This 2020 research explores Canadian consumer perceptions and views of the agriculture and food sector, including changing behaviours during the COVID-19 pandemic, knowledge and familiarity with Canada’s agriculture and food sector, how consumers make purchasing decisions, and views on household food waste reduction.
Note: The AgriCommunication Initiative is also referred to as the Buy Canadian Promotion Campaign.
Methodology
The research was comprised of an online survey of 2005 Canadians aged 18 and older who hold at least some of the household grocery buying responsibility. The survey was conducted from July 28, 2020 to August 3, 2020 in English and in French.
Key findings
- The majority of Canadians feel somewhat knowledgeable about the sector, but many feel they don’t understand agricultural practices
- The majority of Canadians trust farmers’ judgement, and half see the sector as environmentally responsible, however, they have some concerns
- Canadians continue to have pride and a positive impression of the sector, but only about half always or often look for Canadian products
Awareness
- 63% feel at least somewhat knowledgeable about Canada’s agriculture and food sector
- 44% feel somewhat familiar with Canada’s farming and producing (10% feel very familiar)
- 41% feel at least somewhat familiar with Canada’s food and beverage processing
Top five information sources on agriculture:
- Journalists: 45%
- Documentaries: 36%
- Farmers: 30%
- Scientists: 24%
- Government of Canada (tied as fifth): 23%
Agricultural practices
Respondents agree:
- Canada’s farmers are good stewards of the environment: 58%
- They are more concerned with GMOs than in the past: 56%
- Farmers are environmentally responsible: 53%
- Farmers use antibiotics responsibly: 52%
Trust
- 74% trust Canada’s farmers and ranchers
- 46% believe scientists have a clear understanding of the health effects of GMO food
- Opinions are divided on whether or not pesticides are a necessary part of food production (31% agree and 30% disagree)
- 64% feel reducing food waste in their household is very important
Pride
I am proud of the food and beverages Canada produces:
- 78% agree
- 17% neutral
- 3% disagree
- 2% don’t know or no response
Canadian food and beverages
- 52% always or often look for food or beverages produced/grown in Canada
- 82% believe the quality of food and beverages produced/grown in Canada is good or excellent
- 72% have a positive impression of Canada’s agriculture and food sector
