Demographics

• Gen Z and millennials focus on anxiety as a mainstream issue (Google searches have tripled in the last 10 years on the subject of anxiety). CBD is a major product of interest in the market.
• While more than 80% of Canadians report being not completely satisfied with their health, men were more satisfied than women.
• Men also use health and wellness products to prioritize preventing injury & illness, while women want to avoid stress.
• Of Canada’s organic market, top weekly buyers in 2017 were millennials (83%), University Graduates (78%), Albertans (74%), Families (72%), and men (67%).
• "The stereotypical organic customer is more likely to live in Alberta than British Columbia, and is a university-educated 30-something male with a family."

General Data

• A report by CB Insights notes that not only does the wellness market tout a $3.7 trillion global market size, but it is cutting across unexpected industries like "real estate, smart cities, cannabis, and more."
•  Top wellness industries (global) include fitness, athleisure/apparel, active nutrition, beauty/personal care, corporate wellness, mental wellness, sleep, travel, cannabis, and real estate.

Trends

• Euromonitor recently put out a paywall report with an abstract noting that the health and wellness market in Canada has a "bright outlook as sales growth will accelerate."
• The report goes further to note additional trends n this market like the flourishing sales of organic foods, and "clean" ingredients.
•  Popular label claims include "'cleaner', 'free from', 'non-GMO' and '100% natural.'"
• Health and wellness products are experiencing increases in their value sales shares in mainstream channels (like hypermarkets).
• The food sector is the biggest global segment in the health and wellness market.

Psychological

• Some psychological aspects considered by health and wellness customers include a need to treat a current health issue, general dissatisfaction with current well-being, and concern about family well-being, among others.
• 2019 trend in health and wellness is a shift from "food to mood" with consumers focusing more on emotional health and well-being.

Additional Info

•  Subjects within this source may be of interest (behind a sign-up wall). White papers include "Health & Wellness Retail Drivers: Next-Practices for Redefining Category Roles & Strategies" and "Health & Wellness Best Practices: Why Natural & Organic Products Matter to the Health-Minded Shopper"