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 4th of a 4 Part blog series from our Health & Wellness in Canada study. Our goal is to inspire you with insights that help grow your brands.
- Top Food brands – Beverage experienced an influx of new brands in 2024
Top food brands across various categories remained mostly consistent vs year ago. Beverage & Bakery experienced an influx of new brands in 2024. Store brands like No Name, Kirkland, Great Value and President’s Choice continue to be top-of-mind across most categories.
- Health, taste and nutrition continues to be the main food brand drivers.
One-third of the participants indicated a health benefit as their primary driver for food & beverage followed by taste (28%) and nutrition attributes (25%). Brands can build their health & wellness image association by declaring the benefits and attributes (e.g. – high in protein, better for gut health) on their packaging to build relevance.
- Canadians mainly shop at Mainstream Supermarket, Mass Merchandiser and Local Supermarket for healthy food products.
Mainstream supermarkets (e.g. Metro, No Frills) (66%) are the top retail destinations for healthy food & products followed by mass merchandiser (41%) and local supermarkets (39%). Online retailers (e.g. Amazon, Well.ca) constitute 14%. Gen Z are more likely to shop at local supermarket (48%) while Millennials are more likely to shop online (19%) vs their counterparts. Healthy Brands should maximize distribution and visibility within these retail channels and offer online shopping convenience especially for Millennials.
Want to dive deeper into these insights to design your brand roadmap for growth? Connect with us at Pearl Strategy (johnchan@pearl-strategy.ca) to learn how we can help your brand adapt to today’s consumer landscape.
Source: Pearl Study of Health & Wellness in Canada, Dec 2024, n=1000
