This report covers the following key issues:
- Reasons Canadians eat (or don’t eat) healthily all or most of the time
- Which benefits Canadians want from better-for-you foods
- Which attributes consumers consider when looking to eat healthily
- The categories in which consumers would like to see more better-for-you options
- Attitudes toward dietary habits, product selection, mental versus physical health and ‘healthy eating services’
Eating healthily is a priority for many, although with food inflation being a particular challenge, linking health to value matters.
Joel Gregoire, Associate Director of Food & Drink Reports
Collapse All
-
- Key Issues Covered in this Report
-
Executive summary
-
Consumer Insights
- Better-for-you Eating Trends – Fast Facts
- What Matters When Shopping for Foods and Drinks
- Graph 1: what matters most when shopping for food and drinks at grocery stores, 2023
- Graph 2: health’s importance when shopping for food and drinks at grocery stores, by age, 2023
- Graph 3: health’s importance when shopping for food and drinks at grocery stores, by age and gender, 2023
- How Often Canadians Try to Eat Healthily
- Graph 4: how often Canadians try to eat healthily, 2023
- Graph 5: how often Canadians try to eat healthily, by age, 2023
- Graph 6: try to eat healthily all or most of the time, by age and gender, 2023
- Graph 7: try to eat healthily all or most of the time, South Asians vs Chinese vs overall, 2023
- Graph 8: try to eat healthily all or most of the time, by perceived financial status, 2023
- Reasons Eating Healthily Matters
- Graph 9: reasons for eating healthily, 2023
- Graph 10: reasons for eating healthily, by age, 2023
- Graph 11: eat healthily “to set a good example for others”, parents of children by age vs overall, 2023
- Graph 12: eat healthily “to set a good example for others”, mothers vs fathers vs overall, 2023
- Reasons Eating Healthily Is Not Important
- Graph 13: reasons for not eating healthily, 2023
- Graph 14: reasons for not eating healthily, by age, 2023
- Graph 15: reasons for not eating healthily, men vs women 18-34 vs overall, 2023
- Graph 16: it costs too much to eat healthily, by perceived financial health, 2023
- Desired Benefits in Healthy Foods
- Graph 17: benefits Canadians want to see in healthy foods, 2023
- Graph 18: benefits Canadians want to see in healthy foods, by age, 2023
- Graph 19: benefits Canadians want to see in healthy foods, women vs men, 2023
- Graph 20: benefits Canadians want to see in healthy foods among women, by age, 2023
- Graph 21: benefits Canadians want to see in healthy foods, newer Canadians vs overall, 2023
- Graph 22: benefits Canadians want to see in healthy foods, Quebec vs overall, 2023
- Claims Considered When Looking to Eat Healthily
- Graph 23: considerations when looking to eat healthily, 2023
- Graph 24: considerations when looking to eat healthily, by age, 2023
- Graph 25: considerations when looking to eat healthily, parents of children by age vs overall, 2023
- Food Categories Canadians Would Like To See More Healthy Options In
- Graph 26: foods Canadians want to see more healthy/better-for-you options of, 2023
- Graph 27: foods Canadians want to see more healthy/better-for-you options of, by age, 2023
- Graph 28: foods Canadians want to see more healthy/better-for-you options of, men vs women, 2023
- Graph 29: foods Canadians want to see more healthy/better-for-you options of, moms vs dads, 2023
- Graph 30: foods Canadians want to see more healthy/better-for-you options of, South Asians vs overalll, 2023
- Attitudes toward Product Selection
- Graph 31: attitudes toward heathy eating and product selection, 2023
- Graph 32: “I would be willing to pay more for foods with functional benefits”, by age, 2023
- Graph 33: “I would be willing to pay more for foods with functional benefits”, by age and household income, 2023
- Attitudes toward Dietary Habits and Healthy Eating
- Graph 34: attitudes toward dietary habits, 2023
- Graph 35: attitudes toward dietary habits, by age, 2023
- Graph 36: attitudes toward dietary habits, parents of children aged 5 and under vs overall, 2023
- Mental Versus Physical Health
- Services to Support Healthy Diets
- Graph 37: attitudes toward dietary services, 2023
- Graph 38: attitudes toward dietary services, by age, 2023
-
Competitive strategies
- Launch Activity and Innovation
- Opportunities
-
The Market
- Market Drivers
- Graph 39: annualized inflation rate by month, 2019-23
- Graph 40: annualized in-store food/drink inflation by category, 2023 vs 2022
- Graph 41: health concerns experienced in the past 12 months, 2023
- Graph 42: percent of Canadians 0-14 vs over-65, 1972-2022
- Graph 43: self-reported as obese, by age, 2015 and 2021
-
Appendix
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
