Vancouver, BC – More than two-thirds of Canadians use natural products
and use seems likely to grow, according to a new Ipsos Reid poll conducted on behalf of Alive
Magazine this September.
In the past 12 months, 68% of Canadian adults have used one or more of the following
natural products, with use of each detailed below:
- Vitamins and minerals, 63%
- Functional foods and beverages, 50%
- Supplements, 36%
- Natural household goods/cleaning products, 36%
- Organic foods and beverages, 30%
- Herbal/homeopathic remedies, 24%
- Natural/organic personal care, 17%
In particular, many Canadians are turning to natural products to boost their immune
systems. Our research revealed that when cold and flu season approaches, more than twice
as many Canadians take vitamins and minerals (30%) than get a flu shot (12%) to help
strengthen their immune system.
Among the one-third (32%) of Canadians who didn’t buy natural products in the past 12
months, expense appears to be the most common barrier, with fully eight-in-ten agreeing that
the products are too expensive (81%).
Still, study results suggest that use of natural products is likely to grow in Canada in the
future, with vitamins and minerals continuing to lead the way. Following are the percent of
adult Canadians who are likely to consider buying each of the natural products in the future
and how this compares to current past 12-month purchasing rates:
- Vitamins and minerals, 79% (16 percentage points higher than current use)
- Functional foods and beverages, 44% (6 percentage points lower than current use)
- Supplements, 53% (17 percentage points higher than current use)
- Natural household goods/cleaning products 55% (19 percentage points higher than
- Organic foods and beverages, 49% (19 percentage points higher than current use)
- Herbal/homeopathic remedies, 37% (13 percentage points higher than current use)
- Natural/organic personal care, 38% (21 percentage points higher than current use)
These are some of the findings of an Ipsos Reid poll conducted between September
16 and September 26, 2010, on behalf of Alive Magazine. For this survey, a sample of 1,618
adults, 18 years and older from Ipsos' Canadian online epanel were interviewed online.
Weighting was then employed to balance demographics and ensure that the sample's
composition reflects that of the adult population according to Census data and to provide
results intended to approximate the sample universe. A survey with an unweighted probability
sample of this size and a 100% response rate would have an estimated margin of error of
+/-3.1 percentage points, 19 times out of 20, of what the results would have been had the
entire population of adults in Canada been polled. All sample surveys and polls may be
subject to other sources of error, including, but not limited to coverage error, and measurement
For more information on this news release, please contact:
Senior Vice President
Executive Vice President and Group Publisher
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public
opinion research, and research partner for loyalty and forecasting and modelling insights. With
operations in eight cities, Ipsos Reid employs more than 600 research professionals and
support staff in Canada. The company has the biggest network of telephone call centres in the
country, as well as the largest pre-recruited household and online panels. Ipsos Reid's
marketing research and public affairs practices offer the premier suite of research vehicles in
Canada, all of which provide clients with actionable and relevant information. Staffed with
seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid
offers syndicated information or custom solutions across key sectors of the Canadian
economy, including consumer packaged goods, financial services, automotive, retail, and
technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-
based market research group.
To learn more, please visit www.ipsos.ca.
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