Emerging Canadian Consumer Trends

Agriculture and Agri-Food Canada (AAFC) earlier this summer released a report on The Canadian Consumer.

Key findings in the report were that the Canadian demographic continues to become more diverse. Two big shifts in Canada’s demographics have been:  the majority of immigrants since 2001  have come from Asia, and  Canada’s largest population segment – baby boomer’s - are now in the 45-65 yr old range.  Also the average Canadian household is more educated, and smaller than in decades past. Time  has also become an important factor as more on employed, with less time to prepare meals.  Another key finding was that Canadians are concerned with health and lifestyle as obesity rates are on the rise, as well as per-capita health spending.

Emerging Trends:

• Value: Canadians want good value for their money. Canadians identified this as the most important factor in how their food dollars were spent (The Nielsen Company, 2007).
• Health: Canadians are interested in proactively addressing the health of their families through food and beverage choices. Most influential driver of food choice is, low trans fat content (80%). Canadians believe most credible source for nutritional information is Dietitians (82%) then Health Professionals (81%). Food products labels (68%) are where most Canadians look for accessible food and nutritional info. (Source:Canadian Council of Food and Nutrition, 2008)
• Convenience: Canadians are seeking simplified meal-preparation, that require little preparation and clean-up. Longstanding trend as Canadians face a time crunch because of increase of secular responsibilities, and greater emphasis on recreational and sports related activities.
• Authenticity: Interest of where and how food is being produced on the increase. Many look for labels identifying these elements.For example the Fair Trade Certified Mark.
• Sustainability:  Consumers are becoming more interested in sustainability of food systems. As such, Farmers’ Markets seeing increased sales, and grocery stores like Loblaw Companies Ltd. partnering with groups like the Marine Stewardship Council. 

(Source study: The Canadian Consumer – Behaviour, Attitudes and Perceptions Toward Food Products)

Some of these developments have been recognizable for some time, but it’s what companies do with this information that matters. This is especially true for any of Saskatchewan’s exporting companies, as demand from outside of the province is very important. By keeping up with these trends and developments, SMEs have a better ability to compete in the market place and increase their exports. 

Need more market information? Not sure what to do next?  (STEP) Saskatchewan Trade and Export Partnership can help you take the next steps. www.sasktrade.com