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2020 Canadians Perspectives on Health & Wellness – Part 1


In Canada, health & wellness continues to evolve, creating new demand for healthy products and services in food & beverages. 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 1st of a 4 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. Canadians need support on their health & wellness journey

There is a lot of room for improvement, as over 82% of Canadians are not Very/Completely Satisfied with their personal health & wellness. Men are more satisfied than women.

What does this mean for marketers?

To help Canadians on their health & wellness journey, get to know their pain points and show how you will help improve their lives. Targeting women that were less satisfied with their health & wellness may offer larger business opportunities.

  1. There is an opportunity to provide health & wellness solutions in the areas of aging well, staying mentally sharp and feeling better.

Canadians perceive health & wellness to be a journey as their goals are a mix of actions and results. Eating healthier and preventing injury/illness are their top priority actions, while aging well, staying mentally sharp and feeling better are the results they aspire to.

The following segments rated some goals differently:

  • Females had stronger agreement on most goals and priorities. Their top 3 that rated higher than males were: eating healthier, avoiding/reducing stress and improving sleep
  • Millennials had stronger commitment to avoiding/reducing stress, exercising more and increasing energy than older generations.

What does this mean for marketers?

Develop health & wellness solutions that support everyday actions that lead to long-term results. Conduct rapid prototyping by creating new ideas, gaining consumer feedback, then refining the idea to get to better solutions.

  1. Position health & wellness brands to deliver functional and emotional benefits

Functional benefits are the most tangible outcomes of achieving health & wellness, however Canadians also strongly associate health & wellness with the emotional benefits of feeling more cheerful, gives me an advantage, provides me with a sense of fulfillment, and provides me with vitality.

Here are some segments that over-index with specific emotional benefits:

  • Females rated many statements higher than males including: Being healthy makes life more cheerful, Being healthy provides me with a sense of fulfillment
  • Boomers are more likely to agree with Being healthy gives me balance compared to younger co-horts.

What does this mean for marketers?

To create a strong health & wellness brand, appeal to the minds and hearts of Canadians. In highly competitive markets, it can be difficult to sustain a functional advantage. Owning an emotional benefit can be a more durable brand benefit to a consumer.

Do you want to win in Health & Wellness? Contact Susan at:

Source: 2020 Pearl Health & Wellness Quantitative Survey, December 2019

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