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Healthy Lifestyles - Canada - July 2014

Published By :

Mintel

Published Date : Jul 2014

Category :

Lifestyle

No. of Pages : 213 Pages

Providing incentives like free gym trials, online tools/apps, more affordable options for wearable tech and athletic gear, and increased well-being education could be avenues for both companies and health organizations which are looking to appeal to less affluent Canadians who would like to lead a healthier lifestyle.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Demographic overview
Over half of Canadians are overweight/obese, with consumption of fruit and vegetables having levelled off
Figure 1: Body mass index, overweight or obese, self-reported, 18+, 2009-13
The consumer
Most Canadians believe they are healthy
Figure 2: Canadians’ perceived health, May 2014
Lack of motivation and time are the main barriers to being healthier
Exercise, a balance diet, and sleep are key factors for healthy living
Figure 3: Important factors for a healthy lifestyle, May 2014
Many Canadians participate in health activities on a regular basis
Figure 4: Frequency of participating in lifestyle activities, May 2014
Most Canadians understand the importance of healthy living
Figure 5: Attitudes towards healthy lifestyles, May 2014
Canadians are interested in apps/wearable technology, but currently exhibit low usage
What we think

Issues and Insights

Women are driving healthy living in Canada
The facts
The implications
Improving healthy lifestyles among less affluent Canadians
The facts
The implications
Improving uptake of wearable technology
The facts
The implications
Helping Canadians understand the difference between health and fitness
The facts
The implications

Trend Application

Trend: Second Skin
Trend: Mood To Order
Trend: Slow It All Down

Demographic Overview

Key points
Canada’s population is expected to age in the coming years
Figure 6: Projected trends in the age structure of the Canada population, 2014-19
Life expectancy continues to rise
Figure 7: Trends in Canadian life expectancy, by gender, 1991-2012
Over half of Canadians are overweight or obese
Figure 8: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2009-13
One in five Canadians smoke
Figure 9: Canadians 20+ who reported being current smokers, 2009-13
Canadian fruit and vegetable consumption flatlines
Figure 10: Recommended number of food guide servings per day in Canada
Figure 11: Share of Canadians who eat five or more fruit and vegetable portions per day, 2001-13
Physical activity on the rise

Who’s Innovating?

Key points
Food and drink brands look to broaden their appeal
Figure 12: Percentage to total of food and drink launches in Canada, by claim category, 2010-14
Kosher reinforces its position as the go-to claim
Figure 13: Percentage to total of food and drink launches in Canada, by specific claim, 2010-14
Private labels up their ‘healthier’ NPD activity
Figure 14: Food and drink NPD with a ‘minus’ claim, branded vs private label in Canada, 2010-14
Vitamins and capsule formats become more diverse
Figure 15: Percentage to total of vitamins and dietary supplements launches, by format, 2010-14*
Selection of other miscellaneous interesting ‘healthy’ launches

Canadian Fitness Campaigns & Advertising

Key points
ParticipACTION is still a central force in creating fitness awareness
Figure 16: Recent ParticipACTION campaigns
Other programs are making attempts to boost health levels in Canada
Canadian retailers playing small role in nation’s healthy lifestyle goals

The Consumer – Canadians’ Personal Health Rating

Key points
Canadians generally believe they are leading healthy lives
Figure 17: Canadians’ perceived health, May 2014
Figure 18: Perceptions of personal health as ‘healthy’ among Canadians, by gender, age, and household income, May 2014
British Columbians are most likely to believe they are healthy
Figure 19: Perceived personal Health rating (top-two box) by province, May 2014
Lack of motivation is fuelling unhealthy Canadians

The Consumer – Important Factors for a Healthy Lifestyle

Key points
Exercise and balanced diet are key for a healthy lifestyle
Figure 20: Important factors for a healthy lifestyle, May 2014
Figure 21: Important factors for a healthy lifestyle by gender, May 2014
25-34s least likely to associate not smoking or low consumption levels of alcohol with a healthy lifestyle
Figure 22: Important factors for a healthy lifestyle by age, May 2014
Disposable income can help in maintaining a healthy lifestyle
Figure 23: Important factors for a healthy lifestyle by household income, May 2014
Perceived health has little effect on associated factors
Figure 24: Important factors for a healthy lifestyle by perceived health, May 2014

The Consumer – Barriers to Being Healthier

Key points
Lack of motivation is the main barrier for improving one’s health
Figure 25: Main barriers to being healthier, May 2014
A lack of spare time is also an issue
Figure 26: Lack of motivation and spare time barriers by household income, May 2014
Lack of money is a barrier for a quarter
Other barriers only garner limited response

The Consumer – Frequency of Health Related Activities

Key points
Three quarters of Canadians eat homemade meals and fruit and vegetables at least once a day
Figure 27: Frequency of participating in lifestyle activities, May 2014
Figure 28: eating homemade meals and fruit and vegetables daily by household income, May 2014
Some 44% of Canadians eat vitamins and/or supplements at least once a day
Some 43% of Canadians take time to relax and unwind at least once a day
The majority of Canadians exercise at least once a week
Canadians are doing an adequate job at staying away from unhealthy activities
Figure 29: Frequency of participating in ‘unhealthy’ lifestyle activities, May 2014

The Consumer – Wearable Tech and App Usage

Key points
Low use but high interest in apps/wearable technology
Figure 30: Wearable technology and app usage, May 2014
Women are more engaged with wearable tech and online tools
Figure 31: Significant difference for interest and current usage of wearable technology and apps, by gender, May 2014
Scope for growth based on interest levels
Figure 32: Interest in wearable technology devices and mobile apps that help you track your activities, by age, May 2014

The Consumer – Attitudes Towards Healthy Lifestyles

Key points
Summary of healthy lifestyles attitudes
Figure 33: Attitudes towards healthy lifestyles, May 2014
Most Canadians understand the importance of maintaining a balanced diet
Figure 34: Attitudes towards diet, May 2014
Work-life balance is important to many Canadians
Figure 35: Attitudes towards work-life balance, May 2014
Canadians try to maintain a healthy lifestyle, but need to work at it
Figure 36: Attitudes towards health, May 2014
Exercise is an important part of 53% of Canadians’ lives
Figure 37: Attitudes towards exercise/being active, May 2014

The Consumer – Healthy Lifestyles and Chinese Canadians

Key points
Chinese Canadians are most likely to see themselves as healthy
Figure 38: Canadians’ perceived health – Overall vs Chinese Canadians, May 2014
Maintaining a healthy lifestyle is less about food and more about fitness, among Chinese Canadians
Figure 39: Attitudes towards health (top-two box agreement) – Overall vs Chinese Canadians, May 2014
Figure 40: Frequency of participating in lifestyle activities – Overall vs Chinese Canadians, May 2014
Spare time is at more of a premium in the Canadian Chinese Community
Figure 41: Main barriers to being healthier – Overall vs Chinese Canadians, May 2014

The Consumer – Target Groups

Key points
Four target groups
Figure 42: Target groups, May 2014
Disengaged (27%)
Enthusiasts (26%)
Sensible Adults (24%)
Conflicted Indulgers (23%)

Appendix – The Consumer – Personal Health Rating

Figure 43: Personal health rating, May 2014
Figure 44: Personal health rating – ‘I consider my lifestyle to be…’, by demographics, May 2014

Appendix – The Consumer – Barriers to Being Healthier

Figure 45: Main barriers to being healthier, May 2014
Figure 46: Main barriers to being healthier, by demographics, May 2014
Figure 47: Other barriers to being healthier, by demographics, May 2014

Appendix – The Consumer – Frequency of Health Related Activities

Figure 48: Frequency of health related activities, May 2014
Figure 49: Frequency of health related activities – Eat homemade meals, by demographics, May 2014
Figure 50: Frequency of health related activities – Eat fruit and vegetables, by demographics, May 2014
Figure 51: Frequency of health related activities – Take time to relax and unwind, by demographics, May 2014
Figure 52: Frequency of health related activities – Spend time on hobbies, by demographics, May 2014
Figure 53: Frequency of health related activities – Exercise, by demographics, May 2014
Figure 54: Frequency of health related activities – Taken vitamins or supplements, by demographics, May 2014
Figure 55: Frequency of health related activities – Eat junk food, by demographics, May 2014
Figure 56: Frequency of health related activities – Feel particularly stressed, by demographics, May 2014
Figure 57: Frequency of health related activities – Drink alcohol, by demographics, May 2014
Figure 58: Frequency of health related activities – Work long hours, by demographics, May 2014
Figure 59: Frequency of health related activities – Skip meals, by demographics, May 2014
Figure 60: Frequency of health related activities – Smoke cigarettes, by demographics, May 2014

Appendix – The Consumer – Factors Important For a Healthy Lifestyle

Figure 61: Important factors for a healthy lifestyle, May 2014
Figure 62: Most important factors for a healthy lifestyle, by demographics, May 2014
Figure 63: Next most important factors for a healthy lifestyle, by demographics, May 2014
Figure 64: Other important factors for a healthy lifestyle (continued), by demographics, May 2014

Appendix – The Consumer – Wearable Tech and App Usage

Figure 65: Technology usage, May 2014
Figure 66: Technology usage – Mobile/tablet app where I can store daily calorie intake^, by demographics, May 2014
Figure 67: Technology usage – Mobile/tablet app to track my activity levels^, by demographics, May 2014
Figure 68: Technology usage – Mobile/tablet app with healthy recipes and advice^, by demographics, May 2014
Figure 69: Technology usage – Wearable device that counts steps and tracks sleep, by demographics, May 2014
Figure 70: Technology usage – Wearable device that tracks heart rate, blood pressure and movement, by demographics, May 2014
Figure 71: Technology usage – Mobile/tablet app that suggests healthier food/drink alternatives by scanning the barcode^, by demographics, May 2014
Figure 72: Technology usage – Mobile/tablet app that helps with stress reduction^, by demographics, May 2014
Figure 73: Technology usage – Smart watch with fitness functionality, by demographics, May 2014

Appendix – The Consumer – Attitudes Towards Healthy Lifestyles

Figure 74: Healthy lifestyle attitudes, May 2014
Figure 75: Agreement with the statements ‘My overall health depends on eating well’ and ‘It is important to have regular medical check-ups even if I am not ill’ by demographics, May 2014
Figure 76: Agreement with the statements ‘How I spend my time is more important than the money I make’ and ‘It is worth paying more for products that help improve my health’, by demographics, May 2014
Figure 77: Agreement with the statements ‘I am better informed about nutrition than the average person’ and ‘Exercise is an important part of my life’, by demographics, May 2014
Figure 78: Agreement with the statements ‘I often try to eat smaller portions’ and ’Low-fat foods are an important part of my regular diet’, by demographics, May 2014
Figure 79: Agreement with the statements ’Even though I do not enjoy working out, I do it because it is good for me’ and ‘I feel like I have less leisure time because of more challenging work tasks these days’, by demographics, May 2014
Figure 80: Agreement with the statements ‘I live an active lifestyle so I do not feel like I need to devote much time to exercise’ and ‘I am willing to sacrifice time with my family in order to have a better career’ by demographics, May 2014

Appendix – The Consumer – Healthy Lifestyles and Chinese Canadians

Figure 81: Selected demographics by total population against Chinese Canadians, May 2014

Appendix – The Consumer – Target Groups

Figure 82: Target groups, May 2014
Figure 83: Target groups, by demographics, May 2014
Figure 84: Personal health rating, by target groups, May 2014
Figure 85: Main barriers to being healthier, by target groups, May 2014
Figure 86: Frequency of health related activities, by target groups, May 2014
Figure 87: Important factors for a healthy lifestyle, by target groups, May 2014
Figure 88: Technology usage, by target groups, May 2014
Figure 89: Healthy lifestyle attitudes, by target groups, May 2014

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