Table of Contents
Executive Summary
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- The issues
- Canadians are aware that more can be done to live a healthier lifestyle
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- Figure 1: Personal health rating, May 2016
- Men are inclined to choose convenience over health
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- Figure 2: Attitudes towards healthy lifestyles, males 18-34 vs overall population, May 2016
- Young women internalize what ‘healthy’ should look like
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- Figure 3: Personal health rating, Females 18-34 vs overall population, May 2016
- Opportunities
- Remind consumers of the emotional benefits to healthy living
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- Figure 4: Motivators for living a healthy lifestyle, May 2016
- Snacks will appeal to a grazing culture
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- Figure 5: Attitudes towards frequency of eating (any agree), by age, May 2016
- More help in the kitchen, please – particularly for dads
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- Figure 6: Food preparation habits, May 2016
- What it means
The Market – What You Need to Know
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- An aging population means a need for greater access
- Greater diversity in people means greater diversity in resources
- Convenience may be bad for men
- Grocery prices will have consumers looking for alternatives
Market Factors
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- Population is aging
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- Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Marketing efforts will need to be framed accordingly
- International migration calls for wider resources
- The population is primarily concentrated in four urban centres
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- Figure 8: Share of population of Canada, by territory/province, 2014
- Canadian population is growing due mainly to immigration
- The implications for health care resources
- Over half of Canadians are overweight or obese
- Millennial men need some attention
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- Figure 9: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2010-14
- Inflation at the grocery store will impact food choices
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- Figure 10: Consumer price index, May 2010-April 2016
- Canadians could use more guidance
Key Players – What You Need to Know
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- Guiding Canadians to make better food choices
- Popular culture continues to influence our perception of health
- Modern day demands can be taxing
- Leveraging the power of social
What’s Working?
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- Helping customers make better choices
- Embracing diversity in body types
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- Figure 11: Reebok advertisement, “Reebok Women campaign”, 2016
What’s Struggling?
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- Consumers struggle to get a grip on work-life balance
- Too much sitting
- Office workers are at risk
- Inactivity also affects kids
What’s Next?
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- Inspiring action: leveraging power of virtual communities
- Improving the quality of life for the elderly
The Consumer – What You Need to Know
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- Canadians generally see themselves as healthy
- Emotional benefits are motivating Canadians
- Hydration and relaxation are key components to living a healthy lifestyle
- Canadians are divided on how often to eat
- Living a healthy lifestyle requires trade-offs
- Fewer compromises are made in the kitchen
Perceptions of Personal Health
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- Most Canadians give their overall lifestyle a ‘somewhat healthy’ rating
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- Figure 12: Personal health rating, May 2016
- Perception of health increases with age, with change driven by women
- Lifestage impacts women’s satisfaction with themselves
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- Figure 13: Tipping point, by age of female, May 2016
- The LGBT community also less likely to see themselves as healthy
- Marketing efforts need to reflect consumers’ sources of inspiration
- Reflecting realness to inform young women
- Young women need a better definition of health
- Older women want to be able to relate
- Making fruits, vegetables and salads more masculine to engage men
Motivations for Living a Healthy Lifestyle
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- The quest for healthy living stems from feeling good, happiness and longevity
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- Figure 14: Motivators for living a healthy lifestyle, May 2016
- Older Canadians driven by prevention
- Emotional and mental benefits motivate younger women
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- Figure 15: Motivators for living a healthy lifestyle, females 18-24 vs overall population, May 2016
- Prevention as a way of being practical
- Mothers are setting examples for their kids
Individual Attitudes towards Healthy Living
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- People are proud to be healthy
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- Figure 16: Attitudes towards healthy lifestyles, May 2016
- Moms take pride, dads feel informed
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- Figure 17: Attitudes towards healthy lifestyles, by mothers and fathers with children under 18 at home, May 2016
- Interactive platforms may keep moms engaged
- Keeping dads informed with more resources
- Pride and knowledge increases with affluence
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- Figure 18: Attitudes towards healthy lifestyles, by household income, May 2016
Components of a Healthy Lifestyle: Hydration
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- Ready access to water matters to Canadians
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- Figure 19: Attitudes towards hydration, May 2016
- The benefits of staying hydrated – in their words
Components of a Healthy Lifestyle: Relaxation
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- Canadians see relaxation as a key part of a healthy lifestyle
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- Figure 20: Attitudes towards relaxation (any agree), by age, May 2016
- Slowing down to look after one’s mental health – in their words
- Relaxation may be a luxury
- Quebecers less likely to prioritize relaxation
Components of a Healthy Lifestyle: Grazing vs Eating Three Square Meals per Day
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- Younger Canadians prefer to graze
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- Figure 21: Attitudes towards frequency of eating (any agree), by age, May 2016
- Attitudes bode well for foodservice providers
- Grazers will want snacks
- Over-55s will want proper meals
- Quebecers leans more towards full meals
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- Figure 22: Attitudes towards frequency of eating (any agree), Quebec vs overall, May 2016
Barriers to Living a Healthy Lifestyle
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- Living a healthy lifestyle requires trade-offs
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- Figure 23: Attitudes towards barrier statements for living a healthy lifestyle, May 2016
- Younger Canadians more likely to perceive barriers
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- Figure 24: Attitudes towards barrier statements for living a healthy lifestyle (any agree), by age, May 2016
- Food costs may be impacting the perception that healthy living is expensive
- The modern lifestyle may itself be a barrier for younger Canadians
The Food Prep Trade-off: Health vs Convenience
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- Canadians continue to cook when they can
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- Figure 25: Attitudes towards food preparation statements for living a healthy lifestyle, May 2016
- Convenience is expensive – in their words
- Millennial men are willing to make the trade-off
- Convenience is sought when preparing meals
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- Figure 26: Food preparation habits, May 2016
- Ease matters, though requires a trade-off on health – in their words
- Some assistance please – opportunities lie with fathers
On Healthy Living: Canadians vs Americans
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- Canadians hold a more modest view of their lifestyle
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- Figure 27: Personal health rating, Canada vs US, May 2016
- Canadians may have a slightly different focus on what constitutes a healthy lifestyle
- Marketers need to broaden their messages to Canadians
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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