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- Key issues covered in this Report
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Executive summary
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Consumer Insights
- Consumer fast facts
- Getting to know Canadians' eating habits
- Graph 1: dietary preferences, 2023
- Graph 2: dietary preferences, by age, 2023
- Graph 3: carnivore vs vegetarian, overall vs South Asian, 2023
- Graph 4: dietary preferences, by area lived, 2023
- Graph 5: carnivores, by region, 2023
- Graph 6: cooking skills, 2023
- Graph 7: cooking skills, by household income, 2023
- Graph 8: cooking habits of Canadians with meal cooking/preparation responsibilities (select), 2023
- At-home usage of sauces and marinades
- Graph 9: at-home usage of sauces and marinades, 2023
- Graph 10: at-home usage of sauces and marinades (select), by age, 2023
- Graph 11: at-home usage of sauces and marinades (select), by age, 2023
- Graph 12: at-home use of sauces and marinades in past three months, 2017
- Graph 13: at-home usage of sauces and marinades (select), by race, 2023
- Graph 14: new cooking sauce launches with 'oyster' in product name, global vs top six nations and Canada, 2001-23
- Graph 15: new cooking sauce launches with 'fish' in product name, global vs top five nations and Canada, 2001-23
- Graph 16: % of new cooking sauce launches with word 'paste' in name that are tomato flavoured, 2014-23
- Graph 17: new product launches of 'pastes' in cooking sauces category, 2014-23
- Graph 18: at-home usage of sauces and marinades (select), by region, 2023
- Graph 19: at-home usage of Worcestershire sauce, English-speaking vs French-speaking Quebecers, 2023
- Graph 20: at-home usage of cooking sauces, pasta sauces and marinades, 'other' language vs overall, 2023
- Interest in at-home usage of sauces and marinades
- Graph 21: don't use but are interested in using sauces and marinades at home, 2023
- Graph 22: interest in at-home usage of sauces and marinades, men vs women, 2023
- Graph 23: at-home usage of sauces and marinades, men vs women, 2023
- Graph 24: don't use but are interested in using Worcestershire sauce, by age and gender, 2023
- Graph 25: don't use but are interested in using soy sauce, by age and gender, 2023
- Graph 26: interested in but don't use cooking sauces, pasta sauces and marinades (select), by race 2023
- Graph 27: don't use but are interested in using dry marinades, bottled marinades and steak sauce, overall vs Chinese, 2023
- Purchase factors for cooking sauces, pasta sauces and marinades
- Graph 28: important factors when selecting cooking sauces, pasta sauces and marinades to use at home, 2023
- Graph 29: important purchase factors when selecting cooking sauces, pasta sauces and marinades to use at home (select), men vs women, 2023
- Graph 30: important purchase factors when selecting cooking sauces, pasta sauces and marinades to use at home (select), by age, 2023
- Graph 31: 'organic' is important purchase factor when selecting cooking sauces, pasta sauces and marinades to use at home, by age and gender, 2023
- Graph 32: motivating factors for purchasing organic or natural food or beverages instead of conventional/mainstream products, 2023
- Graph 33: barriers to purchasing natural and/or organic food, 2023
- Graph 34: purchase factors for cooking sauces, pasta sauces and marinades (select), by race, 2023
- Graph 35: "ingredient origin" is main purchase factors for cooking sauces, pasta sauces and marinades, by region, 2023
- Interest in flavours in sauces and marinades
- Graph 36: interest in flavours in sauces and marinades, 2023
- Graph 37: interest in flavours in sauces and marinades (select), by age, 2023
- Graph 38: interest in flavours in sauces and marinades (select), men vs women, 2023
- Graph 39: interest in flavours in spicy flavours in sauces and marinades, by age and gender, 2023
- Graph 40: interest in flavours in spicy and creamy flavours in sauces and marinades, by years living in Canada, 2023
- Graph 41: interest in flavours in cooking sauces, pasta sauces and marinades, by language spoken, 2023
- Graph 42: "I have an above average tolerance for spicy foods" (% agree), by race, 2023
- Graph 43: daily website/app usage, by race, 2023
- Graph 44: interest in flavours in sauces and marinades, by race, 2023
- Graph 45: interest in fruity flavours in sauces and marinades, French vs English speaking Quebecers, 2023
- Graph 46: interest in familiar vs new flavours in sauces and marinades, by age, 2023
- Appeal of regional flavours in sauces and marinades
- Graph 47: appeal of regional flavours in sauces and marinades, 2023
- Graph 48: interest in regional flavours in sauces and marinades, by age, 2023
- Graph 49: appeal of regional flavours in sauces and marinades (select), by race, 2023
- Graph 50: appeal of regional flavours in sauces and marinades, Ontario vs BC vs overall, 2023
- Graph 51: interest in regional flavours in sauces and marinades, by area lived, 2023
- Attitudes toward sauces and marinades
- Graph 52: "I have been inspired to try a food or recipe I learned about on social media" (% agree), by age and gender, 2023
- Graph 53: daily social media use (select), by age, 2023
- Graph 54: daily social media use, by age, 2023
- Graph 55: daily social media use (select), by gender and age, 2023
- Graph 56: "I wish the stores I do my groceries at had a wider selection of pre-marinated meats and/or fish/seafood" (% agree), by race, 2023
- Graph 57: "I would like to see marinades/sauces in smaller sizes to avoid committing to something that I may not like" (% agree), by age and gender, 2023
- Graph 58: attitudes toward sauces and marinades (% agree), by area lived, 2023
- Graph 59: "I have modified pre-made sauces and marinades by adding additional ingredients" (% agree), by age and gender, 2023
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Competitive strategies
- Launch activity and innovation
- Marketing and advertising
- Opportunities
- Graph 60: index of penetration of pasta and cooking sauce launches where the word "lunch" appears on pack, 2013-23
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The Market
- Market drivers
- Graph 61: annualized inflation rate by month, 2019-23
- Graph 62: distribution of foreign-born population, by region of birth, 1871 to 2036
- Graph 63: top birthplaces of recent immigrants, 2021
- Graph 64: Chinese consumers, overall vs British Columbia, 2023
- Graph 65: South Asian consumers, overall vs Ontario, 2023
- Graph 66: population aged 0-14 and 65+, 1988-2068*
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Appendix
Canadians don't need to marinade on sauces and marinades; they're hooked and diversity is distinctly shaping Canadians' consumption.
Candace Baldassarre, Research Analyst
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