The stigma surrounding mental health is steadily diminishing as more Canadians embrace its importance and recognize the deep connection between mental and physical wellbeing. In fact, nearly three-quarters (72%) of people now feel comfortable discussing their mental health, reflecting a growing culture of acceptance.
However, economic challenges are exacerbating mental stress for many, with financial strain emerging as a significant contributor. As a result, Canadians are increasingly seeking affordable ways to escape these pressures and prioritize their mental health.
This growing awareness of the mind-body connection is an opportunity for wellness brands to offer holistic solutions, particularly since Canadians are prioritizing their overall wellbeing. However, barriers like policy gaps, financial constraints, or lack of time still limit access to care. By focusing on inclusivity and accessibility, wellness brands can help more people prioritize their health and create meaningful change.
This report looks at the following areas:
- Market factors affecting mental wellness in Canada
- Self-assessment of current mental health and wellbeing
- Change in mental health status since last year
- Mental health conditions
- Management of mental health conditions and concerns
- Coping strategies for mental health concerns
- Negative influences on mental health
Canadians are facing significant stress in their daily lives, yet many are prioritizing mental health, acknowledging its essential role in their overall wellbeing.
Meghan Ross, Senior Research Analyst – Home & Beauty
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want & why
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The Market
- Market context
- Economic snapshot
- Market drivers
- Inflation has cooled, but cost of living remains high for consumers
- Graph 1: Consumer Price Index, 2021-25
- Only a quarter of consumers feel financially secure
- Cost and access remain barriers to accessing mental healthcare
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CONSUMER INSIGHTS
- Consumer fast facts
- Mental health and wellbeing self-assessment
- A third of Canadians are struggling with their mental wellness
- Maintaining mental wellbeing is a bigger struggle for women
- Graph 2: current state of mental health and wellbeing, men vs women, 2024
- Seniors are most likely to report excellent mental health
- Graph 3: current state of mental health and wellbeing, by age, 2024
- Can money buy happiness?
- Graph 4: current state of mental health and wellbeing, by financial situation, 2024
- LGBTQ+ individuals face mental health challenges due to discrimination and societal shifts
- Graph 5: current state of mental health and wellbeing, LGBTQ+ vs non-LGBTQ+, 2024
- Change in mental health and wellness
- The majority of Canadians have maintained or improved their mental health
- Graph 6: change in mental health and wellness since last year, 2024
- Canadians are prioritizing their wellbeing
- Graph 7: amount of attention paid to mental wellness since last year, 2024
- Younger generations are taking charge of their mental health, while older ones enjoy stability
- Graph 8: change in mental health and wellness since last year, by age, 2024
- Mental wellness takes priority for younger consumers
- Graph 9: amount of attention paid to mental wellness since last year, by age, 2024
- Financial hardships are deeply intertwined with mental health challenges
- Graph 10: change in mental health and wellness since last year, by financial health, 2024
- Affluent Canadians have the luxury to prioritize their mental wellbeing
- Graph 11: amount of attention paid to mental wellness since last year, by financial health, 2024
- Mental health conditions
- Most Canadians face mental health challenges
- Graph 12: mental health conditions/concerned experienced in the past 12 months, 2024
- Gender shapes mental health experiences
- Graph 13: mental health conditions/concerned experienced in the past 12 months, men vs women, 2024
- Physical and mental health are strongly linked
- Graph 14: self-assessed physical health, by mental health status, 2024
- Wellness brands will have an easier time connecting with younger consumers
- Graph 15: mental health conditions/concerned experienced in the past 12 months, by age, 2024
- Overwhelmed parents need easy wellness solutions to fit into busy lives
- Graph 16: mental health conditions/concerned experienced in the past 12 months, by parental status, 2024
- Financial insecurity contributes strongly to mental health conditions
- Graph 17: mental health conditions/concerned experienced in the past 12 months, by financial health, 2024
- Marginalized community members suffer greater rates of mental health concerns
- Graph 18: mental health conditions/concerned experienced in the past 12 months, LGBTQ+ vs non-LGBTQ+, 2024
- LGBTQ+-focused community hub boosts youth mental health and provides a sense of belonging
- Management of mental health conditions and concerns
- Canadians generally manage mental health concerns without professional help
- Graph 19: how mental health challenges are managed, 2024
- While stigma has lessened, many remain reluctant to discuss mental health challenges
- When it comes to stress and concentration, women are managing alone
- Graph 20: those who are managing their mental condition (select) on their own, men vs women, 2024
- Coping strategies for mental health concerns
- Empowering Canadians to manage their mental health with better education
- Canadians rely on a variety of healthy coping strategies
- Graph 21: strategies used to manage mental health, 2024
- Women are finding enjoyable ways to manage wellness
- Graph 22: strategies used to manage mental health, men vs women, 2024
- Younger consumers are looking inward
- Graph 23: strategies used to manage mental health, by age, 2024
- Affordability is a barrier to exercise
- Graph 24: strategies used to manage mental health, by household income, 2024
- Brands are offering more accessible options
- Negative impacts on mental health
- Stressors come in many forms
- Graph 25: factors that negatively impact mental health, 2024
- Canadians are under pressure
- Women’s heavier load is causing mental strain
- Graph 26: factors that negatively impact mental health, men vs women, 2024
- Stressors evolve over time, but money and health are consistent triggers
- Graph 27: factors that negatively impact mental health, by age, 2024
- Financial concerns impact Canadians in all income groups
- Graph 28: factors that negatively impact mental health (select), by household income, 2024
- Children represent our future, but parents are often overwhelmed by the challenges of the present
- Graph 29: factors that negatively impact mental health (select), by parental status and age of child, 2024
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Competitive strategies
- Launch activity and innovation
- While Canadians value sleep and relaxation, many find it difficult to achieve
- Stress and sleep claims have grown over time
- Graph 30: number of new products launched with functional stress & sleep claims, 2015-24
- Sleep as self-care
- Traditional tea ingredients promise relaxation
- Personal care products promise mood-boosts along with beauty benefits
- Holistic relaxation claims target body and mind
- Consumer desire for convenience helps drive interest in technology-supported wellness products
- Marketing and advertising
- Social media as a touchpoint for education
- Build meaningful connections with parents by supporting children’s wellbeing
- ‘Buy Canadian’ movement gains momentum in light of tariff threats
- Grassroots efforts help support local businesses
- Brands are spotlighting their Canadian connections
- Health Canada regulations boost safety reassurances for Canadian wellness brands
- Changing health landscape: GLP-1s and mental health
- Changing health landscape: Aging population
- Graph 31: population aged 0-14 and 65+, 1988-2068*
- Changing health landscape: Menopause
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APPENDIX
- Consumer research methodology
- Generations
- Abbreviations and terms
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