Canada Emerging Flavours and Ingredients Market Report 2020
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“An existing mental health crisis in the US has been exacerbated by the COVID-19 pandemic, yet the majority of America believes their mental health is in good form. Despite this…

Canada Emerging Flavours and Ingredients Market Report 2020

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Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Canada Emerging Flavours and Ingredients market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The majority of Canadians are open to trying new flavours and ingredients. Thus report quantitatively demonstrates the share of Canadians who are most interested in exploring new flavours and ingredients, the occasions at which Canadians say they are most likely to try new flavours and ingredients, how they learn about such, what flavours are most appealing to Canadians, what’s most important when selecting ingredients to cook with at home and general attitudes in this space.

Expert analysis from a specialist in the field

Written by Joel Gregoire, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Canadians’ demands of flavours and ingredients are complex. While many show a clear openness to trying new options, there’s also a strong pull to familiarity that can also bring comfort. There is an opportunity for companies to expose Canadians to flavours and ingredients less commonly considered to offer variety, but at the same time not lose sight of familiarity’s importance and the need for convenience when it comes to meal preparation at home
Joel Gregoire
Food & Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Top takeaways
    • Impact of COVID-19 on managing stress and mental wellbeing
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on mental health impact and mental health services, July 2020
    • Opportunities and Challenges
    • People are paying attention to mental health but positive outlook could limit engagement
      • Figure 2: Overall mental health status, May 2020
    • Messaging needs to be life stage specific
      • Figure 3: Select attitudes toward mental health, by generation, May 2020
    • Self-diagnosis is common
      • Figure 4: Diagnosed self for any mental health condition (net), by age, May 2020
    • Mental healthcare support strengthens overall health and wellness management
      • Figure 5: Mintel global trend driver – Wellbeing
    • Mental health support systems need to evolve
    • Care must be culturally tailored
      • Figure 6: Mintel global trend driver – Rights
  3. The Market – What You Need to Know

    • The mental health crisis isn’t new and COVID-19 has exacerbated it
    • Improving the dialogue through connection and calling for action
  4. Market Perspective

    • The US is in a mental health crisis
      • Figure 7: US age-adjusted suicide rates, 1999–2018
    • Mental health incidence is on the rise…
      • Figure 8: Health concerns experienced, November 2018
      • Figure 9: Incidence of mental health conditions, May 2020
    • …and amplified by COVID-19 circumstances
      • Figure 10: Symptoms of depression experienced in the last 7 days, 2013-20
      • Figure 11: Priority of mental wellbeing, April-July, 2020
  5. Market Factors

    • Once hidden, elements of people’s identities are more openly shared
      • Figure 12: Mintel global trend driver – identity
    • Unemployment impacts young adults’ identity
      • Figure 13: Unemployment rate, seasonally adjusted, June 2019 -June 2020
  6. Key Players – What You Need to Know

    • The toolkit for managing mental wellness is wide-ranging
    • Treatment is not always the end goal
    • Cannabis elevates role in mental wellness care
    • Tenets of health management are interconnected and on the same level
    • Mental health stigmas impede treatment
    • Redesigning support groups with hyper-focused communities
  7. What’s Happening?

    • Diverse tools for managing mental health and wellness cross categories
    • In-person appointment with mental health professional
    • Virtual appointment with medical professional
    • Mobile app
    • Insurance coverage
    • Workplace mental health programs
    • Self-care
    • Mobile apps provide easy access to care
      • Figure 13: Resources to manage mental health and wellbeing, May 2020
    • Cross-category brands pivot to address mental health
      • Figure 14: Skullcandy mood boost playlist initiative, June 2020
    • Cannabis deemed essential business
      • Figure 15: Cannabis products for stress and burnout, June 2020
  8. What’s Next?

    • In health management, nutritional, physical and mental health are equal
      • Figure 17: Emphasis placed on select aspects of health, November 2018
    • Mental health ethics on the mind
      • Figure 18: Mintel global trend driver – Rights
      • Figure 19: Prioritization of wellness during the COVID-19 outbreak, July 15-22, 2020
    • Amplifying diverse voices in mental health treatment
      • Figure 20: HenryHealth, June 2020
      • Figure 21: Mintel global trend driver – Identity
    • Building support group communities to break down walls
  9. The Consumer – What You Need to Know

    • People are paying attention to their mental health
    • Mental health distress is a fact of life
    • Mental wellness conditions are most prevalent
    • Self-diagnosing is common
    • Desperately seeking resources
    • COVID-19 is exacerbating stress factors
  10. Mental Health Status

    • People are paying attention and view themselves in good mental health
      • Figure 22: Overall mental health status, May 2020
    • Generation mental wellness
      • Figure 23: Current mental health status, by generation, May 2020
      • Figure 24: Change in mental health status, by generation, May 2020
      • Figure 25: Change in attention toward mental health, by generation, May 2020
  11. Attitudes toward Mental Health

    • It’s a part of life
      • Figure 26: Attitudes toward mental health, May 2020
    • Approach to mental health differs by generation
      • Figure 27: Select attitudes toward mental health, by generation – Agree, May 2020
    • Black and Hispanic adults working to improve mental health
      • Figure 28: Select attitudes toward mental health – Agree, by race and Hispanic origin, May 2020
    • Parents’ seek out others like them to handle their mental health
      • Figure 29: Select attitudes toward mental health, by parent gender, May 2020
  12. Mental Health Conditions Experienced

    • Americans’ mental wellbeing is strained, despite a positive outlook
      • Figure 30: Mental health conditions experienced, May 2020
    • Gender disparities in mental health experiences
      • Figure 31: Select mental health conditions experienced, by gender, May 2020
    • Parents need support
      • Figure 32: Select mental health conditions experienced, by parent gender, May 2020
    • Younger adults are open to discussion; older adults want connection
      • Figure 33: Select mental health conditions experienced, by generation, May 2020
  13. Diagnosis of Mental Health Status

    • Severity of disorder drives approach to diagnosis
      • Figure 34: Diagnosis of mental health status, May 2020
    • Self-diagnosers are the ideal target for DTC solutions
      • Figure 35: Diagnosis of any mental health condition – Any condition (NET), by age, May 2020
  14. Resources for Care

    • Seeking out ways to manage mental wellbeing is common
      • Figure 36: Repertoire of resources for care, May 2020
    • Education is vital, but making information easy to navigate is crucial
      • Figure 37: Resources for care, May 2020
    • Go-to health resources mirror mental health management tools
      • Figure 38: Select resources for care, by age, May 2020
  15. Stress Factors

    • Uncertainty and work demands drive stress
      • Figure 39: Stress factors, May 2020
    • Concerns over the future heightens other stressors
      • Figure 40: Stress factors, by stress caused by worrying about the future, May 2020
    • Younger generations find stress at every corner, older adults from news
      • Figure 41: Stress factors, by generation, May 2020
      • Figure 42: Gen Z adults’ methods for relieving stress, indexed against total adults, February 2020
  16. Appendix – Data Sources and Abbreviations

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

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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