Understand the mindsets and demographics reshaping healthy eating in Canada.

“Healthy” can mean high protein to one Canadian consumer, low sodium to another and simply fresh or less processed to someone else.

Those definitions change with age, income, cultural background and life stage and compete with practical considerations such as price, convenience, taste and household preferences.

For Canadian business leaders, this diversity creates both a challenge and an opportunity. A one-size-fits-all health strategy will miss the consumers, categories and occasions with the greatest growth potential. A more nuanced understanding can help brands and retailers deliver the right benefits, value, and innovation to the right consumer.

Numerator’s The Healthy Balancing Act report reveals how Canadians think about healthy eating and connects those attitudes with verified purchase behaviour.