Canada Healthy Lifestyles Market Report 2021
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Description
Providing the most comprehensive and up-to-date information and analysis of the Canada Healthy Lifestyles market including the behaviours, preferences and habits of the consumer.
Physical health concerns are often cited as top health priorities as they are likely ‘easier’ to identify. However, attention must be paid to the fact that emotional benefits are often a motivational source driving the adoption of healthy behaviours like healthy eating or exercise. Managing health is a holistic endeavour where solutions must easily fit into real-life contexts. Bite-sized solutions that help consumers identify micro-moments for mental relief will matter more now as mental wellness is strained, and functional benefits will go a long way to affirm choices – healthy or otherwise.
The strain on Canadian mental health is palpable and 70% have made adjustments to cope. While Canadians are comfortable discussing mental wellbeing, the pressure to be seen as a happy person means that more resources are necessary to provide consumers with channels to have honest conversations about their mental health state.
Quickly understand
- Health priorities
- Change in control over health since the onset of the COVID-19 pandemic
- Mental health conditions experienced
- Attitudes towards mental health
Expert analysis from a specialist in the field
Written by Carol Wong-Li, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Regardless if it’s exercising or eating an indulgent snack, choosing a healthy or unhealthy behaviour because we want to feel better is something we can all relate to. Health management is about balancing needs on a continuum. While most strive towards making choices that align with health goals, sometimes a break (or treat) is needed. Functional benefits will play a bigger role in justifying or validating choices – healthy or not. Brands will also need to think on a continuum to support consumers. On the one hand, by thinking smaller and helping consumers identify micro-moments for mental relief, while also providing bite-sized health solutions to fit into busy lives. On the other, by thinking bigger and creating communities to encourage more honest conversations about one’s mental state as living lives ‘on display’ means pressure to appear happy.
Carol Wong-Li
Associate Director – Lifestyles & Leisure
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
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Executive Summary
- Top takeaways
- Market overview
- Canadian physical health status isn’t great
- Rising food costs will take a bite out of healthy food choices
- Demographic shifts run more than skin deep: health priorities will need to shift accordingly
- Impact of COVID-19 on living a healthy lifestyle
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- Figure 1: Short-, medium- and longer-term impact of COVID-19 on living a healthy lifestyle, February 2021
- Opportunities
- Resources and products for managing wellness need to do some multitasking
- Consider ways to validate choices
- Shine the light on micro-moments
- Challenges
- There’s a push-pull dynamic when talking about mental health
- Take a pause and listen: entrance into the wellness conversation must be authentic
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The Market – Key Takeaways
- Aspirations to eat healthy all/most of the time aren’t helping waistlines
- Younger consumers are image-heavy, nutritional knowledge ‘lite’
- Rising food costs will take a bite out of consumer budgets
- Hurdling through the economic conditions weighs on Gen Z mental health
- More than skin deep: shifting demographics mean shifting health priorities
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Market Factors and Opportunities
- The state of Canadian physical wellness isn’t great
- Healthy eating habits need to start young as the bulk of Canadians are overweight or obese
- Figure 2: Distribution of underweight, normal weight, overweight or obese, by age, 2018
- Younger consumers: being image heavy leaves them nutritional knowledge ‘lite’
- Figure 3: Canada Food Guide Instagram post, January 2019
- Rising food costs will make eating healthy more challenging
- Figure 4: Monthly movement in selected components of the Canadian Consumer Price Index, not seasonally adjusted, January 2018-January 2021
- Figure 5: Oxford Wild Blueberries – Little Ones & Better Price, Jan 2018
- Economic factors weigh heavily on the mental health of Gen Zs
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- Figure 6: Canadian unemployment rate, monthly, seasonally adjusted, January 2020-February 2021
- Changing demographics mean health priorities must shift accordingly
- A shakeup in the ethnic makeup changes the prominence of some health conditions
- Figure 7: Immigrants as a proportion of the Canadian population, 1871-2036
- Gen Z: addressing diversity is personal and important for their mental health
- Figure 8: Self-identification of ethnicity, by generation, June 2020
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- Figure 9: I am part of mainstream Canada (% agree), by generation, January 2018
- An aging population demands an eye on addressing physical wellness
- Figure 10: Satisfaction with and control over wellbeing, under-65s vs over-65s, March 2019
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- Figure 11: Population aged 0-14 and over 65, 1995-2035*
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Competitive Strategies – What’s Now? What’s Next?
- The pandemic shines a new light on wellness
- Figure 12: Impact of COVID-19 on approach to health management, December 2020
- Meeting consumer needs through the lens of the Rights Trend Driver
- What’s now? Brand actions are in the spotlight
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- Figure 13: Tested to be trusted, June 2019
- What’s next? CSR will become a measure of performance for consumers
- Figure 14: Change in control over my health since January 2020, by perception of financial health, December 2020
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- Figure 15: Dole Packaged Foods Instagram post, February 2021
- Meeting consumer needs through the lens of the Technology Trend Driver
- Now and next: gaming takes centre stage as a platform for managing mental and physical health
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- Figure 16: Minecraft Facebook post, April 2020
- Figure 17: Blockdown | Minecraft, April 2020
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- Figure 18: Kostministeriet Facebook posts, June 2020
- Meeting consumer needs through the lens of the Wellbeing Trend Driver
- The rules around health management are changing
- What’s now? Supporting consumers in everyday tasks
- Figure 19: Davide Esposti Instagram post, October 2020
- What’s next? Mix and matching: blurring definitions calls for more blending to health management
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- Figure 20: LEGO Instagram post, January 2021
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- Figure 21: A World of Calm HBO Max Facebook post, July 2020
- The pandemic shines a new light on wellness
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The Consumer – Key Takeaways
- Managing their ‘hearts’ through their stomachs: it’s a holistic endeavour
- Managing wellness is a balancing act so validate choices – healthy or otherwise
- Mental health wellness is a mainstream topic so guidance is in demand
- Help them get a better grip on mental status by building social support
- There’s mental weight due to the pandemic; help them recuperate
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Health Priorities
- A focus on physical areas blurs with attention to mental wellness
- Figure 22: Health priorities (any rank), December 2020
- Resources to manage wellness need to do some multitasking
- Figure 23: Apple Fitness+ Instagram post, February 2020
- Consider positioning nutrition as self-care
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- Figure 24: Cheribundi 100% Natural Tart Cherry Juice (US), April 2020
- Gen Zs are most likely to be taking a blended approach
- Figure 25: Health priorities (any rank), Gen Z vs Millennials or older, December 2020
- Seniors are keen to protect their current state of wellness
- Figure 26: Select health priorities (any rank), seniors 65+ vs overall, December 2020
- Don’t be afraid to leverage tech to help preserve independence and protect health
- Keep the spotlight bright on seniors and build in more ‘room’ for virtual connections
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- Figure 27: Gardening with Edibles Facebook Live | Episode 4, November 2020
- Figure 28: National Parks Board Instagram post, September 2020
- A focus on physical areas blurs with attention to mental wellness
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Change in Control Over Health
- Canadians are split on the pandemic’s impact on control over health
- Figure 29: Perceived healthiness of lifestyle, December 2020 vs March 2019
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- Figure 30: Change in control over my health since January 2020, December 2020
- The push-pull of motivations for healthy vs unhealthy choices has intensified
- Figure 31: Reasons for feeling more or less in control of their health, December 2020
- Healthy or not, consider ways to validate their choices
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- Figure 32: Brooks Running Instagram post, February 2021
- Functional claims will go a long way to taking the guilt out of choosing treats
- Figure 33: NightFood Instagram post, July 2020
- Four in 10 Gen Zs feel less in control of their health
- Figure 34: Change in control over my health since January 2020, Gen Z vs overall, December 2020
- Think micro-moments of control to help Gen Zs
- Figure 35: Headspace Facebook post, October 2020
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- Figure 36: The New York Times – Well – Health Facebook post, January 2021
- A coping mechanism: fathers are most likely to feel more in control
- Figure 37: Change in control over my health since January 2020, Gen Z vs overall, December 2020
- Canadians are split on the pandemic’s impact on control over health
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Mental Health Conditions Experienced
- Canadians’ mental health is strained and they are self-diagnosing
- Figure 38: Mental health conditions experienced and method of diagnosis for any mental health condition (NET), December 2020
- Factors associated with the pandemic are causing stress
- Figure 39: Factors contributing to stress experienced in the past year, December 2020
- Consider ways to address external factors that impact sleep
- Figure 40: Chilisleep Instagram post, January 2021
- Give them a moment’s rest in easily accessible formats
- Figure 41: Yocha Earl Grey & Lavender Stress Away Kombucha (Singapore), March 2020
- Gen Zs may need more external support
- Figure 42: Experienced stress in the past year and factors contributing to stress, Gen Z vs overall, December 2020
- Acknowledge the emotional aspect of societal factors
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- Figure 43: Sweetpea’s Floral Studio Instagram post, February 2021
- Fathers may be underreporting as they are less inclined to self-diagnose
- Figure 44: Experienced select mental health conditions in the past year, fathers with under-18s at home vs mothers vs overall, December 2020
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- Figure 45: Method of diagnosis for any mental health conditions (NET), fathers with under-18s at home vs overall, December 2020
- Dads were already frustrated before the pandemic; lingering traditional notions ensure they ‘keep a lid on it’
- Interest is there, normalizing the topic of fathers addressing mental wellness is key
- Figure 46: Select attitudes towards mental health by fathers (% agree), December 2020
- Consider ways to elevate the voice of real fathers and enhance a sense of community
- Figure 47: #TakeTheTime | Bonding, June 2019
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- Figure 48: Dove Men+Care Global Channel Instagram post, July 2020
- Figure 49: Dove Men+Care Global Channel Instagram post, September 2020
- Canadians’ mental health is strained and they are self-diagnosing
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Attitudes towards Mental Health
- The topic is mainstream but Canadians want more guidance
- Figure 50: Attitudes towards mental health (% agree), December 2020
- Build the community and they will come: considering ways to be a conduit
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- Figure 51: Money Talks Story #1 – Sophia + Imran, December 2018
- Figure 52: Money Talks Story #2 – Alyssa + Keith, December 2018
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- Figure 53: SoFi Facebook post, July 2020
- Suck it up? Chinese Canadians are under pressure to appear happy
- Figure 54: Attitudes towards mental health, Chinese Canadians vs overall, December 2020
- Lean into real-life functional benefits of physical wellness activities
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- Figure 55: Colgate Instagram post, January 2021
- Quebecers: more conversation is needed as acknowledgement is an issue
- Figure 56: Experienced any mental health issue in the past year and attitudes towards mental health (% agree), Quebec vs overall, December 2020
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- Figure 57: Driftwell Instagram post, February 2021
- Figure 58: Driftwell Instagram post, January 2021
- The topic is mainstream but Canadians want more guidance
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Abbreviations
- Terms
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