Ethics plays a notable role in the food and beverage industry. While it may not be the top priority for consumers, it remains as important to Canadians today as it was a few years ago, if not more so. Contrary to the narrative suggesting declining interest, consumer feedback indicates that ethical considerations still hold strong. However, in the wake of rapid food inflation, issues of trust and credibility have emerged, emphasizing the need for brands to understand which aspects of ethics resonate most with Canadians. Equally important is identifying the most effective communication channels and the sources consumers find most trustworthy.
Political affiliation and generational differences influence Canadians’ perspectives on ethics in food and drink. Liberal-leaning consumers are more likely to prioritize ethical considerations, suggesting brands should aim to find common ground across the political spectrum. The same strategy applies when addressing generational divides.
While ethics may not directly drive revenue, neglecting it as a strategic focus risks diminishing a brand’s relevance over time. This report highlights key areas where brands can align with Canadian consumers’ values, and offers guidance on how to communicate more effectively in this space.
This report looks at the following areas:
- To what extent does ethics influence food and drink choices, and why do they matter?
- Comparing ethical perspectives on food and drink between the Canadian and the US market
- Key factors driving consumer decisions regarding ethics in food and beverages
- Exploring attitudes toward buying Canadian, sustainability and wellness in the context of ethical consumption
- Which sources are the most trusted for ethics in food and drinks?
- How political views and generational differences influence perspectives on ethics in food and drinks
Ethics may not be Canadians’ top priority when buying food and drinks, but they hold influence. Brands should prioritize aspects of ethics to meaningfully connect.
Joel Gregoire, Associate Director of Food & Drink Reports
Market Definitions
For the purposes of this Report, Mintel identified the share of Canadian adults who state that ethics in food and drink are important to them and to what degree ethics matter. From that base, considerations and drivers related to food/drink and ethics are explored.
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
-
THE MARKET
- Market drivers
- How different are Canadians to Americans when it comes to ethics?
- Americans consider ethics when choosing foods more often than Canadians
- Graph 1: how often ethical foods (organic, fairtrade) are typically chosen, 2023
- Ethics and the environment matter equally in food and drink between the US and Canada
- Graph 2: environment and ethics in food and drink products representing good value for money, 2023
- For Canadians, recycling is a higher priority in packaging
- Graph 3: what consumers look for in food and drink packaging, 2023
- Canadians and Americans share near-equal concern about climate change’s impact on food and drinks
- Graph 4: share of consumers worried about how climate change will impact food and drink products (eg shortages, higher prices), 2025
- Canadians place greater importance on provenance
- Graph 5: share of consumers who don’t pay much attention to where food and drinks are made or grown, 2025
- Will the importance of “buy Canadian” last?
-
CONSUMER INSIGHTS
- Consumer fast facts
- The importance of ethics in food and drink
- Most claim ethics matter when choosing food and drinks
- Ethic’s importance endures
- Graph 6: importance of ethics when choosing foods and drinks to buy, 2021 vs 2025
- While ethics matters, its relative importance must be considered in context
- Graph 7: most important considerations when shopping for food and drinks at grocery stores (top three), 2024
- Reasons ethics in food and drink matter
- Takeaways for reasons ethics in food and drink matter
- Ethics can embody quality, health, and ultimately, trust
- Graph 8: reasons ethical issues matter when shopping for food and/or drinks, 2025
- The environment is a concern for the widest range of ethically conscious consumers
- Graph 9: reasons ethical issues matter when shopping for food and/or drink, by the importance of ethics when choosing foods and drinks to buy, 2025
- Canadians link packaging and localism to sustainability
- Graph 10: food and drink-related actions consumers think help the environment the most (top three), 2024
- Important ethical considerations or claims when purchasing food and drinks
- Supporting Canadian businesses connects with consumers
- Graph 11: ethical considerations that matter when purchasing foods/drinks, 2025
- Relatability is believability
- Deeper dive into ethical considerations
- Distinguish between what holds broad appeal, and what matters more to the most ethically conscious consumers
- Graph 12: ethical considerations that matter when purchasing foods/drinks, by the importance of ethics when choosing foods and drinks to buy, 2025
- Brands must understand their consumers’ values when promoting ethical considerations that are more niche
- Communicating commitment to ethics credibly
- Consumers expect actions to match company promises
- Graph 13: “Food and drink companies can credibly communicate their commitment to ethics by…”, 2025
- Farmers are trustworthy advocates
- Graph 14: most trustworthy sources on ethics in food and/or drink, 2025
- Influence without expertise is not enough
- Build trust through partnerships to convey ethical commitments
- Attitudes toward trust and ethics
- Higher prices damage companies’ reputations on ethics
- Graph 15: attitudes toward ethics and trust in food and/or drink, 2025
- While inflation remains far below recent peaks, tariffs raise fears of higher prices
- Graph 16: annual change in CPI and prices of food purchased from stores by month, 2019-25
- How companies around the world use transparency to build trust
- Attitudes toward ethics in food and its benefits
- Ethical brands are seen as more beneficial for society and the environment
- Graph 17: attitudes toward the benefits of focusing on ethics in food and/or drink, 2025
- Concerns over climate change have dipped, for the meantime
- Graph 18: most concerned about climate change and social equality over the next six months (top three), 2022-25
- Healthy for the planet and the body
- Ethics in food and drink as related to contemporary issues
- Patriotism over politics: trade tensions drive the buy Canadian movement
- Graph 19: attitudes toward ethics in food and/or drink in societal context, 2025
- Perceived relations with the US have soured
- Graph 20: impact of the current Trump administration, 2025
- Worries about global affairs have risen
- Graph 21: most concerned about rising prices, interest rates and world affairs over the next six months (top three), 2022-25
- Ethics can be a matter of perspective
- Ethics in food and drink and political beliefs
- Ethics in food and drink and political beliefs – takeaways
- Canadians embrace a wide spectrum of political perspectives
- Graph 22: how consumers describe their political beliefs, 2025
- Political beliefs influence how much ethics matter in food and drink choices
- Graph 23: importance of ethics when choosing foods and drinks to buy, by political beliefs, 2025
- Supporting the environment can be a politically polarizing reason for considering ethics in food and drink choices
- Graph 24: reasons ethical issues matter when shopping for food and/or drinks, by political beliefs, 2025
- Liberal consumers are more likely to align ethics with environmental and social impacts
- Graph 25: attitudes toward the benefits of focusing on ethics in food and/or drink (any agree), by political beliefs, 2025
- Supporting Canadian businesses strikes a political chord
- Graph 26: ethical considerations that matter when purchasing foods/drinks, by political beliefs, 2025
- Liberals call for a more holistic approach to conveying ethical principles
- Graph 27: “Food and drink companies can credibly communicate their commitment to ethics by…”, by political beliefs, 2025
- Liberals are more likely to base their food and drink choices on societal values
- Graph 28: attitudes toward ethics in food and/or drink in societal context (any agree), by political beliefs, 2025
- The rise in food and drink prices is more likely to have led conservatives to prioritize ethics less
- Graph 29: attitudes toward ethics and trust in food and/or drink (any agree), by political beliefs, 2025
- Feature farmers where it’s appropriate
- Graph 30: most trustworthy sources on ethics in food and/or drink, by political beliefs, 2025
- Ethics in food and drink across generations
- Ethics in food and drink across generations – takeaways
- Commitment to ethics in food and drinks moderates with age
- Graph 31: importance of ethics when choosing foods and drinks to buy, by generation, 2025
- Ethical priorities differ by generation
- Graph 32: reasons ethical issues matter when shopping for food and/or drink, by generation, 2025
- Boomers focus on more expected factors when evaluating the ethics of their food and drink purchases
- Graph 33: ethical considerations that matter when purchasing foods/drinks, by generation, 2025
- Sources of trust differ between generations
- Graph 34: most trustworthy sources on ethics in food and/or drink, by generation, 2025
- Older consumers, in particular, value fairness
- Graph 35: “Food and drink companies can credibly communicate their commitment to ethics by…”, by generation, 2025
- Age brings greater nuance and perspective around ethics
- Graph 36: attitudes toward ethics in food and/or drink in societal context (any agree), by generation, 2025
- Smaller companies connect better with younger generations
- Graph 37: attitudes toward ethics and trust in food and/or drink (any agree), by generation, 2025
- Ethics in food and drink by financial situation
- Ethics in food and drink by financial situation – takeaways
- Ethical considerations in food decline as financial pressures increase
- Graph 38: importance of ethics when choosing foods and drinks to buy, by financial situation, 2025
- Opportunity exists to make environmental action more accessible
- Graph 39: ethical considerations that matter when purchasing foods/drinks related to sustainability, by financial situation, 2025
- Greater financial stability fosters higher trust in expertise
- Graph 40: most trustworthy sources on ethics in food and/or drink, by financial situation, 2025
- Rising food prices have eroded trust in companies’ ethical commitments, particularly among those facing greater financial insecurity
- Graph 41: attitudes toward ethics and trust in food and/or drink (any agree), by financial situation, 2025
- Grocers are more likely to shoulder the blame for higher food prices
- Graph 42: responsible for the rise in food prices (top three), 2023
- Grocers are more likely to shoulder the blame for higher food prices
- Individuals with financial security are more inclined to value companies that prioritize ethics
- Graph 43: attitudes toward the benefits of focusing on ethics in food and/or drink (any agree), by financial situation, 2025
- Financial stability fuels support for buying Canadian amid US tariffs
- Graph 44: attitudes toward ethics in food and/or drink in societal context (any agree), by financial situation, 2025
- Ethics in food and drink by region
- Ethics in food and drinks resonate across Canada
- British Columbians prioritize organics, while animal welfare resonates more in Atlantic Canada
- Graph 45: ethical considerations that matter when purchasing foods/drinks, by region, 2025
- Traditional media outshines social media as a trusted source on ethics in food in Quebec
- Graph 46: most trustworthy sources on ethics in food and/or drink, by region, 2025
-
COMPETITIVE STRATEGIES
- Launch activity and innovation
- Being strong on ethics doesn’t have to mean being weak on indulgence
- Focusing on values can enhance the perception of quality
- Any brand or category can embrace ethics
- Making a difference by thinking beyond the beverage
- Ethically positioned foods can be complemented
- Ethical grocery store concept #1 (AI generated)
- Ethical grocery store concept #2 (AI generated)
- Marketing and advertising
- Sobeys encourages Canadians to unite in support of their country
- Maple Leaf Foods highlights Canadian-owned brands
- Tackling personal issues, one lunch at a time
- From food waste to footwear
- Kindness wins: nice people don’t finish last
- Opportunities
- Small gestures can be a big help
- The debate on social media’s role in unhealthy eating habits among kids and teens
- Driving change: Canada’s electric mobile market fights food insecurity
- More Canadians turned to food banks as food prices rose sharply
- Graph 47: where shoppers get more groceries vs a year ago, 2022 & 2023
- Ethics can be future-looking and fun: Ben & Jerry’s partners with Rivian
- Maple Leaf Foods inspires Canadians to garden sustainably
- Helping shoppers save makes ethics more than a “flash in the pan” concern
-
APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
