Cuisine Canada Scene

Trends, trends, trends.  Everyone’s talking about them.  Food trends abound, but which ones are here to stay (at least for the time being).  Bensimon Byrne’s recent Consumerology Report focused on food consumer trends for Canadians, and the insight is interesting.  Where we are going, as a nation, with how we interpret food and health, is enlightening, but also clouded in misconceptions, and full of potentials for food professionals.

No big surprises are here for anyone in the food industry, still let me summarize some of the most interesting findings:

• Consumers are focusing on fresh, local and healthy when making purchases.  Local food is perceived as healthier, and has a nostalgic characteristic which is a real marketing boon for retailers, and a win-win for all of us.  Higher income families spend a greater percentage on healthy foods, and local foods.

• Food processing, and food additives are seen as major health risks compared to other risks, such as quality of health care, or obesity.

• 60% of Canadians are preparing more meals at home, for both economic and health reasons.

• 67% of consumers consider local food a very important determinant of purchasing intent, as compared to 45% for organic food.  80% of consumers see the increase of local foods in restaurants and stores as a strongly positive change.

• Availability of ready-to-eat products in stores is seen primarily as a “lukewarm” change by 47% of consumers.

• Brands are becoming less important, especially among younger consumers.

• Genetic modification of food is seen as primarily a negative trait, but  is seen more favourably by first generation Canadians.

• The format of a food plays very heavily on our impressions of healthiness, home-cooked versus restaurant made, fresh versus frozen, processed versus whole, etc.

• Consumer and health communications have a strong affect on consumer perceptions of healthiness.  Eggs are perceived as one of the healthier foods, concluding that a good communications strategy can overcome poor consumer opinion.

• Our healthiest meals are at home, and usually on the weekends.  Consumers feel healthy meals are rarely had at fast food outlets.  Sit-down restaurants fare a lot better in public opinion.

• Consumers are aware of the Canada Food Guide, however find it difficult to interpret, with only 11% of consumers finding its recommendations very helpful in determining food choices.

• Cost of food is perceived as the greatest barrier to healthy eating, with lower income families putting a greater emphasis on this point.  Lack of time is the second most important barrier to not eating healthy.  Lack of knowledge and skills are a very significant factor for 25% of consumers when it comes to healthy eating.

Opinion, and actual purchasing intent are two different, and very fickle friends.  Public opinion polls are different than sales volume and market share studies.  Inevitably, price is the predominant influence at point of purchase, but there is a real movement towards local, healthy , and home-cooked foods that is swaying the market.   There are plenty more extensive Canadian trend reports out there, so keep and open mind, and a critical eye on the situation.  Let’s see where these trends go in the coming years.

Any of these finding surprise you? As a food professional which stats are your biggest challenge?

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Posted by Dr. Amy Proulx, who was dismayed at tofu’s poor ranking in public opinion.  She’s putting in an expert endorsement for tofu.  “Delicious and nutritious!  Eat more tofu and keep me in my job!”

Photo – Amy Proulx