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Vegetables and Fruit - Canada - May 2017

"Nearly all Canadians eat fruits and vegetables, though half of consumers claim they get the recommended servings of fruits and vegetables daily. Furthermore, a third of consumers state they are purchasing less produce as it’s become more expensive, even as prices of fresh vegetables and fruit have dropped in the past year following a period of high inflation in the category."

- Joel Gregoire, Senior Food & Drink Analyst

This report looks at the following issues:

  • Lower income Canadians are less likely to eat fresh vegetables
  • Over a third of parents need help in getting their kids to eat fruits and vegetables
  • A third of Canadians are eating less produce due to price

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Vegetables
          • Fruit
          • Executive Summary

            • The issues
              • Lower income Canadians are less likely to eat fresh vegetables
                • Figure 1: Vegetable consumption, household with an income under $25K vs overall population, February 2017
              • Over a third of parents need help in getting their kids to eat fruits and vegetables
                • Figure 2: Agreement with the statement “It is difficult to get children to eat vegetables”, by parentage, February 2017
              • A third of Canadians are eating less produce due to price
                • Figure 3: Agreement with statement “I am purchasing less produce as it has become more expensive”, by current financial situation, February 2017
              • The opportunities
                • Innovation in waste reduction can convey value
                  • Figure 4: Top five products consumers would be interested in trying, February 2017
                • Alternative formats a viable strategy in boosting produce consumption
                  • Figure 5: Agreement with “I get some of my vegetable or fruit servings from other formats”, by age, February 2017
                • Promoting benefits from superfood can help in connecting with the Canadian consumer
                  • Figure 6: Interested in vegetable or fruits with superfood benefits, by province, February 2017
                • What it means
                • The Market – What You Need to Know

                  • Cost of fruits and vegetables drops for consumers
                    • Canada’s Food Guide encourages fruit and vegetable consumption
                    • Market Factors

                      • Immigration fuelling Canada’s population growth
                        • Figure 7: Foreign-born share of population by G8 country and Australia
                      • Cost of fruits and vegetables drops in Canada
                        • Canada’s Food Guide encourages fruit and vegetable consumption
                          • Figure 8: Leading causes of death in Canada, 2013
                        • Focus on health and weight management to continue
                          • Figure 9: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
                      • Key Players – What You Need to Know

                        • Historical inflation impacts consumers’ perception on price
                          • Canadians are expanding their produce palate
                            • Green protein to play a more prominent role in diets
                              • Produce delivery can help Canadians meet their dietary needs
                              • What’s Working?

                                • Canadians are expanding their produce palate
                                  • Figure 10: Percentage of US adults who have purchased the following fruits to eat at home in the past month, April 2016
                                • Convenient formats lower barriers for eating fruits and vegetables
                                  • Figure 11: President’s Choice Avocado Chunks (Canada), November 2016
                                  • Figure 12: President’s Choice Coconut Chunks (Canada), December 2016
                                  • Figure 13: Tesco VitaKids Baby Carrot (UK), September 2016
                                  • Figure 14: Green Giant Fresh Green Giant Fresh Thai Soup Blend (Canada), October 2016
                                  • Figure 15: CleverFoodies Scramble Rancheros Scramble Veggies & Herbs (Canada), February 2016
                                  • Figure 16: Moov Organic Cauliflower Florets (Canada), November 2016
                              • Challenges

                                • Climate change creates challenges in the market
                                  • Historical inflation impacts consumers’ perception on price
                                    • Food swamps prominent in Canada’s largest city (Toronto)
                                    • What To Look Out For?

                                      • Produce delivery can help Canadians meet their dietary needs
                                        • Bringing ‘the farm’ to the city
                                          • Figure 17: Plant it Forward with Kashi, March 2014
                                        • Umami is not just for meat
                                          • Green protein to play a more prominent role in diets
                                          • The Consumer – What You Need to Know

                                            • Nearly all Canadians eat fruits and/or vegetables
                                              • Price a key driver for selecting vegetables and fruit
                                                • Access to fresh fruits and vegetables viewed as a right by Canadians
                                                  • Alternative formats a means to drive incremental usage with consumers
                                                    • Half of Canadians are open to supercharged health benefits
                                                    • Fruit and Vegetable Usage

                                                      • Nearly all Canadians eat fruits and/or vegetables
                                                        • Figure 18: Typed of vegetables purchased, February 2017
                                                        • Figure 19: Types of fruits purchased, February 2017
                                                      • Demographic and economic variables impacted produce usage
                                                        • Figure 20: Fresh, loose vegetable and fruit purchase, by age and gender, February 2017
                                                        • Figure 21: Vegetable consumption, household with an income under $25K vs overall population, February 2017
                                                        • Figure 22: Importance of price when choosing fruit, by age and income, February 2017
                                                        • Figure 23: Importance of price when choosing vegetables, by age and income, February 2017
                                                      • Putting ‘isms’ in perspective
                                                        • Figure 24: Types of diet, by type, February 2017
                                                        • Figure 25: Vegetarian/vegan, by age and gender, February 2017
                                                    • Price and Value in Produce

                                                      • Price key driver for selecting vegetables and fruit
                                                        • Figure 26: Important factors when choosing vegetables and fruit, February 2017
                                                      • Waste reduction can be used to convey value
                                                          • Figure 27: President’s Reusable Produce Bags (Canada), March 2011
                                                          • Figure 28: SC Johnson Ziploc Fresh Produce Bags (Canada), February 2012
                                                          • Figure 29: Rubbermaid Produce Container (Canada), November 2010
                                                          • Figure 30: Rubbermaid FreshWorks Produce Saver, April 2016
                                                      • Produce and Health

                                                        • Access to fresh fruits and vegetables viewed as a right by Canadians
                                                          • Figure 31: Agreement with “it is important for everyone to have access to fresh produce”, February 2017
                                                        • No dessert until you eat your vegetables!
                                                          • Figure 32: Agreement with “it is difficult to get children to eat vegetables”, by parentage, February 2017
                                                          • Figure 33: KD Kraft Dinner Smart Three Cheese Macaroni & Cheese (Canada), April 2016
                                                          • Figure 34: Catelli Smart Veggie Macaroni (Canada), May 2016
                                                          • Figure 35: Dempster’s Bakery Garden Vegetable Bagels (Canada), July 2014
                                                          • Figure 36: Dare Breton Garden Vegetable Crackers (India), April 2017
                                                          • Figure 37: Sneaky Chef Parmesan Romano Pasta Sauce (US), July 2015
                                                          • Figure 38: Sneaky Chef Smooth Red Pasta Sauce (US), July 2015
                                                          • Figure 39: Single Serve Mac & Cheese from Sneaky Blends by Missy Chase Lapine, October 2016
                                                        • Demand for GMO-free produce needs context
                                                          • Figure 40: Importance of pesticide-free, organic and GMO-free, February 2017
                                                          • Figure 41: The Journey to Harvest, November 2016
                                                        • Leveraging provenance at grocers
                                                          • Figure 42: Importance of locally grown and in-season, February 2017
                                                      • Opportunities for Innovation in Produce

                                                        • Alternative formats a means to drive incremental usage with consumers
                                                          • Figure 43: Agreement with “I get some of my vegetable or fruit servings from other formats”, by age, February 2017
                                                          • Figure 44: The Protein Works Berry Flavour Superfood Bites (UK), October 2016
                                                          • Figure 45: Dole Fruitocracy Apple Pineapple Squeezable Fruit Pouch (US), November 2016
                                                          • Figure 46: Welch’s Premium Juice Ice Bars (Canada), August 2015
                                                        • Half of Canadians are open to supercharged health benefits
                                                          • Figure 47: Products consumers would be interested in trying, February 2017
                                                          • Figure 48: Go Gourmet Organic Slammers Epic Superfood Snack (US), November 2016
                                                          • Figure 49: Ready Pac Produce Go-Go-Goji Superfood Salad (US), July 2016
                                                          • Figure 50: Feel Good Superfoods Goji Berries (US), July 2016
                                                          • Figure 51: Ice Cream Factory Coco Superfood Coconut Ice Cream with Acai & Mulberries (Germany), August 2016
                                                          • Figure 52: Nicoya Enrichment Satay Chickpea and Red Quinoa Tribal Superfood (Ireland), November 2016
                                                          • Figure 53: Prairie Naturals Superfoods Coconut Chips with Organic Dark Chocolate (Canada), November 2016
                                                        • Inspiration for innovation can travel from abroad
                                                          • Figure 54: BOL Salad Jar The Japanese Salad (UK), June 2016
                                                          • Figure 55: BOL Salad Jar The Mediterranean Salad (UK), June 2016
                                                      • Consumer Segments

                                                        • Americans experience less access to fresh vegetables
                                                          • Figure 56: Vegetables purchased, US vs Canada, February 2016 (US)/February 2017 (Canada)
                                                          • Figure 57: Fresh, loose vegetables purchased, by geographical setting and country, February 2016 (US)/February 2017 (Canada)
                                                          • Figure 58: Fresh, loose vegetables purchased, by select income break, February 2016 (US) vs February 2017 (Canada)
                                                        • Quebec and BC: a tale of two provinces
                                                            • Figure 59: Products consumers would be interested in trying, Quebec vs BC, February 2017
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Consumer qualitative research
                                                                • Abbreviations and terms
                                                                  • Abbreviations

                                                                  Vegetables and Fruit - Canada - May 2017

                                                                  US $3,995.00 (Excl.Tax)