Valued Nutrition

WHY THIS MATTERS

Valued Nutrition: A Brand Battleground

Three signals reveal why this passion point demands brand attention right now.

High Engagement Ceiling

With a base engagement of 63 and potential TAM of 78, this audience has 15pts of growth headroom — a massive activation opportunity for brands who get the message right.

Loyalty Runs Deep

The top "Engaged with" brands average 72 engagement — but leaders like Kraft (84) and President's Choice (83) show this audience rewards brands that earn trust.

Aspiration Meets Action

174 brand-segment pairs scored "Very Strong" — signaling an audience that actively seeks new brand relationships. Don't use/own brands like MGM Resorts (77) show latent demand waiting to be activated.

THE VALUED NUTRITION LANDSCAPE

High Engagement, Room to Grow

Core metrics reveal both strong engagement and significant untapped potential.

Engagement

63 Base audience

Intensity

34 Depth of engagement

Rising Interest

29 Trend momentum

Excitement

24 Emotional energy

Potential TAM

78 Total addressable

Engagement by Relationship Type

Engaged with72n=112

Shopped at72n=45

Use/own70n=46

Don't use/own66n=108

Not engaged with65n=204

Not shopped at61n=46

Key Takeaway: Valued nutrition ranks #270 of 727 passion points with 63 engagement. The 15pt gap to potential TAM (78) signals significant untapped brand opportunity.

TOP BRAND AFFINITIES

Kraft Leads the Pack

The brands this audience engages with most reveal a preference for trusted, quality-driven names.

Kraft leads engagement — the #1 brand affinity for this valued nutrition audience

President's Choice follows closely with a Very Strong recommendation

Freshii's rising interest score (highest at 48) — actively discovering new brands

Coca-Cola rounds out the top 3 for valued nutrition-minded consumers

Key Takeaway: The top engaged brands are led by Kraft (84), President's Choice (83), and Coca-Cola (82). This audience values both reliability and brand quality.

WHERE THEY SHOP

Where This Audience Shops

Retail engagement scores with sortable columns — click any header to rank.

Retailer ▲▼	Engagement ▲▼	Intensity ▲▼	Rising Int. ▲▼	Excitement ▲▼	Potential TAM ▲▼	Rec. ▲▼
SportChek	79	44	38	30	89	Strong
Home Sense	78	47	40	33	88	Strong
Mark's Work Warehouse	76	44	36	30	89	Very Strong
Whole Foods	76	49	39	31	88	Strong
Golf Town	76	42	34	30	87	Strong
Home Hardware	76	44	37	32	88	Very Strong
Uniqlo	75	45	37	28	86	Strong
Marshalls	75	43	39	32	88	Very Strong

So What? SportChek (79), Home Sense (78), and Mark's Work Warehouse (76) lead retail engagement for this valued nutrition audience.

RISING STARS

Where Momentum Lives

Brands gaining traction right now — emerging interest and emotional energy.

Highest Rising Interest

FreshiiRising: 48 | Eng: 77

GucciRising: 44 | Eng: 73

DiorRising: 43 | Eng: 79

Miller LiteRising: 43 | Eng: 75

DoritosRising: 42 | Eng: 80

DoveRising: 42 | Eng: 78

ZoomRising: 42 | Eng: 74

Highest Excitement

Home SenseExc: 33 | Shopped at

MGM ResortsExc: 33 | Don't use/own

AllstateExc: 33 | Don't use/own

American ExpressExc: 33 | Use/own

DiorExc: 32 | Engaged with

FreshiiExc: 32 | Engaged with

Home HardwareExc: 32 | Shopped at

Key Takeaway: Freshii leads rising interest (48) — this audience is actively discovering new brands. Excitement leaders include Home Sense (33) and MGM Resorts (33).

UNTAPPED POTENTIAL

The Growth Opportunity

Brands with the biggest gap between current engagement and total addressable market.

So What? H-E-B Grocery has the largest engagement gap (23pts to TAM). Prada follows with a 19pt gap — this audience aspires higher than their current usage suggests.

ASPIRATION BRANDS

Brands They Aspire To

High engagement despite not currently using — these brands have conversion potential.

RECOMMENDATION LANDSCAPE

This Audience Is Brand-Ready

97% of brand-segment pairs receive Strong or Very Strong recommendations.

Very Strong

174

Brand-segment pairs rated "Very Strong" — high-confidence activation potential

Strong

371

Pairs rated "Strong" — solid brand affinity with room to deepen

Neutral / Negative

Only 15 pairs flagged — overwhelmingly positive brand relationships

Key Takeaway: 97% of brand-segment pairs receive Strong or Very Strong recommendations. This audience doesn't just browse — they commit.

CANADIAN BRANDS SPOTLIGHT

Explore Canadian Brands

Search, filter, and sort to explore how 34 Canadian brands connect with the valued nutrition audience.

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Brand ▲▼	Segment ▲▼	Engagement ▲▼	Intensity ▲▼	Rising Interest ▲▼	Excitement ▲▼	Potential TAM ▲▼	Recommendation ▲▼
President's Choice	Engaged with	83	50	38	29	92	Very Strong
PC Points	Engaged with	80	45	30	22	87	Strong
SportChek	Shopped at	79	44	38	30	89	Strong
Home Sense	Shopped at	78	47	40	33	88	Strong
Freshii	Engaged with	77	46	48	32	90	Very Strong
SportChek	Engaged with	77	43	40	31	89	Strong
Mark's Work Warehouse	Shopped at	76	44	36	30	89	Very Strong
Home Hardware	Shopped at	76	44	37	32	88	Very Strong
Desjardins	Don't use/own	75	48	34	29	86	Very Strong
Loblaws	Shopped at	74	43	36	28	85	Strong
Loblaws	Engaged with	73	44	37	28	86	Strong
BMO Harris Bank	Don't use/own	73	42	26	21	84	Strong
Hudson's Bay Company	Shopped at	73	42	37	30	86	Strong
Shoppers Drug Mart	Shopped at	72	41	34	28	85	Strong
TD	Don't use/own	72	40	34	26	84	Very Strong
Scotiabank	Don't use/own	72	42	32	32	82	Very Strong
Sobeys	Engaged with	72	42	35	30	87	Very Strong
Real Canadian Superstore	Shopped at	72	42	36	28	86	Very Strong
BMO	Don't use/own	72	43	31	24	82	Very Strong
Aeroplan	Not engaged with	71	39	26	23	85	Very Strong
Rona	Shopped at	70	40	36	29	84	Strong
Canadian Tire	Shopped at	70	39	33	27	83	Strong
Air Canada	Don't use/own	70	42	23	23	80	Strong
Shoppers Drug Mart	Engaged with	70	39	34	26	83	Very Strong
RBC	Don't use/own	70	38	30	24	85	Very Strong
CIBC	Don't use/own	70	42	26	26	85	Very Strong
Bell	Don't use/own	69	38	32	25	82	Very Strong
Canadian Tire	Engaged with	69	38	33	27	82	Strong
TELUS	Don't use/own	69	38	28	22	81	Very Strong
Air Miles	Not engaged with	69	41	24	23	83	Very Strong
Tim Hortons	Engaged with	68	36	33	26	82	Strong
WestJet	Don't use/own	68	36	26	21	82	Very Strong
Rogers	Don't use/own	68	37	24	22	81	Strong
Metro	Engaged with	68	39	33	27	82	Strong

Brand ▲▼	Segment ▲▼	Engagement ▲▼	Intensity ▲▼	Rising Interest ▲▼	Excitement ▲▼	Potential TAM ▲▼	Recommendation ▲▼
President's Choice	Engaged with	83	50	38	29	92	Very Strong
PC Points	Engaged with	80	45	30	22	87	Strong
SportChek	Shopped at	79	44	38	30	89	Strong
Home Sense	Shopped at	78	47	40	33	88	Strong
Freshii	Engaged with	77	46	48	32	90	Very Strong
Mark's Work Warehouse	Shopped at	76	44	36	30	89	Very Strong
Home Hardware	Shopped at	76	44	37	32	88	Very Strong
Loblaws	Shopped at	74	43	36	28	85	Strong
Loblaws	Engaged with	73	44	37	28	86	Strong
Hudson's Bay Company	Shopped at	73	42	37	30	86	Strong
Shoppers Drug Mart	Shopped at	72	41	34	28	85	Strong
Sobeys	Engaged with	72	42	35	30	87	Very Strong
Real Canadian Superstore	Shopped at	72	42	36	28	86	Very Strong
Rona	Shopped at	70	40	36	29	84	Strong
Canadian Tire	Shopped at	70	39	33	27	83	Strong
Shoppers Drug Mart	Engaged with	70	39	34	26	83	Very Strong
Canadian Tire	Engaged with	69	38	33	27	82	Strong
Tim Hortons	Engaged with	68	36	33	26	82	Strong
Metro	Engaged with	68	39	33	27	82	Strong

Brand ▲▼	Segment ▲▼	Engagement ▲▼	Intensity ▲▼	Rising Interest ▲▼	Excitement ▲▼	Potential TAM ▲▼	Recommendation ▲▼
Desjardins	Don't use/own	75	48	34	29	86	Very Strong
BMO Harris Bank	Don't use/own	73	42	26	21	84	Strong
TD	Don't use/own	72	40	34	26	84	Very Strong
Scotiabank	Don't use/own	72	42	32	32	82	Very Strong
BMO	Don't use/own	72	43	31	24	82	Very Strong
RBC	Don't use/own	70	38	30	24	85	Very Strong
CIBC	Don't use/own	70	42	26	26	85	Very Strong

Brand ▲▼	Segment ▲▼	Engagement ▲▼	Intensity ▲▼	Rising Interest ▲▼	Excitement ▲▼	Potential TAM ▲▼	Recommendation ▲▼
Aeroplan	Not engaged with	71	39	26	23	85	Very Strong
Air Canada	Don't use/own	70	42	23	23	80	Strong
Bell	Don't use/own	69	38	32	25	82	Very Strong
TELUS	Don't use/own	69	38	28	22	81	Very Strong
Air Miles	Not engaged with	69	41	24	23	83	Very Strong
WestJet	Don't use/own	68	36	26	21	82	Very Strong
Rogers	Don't use/own	68	37	24	22	81	Strong

Key Takeaway: President's Choice leads Canadian brand engagement at 83. Grocery & retail brands dominate the top rankings, while banking brands show strong untapped potential in the "Don't use/own" segment.

Who Owns the Passion Economy?