Consumers are seeking food and beverage products that marry wellness and decadence
Forget New Year’s resolutions—the better-for-you boom is gaining momentum year-round. The media is ablaze with health trends, and we’re on a relentless pursuit of longevity, weight management and holistic health. Is there any substance to this wellness craze, or is it another fad?
The rise of the health-conscious consumer
There is undeniable evidence that Canadians are taking greater interest in their health and consumption habits. According to our Ipsos Global Trends, 82% of Canadians agree eating right is the most important thing to maintaining good health. However, the trends are multi-layered. We’ve noticed complexity often comes from the clash of multiple factors being true. Contrasted with a rising focus on health is our growing desire for pleasure-driven eating, which is no doubt linked to managing the socioeconomic pressures faced by Canadians in recent years.
In our Ipsos 2025 CHATS Trends report, we explore the notion of “two things can be true,” which unveils multi-level opportunities for brands and retailers alike. Though Canadians straddle the line between health and pleasure-driven eating, they’re headed towards reigning in their intake.
READ: Consumers seek balance between health and indulgence when it comes to food
Our core needs remain relatively in check as comfort, tasty indulgence and convenience still drive the bulk of our consumption choices. Since the pandemic, though, we see notable increases across several health-related drivers. There’s double-digit growth in seeking food and drink with fewer/simpler ingredients (+18%), premium/quality ingredients (+13%) and pure/natural, made with real ingredients (+4%). This shift isn’t a fleeting trend—it’s a sustained movement with long-term implications.
Emotional well-being takes centre stage
The conversation around modern health priorities is a holistic pursuit, extending beyond physical health. Collectively, the growth of mental health related drivers outpaces physical, functional ones (+1.7 versus +1.3 points versus 2020). Nutritional and metabolic benefits influence 45% of food and beverage choices, and the desire for a mood boost has taken centre stage. Weight control remains another key driver, among other desired benefits. However, it’s important to note the nuanced interplay between these factors, as foods and beverages satisfy unique metabolic drivers. The art lies in finding the balance between satisfying the body’s physical requirements and the mind’s emotional needs.
The GLP-1 revolution
We’re also witnessing the mainstream emergence of glucagon-like peptide-1 (GLP-1) receptor agonists such as Ozempic and Trulicity. While less than 10% of Canadians report currently taking these medications, there are potential implications for indulgence categories. Despite the absence of an official “GLP-1 diet,” there are now evidence-based recommendations emphasizing whole foods, whole grains, lean proteins and low-fat dairy and dairy alternatives. Brands and retailers can cater to this growing consumer segment by embracing the opportunities.
READ: The food we eat in the Ozempic era
Functional indulgence
Canadians, particularly generation Zs and millennials, are embracing a new era of indulgence, driven by a quest for nostalgia and joy. This trend manifests in a craving for foods such as snack/lunch kits, frozen snacks, nachos, candy and doughnuts, especially among millennial parents. However, influenced by health and wellness trends, consumers are seeking foods that not only tantalize the taste buds, but also offer some nutritional value. Functional snacks have experienced double-digit growth since the pandemic period and are driven primarily by mood boost, weight control and gut health. This creates a complex relationship in which consumers desire both healthy and indulgent options.
Retail strategies
The future of food is about balance and offering consumers the opportunity to enjoy delicious and satisfying foods that also support their overall well-being. By understanding these evolving trends and adapting strategies accordingly, retailers can effectively cater to the modern consumer and thrive in this dynamic market.
This article was first published in Canadian Grocer’s February 2025 issue.
