Table of Contents
Executive Summary
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- The issues
- Most Canadians don’t feel in control of their wellbeing
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- Figure 1: Satisfaction with and control over wellbeing, March 2019
- Self-motivation may develop from logistical challenges, resulting in self-blame
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- Figure 2: Barriers limiting ability to achieve ideal level of wellness, by age, March 2019
- Community matters: friends/family aren’t credible, but are motivating
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- Figure 3: Credibility and motivation of health sources, March 2019
- The opportunities
- A good time for outside categories to show how offerings can help with stress
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- Figure 4: Health concerns experienced in past year, March 2019
- Ironically, promoting ‘multitasking’ may help Canadians relax
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- Figure 5: Emphasis placed on wellness areas, March 2019
- Go old school with Gen Z women and encourage in-person connections
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- Figure 6: Mental health concerns experienced in past year, women aged 18-24 vs overall, March 2019
- What it means
The Market – What You Need to Know
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- Time and money are two stressors that aren’t easing up
- Demographic shifts impact health issues and priorities
Market Factors
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- Being time-pressed is a real issue
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- Figure 7: Areas impacted on work days, January 2019
- Softening confidence in financial situation will impact stress levels
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- Figure 8: Perception of financial health, January/February 2016-19
- Demographic shifts impacting the face of the nation
- Immigration will drive a shift in health concerns
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- Figure 9: Population growth, 1986/87-2016/17
- An aging population means a need to frame wellness accordingly
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- Figure 10: Population aged 0-14 and 65+, as of July 1, 1995-2035*
Key Players – What You Need to Know
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- More categories are participating in the wellness conversation
- On-demand options are gaining traction
- Home is where the heart is… maybe
- Wearable tech continues on its mediocre trajectory despite potential
- Tech will support much of what we see in the future
What’s Gaining Momentum?
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- The spotlight on all areas of wellness keeps growing
- Wellness from multiple angles, starring IKEA
- There’s more to eating than just nourishment, starring President’s Choice
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- Figure 11: #EatTogether 2017, December 2016
- Figure 12: #EatTogether 2018, December 2017
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- Figure 13: #EatTogether 2019, December 2018
- Mindfulness is centre stage: Headspace is everywhere
- The sleep category awakening
- Hospitality sector makes sleep a priority
- Leisure and entertainment activities now feature sleep
- More sleep/nap destinations are popping up
- Home-based on-demand products are becoming more popular
What’s Losing Steam?
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- Home may no longer be the ‘reset’ zone it once was
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- Figure 14: Perception of work-life balance, January 2019
- Detachment means a need for more mental health support
- Virtual connections may count for more
- Wearable tech still hasn’t gained much traction for health monitoring
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- Figure 15: Attitudes towards using tech to monitor health, March 2019
- Good potential lies with getting the attention of Gen X and Boomer women
What’s Next?
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- More digital access to health-related professionals on the horizon
- More smart products supporting wellness goals to come
- Smart products will get smarter and provide more guidance
- Global services will inspire the Canadian marketplace: CBD-focused services
- CBD facials in LA: Heyday
- Cannabliss classes in London
- New platforms are set to disrupt caregiving
- Touch Care: using human body communications to assist daily living
- Providing free rides to seniors: spotlight on Lyft
- More robot caregivers to support
- New arrangements are opening up avenues for companionship
The Consumer – What You Need to Know
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- Most Canadians see their lifestyle as ‘somewhat healthy’
- Stress is as commonly experienced as common illnesses like a cold
- Canadians want a break to get some rest/sleep
- Few feel in control of their wellbeing
- What’s credible isn’t necessarily motivating when it comes to resources
Perception of Overall Lifestyle
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- The bulk of Canadians rate their lifestyle as ‘somewhat healthy’
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- Figure 16: Perceived healthiness of lifestyle, March 2019
- Some guidance will be welcomed by consumers
- Tangible encouragements will resonate with physically active Gen Z men
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- Figure 17: Rate overall lifestyle as ‘very healthy’, men aged 18-24 vs overall, March 2019
- Busy-ness is contributing to a ‘somewhat healthy’ perspective for moms
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- Figure 18: Rate overall lifestyle as ‘somewhat healthy’, moms with under-18s at home vs overall, March 2019
- Consider rewarding moms for what they are already doing
- Satisfaction leads Chinese Canadians to rate their lifestyle as ‘somewhat healthy’
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- Figure 19: Rate overall lifestyle as ‘somewhat healthy’, Chinese Canadians vs overall, March 2019
- Consider focusing on the functional aspects
Health Concerns
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- Canadians deal with stress as often as common illnesses like a cold
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- Figure 20: Health concerns experienced in past year, March 2019
- Consider emphasizing how time savers can open the door for some mental enjoyment
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- Figure 21: McCafé Mobile Order and Pay | Singing, March 2019
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- Figure 22: PC Express – The Talk 30sec, May 2019
- Figure 23: PC Express – Drama 30sec, May 2019
- Tactical experiences are sought for stress relief
- Anxiety is an issue for the already busy segment of moms
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- Figure 24: Experienced anxiety in past year, mothers with under-18s at home vs overall, March 2019
- Gen Z women: highly connected and more likely to experience mental health issues
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- Figure 25: Mental health concerns experienced in past year, women aged 18-24 vs overall, March 2019
- In-person social gatherings are an opportunity to appeal to the segment
- Financial wellness directly relates to mental wellness
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- Figure 26: Mental health concerns experienced in past year, by perceived financial health, March 2019
- Financial institutions are well positioned to help address the stigma
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- Figure 27: Money Talks Story #1 – Sophia + Imran, December 2018
- Figure 28: Money Talks Story #2 – Alyssa + Keith, December 2018
Wellness Priorities
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- Quality rest/sleep is the top area Canadians are focused on
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- Figure 29: Emphasis placed on wellness areas, March 2019
- Consider layering on rest and relaxation to existing activities
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- Figure 30: Play Great Games Together – Nintendo Switch, May 2018
- More info please: Gen X and Boomer women have a more holistic mindset
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- Figure 31: Emphasis placed on wellness areas, women aged 45+ vs overall, March 2019
- Chinese Canadians appear more apathetic, point out the functional benefits
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- Figure 32: Emphasis placed on select areas of wellness, Chinese Canadians vs overall, March 2019
Satisfaction and Control of Wellbeing
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- Those who feel satisfied with or in control of their wellbeing are in the minority
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- Figure 33: Satisfaction with and control over wellbeing, March 2019
- Seniors have the ‘healthiest’ outlook on their wellbeing
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- Figure 34: Satisfaction with and control over wellbeing, under-65s vs over-65s, March 2019
- Showcase that modern health management isn’t a fad
- Responsibilities weigh down satisfaction amongst women under 55
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- Figure 35: Satisfaction with over wellbeing, women aged 55 or younger vs overall, March 2019
- Give them credit for what they’re doing and room to love themselves
- Chinese Canadians more inclined to be satisfied with wellbeing
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- Figure 36: Satisfaction with and control over wellbeing, Chinese Canadians vs overall, March 2019
Health Sources
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- Credible information sources aren’t necessarily motivating
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- Figure 37: Credibility, motivation and usage of health sources, March 2019
- Calling on specialists’ expertise could bring more traffic in-store and online
- Build the community and they will come
- Parents are interested in connecting with professionals digitally
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- Figure 38: ‘I am interested in connecting with healthcare professionals online/virtually’ (% agree), parents with under-18s at home vs overall, March 2019
Barriers to Achieving Ideal Level of Wellness
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- Lifestage plays a role in challenges faced, position products accordingly
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- Figure 39: Barriers limiting ability to achieve ideal level of wellness, by age, March 2019
- Parents with under-5s: is the issue really motivation or is it logistics?
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- Figure 40: Barriers limiting ability to achieve ideal level of wellness (select), parents with under-5s vs overall, March 2019
- Preparing for the new lifestage means ensuring that all parties are set up for success
- Seniors may be working with a more specific ‘ideal’
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- Figure 41: Barriers limiting ability to achieve ideal level of wellness (select), under-65s vs over-65s, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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