                  • Grocery prices will have consumers looking for alternatives
                  • Market Factors

                    • Population is aging
                      • Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                    • Marketing efforts will need to be framed accordingly
                      • International migration calls for wider resources
                        • 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 health care resources
                            • Over half of Canadians are overweight or obese
                              • Millennial men need some attention
                                • Figure 9: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2010-14
                              • Inflation at the grocery store will impact food choices
                                • Figure 10: Consumer price index, May 2010-April 2016
                              • Canadians could use more guidance
                              • Key Players – What You Need to Know

                                • Guiding Canadians to make better food choices
                                  • Popular culture continues to influence our perception of health
                                    • Modern day demands can be taxing
                                      • Leveraging the power of social
                                      • What’s Working?

                                        • Helping customers make better choices
                                          • Embracing diversity in body types
                                            • Figure 11: Reebok advertisement, “Reebok Women campaign”, 2016
                                        • What’s Struggling?

                                          • Consumers struggle to get a grip on work-life balance
                                            • Too much sitting
                                              • Office workers are at risk
                                                • Inactivity also affects kids
                                                • What’s Next?

                                                  • Inspiring action: leveraging power of virtual communities
                                                    • Improving the quality of life for the elderly
                                                    • The Consumer – What You Need to Know

                                                      • Canadians generally see themselves as healthy
                                                        • Emotional benefits are motivating Canadians
                                                          • Hydration and relaxation are key components to living a healthy lifestyle
                                                            • Canadians are divided on how often to eat
                                                              • Living a healthy lifestyle requires trade-offs
                                                                • Fewer compromises are made in the kitchen
                                                                • Perceptions of Personal Health

                                                                  • Most Canadians give their overall lifestyle a ‘somewhat healthy’ rating
                                                                    • Figure 12: Personal health rating, May 2016
                                                                  • Perception of health increases with age, with change driven by women
                                                                    • Lifestage impacts women’s satisfaction with themselves
                                                                        • Figure 13: Tipping point, by age of female, May 2016
                                                                      • The LGBT community also less likely to see themselves as healthy
                                                                        • Marketing efforts need to reflect consumers’ sources of inspiration
                                                                          • Reflecting realness to inform young women
                                                                            • Young women need a better definition of health
                                                                              • Older women want to be able to relate
                                                                                • Making fruits, vegetables and salads more masculine to engage men
                                                                                • Motivations for Living a Healthy Lifestyle

                                                                                  • The quest for healthy living stems from feeling good, happiness and longevity
                                                                                    • Figure 14: Motivators for living a healthy lifestyle, May 2016
                                                                                  • Older Canadians driven by prevention
                                                                                    • Emotional and mental benefits motivate younger women
                                                                                      • Figure 15: Motivators for living a healthy lifestyle, females 18-24 vs overall population, May 2016
                                                                                    • Prevention as a way of being practical
                                                                                      • Mothers are setting examples for their kids
                                                                                      • Individual Attitudes towards Healthy Living

                                                                                        • People are proud to be healthy
                                                                                          • Figure 16: Attitudes towards healthy lifestyles, May 2016
                                                                                        • Moms take pride, dads feel informed
                                                                                          • Figure 17: Attitudes towards healthy lifestyles, by mothers and fathers with children under 18 at home, May 2016
                                                                                        • Interactive platforms may keep moms engaged
                                                                                          • Keeping dads informed with more resources
                                                                                            • Pride and knowledge increases with affluence
                                                                                              • Figure 18: Attitudes towards healthy lifestyles, by household income, May 2016
                                                                                          • Components of a Healthy Lifestyle: Hydration

                                                                                            • Ready access to water matters to Canadians
                                                                                              • Figure 19: Attitudes towards hydration, May 2016
                                                                                            • The benefits of staying hydrated – in their words
                                                                                            • Components of a Healthy Lifestyle: Relaxation

                                                                                              • Canadians see relaxation as a key part of a healthy lifestyle
                                                                                                  • Figure 20: Attitudes towards relaxation (any agree), by age, May 2016
                                                                                                • Slowing down to look after one’s mental health – in their words
                                                                                                  • Relaxation may be a luxury
                                                                                                    • Quebecers less likely to prioritize relaxation
                                                                                                    • Components of a Healthy Lifestyle: Grazing vs Eating Three Square Meals per Day

                                                                                                      • Younger Canadians prefer to graze
                                                                                                        • Figure 21: Attitudes towards frequency of eating (any agree), by age, May 2016
                                                                                                      • Attitudes bode well for foodservice providers
                                                                                                        • Grazers will want snacks
                                                                                                          • Over-55s will want proper meals
                                                                                                            • Quebecers leans more towards full meals
                                                                                                              • Figure 22: Attitudes towards frequency of eating (any agree), Quebec vs overall, May 2016
                                                                                                          • Barriers to Living a Healthy Lifestyle

                                                                                                            • Living a healthy lifestyle requires trade-offs
                                                                                                              • Figure 23: Attitudes towards barrier statements for living a healthy lifestyle, May 2016
                                                                                                            • Younger Canadians more likely to perceive barriers
                                                                                                              • Figure 24: Attitudes towards barrier statements for living a healthy lifestyle (any agree), by age, May 2016
                                                                                                            • Food costs may be impacting the perception that healthy living is expensive
                                                                                                              • The modern lifestyle may itself be a barrier for younger Canadians
                                                                                                              • The Food Prep Trade-off: Health vs Convenience

                                                                                                                • Canadians continue to cook when they can
                                                                                                                  • Figure 25: Attitudes towards food preparation statements for living a healthy lifestyle, May 2016
                                                                                                                • Convenience is expensive – in their words
                                                                                                                  • Millennial men are willing to make the trade-off
                                                                                                                    • Convenience is sought when preparing meals
                                                                                                                      • Figure 26: Food preparation habits, May 2016
                                                                                                                    • Ease matters, though requires a trade-off on health – in their words
                                                                                                                      • Some assistance please – opportunities lie with fathers
                                                                                                                      • On Healthy Living: Canadians vs Americans

                                                                                                                        • Canadians hold a more modest view of their lifestyle
                                                                                                                          • Figure 27: Personal health rating, Canada vs US, May 2016
                                                                                                                        • Canadians may have a slightly different focus on what constitutes a healthy lifestyle
                                                                                                                          • Marketers need to broaden their messages to Canadians
                                                                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                                                                    Companies Covered

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                                                                                                                                    Healthy Lifestyles - Canada - July 2016

                                                                                                                                    £3,277.28 (Excl.Tax)