Almost Half (45%) of Canadians Don't Place Health Near the Top of their Priority List

Toronto, ON - Two weeks into the new year, many Canadians are likely still continuing with their New Year's resolutions to lead healthier lifestyles. But almost half (45%) of all Canadians don't place health near the top of their priority list according to a new poll conducted by Ipsos Reid on behalf of Sun Life Canadian Health Index. The Sun Life Canadian Health Index is unique because it places Canadians in five major health categories based on attitudes towards healthy lifestyles, perceived health and reported behaviours - Overconfident (23% of the Canadian population) Overextended (22%), Health Achievers (22%), Resilient (18%) and Inhibited (16%).

The five health profiles are described in the following ways:

Those Canadians who are Overconfident consider their health status to be high and they are not concerned about staying healthy in the future. However, their behaviours and motivation are not necessarily strong enough to support their optimistic outlook. The risk is that they aren't laying the foundation for healthy habits needed to maintain their health as they age. Canadians who are overconfident with their health are believed to have average health but perceive themselves to healthier than they really are.

Canadians who are Overextended place healthy behaviours at the bottom of a long list of priorities, including the demands of a career and family obligations. Lack of knowledge, time and money were cited as major barriers to healthier habits. Canadians who are overextended health-wise are less likely to devote time to staying healthy or doing everything possible to maximize their health. They are also more likely to admit that they participate in unhealthy behaviour such as eating fast food, skipping meals and cutting back on meals and exercise when stressed out.

Those who are labelled as Health Achievers are fully engaged in maintaining a healthy lifestyle. They take full responsibility for their own health and take part in the right behaviours to support it. It's important to note that this group says they don't "go it alone" - they report having support systems in place to help them achieve their healthy lifestyle.

Canadians who are deemed as Resilient value a healthy lifestyle and show motivation to engage in healthy behaviours. However, pre-existing health conditions make it difficult to lead the healthy lifestyle they desire. Even though they seem to want to do the right things, they are challenged to do so because of existing health conditions.

Lastly, Canadians who are Inhibited reported behaviour indicates that they are only marginally less healthy than average, however their perception of their own health is much poorer. They feel responsibility for their health lies not just with themselves but also with external supports. This group would like support, but they don't always reach out to ask for help.

Health Segments Across the Country

Canadians across the country differ in the health. The following chart details the various segments and how they compare from coast-to-coast:

(Click to enlarge image)

These are some of the findings of an Ipsos Reid/Sun Life Financial poll conducted from October 12 to 26, 2010. For this survey, a sample of 3,989 Canadians from 18 to 80 years of age from Ipsos' Canadian online panel was 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. With a sample of this size, the results are considered accurate to within 177 2 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2006 Census data. The Sun Life Canadian Health Index(TM) is composed of a series of sub-indices composing attitudinal, behavioural and perceived measures, each benchmarked to 100. The 2010 Sun Life Canadian Health Index(TM) measures the attitudes, perceptions and behaviours of Canadians relating to their personal health. This first of what will be a series of studies yielded an overall index score of 68.5 on a scale of 0 to 100. A person who scored high on the overall Sun Life Canadian Health Index(TM) also scored high on each of the individual attitudinal, behavioural and perceived health components. The overall index is a blend of scores in three sub-indices: Perceived Health Index (score = 70.9), Attitudinal Health Index (score = 67) and Behaviour Health Index (score = 67.7).

For more information on this news release, please contact:

Sean Simpson
Senior Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

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.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.). .

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