Using advanced marketing sciences clustering techniques, CHFA identified four distinct consumer segments based on shared attitudes and behaviours toward health and wellness. This segmentation provides actionable insights for CHFA members looking to sharpen their marketing, product development, and customer engagement strategies and techniques.
“Our latest consumer report goes far beyond the usual demographic research and dives deep into what really drives the consumer decisions that we are witnessing right now in the wellness space,” said Lynsey Walker, VP of Marketing and Communications at CHFA.
“Whether you’re developing products, planning marketing campaigns, or creating meaningful retail experiences, our latest insights will help you better understand the diverse wellness consumers in Canada and how best to connect with each group in the most relevant and impactful way.”
The Four Key Consumer Segments discovered are:
- Holistic Traditionalists
Value clean labels, natural and organic products, and holistic well-being. Driven by core values and long-term wellness over trends.
- Eco-Wellness Advocates
Prioritize sustainability, ethical sourcing, and environmental responsibility. Willing to pay more for products that align with their values.
- Wellness Explorers
Wellness-curious and trend-driven. Influenced by social media, they prioritize convenience and are still forming long-term wellness habits.
- Wellness Bystanders
Health-conscious but prefer conventional choices. Focused on quality of life and peace of mind over wellness trends or brand ethics.
Each group identified engages with health and wellness differently across eight dimensions, from clean eating and sustainable sourcing to emotional well-being and product transparency.
For non-CHFA members, you can download a sample version of the report, with the full in-depth report available exclusively to CHFA members.
To access the full insights and learn how your business can benefit, become a CHFA Member today and join thousands of other brands who gain access to all of our exclusive reports, plus events like CHFA NOW – Canada’s largest trade show dedicated to natural, organic, and wellness products.
Download the free sample report and explore membership benefits at chfa.ca.
About CHFA
The Canadian Health Food Association (CHFA) is Canada’s largest trade association dedicated to natural, organic, and wellness products. As a national not-for-profit association, our members include manufacturers, retailers, wholesalers, distributors, and importers committed to getting more healthy living products into the hands of more Canadians. Visit chfa.ca for more info.
