Slide 1: Is Wellness Recession-Proof?
Is Wellness Recession- Proof? How AI, Tech, and Changing Consumer Priorities are Reshaping Wellness NIQ Canada September 2026 (CHFA Toronto) © 2026 Nielsen Consumer LLC. All Rights Reserved. Confidential and proprietary 1
Slide 2: Pivotal Moment as the CPG Ecosystem Absorbs Multiple Shocks
Pivotal Moment as the CPG Ecosystem Absorbs Multiple Transformational and Foundational Shocks Cultural, Technological, Institutional, Financial, Political Financially polarized consumers MA Sustainability NU RS GLP-1 impact Shift to telehealth E AI FA M CT SU Chronic disease Growth of retail media U
Slide 3: Building business resiliency for the year ahead
Building business resiliency for the year ahead Volatility Uncertainty Complexity Ambiguity V U C A Vision Understanding Clarity Agility © 2025 Nielsen Consumer LLC. All Rights Reserved. 3
Slide 4: Focus Areas
• Macro Economic Landscape in FMCG Focus Areas • Strategic Perspective On Wellness - How various forms of technology are changing wellness • Question & Answers Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 5: State of the FMCG Market
State of the FMCG Market © 2025 Nielsen Consumer LLC. All Rights Reserved. 5
Slide 6: NIQ 101: Integrated research to get the full view
NIQ 101: Integrated research to get the full view of consumers & the market Two Most Common Homescan/OmniShopper MarketTrack Data Sources Panel Point of Consumer Sale Insights + Survey NIQ’s capabilities go beyond the above (ex: pricing, innovation, assortment, etc), so just ask if you have any ques
Slide 7: From crisis to complexity: The new consumer reality
Wallets are under pressure and spending has From crisis to become intentional • Rising living costs, economic uncertainty, and uneven complexity: confidence have permanently changed how Canadians allocate their dollars. The new Consumers aren’t pulling back, they’re recalibrating consumer • Today’s
Slide 8: Canada's population growth continues to slow before stabilizing through 2030
Canada’s population growth continues to slow over next 2 years, before stabilizing through to 2030 Canada’s Population Growth % Chg Population Growth Slows and Stabilizes 2.8 3.0 2.1 1.1 1.0 1.0 1.0 0.6 0.7 0.3 -0.2 38.0M 38.2M 39.0M 40.1M 41.3M 40.3M 40.2M 40.5M 40.9M 41.3M 41.7M 2020 2021 2022 202
Slide 9: FMCG inflation in August accelerates fueled by Food departments
FMCG inflation in August accelerates fueled by Food departments Canada FMCG Inflation: The 3 Year trend L52 Weeks 9.3 7.9 FMCG +3.5% 7.2 Food +3.7% 6.6 Non-Food +3.2% 5.8 4.7 4.2 3.9 3.9 3.6 3.5 3.2 3.5 3.3 3.0 3.1 2.9 3.0 2.8 3.1 2.9 2.9 3.0 2.9 2.4 2.6 2.6 2.3 2.1 2.1 2.1 2.3 2.1 1.7 1.8 1.4 1.6 1
Slide 10: FMCG inflation has increased faster than overall CPI
FMCG inflation has increased at a faster rate than overall CPI Compounding Inflation: Canadian CPI^ vs. Canada FMCG $133 $128 Consumers are $124 spending +33% more $122 $124 for FMCG products $114 $121 than pre-pandemic $118 $116 $106 $104 $111 Compare that to $100 overall living costs $104 $100 $10
Slide 11: Canadians have shifted spend to Discount retailers
Canadians have shifted spend to Discount retailers – with more to come! Discount vs Conventional Grocery + Drug + Mass – $ Market Share 63.1 Other Ways To Save (Top 5) 61.8 COVID 2030 60.7 60.5 EST 65% Stock up when on 55.9 55.6 55.6 56.2 55.8 promotion 54.9 54.6 53.4 52.9 52.8 52.2 50.7 51.0 57% Co
Slide 12: Consumers plan to prioritize non-negotiable essential expenses
In 2026, consumers plan to continue prioritizing “non-negotiable” essential expenses These essentials include Rent/Mortgage, Utilities, Insurance and Groceries - particularly Fresh Produce Change in Spending Intentions: % of respondents intending to spend more net of % of respondents intending to sp
Slide 13: The paradox: barriers hindering healthier life choices
6 Barriers hindering healthier life choices Say healthier alternatives 1 Cost 59% are too expensive 76% Don’t feel driven to make 2 Motivation 28% healthier choices The paradox Don’t have time to make of Canadians are 3 Time 24% healthier choices concerned about future health Have difficulty finding
Slide 14: NIQ Data Methodology on Wellness
NIQ Data Methodology on Wellness Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved. 14
Slide 15: NIQ Product Insights (NPI): granular attribute data
NIQ Product Insights (NPI): Our solution to get to granular attribute data STATED ATTRIBUTES QUALIFIED ATTRIBUTES captures standardized attributes stated on the label across a set of products uncovers attributes not physically stated on the label by analyzing by analyzing marketing claims, warnings
Slide 16: NPI Canada Launch Attribute Package Examples
NPI Canada Launch Attribute Package Examples – Food and Beverage Canada packages showcase top attributes and unlock future expansion opportunities The industry’s deepest and broadest attribute solution Allergens and Clean Label Diets & Health & Need Ingredients Natural & Intolerances Lifestyle State
Slide 17: Understanding Growth Drivers in FMCG Wellness
Understanding Growth Drivers in FMCG Wellness Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved. 17
Slide 18: Health & wellness is becoming a constant presence
Health & wellness is becoming a constant presence in consumers’ thinking and daily routines In 2023, the global wellness economy stood at $6.3 trillion (USD). Today, it is 26% larger than pre-pandemic. By 2028, it will reach nearly $9 trillion. © 2025 Nielsen Consumer LLC. All Rights Reserved. 18
Slide 19: Canadians' satisfaction with their health and wellness
16% of Canadians say they 53% 29% of Canadians say they are happy with their of Canadians say they are not satisfied with current H&W and don't are taking active steps their current H&W and feel the need to actively to improve their H&W don't feel they are doing improve it enough to improve it Sourc
Slide 20: Wellness Shifting Dimensions
Wellness Shifting Dimensions REMOVAL ADDITION OPTIMIZATION How wellness borrowed the codes How wellness blurred the codes How wellness is integrating the codes 52% of Americans trying to limit foods high in sugar; 44% high in sodium or salt and 37% high in fat Prebiotics 40+ g of protein per serving
Slide 21: Apps & Wearables
Apps & Wearables © 2023 Nielsen Consumer LLC. All Rights Reserved. 21
Slide 22: The Yuka App is changing the way people shop
The Yuka App is changing the way people shop Use Third Party Scan Apps to Check Ingredients 25% 17% 87% are likely to put a low-scoring 300K food products in the +8pts item or item flagged as containing artificial Canadian database today, and growing ingredients back on the shelf daily May 2025 Trus
Slide 23: Yuka households: $20.1B on all CPG/FMCG products
$20.1B on all CPG/FMCG +10.4% +12.5% on “No Sugar Added” on “Protein Stated” Products Food/Bev products Food/Bev products (+5.3%, exceeding Total (*7pts higher than Total (*7pts higher than Total Households) Households) Households) Source: NielsenIQ Panel On Demand Omnishopper | CA - OMNI POD during
Slide 24: Wearables impact nutrition choices almost 2x more than intended
Wearables impact nutrition choices almost 2x more than wearers intend New wearable buyers cut alcohol, result of personalized feedback on sleep and recovery? Oura Ring, Whoop, Lumen, Tile, FitBit, or Garmin BevAl and sales of alcohol in subsequent quarters post wearable purchase Nutrition is a low s
Slide 25: Depth of testing is now in consumer hands
Depth of testing is now in consumer hands with specific recommendations Consumers have choice Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved. 25
Slide 26: Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved.
Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved. 26
Slide 27: Impacts from AI
Impacts from AI © 2023 Nielsen Consumer LLC. All Rights Reserved. 27
Slide 28: 34% of Canadians used AI apps or tools in the past 30 days
Canada’s largest AI segment is one of the least engaged 34% of Canadians used AI apps or tools in the past 30 days, +13 pts from 2024 All-Ins 8 Opt-Outs 26 Beta-Testers 23 AI Gauge segment 56% 37% distribution, Canada (%) Need compelling proof of credibility to move from Curious but also practical,
Slide 29: Men, Gen Z, Millennials, and high earners are clearest AI opportunities
Men, Gen Z, Millennials, and high earners represent the clearest opportunities for AI adoption These are traditionally the most bullish audiences AI Gauge segment distribution in Canada (%) 4 6 2 4 6 8 12 11 10 11 13 15 18 21 21 21 All-Ins 23 28 13 27 26 29 13 30 12 14 17 Beta-Testers 13 25 12 12 13
Slide 30: Saving money is the primary motivation for agentic commerce
Saving money is still the primary AI shopping tools are most often motivation for shoppers who used for price-related tasks, engage in agentic commerce continuing the trend since last wave Top 3 motivations Top 3 tasks 52% Find deals/discounts/ 53% Save money promo codes Make better shopping 36% Com
Slide 31: AI tools are most often used to shop for Home Appliances and Electronics
Home Appliances 58% Electronics & Tech Products 55% AI tools are most often used Outdoor, Patio & Garden 53%* to shop for Sports, Fitness & Recreation 52% Home Appliances and Automotive & Vehicles 51%* Electronics & Digital Goods & Subscriptions 50% Tech products, Baby & Kids 49%* while adoption is
Slide 32: Among those very familiar with AI: $28.9B on CPG/FMCG
Among those “very familiar” with AI $28.9B +7.5% on dollars for all +10.5% on dollars for all “Protein on all CPG/FMCG CPG/FMCG Products Stated” Food/Bev Products (vs +3.6% for Total products (*5pts higher Households) than Total Households) Source: NielsenIQ Panel On Demand Omnishopper | CA - OMNI P
Slide 33: The Impacts of GLP-1's
The Impacts of GLP-1’s © 2023 Nielsen Consumer LLC. All Rights Reserved. 33
Slide 34: Peptides moving quickly from clinic to consumer
Peptides moving quickly from clinic to consumer 30G needles (peptide self-injection Metabolic, weight & Cognitive, mood & Longevity, growth Tissue repair & protocols) +793% energy regulation aesthetic health hormone & bone/joint health 31G needles (GLP-1 performance pens, dose slitting, needle repla
Slide 35: 16% of Canadian households use GLP-1 medications
16% of Canadian households use GLP-1 medications, while GLP-1 penetration is growing, usage is increasingly shifting from diabetes management to weight loss Current GLP-1 Users Non-Current GLP-1 Users -2% +1% vs. April 2025 Diabetes management 53% vs. April 2025 84% 16% +9% Weight loss 62% vs. April
Slide 36: Canada is experiencing a GLP-1 expansion
Canada is experiencing a GLP-1 expansion, with 44% of users starting within the last six months Length of GLP-1 Usage In the past month 2-3 months ago 10% 22% 4-6 months ago 16% 44% of GLP-1 Users Usage are under or equal 7-11 months ago to 6 months 1-2 years ago 22% 18% More than 2 years ago 11% So
Slide 37: Among current GLP-1 using households: $20.6B
Among current GLP-1 using households $20.6B on all Packaged Down +0.9% Food/Bev Products on trips, and units/trip on dollars for all “No (+0.1% on dollars, -3% Sugar Added Stated” on units, behind vs Total (exceeds overall growth, Households) but behind Total Households) Source: NielsenIQ Panel On D
Slide 38: How GLP-1 Dynamics Are Changing
• More users • “Cycling” of use How GLP-1 - People going on/off for specific situations Dynamics • “Micro-dosing” Are • New forms: pills, and more Changing • Better pricing through access to generics • Side effect concerns growing • GLP-1 Alternatives - Natural supplements and otherwise Confidential
Slide 39: Moving Forward
Moving Forward Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 40: What other trends are we keeping our eyes on?
• Continue to Watch… - GLP-1’s, Yuka/App users, AI users - Front of Pack Labeled Products – topline, by category, and by nutrient What other - Digestive Health & Fibre • Starting to Watch… trends are - Interactions between these trends: GLP-1’s & App users, AI & GLP-1’s, etc - Rapid changes to how G
Slide 41: Get Ahead While You Still Can
Consumers are finding This economic pressure is not stopping innovative ways to optimize consumers from using technology of various their health amid economic kinds to understand & optimize their wellness pressure Get Ahead Technology use is generally leading to more healthy While the “say/do” gap i
Slide 42: What is available today to go deeper?
• Understand the implications for your category(s) for what consumers say AND do - NIQ has insights on the trends we saw today for your categories specifically • Come to our Booth 1509 for more topline data on these trends (GLP-1, Yuka, AI), or What is discuss afterwards with us available today • Av
Slide 43: Discussion & Questions
Discussion & Questions Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved. 43
Slide 44: The Full View
The Full View © 2023 Nielsen Consumer LLC. All Rights Reserved. 44