Health/Wellness Products - Demographics
The average demographic profile of Canadian consumers in the health and wellness market is a white woman between the ages of 37 and 51, with an after-tax income of over $76,275, and married with children.
- 43% of adult men and 55% of adult women in Canada reported trouble going to sleep or staying asleep. Therefore, sleeping is one of the major verticals in the health/wellness products market in Canada.
- Boomers and Gen Xers put a larger emphasis on aging well, as well as avoiding injury and illness.
- Millennials are more interested in exercising more, while Millennials with kids are even more focused on improving their sleep.
- Gen Xers (37-51 years of age) state to be less satisfied compared to other generational segments in terms of their overall health and wellness.
- Millennials rate researching health information, monitoring sleep habits, buying health insurance, and visiting health and wellness professionals
- When it comes to healthy foods and products, women are more likely to purchase health and wellness products and be interested in them. Overall, women are less satisfied than men with their health and fitness level.
- Men prioritize avoiding injury and illness while women want to avoid stress.
- Married women with children are the biggest demographic bracket regarding health and wellness products in Canada, with 60% of married women with children in Canada stating they are actively involved in researching and purchasing health and wellness products.
- The most common (65.2%) group of users of health and wellness products in Canada are married or co-habitating.
- The rising disposable income levels are considered to be the health and wellness industry's biggest drivers.
- Overall, spending on wellness and health products is generally associated with higher income levels.
- The average well-being threshold spend for the after-tax median family income is approximately $76,275.
- When it comes to non-white bracket of Canadian consumers, 22% of ethnic consumers say natural ingredients influence their purchase decisions. This is followed by products without artificial ingredients (19%).
- Ethnic consumers see the fresh food category as the most import to include natural ingredients. 31% of ethnic consumers state natural ingredients are a factor in purchase decisions, compared with 26% of white consumers in Canada.
- Immigrants to Canada are more likely to be interested in and buy health and wellness products as they tend to be more health-conscious.