What you need to know
The consumer approach to healthy eating has always been about balancing goals with making realistic choices. Today, some 65% of Canadians report that their likelihood to make healthy food choices hasn’t changed since the onset of the pandemic, yet the data also shows that eating habits have shifted – from eating more often throughout the day to cooking more indulgent foods. Brands need to encourage through nudges that are relevant and fun, but that can easily fit into consumers’ existing routines. Functional claims will play a bigger role in helping to manage healthy choices, but also to validate less healthy choices like treats. The door is open for companies across virtually all categories to participate in the wellness conversation – it’s time to think more about cross-category collaborations and brand extensions as people look to address their health in a more well-rounded way.
Key issues covered in this Report
Approach to healthy eating
Canadian knowledge about healthy eating
Attitudes towards online and in-store shopping
Food and emotional wellness
Shifts in approach to healthy eating and eating habits as a result of COVID-19
This Report was written from January 25-February 5, 2021. Consumer research was fielded in September 2020.
