by webSaver
February 4, 2026
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Healthy eating is a mass-market priority. Nearly 70% of Canadians (69.7%) say nutrition is very or extremely important to their New Year plans, making health-focused messaging broadly relevant, not niche.
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Price pressure rivals health motivation. While 48% cite health and wellness goals, 27% say budget and food prices are a top driver, reinforcing that value messaging must accompany health claims.
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Rising food prices are a major barrier to healthier nutrition choices. A striking 87.7% say rising food prices affect their ability to buy healthier foods, with 45.7% saying it impacts them a great deal.
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Without a doubt promotions strongly influence healthier purchases. 85.4% of consumers say discounts are very or extremely important when deciding whether to buy healthier food products.
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Promotions that lower the price of a healthier product unlock switching. 76.2% are very or extremely likely to switch from a familiar product to a healthier option when a promotion lowers the price gap.
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Cashback Offers, In-Store discounts and coupons lead consumer influence. Cashback (27.9%), in-store discounts (25.6%), and online coupons (23.3%) outperform other promotion types, while only 1.4% say promotions don’t influence them.
Healthy Eating and Nutrition Goals in 2026 Survey Results:
(Aggregate All Canada Data – Results can also be reported by Location, Age, Gender and Language)
1. As you set your goals for the New Year, what level of importance do healthy eating and nutrition have in your New Year plans? (Please select one)
2. Which factors most influence your food and nutrition choices at the start of a new year? (Please select all that apply)
3. To what extent do rising food prices affect your ability to choose healthier food options in the New Year? (Please select one)
4. How important are discounts or promotions when deciding whether to purchase healthier food products? (Please select one)
5. How likely are you to switch from a familiar product to a healthier alternative if it costs the same due to a promotion? (Please select one)
6. Which types of promotions would most encourage you to buy healthier and more nutritious food options? (Please select all that apply)
Canadians enter 2026 with strong intentions to eat healthier but the data makes one thing clear: motivation is high, but price remains the deciding factor in their ability to follow through. Consumers want to make better choices, but only when those choices are financially accessible.
Coupons, cashback offers and targeted discounts are powerful tools for driving trial, switching and loyalty in a cost conscious market. CPG Brands that deploy these offers the right way can meet consumers where they are supporting healthier diets while delivering measurable results at shelf and online.
Does your CPG Brand need to better understand the attitudes and behaviours of your consumers? Or value focused Canadian consumers in general?
Know that webSaver can help you get the answers you need to make better promotional decisions for your Brand.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
