Canadians Perspectives on Health & Wellness Part 2 of 3

– Pearl Strategy blog, Part 2

In Canada, health & wellness continues to evolve, creating new demand for healthy products and services in food & beverages, retail, restaurants and personal care. To find opportunities in the health and wellness space, we surveyed 1,000 Canadian adults, with representation across ages, genders and provinces, in English and French Canada, to understand their health & wellness behaviours and attitudes.

This is the 2nd of a 3-part blog series that provides an introduction to our Health & Wellness in Canada study. We hope that you’ll find some insight that will lead to growth opportunities for your business. 

1. There is an opportunity to provide health & wellness solutions in the areas of Healthy Eating, Exercise and Vitamins & Supplements.

Canadians take a number of important actions to manage their health and wellness. Eating healthy, Exercise and Taking vitamins and supplements are the top 3 actions taken, with Boomers rating Healthy Eating and Taking vitamins/supplements higher than the other age segments.

Some of the notable differences between gender and age segments related to important actions include:

  • Females rated Monitoring sleeping habits and Researching health information higher
  • Boomers rated Visiting a Medical professional higher, while Millennials rated Visiting an alternative medicine practitioner higher
  • Millennials rated Mindfulness/Meditation higher


What does this mean for marketers?

To help Canadians on their health & wellness journey, offer products and services that can help them with these important actions. Gain clarity to the similarities and differences of health definitions between generational segments as they can be quite different for Millennials compared to Gen X and Boomers.

2. There is an opportunity to promote your brand, and create new product/service solutions in the areas of Food, Mattresses/Bedding and Prescription Medications.

Canadians state there are a number of products and services that help them address their health & wellness needs. Food, Mattress/Bedding and Prescription Medication are the top products/services, with Gen X rating Food higher than other age segments.

Some of the notable differences between age segments include:

  • Gen X rated Beverages higher
  • Gen X and Millennials rated Fitness membershiphigher


What does this mean for marketers?

To help Canadians on their health & wellness journey, develop new products/services or promote your brand, acknowledging your points of differentiation, in these top categories.

3. There is an opportunity to position your brand or new product/service across the top attitudes and behaviours.

Canadians state there are a number of attitudes and behaviours that they agree with when it comes to their health & wellness. Reading food nutrition labels, Balancing taste and health when choosing food, and Managing weight to improve their health are the top-ratedstatements.

Some of the notable differences between segments include:

  • Boomers rated Reading food nutrition labels higher
  • Males rated Choosing foods that give me long term benefits lower


What does this mean for marketers?

To help Canadians on their health & wellness journey, when communicating or developing new products/services, focus on benefits and claims that are important to them. Ensure that you understand key differences between men and women. 


For more details on our Health & Wellness in Canada study, contact Susan at: susanweaver@pearl-strategy.ca

Click here to learn more about our complimentary Lunch ‘n Learn session with your team to debrief & discuss the full Health & Wellness in Canada study
Source: Pearl Health & Wellness Quantitative Online Survey, November 2017. www.pearl-strategy.ca

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