Health and wellness have moved to the forefront for many Canadians. Across the country, ongoing debates about the healthcare system and growing concerns about access and sustainability have led people to feel they must take a more proactive approach to their personal well-being.
To understand how these broader trends are reflected in our audience, we surveyed Globe Insiders about their health and wellness habits, the activities they prioritize, the motivations shaping their approach to health, and more.
Health at a glance
Nearly all Globe readers rated their perceived physical and mental health as “good” or better. Interestingly, a higher percentage perceived their mental health as excellent than their physical health, 26% and 12%, respectively.
A foundation of low stress and quality sleep
This sense of mental well-being is reflected in Globe readers’ notably low stress levels, with 46% rarely feeling stressed and 41% only sometimes experiencing stress. Echoing this relative lack of stress, thirty percent rated their sleep quality as either “very good” or “excellent”, further indicating that many readers have established the building blocks of wellness.
Investing in wellness
Globe readers translate their health priorities into action through regular spending on wellness products and services. An astounding 67% stated they bought vitamins or supplements within a typical month, followed by fitness memberships (29%) and skincare (25%). Alternative therapies like massages, chiropractic visits, and acupuncture were lower at 22%, while 21% of respondents spent money on other wellness activities, including personal training and counselling.
Their investment in health is significant: just over a third (34%) spend over $100 per month on health and wellness products and activities, underscoring the role the wellness industry plays in their lives.
Exercise: a consistent commitment
Nearly eighty percent of Globe readers engage in multiple types of physical activities during a typical week. While walking is the most common (83%), many choose to stretch (43%), engage in strength training (37%), and incorporate biking (22%) into their weekly routines.
Aside from variety, Globe readers also demonstrated remarkable consistency in their physical activity levels. A majority (33%) are active for at least 30 minutes three to four days per week, while 29% are active five to six days per week, and 21% maintain activity all seven days of the week.
Fitness technology: high engagement, untapped potential
While over one in five readers currently use fitness and movement technology, only 8% have purchased a subscription or pay a monthly fee for a wellness app. The disparity between those using these apps versus those choosing to pay for them points to a real opportunity for tech companies to convert an engaged, affluent audience that is already active and invested in their health journey.
Food: intentions versus reality
Globe readers take eating seriously: 36% consider their eating habits very healthy, with the majority (57%) rating themselves as moderately healthy.
However, at the plate level, things get more complicated. Fewer than 20% of Globe readers are eating five or more servings of fruit and vegetables per day, a gap between intention and action that suggests less attention is being placed on nutrition than on physical and mental health. Meanwhile, most readers (75%) don’t follow any specific dietary plans, perhaps suggesting a preference for flexible eating habits over more structured or restrictive approaches.
Aging as a wellness driver
Readers expressed diverse motivations for prioritizing their wellness, but the dominant factor was definitively forward-thinking. Nearly 50% stated they are motivated by a desire to support their long-term health and aging, while 14% want to enjoy life more fully, and 10% seek to prevent illnesses. This focus on longevity shouldn’t be too surprising in a culture focused on anti-aging, but it highlights that, for many, health and wellness aren’t about quick fixes but rather a long-term investment in their future selves.
The rise of health-focused travel
For those who prioritize wellness beyond their day-to-day lives, wellness-related travel offers an appealing way to extend their commitment to a healthy lifestyle. A quarter of Globe readers have taken wellness trips, which can include everything from yoga retreats to hiking holidays and spa vacations. The enthusiasm generated by these trips is enduring: of those who have gone in the past, 71% expressed interest in taking another wellness-inspired trip in the future.
Summary
Globe readers are deeply invested in their health, and our study results indicate that this investment is paying off. They sleep well, feel good, manage their stress levels, and, overall, make thoughtful commitments to their long-term well-being. Whether through daily movement, mindful choices, or wellness-focused travel, readers are consistent in building and maintaining their health and wellness.
Audience Insights, Marketing Insights
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