In Canada, health & wellness continues to evolve, creating new demand for healthy products and services in food & beverages and in OTC. 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 attitudes and behaviours.
This is the 2nd of a 3 Part blog series that will provide 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 Visiting a Health Professional.
Canadians take a number of important actions to manage their health and wellness. *Eating Healthy, Exercise and Visiting a Health Professional are the top 3 actions taken, with Boomers rating *all top 3 actions higher than the other age segments.
Some of the note-able differences between gender and age segments related to important actions include:
- Boomers rated Taking Prescription Medication higher
- Millennials rated many actions higher than the other age segments including: Researching Health Information, Monitoring Sleep Habits, Buying Health Insurance and Visiting a Health and Wellness Professional
- Females rated Eating Healthy and Taking Vitamins and Supplements 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, Health Insurance and Mattress and Bedding.
Canadians state there are a number of products and services that help them address their health & wellness needs. Food, Health Insurance and Mattress/Bedding are the top products/services, with Millennials rating Health Insurance higher than other age segments.
Some of the note-able differences between age segments include:
- Boomers rated Prescription Medication higher while Gen X and Millennials rated it lower
- Millennials rated Beverages and Health and Beauty products higher
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 when it comes to food.
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 rated statements.
Some of the note-able differences between segments include:
- Boomers rated *the top 3 actions higher
- Millennials rated I Eat for Health and I Choose Foods that Give Me Long Term Benefits as lower
- Females rated Reading Food Nutrition Labels higher while Millennials rated it 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.
Do you want to win in the Health & Wellness space? Lets talk. For more details on our Health & Wellness in Canada study, contact John at: johnchan@pearl-strategy.ca
Source: Pearl Health & Wellness Quantitative Online Survey, December 2018
