“While a new car or gaming console may be off the table during tight financial times, can you really put a price on your health? The tools to lead a healthy lifestyle are a permissible indulgence and an investment in one’s future for many Canadians. Brands can appeal to consumers’ need for reprieve from stress and worry and their desire for mind, body and spiritual wellness.”
– Candace Baldassarre, Research Analyst
This Report looks at the following areas:
- How healthy consumers perceive themselves to be
- Reasons for more and less control over health
- Mental health concerns and attitudes toward mental health care
- Health priorities and healthy habits performed
- Exercise and attitudes toward working out
- Self-care vs health care
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Overview
- What you need to know
- This Report looks at the following areas
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Consumer trends
- Gender deeply impacts health and wellness
- Figure 1: Lifestyle health rating “very healthy”, by age and gender, 2023
- Healthy eating leads consumers’ top health priorities
- Figure 2: Top health priorities (any rank), 2023
- Younger consumers are yearning for mental health care
- Figure 3: Attitudes toward mental health (% agree), by age, 2023
- Competitive strategies
- Home workouts are here to stay
- Figure 4: lululemon Instagram post, 2023
- Making healthy choices accessible
- Figure 5: About Fresh Instagram post, 2023
- Market predictions
- Figure 6: Category outlook: healthy lifestyles, 2023-28
- Opportunities
- Catering to older consumers’ healthy living
- At-home biometrics
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Market Drivers
- Contending with constraining costs of living
- Figure 7: 12-month change in the Consumer Price Index, 2020-23
- Working from home works for many
- Figure 8: Workplace location, 2023
- Immigration shifting Canada’s demography
- Figure 9: Distribution of foreign-born population, by region of birth, 1871-2036
- Mental health takes centre stage for younger consumers
- Figure 10: Mental health care is too expensive for me to use it as much as I would like (% agree), by age, 2023
- Space constraints of urbanization
- Figure 11: Distribution of occupied private dwellings by type, 2011 vs 2016 vs 2021
- Health demands of an aging population
- Figure 12: Population aged 0-14 and 65, 1988-2068*
- Contending with constraining costs of living
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Competitive Strategies and Market Opportunities
- Making healthy lifestyles (financially) accessible to all
- Figure 13: Alli Therapy Instagram post, 2023
- Figure 14: Bicycles outside for exercise, by perceived financial status, 2023
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- Figure 15: Bike Share Toronto Instagram post, 2023
- Catering to older consumers’ health needs is a must
- Figure 16: Cherish Health Instagram post, 2023
- Figure 17: Life AZ Instagram post, 2023
- Keeping home workouts exciting is key
- Figure 18: Caroline Girvan Instagram post, 2023
- Exercise brings people together
- Figure 19: Planet Fitness Canada Instagram post, 2023
- Figure 20: The Food Runners Instagram post, 2023
- Trusting at-home biometrics is the future
- Figure 21: Withings Instagram post, 2023
- Making healthy lifestyles (financially) accessible to all
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Fast Facts: Healthy Lifestyles
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Perceptions of Lifestyle and Control Over Health
- People are generally feeling healthy
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- Figure 22: Lifestyle health rating, 2023
- What’s age got to do with it?
- Figure 23: Lifestyle health rating, by age, 2023
- The gender gap appears in perceptions of health
- Figure 24: Lifestyle health rating “very healthy”, by age and gender, 2023
- Younger consumers are feeling more in control of their health than a year ago
- Figure 25: Change in control over health, by age, 2023
- …but younger and middle aged women are not feeling as in control
- Figure 26: Feel less in control over health, by age and gender, 2023
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- Figure 27: Knix Instagram post, 2022
- Perceptions of and control over health are intrinsically tied to income
- Figure 28: Lifestyle health rating, by perceived financial status, 2023
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- Figure 29: Change in control over health, by perceived financial status, 2023
- People are generally feeling healthy
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Reasons for More and Less Control Over Health
- More control over health: self-care and exercise take the lead
- Figure 30: Reasons for more control over health, 2023
- Women are more likely than men to value self-care and leisure time in the home
- Figure 31: Reasons for more control over health (select), men vs women, 2023
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- Figure 32: Salt Lake City Airport Instagram post, 2022
- Younger consumers are open to different ways of controlling their health
- Figure 33: Reasons for more control over health, men vs women, 2023
- Stress and worry top the reasons for less control over health
- Figure 34: Reasons for less control over health, 2023
- Social media and other age-based differences
- Figure 35: Reasons for less control over health, by age, 2023
- Ch-ch-changes since late 2020
- Figure 36: Concern about exposure to COVID-19, 2020-22
- Women are lacking time to focus on their health
- Figure 37: Lack of time to focus on health as a reason for having less control over health, by age and gender, 2023
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- Figure 38: lululemon Studio Instagram post, 2023
- More control over health: self-care and exercise take the lead
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Mental Health Concerns
- Same, same, but different
- Figure 39: Mental health concerns experienced, 2023
- Financial status is one of the main determinants of mental health concerns
- Younger consumers are suffering from mental health concerns
- Figure 40: Mental health concerns experienced, by age, 2023
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- Figure 41: Number of mental health concerns experienced, by age, 2023
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- Figure 42: Strava Instagram post, 2023
- Women and men are reporting different mental illnesses
- Figure 43: Anxiety, mental exhaustion and bipolar disorders experienced, by age and gender, 2023
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- Figure 44: Attitudes toward mental health management (% agree), by age and gender, 2023
- LGBTQ+ more like to suffer from all mental health concerns
- Figure 45: Mental health concerns experienced, LGBTQ+ vs overall, 2023
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- Figure 46: Attitudes toward mental health (% agree), overall vs LGBTQ+, 2023
- Health is mental health
- Figure 47: Mental health concerns experienced by lifestyle health rating, 2023
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- Figure 48: Peoplehood Instagram post, 2023
- Same, same, but different
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Factors that Contribute to Stress
- Changes in stressors since December 2020
- Figure 49: Factors that contribute to stress, February 2023 vs December 2020
- Aging out of stress?
- Figure 50: Factors that contribute to stress, by age, 2023
- Gendered responsibilities contribute to stress
- Figure 51: Factors that contribute to stress (select), by age and gender, 2023
- Parents are feeling the pressure
- Figure 52: Factors that contribute to stress (select), moms and dads vs overall, 2023
- Changes in stressors since December 2020
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Health Priorities
- Eating healthy leads by a longshot
- Figure 53: Top health priorities (any rank), 2023
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- Figure 54: “Strengthening my immune system” is a top health priority, new Canadians vs overall, 2023
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- Figure 55: Tonica Kombucha Instagram post, 2023
- Health priorities shift with age
- Figure 56: Top health priorities, by age, 2023
- Younger women are prioritizing their mental health
- Eating healthy leads by a longshot
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Healthy Habits Performed
- Performing a habit and performing it regularly are two different things
- Figure 57: Healthy habits performed, 2023
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- Figure 58: About Fresh Instagram post, 2023
- South Asian consumers are especially opening to counselling
- Figure 59: “I attend therapy/counselling to stay healthy”, South Asian consumers vs overall, 2023
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- Figure 60: Attitudes toward mental health (% agree), South Asian consumers vs overall, 2023
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- Figure 61: Qalboo App Instagram post, 2023
- Women and men prioritize different habits to stay healthy
- Figure 62: Healthy habits performed (select), men vs women, 2023
- Mothers and fathers also display different priorities
- Figure 63: Healthy habits performed (select), mothers vs fathers vs overall, 2023
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- Figure 64: Lifestyle health rating “very healthy”, mothers vs fathers vs overall, 2023
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- Figure 65: F45 Instagram post, 2023
- Some (expected) age differences emerge
- Figure 66: Healthy habits regularly performed, by age, 2023
- Performing a habit and performing it regularly are two different things
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Exercise
- Walk on up…walking outside leads the way
- Figure 67: Exercises performed, 2023
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- Figure 68: More in control of health, by exercises performed, 2023
- Age makes a difference
- Figure 69: Exercises performed, by age, 2023
- Two glimpses into exercising at home as a thirty year old woman
- The stay-at-home mom
- Running to safety
- Addressing the elephant in the room
- Women and men are exercising differently…by choice?
- Figure 70: Exercises performed, men vs women, 2023
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- Figure 71: Elle Fitness TO Instagram post, 2023
- South Asian consumers are excited to exercise
- Figure 72: Exercises performed (select), South Asian consumers vs overall, 2023
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- Figure 73: Attitudes toward exercise (% agree), South Asian consumers vs overall, 2023
- Je n’irai pas à la gym: regionality and area differences
- Figure 74: Exercised at gym in past year, by region, 2023
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- Figure 75: Attitudes toward exercise (% agree), by area lived, 2023
- Dads are avoiding dad bods
- Figure 76: Attitudes toward exercise (% agree), overall vs mothers vs fathers, 2023
- Walk on up…walking outside leads the way
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Attitudes toward Health Management
- A trusted doctor is key
- Figure 77: Attitudes toward doctors and aging (% agree), 2023
- Doctors aren’t loved by all: minorities feel differently about their experiences
- Figure 78: Going to the doctor is a stressful experience (% agree), by age, 2023
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- Figure 79: Going to the doctor is a stressful experience (% agree), new Canadians vs Overall, 2023
- Navigating mental health can be challenging
- Figure 80: Attitudes toward mental health (% agree), by age, 2023
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- Figure 81: Alli Instagram post, 2022
- Mental health care is too expensive but Canadians are yearning for it
- Canadians are curious about cannabis
- Figure 82: Cannabis products are a viable remedy for certain mental and physical ailments (% agree), by age, 2023
- Canadian weather drags many down
- Figure 83: Canadian weather takes a toll on my wellbeing (% agree), by age and gender, 2023
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- Figure 84: Verilux Instagram post, 2022
- A trusted doctor is key
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
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