Wellness Re-imagined - Consumer Shifts in Gen AI Era
Wellness today looks very different from what it did even a few years ago. It’s not just about eating better or exercising—it now includes how we manage stress, sleep, and even the role of technology in our daily lives. At the same time, consumer product companies are under pressure. Prices alone can’t drive growth anymore, and shoppers are making choices differently.
Two recent reports—NielsenIQ’s Wellness Reimagined (shared at CHFA 2025) and Bain’s Consumer Products 2025—show us how consumers are changing and what companies need to do to stay relevant.
1. Smarter Spending
Canadians spend an average of $15,000 a year on household consumer goods, with food taking up more than half of that budget. But people are stretching their dollars differently:
- 65% stock up on promotions
- 57% cook more meals at home
- 44% plan meals better to avoid waste
Perishable foods and supplements are gaining ground, while heavily packaged items are losing share. Globally, consumer goods sales hit $7.5 trillion in 2024, but three-quarters of that growth came from higher prices, not more volume.
Takeaway: People want both value and wellness in their carts.
2. Wellness Is Expanding
Wellness is no longer just about fitness. Canadians are:
- Cutting back on sugar, sodium, and processed foods
- Trying diets like intermittent fasting, gluten-free, or flexitarian
- Paying more attention to sleep and stress relief—60% say sleep matters more now than five years ago
Even weight-loss drugs are changing habits, with 15% of Canadian households now using them.
Takeaway: Wellness now covers the whole lifestyle—body, mind, and everyday habits.
3. Technology Joins the Wellness Journey
Wellness is no longer just about food and exercise—it’s about the tools people use every day to stay on track.
Apps are now a daily habit, with over 3.6 billion health and wellness apps downloaded worldwide in 2024. Canadians are also investing in gadgets that make healthier living easier—39% say they’re buying tech like smart cookers, air fryers, or health apps to support better habits.
Wearables are another big part of this shift. Sales continue to grow worldwide, and trust is rising—61% of people say they trust the data from their devices as much as traditional test results.
And discovery is changing, too. Social media already drives new product trends, but now 40% of Canadians say they’re open to AI-powered recommendations. For many, shopping decisions are increasingly guided by algorithms suggesting “what’s best for you.”
Takeaway: Tech isn’t just a sidekick anymore—it’s becoming a daily wellness partner, shaping how people shop, eat, sleep, and live.
4. Conscious but Price-Sensitive
Shoppers say they want to do better for their health and the planet:
- 60% of Canadians want eco-friendly or ethical wellness products
- 49% consider themselves health-conscious buyers who check labels carefully
- But 59% say cost is the main barrier to healthier choices
Globally, some consumers are trading up to premium health products, while others are moving toward budget-friendly private labels.
Takeaway: Conscious choices will only win if they are affordable and accessible.
5. Brands Need a New Playbook
According to Bain, companies must:
- Rethink growth → Go beyond small gains and look at new categories and new markets. For many CPGs, this means not only innovating at home but also diversifying into international markets where consumer demand is growing faster. As I wrote earlier in Heart of Glass, resilience comes from spreading risk—tapping into emerging markets, exploring new trade lanes, and building a presence where the next wave of growth will come from.
- Simplify and save → Streamline products, reduce waste, and free up resources.
- Use AI smartly → Personalize consumer experiences and connect digital tools to real results.
Takeaway: The winners will be those who combine simplicity, affordability, and technology—while building growth across more than one market or channel.
The Bottom Line
Wellness is being redefined—and so is consumer loyalty. The old model of raising prices is gone. The new model is about:
- Offering value with health benefits
- Using tech and AI to connect with consumers
- Making sustainable and healthy choices affordable
Consumers aren’t just buying products anymore. They’re buying into lifestyles and experiences. That’s the new wellness economy.
🤝 Let’s Collaborate
I’m an entrepreneur and business growth consultant based in Canada, working at the intersection of CPG, media, and technology. My focus is on helping businesses scale through:
- 🌍 International trade & market diversification
- 📺 FAST channels & media partnerships
- 💻 Digital transformation & platform adoption
- 🛒 CPG strategy & consumer insights
As wellness is being reimagined in today’s unpredictable economy, I believe the winners will be those who combine value, technology, and conscious choices.
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If these reflections resonate with you, I’d love to continue the conversation.
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