“The health management landscape in Canada is shifting. The pandemic has caused Canadians to look inward and really re-examine their approach to personal health management, and many have emerged from the lockdowns with a more encompassing view of personal wellbeing. While the COVID-19 pandemic obviously brought avoiding illness to the forefront of everyone’s minds when thinking about health management, rotating lockdowns that prevented social interaction and disrupted regular fitness routines increased the importance of health priorities like mental healthcare and home fitness. As society opens up, consumers will respond well to brands that help them transition these new habits into a post-pandemic world.”

– Michael Lloy, Senior Tech and Media Analyst

This report covers the following issues:

  • What factors make consumers feel more or less in control of their health.
  • How have consumer health priorities changed since the start of 2021.
  • What motivates consumers to prioritize their health.
  • How has COVID-19 impacted consumer health management attitudes and habits.
  • What kind of health management habits do consumers typically engage in.

Table of Contents

  1. Overview

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

    • Top takeaways
    • Market overview
    • Health management trend outlook
      • Figure 1: Category outlook, health management trends, 2022-27
    • Opportunities
    • Women are a key demo for health and wellness messaging
    • Brands need to pay attention to mental health for young men
    • Challenges
    • Service-related or subscription-based health management brands need to connect better
  3. Market Factors

    • Healthy eating habits need to developed young and maintained
      • Figure 2: Distribution of weight, by age, 2020
    • Rising food costs will make healthy eating more challenging
      • Figure 3: Monthly movement in selected components of the Canadian Consumer Price Index, not seasonally adjusted, January 2020-February 2022
      • Figure 4: Facebook post, 2021
    • Economic factors disproportionately impact Gen Z
      • Figure 5: Canadian unemployment rate, monthly, seasonally adjusted, by age, January 2020-February 2022
    • Canadian households have more savings but supply remains an issue
      • Figure 6: Canadian household savings rate, Q1 2019-Q4 2021
    • Canada’s population is ageing
      • Figure 7: Canadian population age projections, yearly, 2000-40
  4. Competitive Strategies

    • Today’s health management brands need to engage in and promote diversity and inclusion
    • BetterHelp ran BIPOC-specific mental health content on its Instagram page
      • Figure 8: BetterHelp Instagram post, July 2021
    • Organika promoted the diversity of its staff and promoted crisis hotlines for minority communities
      • Figure 9: Organika Instagram post, July 2021
    • featured women-owned brands for IWD 2021
      • Figure 10: Instagram post, March 2021
    • Brands are breaking out of niches to promote how their products affect total wellbeing
    • Lululemon launched women’s running shoes with new cushion technology
      • Figure 11: Lululemon Instagram post, March 2022
    • Panda Express is adding new kids’ menu options with a focus on nutrition and health
      • Figure 12: Jordan Chiles Panda Express Instagram post, March 2022
    • Peloton debuts safer treadmill following recall of the older version
      • Figure 13: Peloton Tread Facebook post, August 2021
  5. Health Management Trends – Fast Facts

  6. Health Management – Attitudes and Habits

    • Overview
    • Nearly half of consumers proactively look to improve their health
      • Figure 14: Attitudes towards health management (% agree), 2021
      • Figure 15: New Roots Herbal Instagram post, September 2021
    • Attitudes towards COVID-19 reflect a cognitive dissonance in consumers
    • Perceptions of current health are driving an age and gender divide in desire to improve
      • Figure 16: Attitudes towards health management (% agree), by gender, 2021
      • Figure 17: Sisu Vitamins Instagram post, April 2021
      • Figure 18: Organika Instagram post, June 2021
    • All age groups need to be more aware of their mental health concerns
      • Figure 19: “I understand my mental health needs” (% agree), by age and gender, 2021
      • Figure 20: BetterHelp TikTok post, 2021
    • Income is a solid predictor of health-conscious attitudes
      • Figure 21: Health-related attitudes, by household income, 2021
    • Service takes a backseat to self-care for health management habits
      • Figure 22: Health-related habits, 2021
    • Consumers who need help actively develop service-based habits
      • Figure 23: Health-related habits, by those who agree that they need help to achieve their health goals, 2022
      • Figure 24: WW Instagram post, January 2022
    • The curious case of cannabis consumption
      • Figure 25: Health-related attitudes, by household income, 2021
  7. Control over Health and Wellness

    • Overview
    • Consumers are cautiously optimistic about the level of control they have over their health
      • Figure 26: Control over health, 2021
    • Increased responsibilities and stress affect young women’s feelings of control over their health
      • Figure 27: Control over health, by age and gender, 2021
      • Figure 28: Sisu Stress Rescue Instagram post, 2022
      • Figure 29: Sisu “Affirmations” Instagram post, 2021
    • Control is costly
      • Figure 30: Control over health, by household income, 2021
    • Black and South Asian Canadians take the reins on their health
      • Figure 31: Control over health, South Asian and Black consumers vs overall, 2021
      • Figure 32: The Blvck Market Instagram post, February 2021
  8. Reasons for a Change in Control over Health

    • With more time on their hands, consumers shift to focus on themselves
      • Figure 33: Reasons for more control over health, 2021
    • Income is the prime driver of most factors that influence control over health
      • Figure 34: Reasons for more control over health, by household income, 2021
    • With more time on their hands, women took the reins in key health areas
      • Figure 35: Reasons for more control over health, by age and gender, 2021
    • Stress and COVID-19 are the primary barriers to better health maintenance
      • Figure 36: Reasons for less control over health, 2021
    • Once again, perceptions of personal financial health are key drivers in feelings of controlling overall wellbeing
      • Figure 37: Reasons for less control over health, by perceived financial health, 2021
    • Women cite significantly higher rates of stress affecting control over health
      • Figure 38: Reasons for less control over health, by gender, 2021
    • Parents have cited increased responsibilities at a significantly higher rate
      • Figure 39: Reasons for less control over health, by parental status, 2021
  9. Motivations to Prioritize Health

    • Overview
    • The shadow of COVID-19 has influenced consumer health priorities in 2021
      • Figure 40: Change in health management priorities, 2021
    • Across most priorities, women take the lead
      • Figure 41: Top changes in health management priorities, by gender, 2021
    • As consumers age, priorities shift away from improving health management towards maintaining current levels
      • Figure 42: Top change in health management priorities, by age, 2021
    • Most consumers just want to feel better
      • Figure 43: Health priority motivations, 2021
      • Figure 44: Organika Instagram post, January 2021
    • Motivations change with age
      • Figure 45: Health priority motivations, by age, 2021
  10. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Mintel Trend Drivers
    • Abbreviations and terms
    • Abbreviations
    • Terms

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.


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