With more Canadians seeking a meaningful work-life balance and the link between diet and health, more are turning to products that will maintain their health and prevent illness, while at the same time providing specific health benefits beyond meeting basic nutrition.

The Hartman Group’s recent Health Benefits 2024: From Energy to Immunity study examined consumer attitudes, priorities around weight, sleep, energy, emotional health, beauty, gut health, cognition and immunity, as well as emerging product trends. These insights are invaluable to convenience stores as they look to improve their foodservice offerings and food selection to capture today’s health-conscious consumer.

Mellisa Abbott, VP of syndicated studies with the Hartman Group said today’s growing ‘wellness culture’ is based on people being proactive on decisions when it comes to their health and those decisions being more holistic. “Some 90% of consumers are saying that mental and emotional balance is every bit as important to them as physical health . . . and that they are actively proactive about their health, especially around needs such as cognitive health or emotional wellness, sleep and weight management.”

This is making consumers look at different things to help them achieve this balance, from foods and beverages to vitamins and mineral supplements, and foods and snacks that have added health effects or have supplements that help someone maintain their health and well-being.

Abbott added that while consumers are increasingly aware of the need to eat healthier foods, they are still drawn to the convenience and enjoyment that is provided by many favourite snacks and comfort foods. The challenge for convenience store operations when it comes to their product offerings and foodservice menus to help consumers find a balance between healthy options and indulgences, or for combining both.