Millenial Canadians Wellness Goals

Part
01
of two
Part
01

Canadian Millennials Wellness Goals

Canadian Millennials have a holistic approach to health and wellness. When they are considering goals and how to achieve them, they will adopt this holistic attitude. Looking to improve their work-life balance and enlisting support from their friends are important factors in achieving health and wellness goals. Mental health is a key aspect of health and well-being for the Canadian Millennial and serves as a motivator for all aspects of a healthy lifestyle.

Adjust Work-Life Balance

  • In a recent survey on health and wellness, 35% of Canadian Millennials said they would adjust their work-life balance to achieve their health and wellness goals. Only 23% of Gen X and 11% of Babyboomers would consider this approach.
  • This is consistent with other research regarding work-life balance and Millennials, which has found the generation prefers to work smarter, not harder, emphasizing their life outside of work. An article discussing Canadian Millennials in the workforce emphasized their investment in the pursuit of an appropriate work-life balance.
  • Millennials have been found in studies to value an appropriate work-life balance over career progression and a meaningful job. Adjusting their work-life balance to achieve health and fitness goals is entirely consistent with this earlier research. In an article discussing Canadian Millennials, it was noted that they do not consider the boundaries between work and life non-negotiable, rather they believe in a more holistic, fluid approach.
  • Work-life balance is a concept that has evolved as more of the Millennial generation have entered the workforce. The incidence of stress is higher among Millennials than any other generation group in Canada, and this generation is aware of the importance of a good work-life balance. On this basis, it is not surprising that such a significant proportion of Millennials would see work-life balance as a part of the journey to health and wellness.
  • A 2015 survey found 53% of Millennials value health and wellness the most in their lives. This was second only to family at 79%. Career came in last, with friends and spirituality also valued higher. Although this was a survey of US Millennials, the culture similarities suggest it is of some relevance to Canadian Millennials.

Find a Friend

  • When starting the journey to achieve their health and wellness goals, Millennials are more likely than any other generation to find a friend to be active with. For 36% of Millennials, this would be a part of the journey to achieving their goals.
  • Turning to a friend, for either advice or support in relation to health and fitness, has been a consistent response in a number of surveys on Millennials. A 2015 survey found 16% of Millennials attributed having a friend to work out with as being key to the success of their health and fitness program. This is compared to 10% of the general population.
  • When adopting a healthy eating plan, the same 2015 survey found that 45% of Millennials look to friends for support, compared to just 32% of the general population.
  • Research has found that the Millennial generation is socially motivated, and this social motivation is often key to achieving health and wellness goals. A recent article written for the Canadian fitness industry emphasized the social aspect of health and fitness for Canadian Millennials, discussing the need to account for this factor when designing fitness spaces.
  • For the Millennial generation, health and wellness is closely aligned to good relationships with friends and family. This generation, more than any previous generation, has a holistic approach to health and wellness.

Improved Mental Health is a Motivator in Starting Health and Wellness Journey

  • One of the key motivators for the Millennial generation in embarking on a health and wellness journey is improved mental health.
  • A recent Canadian survey found 40% of Millennials are motivated by improving their self-confidence to pursue their health and wellness goals. This is compared to 27% of Gen X and 16% of Babyboomers.
  • The same survey found improvements to their daily mood would motivate 39% of Millennials to pursue their health and wellness goals. Only 25% of Gen X and 18% of Babyboomers would be similarly motivated.
  • The Millennial generation has an increased awareness of the importance of mental and emotional health. They are more likely than any other generation to actively pursue good mental health. This attitude by Canadian Millennials to mental health has resulted in a number of employers reevaluating their health plans to incorporate aspects of good mental health so they appeal to Millennial workers.
  • This holistic attitude considers good mental health and well-being a key part of good health in general. Canadian Millennials are shaping healthcare with many providers adapting to incorporate this into corporate programs.
  • One survey found that 68% of Canadian Millennials are at high risk of mental health issues. It was noted in a follow-up study the importance that this population group places on mental health, as well as their openness and awareness. It is entirely consistent, against this background, that the opportunity to improve aspects of their mental health would motivate Canadian Millennials to embark on a health and wellness journey.

Joining a Gym or Taking Up a Sport

  • When considering the path to achieving their health and wellness goals joining a gym or taking up a sport were popular choices for Canadian Millennials.
  • 24% of Canadian Millennials would purchase a gym membership, compared to 19% of Gen X and 13% of Babyboomers in order to achieve their health goals.
  • Similarly, 23% of Canadian Millennials would take up a sport to achieve their health goals. This is compared to 16% of Gen X and 6% of Babyboomers.
  • Participation levels in sports among the Canadian Millennial population are consistent with this finding. A 2015 survey found between 23 and 43% of Canadian Millennials had actively participated in sports over the previous 12 months.
  • An increasing numbers of employers in Canada are adapting the health programs they offer employees to incorporate the needs of the Millennial population, with membership to gyms or fitness clubs becoming increasingly popular. Other employers are providing fitness subsidies to cater for individual preferences.
  • When considering a fitness environment Canadian Millennials see fitness as a part of their lifestyle, preferring a social exercise environment where they can engage with and receive support from their peers. The Millennial focus toward experiences means fitness organizations or clubs that offer a novel, entertaining or inspirational program are more likely to appeal to the Canadian Millennial.

Research Strategy

We searched a range of industry publications, health publications, and media reports to establish an overview of Canadian Millennials and their attitudes toward health and wellness goals. We were able to locate a survey completed by IPOPs that provided some key insights and metrics. This was used as the basis for further research. We selected four of the key insights from the survey and researched them individually using the aforementioned sources to provide a comprehensive overview of each insight.

A lot of the research around Millennials is not specific to Canada. In order to determine some key attributes of this generation group, we have relied on a couple of US studies and surveys. The cultural similarities between Canadians and Americans mean that this research is able to be applied to both populations. Where we have relied on this type of data we have corroborated it with information and data from Canadian research that supports the findings being applied to the Canadian population group.
Part
02
of two
Part
02

Canadian Millennials Wellness Goals Part II

A study from Pearl Strategy regarding Canadians’ perspective on health and wellness found that Canadian millennials are primarily concerned with healthier food alternatives, sleeping and relaxation, health and beauty products, exercise and fitness services, and health insurance. Among these needs, we found that there is a growing trend with specialty teas and Canadian millennials buying these teas for health and wellness benefits such as relaxation sleep. Furthermore, we found a growing trend about Canadian millennials trying plant-based proteins.

Specialty Teas

  • A report from Ipsos stated that 79% of Canadians are not sleeping easy even if they follow a bedtime routine. Furthermore, the report states that 32%, or one in three millennials, take more than 30 minutes to fall asleep.
  • Additionally, millennials drink a cup of tea before they sleep (22% vs. 14% of the overall Canadian population).
  • As per the Tea and Herbal Association of Canada, Canadian millennials are considered to be the fastest-growing segment of tea purchasers.
  • They like to try new tea leaves and flavors, but overall, they prefer specialty tea. The demographic accounts for more than half (64.4%) of specialty tea sales, roughly at $145 million in 2017.
  • Those 12 to 24 years old mostly enjoy specialty teas (42% for 12-17 years old and 40% for 18 to 24 years old).
  • Additionally, millennials find that tea is associated with overall better health. They also claim that it helps them relax, sleep, and combat anxiety.
  • Furthermore, they enjoy the culture that follows it and that they are willing to spend more for specialty teas.

Additional Information

Plant-based Protein Foods

  • Canadian millennials show an optimistic outlook for plant-based protein foods.
  • As stated by Huffington Post Canada, Canadian millennials are leading the way for healthy diets.
  • Among the emerging food trends that Canadian millennials enjoy are plant-based protein foods.
  • Most Canadian millennials stated that they are willing to consume plant-based protein foods again after trying (86% compared to plant-based dairy with 78%)
  • Moreover, as per BNN Bloomberg, the younger Canadian demographic (18 to 34 years old) has tried more plant-based meat alternatives than other age groups, with 70% of the age group stating that the “demand is here to stay.
  • Experts also state that plant-based protein foods can be a real trend in Canada, with millennials and Gen-Zers leading the way.

Research Strategy

The research team started the search by looking for publicly available trends regarding the health and wellness products/services used by Canadian Millennials. During the search, we were not able to find any directly stated trends regarding the given topic. However, we were able to find a survey conducted by Pearl Strategy regarding the needs of Canadian millennials when it comes to health and wellness. Additionally, we were able to find a couple of articles from Fast Company, Forbes, Stella Rising, and others about trends in the growing health and wellness space. Although most of the trends discussed in the articles were directed toward the US, it is still valuable information for the desired demographic, as it helped direct and streamline our approach.

The team then decided to look into the trends mentioned above and see if the same trends of health and wellness products/services apply to Canadian millennials. Primarily, the main trends that were common with the articles mentioned above that were applicable to the needs of Canadian millennials (as per the Canadian-based research conducted by Pearl Research) are healthier food alternatives, sleep-based products (supplements, applications, and others), health and beauty products, exercise and fitness services, and health insurance. The research team looked into each of the stated trends in various media and business research sites to see which of the trends are most applicable to the given demographic. The team hypothesized that health and wellness products or services that cater to these needs would yield a significant chance of becoming a trend, as most Canadian millennial consumers would gravitate in consuming products that would satisfy their needs.

A post from Huffington Post Canada confirmed that millennials in Canada are leading the way for a healthy diet and that they enjoy “back-to-basic foods that taste good.” Moreover, we found an article that stated plant-based proteins, plant-based dairy, and turmeric spiced food and beverages are trending for Canadian millennials. We decided to look specifically for these trends and see if there are products that are marketed as health and wellness products, and if the majority of Canadian Millennials consume the product.

We were able to find various articles regarding the topic, but the topics were mostly about the recent growth of the product and the perspective of Canadian Millennials towards it. Although it is a trend that is discussed by experts, there was no data we could use to derive that a trend from, as the topics only state Canadian millennials whether they have tried it and if they are willing to try it again.

The research team then decided to look into health and wellness products that Canadian millennials use for relaxation and sleep. A study from IPSOS confirmed that Canadian millennials do not get enough sleep through the night. Additionally, during this search, we also found that Canadian millennials use tea as a way to relax and help with sleep Individually, Canadian millennials are considered to be the primary consumers of specialty teas within the region, and that most of them are willing to pay more for this particular product. Moreover, most Canadian millennials stated that they usually consume tea for health and wellness benefits such as relaxation and sleep.

We then looked into the various health and wellness products or services that Canadian millennials consume when it comes to their need for exercise. The team found a report from IBIS World that provided a comprehensive report regarding the gym, health, and fitness clubs in Canada. However, the report was locked behind a paywall. Statista provided a report on the overall fitness market in Canada, but nothing was stated about the primary drivers of the market or anything about Canadian millennials. We then decided to look into the various categories of fitness, such as meditation and yoga, to see if the demographics have some preferred products or services regarding these defined categories. However, the only information we found was statistics regarding yoga in the US. As there was a lack of information regarding this topic, we decided to look into the other needs and see if we can find other trends.

We then decided to look into trending products regarding the beauty and health category in Canada. The team concentrated on products that Canadian millennials found most appealing. However, the search only led to various statistics regarding the millennials and beauty products in general, and nothing specific to the given demographic.

Lastly, the team decided to look into health insurance products in Canada. We were specific on this search as not all health insurance products were related to health and wellness. The team decided to look for health insurance products that help promote and cater to at least some of the needs dictated earlier, to make the search more streamlined. During the search, we found an article from Manulife that discussed how millennials are transforming healthcare, but we could not find any data for the given demographic. We also found an article that discussed the future of Canadian healthcare, but we could not derive a trend from the given information.

The research team then looked into various media and research sites dedicated to millennials such as Millennial Marketing, 21 Mill, and others, to see what kind of products Canadian Millennials find appealing in the health and wellness space. The team hypothesized that by looking into the articles from these sources, we might be able to use data that could help triangulate a trend. However, the sources only provided very few articles and insights regarding the market, and there was nothing specific to the given demographic.

The team then decided to look into the Canadian health and wellness space and its products in general, to see if we can derive a trend that can be dedicated to Canadian millennials. We found an article from Business Wire that talked about the new consumer trends in Canada, but there was barely any information regarding Canadian millennials and their preferred health and wellness products. Olympia Benefits talked about a Wellness Spending Account in their article, which the team decided to look into, but the only information we found was an article from Dent Benefits Consulting regarding what is a Wellness Spending Account. We were not able to find any data regarding the topic to derive a trend. After the exhaustive search, the team concluded that information regarding other top trends in health and wellness products/services that Canadian millennials use could not be found.
Sources
Sources

From Part 02