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Dips and Savory Spreads - Canada - March 2019

Covered in this report

For the purposes of this report, Mintel has used the following definitions to define dips and savoury spreads:

Vegetable-based dips or spreads

  • Hummus
  • Baba ghanoush
  • Salsa
  • Guacamole
  • Spinach artichoke dip
  • Bean dip
  • Tapenade (eg olive, tomato-based)

Dairy-based dips or spreads

  • Cheese dips/spreads (eg cream cheese dips, nacho cheese)
  • Cream dips/spreads (eg French onion, ranch)
  • Yogurt-based dips (eg tzatziki)

Other dips or spreads

  • Meat dips/spreads (eg crab spread, pate)

"Dips and savoury spreads are engrained in the diet of many Canadians, be it vegetable-based, dairy-based, or other types of dips or spreads. That said, growth opportunities exist by not only focusing on what is important to Canadians in terms of the category, such as flavour and convenience, but by engaging consumers with exposure to offerings they may be less familiar with, or providing new twists on the familiar in terms of flavour and format. This Report offers analysis on what dips and spreads Canadians say they use, how they use them, what they associate with different formats, and what they are looking for more of. The feedback in this Report is intended to provide the reader with direction in terms of how Canadians view the category and act as an initial base for potential, go-forward innovation, and/or positioning."

- Joel Gregoire, Associate Director - Food & Drink

This report examines the following issues:

  • Opportunity to broaden the selection of dips and spreads Canadians eat
  • Usage of dips and spreads softens among over-45s
  • Frozen and non-refrigerated dips are more likely to be viewed as processed

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Vegetable-based dips or spreads
          • Dairy-based dips or spreads
            • Other dips or spreads
            • Executive Summary

              • The issues
                • Opportunity to broaden the selection of dips and spreads Canadians eat
                  • Figure 1: Dips and spreads consumption by type, December 2018
                • Usage of dips and spreads softens among over-45s
                  • Figure 2: Any dips and spreads consumption, 18-44s vs over-45s, December 2018
                • Frozen and non-refrigerated dips are more likely to be viewed as processed
                  • Figure 3: Correspondence analysis – Association of dips and spreads, by format, December 2018
                • The opportunities
                  • Dips’ main role is in making ‘the familiar’ more ‘exciting’
                    • Figure 4: Statements on dips and spreads (% agree), December 2018
                  • Convenience is the main reason why Canadians turn to dips
                    • Figure 5: Association with “convenient” and “easy snack”, by gender, December 2018
                  • Canadians want more dips/spreads with health benefits
                    • Figure 6: Would like to see more of in dips and spreads, December 2018
                  • Versatility can help support frequent usage
                    • Figure 7: Occasions when dips or spreads are eaten, December 2018
                  • What it means
                  • The Market – What You Need to Know

                    • Immigration fuelling Canada’s population growth
                      • Canada’s population is aging
                        • Long-term softness in bread consumption a watch out for spreads
                        • Market Perspective

                          • External dynamics can impact market performance of dips and savoury spread
                            • Figure 8: Per capita volume consumption of bread and bread products from retail – Canada, 2012-22
                        • Market Factors

                          • Immigration fuelling Canada’s population growth
                            • Figure 9: Top 10 countries of birth of recent immigrants, 2011-16
                          • Canadians are more time-pressed
                            • Focus on health and weight management to continue
                              • Figure 10: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
                            • Canada’s population is aging
                              • Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                          • Key Players – What You Need to Know

                            • Canadian population growth dynamics opens opportunity for innovation
                              • Opportunity to expand flavour boundaries
                                • Convenient formats continues to increase in importance
                                  • Indulgent options support versatility in the category
                                  • What’s Working?

                                    • Canadian population growth dynamics opens opportunity for innovation
                                      • Figure 12: Ethnic-inspired foods have not tried but interested in trying, November 2015
                                  • What’s Next?

                                    • Functional dips/spreads are a way to expand health
                                      • Figure 13: Simply Simple Chimichurri Kéfir Dip (Canada), November 2018
                                      • Figure 14: Hanover Veggie Dips Buffalo Cauliflower Appetizer Dip (US), November 2018
                                      • Figure 15: Got7 Nutrition Salsa Nacho Dip (US), June 2017
                                      • Figure 16: Ithaca Cold-Crafted Fresh Lemon Beet Hummus (US), October 2017
                                      • Figure 17: Prommus Avocado Hummus (US), May 2018
                                    • Convenient format continues to increase in importance
                                      • Figure 18: Kraft Trios Strawberry Waffles Snack Mix (US), October 2018
                                      • Figure 19: Jus by Julie Cashew Hummus & Classic Crackers Snack Pack (US), December 2017
                                      • Figure 20: PC President’s Choice Mini Hummus Chickpea Dip & Spread (Canada), August 2018
                                      • Figure 21: Wholly Guacamole Mild Organic Guacamole (Canada), January 2018
                                    • Indulgent options support versatility in the category
                                      • Figure 22: Matty’s Seafood Lobster + Craft Beer & Cheese Hot Dip (Canada), November 2017
                                      • Figure 23: M&M Food Market Buttermilk Dip Dipping Sauce (Canada), January 2017
                                      • Figure 24: Appetitos Buffalo Style Chicken Dip (US), December 2018
                                      • Figure 25: Signature Select Buffalo Style Chicken Dip (US), October 2018
                                      • Figure 26: The Honest Stand Smoked Cheddar Style Dip (US), January 2018
                                    • Opportunity to expand flavour boundaries
                                      • Figure 27: Hummustir Fresh Hummus, Anytime, Anywhere Mediterranean Hummus with Tangy Twist (US), January 2019
                                      • Figure 28: Simple Truth Spicy Sweet Potato Bean Dip (US), February 2017
                                      • Figure 29: Philadelphia Dips Southwest Style Bean & Corn Cream Cheese Dip (US), November 2018
                                    • Meat dips can deliver on protein
                                      • Figure 30: StarKist Original Deli Style Tuna Salad (US), February 2018
                                      • Figure 31: Bumblebee Sandwich in Seconds Tuna Salad (US), October 2018
                                      • Figure 32: Charcuterie Artisanale aux Trois Pork and Duck Terrine with Orange (Canada), July 2018
                                      • Figure 33: PC President’s Choice Country-Style Pork & Goose Pate with Cranberry (Canada), February 2018
                                      • Figure 34: PC President’s Choice Duck Mousse with Port (Canada), February 2018
                                      • Figure 35: TBJ Gourmet Classic Uncured Bacon Jam (US), September 2018
                                  • The Consumer – What You Need to Know

                                    • Salsa reigns as Canadians dip of choice
                                      • Convenience is the most important consideration for consumers
                                        • Dips/spreads are primarily used as a snack
                                          • Canadians are looking for healthier dips and spreads
                                            • Dips make the familiar more “exciting”
                                            • Dips and Spreads Usage

                                              • Salsa reigns as Canadians dip of choice
                                                • Figure 36: Dips and spreads consumption by type, December 2018
                                              • Vegetable-based dip or spread usage softens among over-45s
                                                • Figure 37: Dips and spreads consumption (nets), by age, December 2018
                                                • Figure 38: Dips and spreads consumption (nets), by parental status, December 2018
                                              • Refrigerated dips/spreads are clearly the most popular format
                                                • Figure 39: Dips and spreads eaten, by format, December 2018
                                              • Younger consumers are more likely to eat dips across multiple formats
                                                • Figure 40: Repertoire of dips and spreads eaten in the past six months, 18-44s vs over-45s, December 2018
                                                • Figure 41: Dips and spreads format eaten, 18-44s vs over-45s, December 2018
                                            • Associations with Dips and Spreads

                                              • Convenience is the most important consideration for consumers
                                                • Figure 42: Characteristics associated with dips and spreads, December 2018
                                                • Figure 43: Association with “convenient” and “easy snack”, by gender and age, December 2018
                                              • Refrigerated dips/spreads hold most positive associations
                                                • Figure 44: Correspondence analysis – Association of dips and spreads, by format, December 2018
                                                • Figure 45: Association of spreads and dips, by format, December 2018
                                            • How Dips and Spreads are Used

                                              • Dips/spreads are primarily used as a snack
                                                • Figure 46: Occasions when dips or spreads are eaten, December 2018
                                                • Figure 47: Dips or spreads used as a snack and with meals, by gender, December 2018
                                              • Dips and spreads best paired with salty foods and vegetables
                                                • Figure 48: What foods are dips or spreads are eaten with, December 2018
                                                • Figure 49: Tostitos Scoops! Tortilla Chips (Canada), March 2017
                                                • Figure 50: Ruffles Regular Potato Chips (Canada), August 2017
                                                • Figure 51: What foods are dips or spreads are eaten with, born in Canada vs not born in Canada, December 2018
                                            • Innovation Opportunities

                                              • Canadians are looking for healthier dips and spreads
                                                • Figure 52: Would like to see more of in dips and spreads, December 2018
                                                • Figure 53: Amlüza No. 01 Original Almond, Argan Oil and Honey Spread (France), August 2018
                                                • Figure 54: ChicP Carrot, Ginger and Turmeric Houmous (UK), July 2018
                                                • Figure 55: Health considerations would like to see more of in dips and spreads, by gender, December 2018
                                                • Figure 56: Health considerations would like to see more of in dips and spreads, by age, December 2018
                                              • Men show equal interest in flavour combinations and health benefits
                                                • Figure 57: Flavour and health considerations would like to see more of in dips and spreads, by gender, December 2018
                                                • Figure 58: Eat 17 Chinese Bacon Jam (UK), January 2019
                                                • Figure 59: M&M Food Market Spicy Orange and Ginger Dipping Sauce (Canada), September 2017
                                                • Figure 60: Cedar's Organic Smoky Chipotle Hommus (US), March 2017
                                              • Women are more likely to show interest in ‘convenient’ formats
                                                • Figure 61: Considerations around convenience, by gender, December 2018
                                                • Figure 62: Summer Fresh Roaster Garlic Hummus & Crackers (Canada), August 2018
                                              • Plant-based more likely to resonate with women
                                                • Figure 63: Would like to see more plant-based dips and spreads, by age and gender, December 2018
                                            • Attitudes toward Dips and Spreads

                                              • Dips make the familiar more “exciting”
                                                • Figure 64: Statements on dips and spreads (% agree), December 2018
                                                • Figure 65: Split Almond Butter Raspberry Spread (US), February 2019
                                                • Figure 66: “Dips make familiar foods more exciting” (% agree), born in Canada vs not born in Canada, December 2018
                                                • Figure 67: “Dips make familiar foods more exciting” (% agree), Quebec vs overall, December 2018
                                              • Consumers are more willing to pay more for “healthy” than “premium” varieties
                                                • Figure 68: Willingness to pay more for healthy vs premium options (% agree), by gender, December 2018
                                                • Figure 69: “Dips help me eat healthier” (% agree), by gender and age, December 2018
                                                • Figure 70: “Dips help me eat healthier” (% agree), by region, December 2018
                                              • Moms are an opportunity to promote dips/spread in recipes
                                                • Figure 71: Usage of dips or spreads in the past six months (% agree), December 2018
                                                • Figure 72: Association of type of dip being useful in a recipe, December 2018
                                                • Figure 73: Williams-Sonoma Italian Handmade Italian Herb & Fennel Pasta Seasoning Blend (US), May 2017
                                                • Figure 74: Zest Moroccan Spice Paste Concentrate (Australia), May 2018
                                                • Figure 75: Schwartz Sriracha Thai Inspired Street Food Seasoning (UK), July 2018
                                            • Appendix – Data Sources and Abbreviations

                                              • Data sources
                                                • Consumer survey data
                                                  • Correspondence analysis
                                                    • Abbreviations and terms
                                                      • Abbreviations

                                                      Dips and Savory Spreads - Canada - March 2019

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