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BrandSpark's Canadian shopper study reinforces what we know about 2010 consumer behavior

Healthier options, more private label, and a growing suspicion of “green” claims…our neighbors to the north are not that different after all!
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FILED IN:  Sustainability  > Strategy
     
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 prevent illness.'”

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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