Table of Contents
Introduction
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- Methodology
- Abbreviations
Executive Summary
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- Demographic overview
- Over half of Canadians are overweight/obese, with consumption of fruit and vegetables having levelled off
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- Figure 1: Body mass index, overweight or obese, self-reported, 18+, 2009-13
- The consumer
- Most Canadians believe they are healthy
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- 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
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- Figure 3: Important factors for a healthy lifestyle, May 2014
- Many Canadians participate in health activities on a regular basis
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- Figure 4: Frequency of participating in lifestyle activities, May 2014
- Most Canadians understand the importance of healthy living
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- 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
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- 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
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- Trend: Second Skin
- Trend: Mood To Order
- Trend: Slow It All Down
Demographic Overview
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- Key points
- Canada’s population is expected to age in the coming years
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- Figure 6: Projected trends in the age structure of the Canada population, 2014-19
- Life expectancy continues to rise
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- Figure 7: Trends in Canadian life expectancy, by gender, 1991-2012
- Over half of Canadians are overweight or obese
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- Figure 8: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2009-13
- One in five Canadians smoke
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- Figure 9: Canadians 20+ who reported being current smokers, 2009-13
- Canadian fruit and vegetable consumption flatlines
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- Figure 10: Recommended number of food guide servings per day in Canada
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- 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?
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- Key points
- Food and drink brands look to broaden their appeal
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- 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
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- Figure 13: Percentage to total of food and drink launches in Canada, by specific claim, 2010-14
- Private labels up their ‘healthier’ NPD activity
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- 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
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- 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
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- Key points
- ParticipACTION is still a central force in creating fitness awareness
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- 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
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- Key points
- Canadians generally believe they are leading healthy lives
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- Figure 17: Canadians’ perceived health, May 2014
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- 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
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- 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
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- Key points
- Exercise and balanced diet are key for a healthy lifestyle
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- Figure 20: Important factors for a healthy lifestyle, May 2014
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- 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
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- Figure 22: Important factors for a healthy lifestyle by age, May 2014
- Disposable income can help in maintaining a healthy lifestyle
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- Figure 23: Important factors for a healthy lifestyle by household income, May 2014
- Perceived health has little effect on associated factors
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- Figure 24: Important factors for a healthy lifestyle by perceived health, May 2014
The Consumer – Barriers to Being Healthier
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- Key points
- Lack of motivation is the main barrier for improving one’s health
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- Figure 25: Main barriers to being healthier, May 2014
- A lack of spare time is also an issue
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- 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
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- Key points
- Three quarters of Canadians eat homemade meals and fruit and vegetables at least once a day
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- Figure 27: Frequency of participating in lifestyle activities, May 2014
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- 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
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- Figure 29: Frequency of participating in ‘unhealthy’ lifestyle activities, May 2014
The Consumer – Wearable Tech and App Usage
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- Key points
- Low use but high interest in apps/wearable technology
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- Figure 30: Wearable technology and app usage, May 2014
- Women are more engaged with wearable tech and online tools
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- 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
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- 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
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- Key points
- Summary of healthy lifestyles attitudes
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- Figure 33: Attitudes towards healthy lifestyles, May 2014
- Most Canadians understand the importance of maintaining a balanced diet
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- Figure 34: Attitudes towards diet, May 2014
- Work-life balance is important to many Canadians
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- Figure 35: Attitudes towards work-life balance, May 2014
- Canadians try to maintain a healthy lifestyle, but need to work at it
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- Figure 36: Attitudes towards health, May 2014
- Exercise is an important part of 53% of Canadians’ lives
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- Figure 37: Attitudes towards exercise/being active, May 2014
The Consumer – Healthy Lifestyles and Chinese Canadians
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- Key points
- Chinese Canadians are most likely to see themselves as healthy
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- 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
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- Figure 39: Attitudes towards health (top-two box agreement) – Overall vs Chinese Canadians, May 2014
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- 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
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- Figure 41: Main barriers to being healthier – Overall vs Chinese Canadians, May 2014
The Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 42: Target groups, May 2014
- Disengaged (27%)
- Enthusiasts (26%)
- Sensible Adults (24%)
- Conflicted Indulgers (23%)
Appendix – The Consumer – Personal Health Rating
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- Figure 43: Personal health rating, May 2014
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- Figure 44: Personal health rating – ‘I consider my lifestyle to be…’, by demographics, May 2014
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Appendix – The Consumer – Barriers to Being Healthier
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- Figure 45: Main barriers to being healthier, May 2014
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- Figure 46: Main barriers to being healthier, by demographics, May 2014
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- Figure 47: Other barriers to being healthier, by demographics, May 2014
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Appendix – The Consumer – Frequency of Health Related Activities
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- Figure 48: Frequency of health related activities, May 2014
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- Figure 49: Frequency of health related activities – Eat homemade meals, by demographics, May 2014
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- Figure 50: Frequency of health related activities – Eat fruit and vegetables, by demographics, May 2014
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- Figure 51: Frequency of health related activities – Take time to relax and unwind, by demographics, May 2014
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- Figure 52: Frequency of health related activities – Spend time on hobbies, by demographics, May 2014
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- Figure 53: Frequency of health related activities – Exercise, by demographics, May 2014
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- Figure 54: Frequency of health related activities – Taken vitamins or supplements, by demographics, May 2014
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- Figure 55: Frequency of health related activities – Eat junk food, by demographics, May 2014
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- Figure 56: Frequency of health related activities – Feel particularly stressed, by demographics, May 2014
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- Figure 57: Frequency of health related activities – Drink alcohol, by demographics, May 2014
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- Figure 58: Frequency of health related activities – Work long hours, by demographics, May 2014
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- Figure 59: Frequency of health related activities – Skip meals, by demographics, May 2014
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- Figure 60: Frequency of health related activities – Smoke cigarettes, by demographics, May 2014
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Appendix – The Consumer – Factors Important For a Healthy Lifestyle
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- Figure 61: Important factors for a healthy lifestyle, May 2014
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- Figure 62: Most important factors for a healthy lifestyle, by demographics, May 2014
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- Figure 63: Next most important factors for a healthy lifestyle, by demographics, May 2014
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- Figure 64: Other important factors for a healthy lifestyle (continued), by demographics, May 2014
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Appendix – The Consumer – Wearable Tech and App Usage
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- Figure 65: Technology usage, May 2014
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- Figure 66: Technology usage – Mobile/tablet app where I can store daily calorie intake^, by demographics, May 2014
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- Figure 67: Technology usage – Mobile/tablet app to track my activity levels^, by demographics, May 2014
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- Figure 68: Technology usage – Mobile/tablet app with healthy recipes and advice^, by demographics, May 2014
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- Figure 69: Technology usage – Wearable device that counts steps and tracks sleep, by demographics, May 2014
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- Figure 70: Technology usage – Wearable device that tracks heart rate, blood pressure and movement, by demographics, May 2014
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- Figure 71: Technology usage – Mobile/tablet app that suggests healthier food/drink alternatives by scanning the barcode^, by demographics, May 2014
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- Figure 72: Technology usage – Mobile/tablet app that helps with stress reduction^, by demographics, May 2014
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- Figure 73: Technology usage – Smart watch with fitness functionality, by demographics, May 2014
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Appendix – The Consumer – Attitudes Towards Healthy Lifestyles
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- Figure 74: Healthy lifestyle attitudes, May 2014
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – The Consumer – Healthy Lifestyles and Chinese Canadians
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- Figure 81: Selected demographics by total population against Chinese Canadians, May 2014
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Appendix – The Consumer – Target Groups
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- Figure 82: Target groups, May 2014
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- Figure 83: Target groups, by demographics, May 2014
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- Figure 84: Personal health rating, by target groups, May 2014
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- Figure 85: Main barriers to being healthier, by target groups, May 2014
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- Figure 86: Frequency of health related activities, by target groups, May 2014
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- Figure 87: Important factors for a healthy lifestyle, by target groups, May 2014
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- Figure 88: Technology usage, by target groups, May 2014
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- Figure 89: Healthy lifestyle attitudes, by target groups, May 2014
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