A recent article on canadianpizzamag.com
by author Laura Aiken details findings from a recent BrandSpark Intenrational survey of 25,000 Canadian shoppers.
No surprises: “82 per cent of consumers believing that companies are
exploiting environmentally friendly claims;” “88 per cent of Canadians
believing that ‘there is a lot I can do with food and nutrition to
And finally, “47 per cent of survey respondents stating that they have
purchased more private label/in-store
brands versus premium and name brands.”
Like consumers around the world, Canadians are staying home to cook
more, eating out less, and are going grocery shopping with an eye on
any new product that can deliver value.
They do think “green” is important, as well as organic--although there
is confusion in the marketplace about what organic means. “53 per cent
stated that they don’t trust that all products labelled as organic are
actually 'organic’ and 48 per cent stated that they are confused by what
the term organic actually guarantees.”
“The top five purchase drivers in food and beverage, in order, are: taste, price, fresh, healthy and it looks appetizing.”
How did Canadian consumers differ from US shoppers? They are slightly
more positive about economic recovery, and more concerned about the
environment than their US counterparts.
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