This report covers the following key issues:
- Reasons Canadians eat (or don’t eat) healthily all or most of the time
- Which benefits Canadians want from better-for-you foods
- Which attributes consumers consider when looking to eat healthily
- The categories in which consumers would like to see more better-for-you options
- Attitudes toward dietary habits, product selection, mental versus physical health and ‘healthy eating services’
Eating healthily is a priority for many, although with food inflation being a particular challenge, linking health to value matters.
Joel Gregoire, Associate Director of Food & Drink Reports
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- Key Issues Covered in this Report
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Executive summary
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Consumer Insights
- Better-for-you Eating Trends – Fast Facts
- What Matters When Shopping for Foods and Drinks
- Graph 1: what matters most when shopping for food and drinks at grocery stores, 2023
- Graph 2: health’s importance when shopping for food and drinks at grocery stores, by age, 2023
- Graph 3: health’s importance when shopping for food and drinks at grocery stores, by age and gender, 2023
- How Often Canadians Try to Eat Healthily
- Graph 4: how often Canadians try to eat healthily, 2023
- Graph 5: how often Canadians try to eat healthily, by age, 2023
- Graph 6: try to eat healthily all or most of the time, by age and gender, 2023
- Graph 7: try to eat healthily all or most of the time, South Asians vs Chinese vs overall, 2023
- Graph 8: try to eat healthily all or most of the time, by perceived financial status, 2023
- Reasons Eating Healthily Matters
- Graph 9: reasons for eating healthily, 2023
- Graph 10: reasons for eating healthily, by age, 2023
- Graph 11: eat healthily “to set a good example for others”, parents of children by age vs overall, 2023
- Graph 12: eat healthily “to set a good example for others”, mothers vs fathers vs overall, 2023
- Reasons Eating Healthily Is Not Important
- Graph 13: reasons for not eating healthily, 2023
- Graph 14: reasons for not eating healthily, by age, 2023
- Graph 15: reasons for not eating healthily, men vs women 18-34 vs overall, 2023
- Graph 16: it costs too much to eat healthily, by perceived financial health, 2023
- Desired Benefits in Healthy Foods
- Graph 17: benefits Canadians want to see in healthy foods, 2023
- Graph 18: benefits Canadians want to see in healthy foods, by age, 2023
- Graph 19: benefits Canadians want to see in healthy foods, women vs men, 2023
- Graph 20: benefits Canadians want to see in healthy foods among women, by age, 2023
- Graph 21: benefits Canadians want to see in healthy foods, newer Canadians vs overall, 2023
- Graph 22: benefits Canadians want to see in healthy foods, Quebec vs overall, 2023
- Claims Considered When Looking to Eat Healthily
- Graph 23: considerations when looking to eat healthily, 2023
- Graph 24: considerations when looking to eat healthily, by age, 2023
- Graph 25: considerations when looking to eat healthily, parents of children by age vs overall, 2023
- Food Categories Canadians Would Like To See More Healthy Options In
- Graph 26: foods Canadians want to see more healthy/better-for-you options of, 2023
- Graph 27: foods Canadians want to see more healthy/better-for-you options of, by age, 2023
- Graph 28: foods Canadians want to see more healthy/better-for-you options of, men vs women, 2023
- Graph 29: foods Canadians want to see more healthy/better-for-you options of, moms vs dads, 2023
- Graph 30: foods Canadians want to see more healthy/better-for-you options of, South Asians vs overalll, 2023
- Attitudes toward Product Selection
- Graph 31: attitudes toward heathy eating and product selection, 2023
- Graph 32: “I would be willing to pay more for foods with functional benefits”, by age, 2023
- Graph 33: “I would be willing to pay more for foods with functional benefits”, by age and household income, 2023
- Attitudes toward Dietary Habits and Healthy Eating
- Graph 34: attitudes toward dietary habits, 2023
- Graph 35: attitudes toward dietary habits, by age, 2023
- Graph 36: attitudes toward dietary habits, parents of children aged 5 and under vs overall, 2023
- Mental Versus Physical Health
- Services to Support Healthy Diets
- Graph 37: attitudes toward dietary services, 2023
- Graph 38: attitudes toward dietary services, by age, 2023
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Competitive strategies
- Launch Activity and Innovation
- Opportunities
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The Market
- Market Drivers
- Graph 39: annualized inflation rate by month, 2019-23
- Graph 40: annualized in-store food/drink inflation by category, 2023 vs 2022
- Graph 41: health concerns experienced in the past 12 months, 2023
- Graph 42: percent of Canadians 0-14 vs over-65, 1972-2022
- Graph 43: self-reported as obese, by age, 2015 and 2021
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Appendix
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