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Healthy Lifestyles - Canada - June 2019

Covered in this report

For the most part, it can be said that Canadians take a fairly modest approach to health management. With the bulk of Canadians (66%) seeing their lifestyles as ‘somewhat healthy’ (see Perception of Overall Lifestyle) and only 35% who feel satisfied with their current wellbeing (see Satisfaction and Control of Wellbeing), there is an awareness that there’s more that can be done to

"Canadians have a realistic mindset when it comes to managing wellness as most don’t claim to be living ‘very healthy’ lifestyles, indicating an awareness that more can be done to be healthier. This isn’t to say that consumers are apathetic – they’re not. The majority of Canadians are not satisfied with their current wellbeing and worse, few feel in control of it. Time and responsibilities are top barriers to leading a healthy lifestyle, meaning that busy schedules are cutting into their ability to care for themselves, driving a need for solutions addressing health that are available for consumers when and where they are available. Despite the need for shortcuts, however, adoption of health tech remains low. Naturally, lifestage plays a big role in shaping how wellness is thought of and the challenges faced. Regardless of age, health management is not about making drastic changes for most consumers, so nudges and smaller steps will win the game. This Report explores consumer perceptions of their overall lifestyle, health concerns experienced, areas of wellness prioritized and the challenges preventing them from achieving their ideal level of wellness."
- Carol Wong-Li, Associate Director - Lifestyles & Leisure

This report looks at the following areas:

  • Most Canadians don’t feel in control of their wellbeing
  • Self-motivation may develop from logistical challenges, resulting in self-blame
  • Community matters: friends/family aren’t credible, but are motivating

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

      • The issues
        • Most Canadians don’t feel in control of their wellbeing
          • Figure 1: Satisfaction with and control over wellbeing, March 2019
        • Self-motivation may develop from logistical challenges, resulting in self-blame
          • Figure 2: Barriers limiting ability to achieve ideal level of wellness, by age, March 2019
        • Community matters: friends/family aren’t credible, but are motivating
          • Figure 3: Credibility and motivation of health sources, March 2019
        • The opportunities
          • A good time for outside categories to show how offerings can help with stress
            • Figure 4: Health concerns experienced in past year, March 2019
          • Ironically, promoting ‘multitasking’ may help Canadians relax
            • Figure 5: Emphasis placed on wellness areas, March 2019
          • Go old school with Gen Z women and encourage in-person connections
            • Figure 6: Mental health concerns experienced in past year, women aged 18-24 vs overall, March 2019
          • What it means
          • The Market – What You Need to Know

            • Time and money are two stressors that aren’t easing up
              • Demographic shifts impact health issues and priorities
              • Market Factors

                • Being time-pressed is a real issue
                  • Figure 7: Areas impacted on work days, January 2019
                • Softening confidence in financial situation will impact stress levels
                  • Figure 8: Perception of financial health, January/February 2016-19
                • Demographic shifts impacting the face of the nation
                  • Immigration will drive a shift in health concerns
                    • Figure 9: Population growth, 1986/87-2016/17
                  • An aging population means a need to frame wellness accordingly
                    • Figure 10: Population aged 0-14 and 65+, as of July 1, 1995-2035*
                • Key Players – What You Need to Know

                  • More categories are participating in the wellness conversation
                    • On-demand options are gaining traction
                      • Home is where the heart is… maybe
                        • Wearable tech continues on its mediocre trajectory despite potential
                          • Tech will support much of what we see in the future
                          • What’s Gaining Momentum?

                            • The spotlight on all areas of wellness keeps growing
                              • Wellness from multiple angles, starring IKEA
                                • There’s more to eating than just nourishment, starring President’s Choice
                                  • Figure 11: #EatTogether 2017, December 2016
                                  • Figure 12: #EatTogether 2018, December 2017
                                  • Figure 13: #EatTogether 2019, December 2018
                                • Mindfulness is centre stage: Headspace is everywhere
                                  • The sleep category awakening
                                    • Hospitality sector makes sleep a priority
                                      • Leisure and entertainment activities now feature sleep
                                        • More sleep/nap destinations are popping up
                                          • Home-based on-demand products are becoming more popular
                                          • What’s Losing Steam?

                                            • Home may no longer be the ‘reset’ zone it once was
                                              • Figure 14: Perception of work-life balance, January 2019
                                            • Detachment means a need for more mental health support
                                              • Virtual connections may count for more
                                                • Wearable tech still hasn’t gained much traction for health monitoring
                                                  • Figure 15: Attitudes towards using tech to monitor health, March 2019
                                                • Good potential lies with getting the attention of Gen X and Boomer women
                                                • What’s Next?

                                                  • More digital access to health-related professionals on the horizon
                                                    • More smart products supporting wellness goals to come
                                                      • Smart products will get smarter and provide more guidance
                                                        • Global services will inspire the Canadian marketplace: CBD-focused services
                                                          • CBD facials in LA: Heyday
                                                            • Cannabliss classes in London
                                                              • New platforms are set to disrupt caregiving
                                                                • Touch Care: using human body communications to assist daily living
                                                                  • Providing free rides to seniors: spotlight on Lyft
                                                                    • More robot caregivers to support
                                                                      • New arrangements are opening up avenues for companionship
                                                                      • The Consumer – What You Need to Know

                                                                        • Most Canadians see their lifestyle as ‘somewhat healthy’
                                                                          • Stress is as commonly experienced as common illnesses like a cold
                                                                            • Canadians want a break to get some rest/sleep
                                                                              • Few feel in control of their wellbeing
                                                                                • What’s credible isn’t necessarily motivating when it comes to resources
                                                                                • Perception of Overall Lifestyle

                                                                                  • The bulk of Canadians rate their lifestyle as ‘somewhat healthy’
                                                                                    • Figure 16: Perceived healthiness of lifestyle, March 2019
                                                                                  • Some guidance will be welcomed by consumers
                                                                                    • Tangible encouragements will resonate with physically active Gen Z men
                                                                                      • Figure 17: Rate overall lifestyle as ‘very healthy’, men aged 18-24 vs overall, March 2019
                                                                                    • Busy-ness is contributing to a ‘somewhat healthy’ perspective for moms
                                                                                      • Figure 18: Rate overall lifestyle as ‘somewhat healthy’, moms with under-18s at home vs overall, March 2019
                                                                                    • Consider rewarding moms for what they are already doing
                                                                                      • Satisfaction leads Chinese Canadians to rate their lifestyle as ‘somewhat healthy’
                                                                                        • Figure 19: Rate overall lifestyle as ‘somewhat healthy’, Chinese Canadians vs overall, March 2019
                                                                                      • Consider focusing on the functional aspects
                                                                                      • Health Concerns

                                                                                        • Canadians deal with stress as often as common illnesses like a cold
                                                                                          • Figure 20: Health concerns experienced in past year, March 2019
                                                                                        • Consider emphasizing how time savers can open the door for some mental enjoyment
                                                                                          • Figure 21: McCafé Mobile Order and Pay | Singing, March 2019
                                                                                          • Figure 22: PC Express – The Talk 30sec, May 2019
                                                                                          • Figure 23: PC Express – Drama 30sec, May 2019
                                                                                        • Tactical experiences are sought for stress relief
                                                                                          • Anxiety is an issue for the already busy segment of moms
                                                                                            • Figure 24: Experienced anxiety in past year, mothers with under-18s at home vs overall, March 2019
                                                                                          • Gen Z women: highly connected and more likely to experience mental health issues
                                                                                            • Figure 25: Mental health concerns experienced in past year, women aged 18-24 vs overall, March 2019
                                                                                          • In-person social gatherings are an opportunity to appeal to the segment
                                                                                            • Financial wellness directly relates to mental wellness
                                                                                              • Figure 26: Mental health concerns experienced in past year, by perceived financial health, March 2019
                                                                                            • Financial institutions are well positioned to help address the stigma
                                                                                              • Figure 27: Money Talks Story #1 – Sophia + Imran, December 2018
                                                                                              • Figure 28: Money Talks Story #2 – Alyssa + Keith, December 2018
                                                                                          • Wellness Priorities

                                                                                            • Quality rest/sleep is the top area Canadians are focused on
                                                                                              • Figure 29: Emphasis placed on wellness areas, March 2019
                                                                                            • Consider layering on rest and relaxation to existing activities
                                                                                              • Figure 30: Play Great Games Together – Nintendo Switch, May 2018
                                                                                            • More info please: Gen X and Boomer women have a more holistic mindset
                                                                                              • Figure 31: Emphasis placed on wellness areas, women aged 45+ vs overall, March 2019
                                                                                            • Chinese Canadians appear more apathetic, point out the functional benefits
                                                                                              • Figure 32: Emphasis placed on select areas of wellness, Chinese Canadians vs overall, March 2019
                                                                                          • Satisfaction and Control of Wellbeing

                                                                                            • Those who feel satisfied with or in control of their wellbeing are in the minority
                                                                                              • Figure 33: Satisfaction with and control over wellbeing, March 2019
                                                                                            • Seniors have the ‘healthiest’ outlook on their wellbeing
                                                                                              • Figure 34: Satisfaction with and control over wellbeing, under-65s vs over-65s, March 2019
                                                                                            • Showcase that modern health management isn’t a fad
                                                                                              • Responsibilities weigh down satisfaction amongst women under 55
                                                                                                • Figure 35: Satisfaction with over wellbeing, women aged 55 or younger vs overall, March 2019
                                                                                              • Give them credit for what they’re doing and room to love themselves
                                                                                                • Chinese Canadians more inclined to be satisfied with wellbeing
                                                                                                  • Figure 36: Satisfaction with and control over wellbeing, Chinese Canadians vs overall, March 2019
                                                                                              • Health Sources

                                                                                                • Credible information sources aren’t necessarily motivating
                                                                                                  • Figure 37: Credibility, motivation and usage of health sources, March 2019
                                                                                                • Calling on specialists’ expertise could bring more traffic in-store and online
                                                                                                  • Build the community and they will come
                                                                                                    • Parents are interested in connecting with professionals digitally
                                                                                                      • Figure 38: ‘I am interested in connecting with healthcare professionals online/virtually’ (% agree), parents with under-18s at home vs overall, March 2019
                                                                                                  • Barriers to Achieving Ideal Level of Wellness

                                                                                                    • Lifestage plays a role in challenges faced, position products accordingly
                                                                                                      • Figure 39: Barriers limiting ability to achieve ideal level of wellness, by age, March 2019
                                                                                                    • Parents with under-5s: is the issue really motivation or is it logistics?
                                                                                                      • Figure 40: Barriers limiting ability to achieve ideal level of wellness (select), parents with under-5s vs overall, March 2019
                                                                                                    • Preparing for the new lifestage means ensuring that all parties are set up for success
                                                                                                      • Seniors may be working with a more specific ‘ideal’
                                                                                                        • Figure 41: Barriers limiting ability to achieve ideal level of wellness (select), under-65s vs over-65s, March 2019
                                                                                                    • Appendix – Data Sources and Abbreviations

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

                                                                                                            Healthy Lifestyles - Canada - June 2019

                                                                                                            US $4,395.00 (Excl.Tax)