The Wellness Gap: Consumers Want to Be Healthy But It Doesn’t Always Translate to Behavior.

Wellness has become one of the most influential drivers of consumer purchase behaviour today with over 200,000 North Americans purchasing a product because it is healthy in the last 12 months. That is 70% of the population ages 18-63.

People want to feel healthier, make better choices, and live more balanced lives. 
 
The engagement and intensity behind it is rising – growing double digits since 2019 and not only is the engagement of taking action happening, people are also excited to be healthy…and this excitement is accelerating at a fast pace across all generations.  

Yet there are a couple of signals to watch out for: 
1. When it comes to what actually happens in the moment, intentions don't always translate directly into action.

2. While 70% of North Americans have purchased a product because it is healthy annually, only 37% do so daily or weekly.

This isn't a contradiction. It's reality.

In our recent webinar, Winning with the Wellness-Seeking Consumer, we explored the rising want and the gap between what consumers say they want and the choices they ultimately make. We also highlighted what that means for brands looking to connect with today's wellness seeking consumer.

Wellness Doesn't Exist in a Vacuum

Consumers don't make decisions in ideal conditions. They make them in the middle of busy schedules, competing priorities, emotional moments, and everyday routines.

A better-for-you choice in one moment.

A treat in the next.

A constant balancing act in between.

Wellness isn't a fixed mindset or a single behaviour. It's something consumers navigate every day as they weigh convenience, enjoyment, value, and long-term goals.

The Say–Do Gap

IMI Pulse data shows that consumers genuinely want to be healthier. Interest in wellness continues to grow, and many people actively identify it as a priority. 
But intent is only one part of the story. There is a gap between people saying what they do and the actions that they take. 
 
62% of consumers say they ONLY eat healthy foods but 80% eat fast food and 76% eat candy. The math there just doesn’t add up. Real-life decisions often involve trade-offs:

• What feels easy versus what takes effort

• What feels good now versus what's good long-term

• What's available versus what's ideal

The result is a natural gap between intention and action - one that reflects how decisions are actually made in the moment. It’s important for brands to know this so that you can determine the exact role you play in people’s lives. The why you exist and why you matter. 
 
It’s always about the benefit to the consumer.

Where Brands Have an Opportunity

For brands, the opportunity isn't to encourage perfection.  
 
It's to make wellness not only feel achievable – but a natural part of a consumer’s day to day life.  
 
If you are a brand playing in the healthy space – make it easy for consumers to pick you up. Be clear on how you fit their needs and wants. Make it effortless. 
 
If you are a brand that leans more on the indulgence side of things, know that there is a role for you in consumers lives, however as the excitement around being healthy accelerates, ensure that you keep an eye on where you can move slightly closer to this space in your ingredients and or the general make-up of your offering. 
Consumers aren't looking for perfect solutions. They're looking for options that fit into their lives. Brands that understand this are better positioned to build stronger connections and create lasting relevance. 

Watch the Full Webinar

The Say–Do Gap is just one of the themes shaping wellness-related decision-making today. Watch the full webinar to explore the data behind today's wellness-seeking consumer and discover how brands can show up more effectively in the moments that matter most.