Alternate format
In August 2023, the Canadian Agri-Food Policy Institute and the Canadian Centre for Food Integrity released a research report entitled Industry Implications of Evolving Consumer Behaviour (PDF). This is a main report connected to 3 individual "Deep Dives" on consumer behaviours, which were partially funded by Agriculture and Agri-Food Canada.
These reports were developed through the AgriCommunication Initiative to increase the sector's understanding of changes in consumer demand. This supports ongoing dialogue among governments and industry on how to best position the sector to respond to these trends, particularly as they relate to sustainable agriculture.
This report shared findings that identified 4 consumer behaviour trends that are expected to influence the interests, attitudes and concerns of Canadian consumers with regard to food choices and purchases. Canadians want affordable, healthy food that supports environmental and social sustainability. They also look to industry and governments to improve environmental outcomes. In a crowded information environment, effective communication about the food issues that matter to consumers is becoming more critical.
Methodology
The report brings together information and data analysis on consumer behaviour trends from industry and academic sources, and validates trends gathered through 11 one-on-one discussions with industry experts.
Trend 1: Sustainability is key, and consumers want to learn more
The more concerned consumers are with the environment, the more likely they are to seek out information about sustainability before visiting the grocery store:
- 73% said they needed more information to make better environmental choices when grocery shoppingnote 1
- 66% expressed a lack of trust in sustainable products due to deceptive marketingnote 1
Rather than paying more for food viewed as sustainably produced, consumers are looking for ways to reduce both their spending and environmental impact:
- 60% said they "always" or "sometimes" seek out grocery store items that use less packagingnote 2
- 46% said they feel climate change is the greatest threat to Canada's food systemnote 2
For more on the above topic: Deep Dive 1: Trends in Canadian Consumer Demand for Environmental Attributes in Food (PDF)
Trend 2: Contribution of food to health is enduring and evolving
After price, the top factors in consumer food choices are quality, freshness, and nutritional values, which are directly or indirectly related to health.
While strategies for choosing healthy foods vary, some common consumer behaviours include:
- 83% of those concerned with health were also concerned with sustainabilitynote 2
- 85% said they spent more on fresh produce when asked about healthy choices they made in the past yearnote 4
- 28% sought out information about plant-based meat alternatives in the past 6 monthsnote 2
- 42% consumed a dairy alternative product in the last 12 monthsnote 5
Trend 3: Affordability and availability remain top of mind for consumers
Consumers are increasingly preoccupied with food affordability and access to food:
- 47% sought out information about how to spend less on food in the last 6 monthsnote 2
- 48% of those from households with annual income below $40K rated their level of concern about the cost of food as a 10/10note 6
- 30% of those from households with annual income over $100K rated their concern with cost of food at a 10/10note 6
- 65% "often" or "sometimes" sought out locally grown or produced food, even if it cost more, as they value local supply chainsnote 2note 7
For more on the above topic: Deep Dive 2: Trading Down (PDF)
Trend 4: Social sustainability is important
The welfare of farm animals and treatment of workers are expected to be persistent and growing top of mind issues for Canadians:
- About 33% indicated that they believe that animals are treated humanely in Canadian agriculture, while approximately 60% indicated they were unsurenote 2
- 22% sought out information about labour and human rights in food production in the past 6 monthsnote 2
For more on the above topic: Deep Dive 3: Animal- and Plant-based Proteins (PDF)
Implications for industry
- Effectively communicating environmental information to consumers, including online rather than on labels crowded with information, while building a reputation for sustainable actions
- Continuing to develop production systems that are local, with shorter and possibly more secure supply chains
- Seeking to reduce waste wherever possible, including food waste and packaging waste
- Considering brands and products reliably associated with social attributes such as improved animal welfare and better treatment of workers