2026 C-store IQ Healthy Eating Report
As we move through 2026, Canadian shoppers continue to prioritize health and wellness, but this quest for better-for-you (BFY) choices is now complicated by heightened price sensitivity and inflation.
While categories like protein have driven innovation in recent years, spanning snacks, baked goods and beverages, consumers are increasingly seeking value alongside nutrition. That said, nearly half of shoppers—48%—are willing to pay more for BFY items, particularly generation Z (54%) and millennials (56%), according to the 2026 C-store IQ National Shopper Study.
Working with the research team at EnsembleIQ, Convenience Store News Canada surveyed more than 2,000 people across the country to examine their wants, needs and shopping habits at convenience.
READ: Healthy is wealth for the convenience channel
The data shows 63% of convenience shoppers consider themselves health-conscious and expect convenience stores to get on board. Note, there are interesting variances by age, with 72% of boomers saying they’re health-conscious, compared to 68% of gen X, 61% of millennials and 49% of gen Z. In addition, it’s worth factoring in the rise of GLP-1 users, who are looking for foods that meet their unique dietary needs.
However, with nine-in-10 shoppers saying they are noticing price increases, there's a clear tension, indicating a need for options that are both healthy and affordable. Convenience retailers have a growing opportunity to meet this challenge and so far so good.
Research shows that shoppers’ overall satisfaction with the selection of healthy foods at convenience is strong, with the number of people reporting they are “extremely or very satisfied” at 25%, compared to 24% in 2025 and 19% in 2024. Note that gen Z (35%) and millennials (32%) are most likely to be satisfied.
Fresh, all-natural and protein continue to lead health concerns among c-store shoppers, while interest in non-processed, functional and vegan/plant-based options has eased compared to 2025. Older generations favour traditional health cues, while younger shoppers focus on functional and plant-based benefits.
Gen X and boomers more likely to be concerned about:
•Fresh
•All-natural
•Non-processed
•Sodium
•Locally sourced / produced
•Non-GMO
READ: How companies are meeting demand for protein-rich products
Gen Z and millennials more likely to be concerned about:
•Functional / vitamin-enhanced
•Vegan / plant-based
While the definition of healthier choices remains personal, this movement is increasingly centred on shoppers striving to balance their dietary needs with the budget constraints brought on by rising prices. This shift presents a significant opportunity for retailers and manufacturers to innovate and satisfy the growing demand for products that are both healthy and affordable.
