Canadians taking a back-to-basics approach to healthy eating
The importance of wellness in the context of eating is not new, but that doesn’t mean it isn’t evolving. The trick is to identify what’s next. As baseball Hall of Famer Yogi Berra said, “It’s tough to make predictions, particularly about the future.” But this doesn’t mean we shouldn’t try.
Currently, protein is unequivocally at the forefront of consumers’ minds. When Canadians are asked which nutritional considerations matter most when planning or preparing meals, protein tops the list by a wide margin. This has translated into a rise in product launches with “high-in-protein” positioning, even in categories where this would have been unlikely just a few years ago. Walk into any number of coffee shops today and you’ll find protein-infused coffees, something that was far from common in the past. The downside? The space is increasingly crowded, making it harder for brands to stand out or claim a meaningful point of difference in wellness.
Mintel research focused specifically on protein highlights an important nuance: balance. While protein is in demand, its staying power lies in how it supports a broader approach to eating a balanced diet. Framed this way, protein shifts from feeling like a short-term trend to a foundational element of nutrition—one that complements other nutrients rather than competing with them.
Fibre is another nutrient that is strongly resonating with Canadians, and it presents opportunities—particularly when paired with protein and other macronutrients. Historically, fibre has often been associated with aging and how it supports digestive health or cholesterol management. While these benefits remain relevant, fibre has room for a more modern positioning. Vibrant packaging, ready-to-eat meals built around diverse and colourful produce, and including an array of contemporary ingredients can help make fibre feel current and inclusive. Fibre isn’t just for older Canadians—it’s for everyone. Social media-driven trends such as “fibremaxxing” reflect rising interest, but the real opportunity lies not in maximization, but in promoting balance that supports general well-being.
Beyond individual nutrients, it’s equally important to understand the benefits Canadians want from foods positioned as healthy or better-for-you. Digestive health and increased energy stand out. Fibre’s link to gut health is well-established, but Mintel data also points to growing consumer awareness of the “gut-brain axis”—a recognition of how interconnected bodily systems are. This evolving understanding gives fibre added relevance, supporting a more holistic conversation around wellness.
READ: How new health priorities are shaping food purchases
Within this context, GLP-1 medications are another factor shaping how some consumers approach eating. While much of the discussion focuses on reduced appetite, another lens is intentionality. Digestive side effects can heighten the importance of fibre, while smaller appetites may lead consumers to prioritize nutrient density, quality and compelling flavours they genuinely enjoy. The open question for the industry is how widespread these shifts will become, and whether they influence broader household behaviours beyond those directly using the medications.
All of this should be assessed with an important truth: Even as new trends emerge, tried-and-true principles still anchor healthy eating. When Canadians are asked which dietary changes would most improve their health, eating more fruits and vegetables is at the top with fibre- and protein-specific goals ranking lower. This suggests that simplicity and familiarity remain trusted foundations, even as wellness demands continue to evolve.
This article was first published in Canadian Grocer’s May 2026 issue.
