2021
8
Canada Ethics in Food and Drink Market Report 2021
2021-08-19T04:12:21+01:00
OX1047833
3695
141590
[{"name":"Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks"},{"name":"Ethics and Values","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/ethics-values"},{"name":"Food","url":"https:\/\/store.mintel.com\/industries\/food"}]
Report
en_GB
“As with other industries, ethics in food and drink matter for nearly all Canadians. Focusing on ethics in one way or another is not a ‘nice to have’ but a…

Canada Ethics in Food and Drink Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Canada Ethics in Food & Drink market including the behaviors, preferences, and habits of the consumer.

Ethics have evolved to being an important consideration that is central for businesses. This applies to the food and drink industry. This report examines the role of ethics in food and drink and looks at the extent to which Canadians account for ethics when making purchase decisions. The report also examines what ethical considerations matter most to consumers when choosing where to shop, what to purchase, and where to eat out. Furthermore, Canadians are asked why ethics matter to them and what their attitudes are when it comes to ethics and COVID-19, politics, evolving societal norms, and other areas. Ethics represent an expansive topic and this report aims to provide focus and context using Canadians’ input.

  • Rather surprisingly, Canadians are forgiving. Some 87% of Canadians for whom ethics matter in food and drink agree that they are “willing to forgive companies for apparent ethical transgressions if they make a serious effort to correct their mistakes.” Simply put, this means how ethical missteps are addressed is crucial.
  • If anything, COVID-19 has heightened the importance of ethics based on the assertion of most Canadians. The question for food and drink is, how is this heightened importance manifested and will the effect last?
  • When it comes to why ethics matter to Canadians when shopping for food and drink, the environment ranks as the top reason. Although there are many different areas of concern when it comes to the environment, addressing waste from packaging and food is most pressing.
  • Locally produced is the top ethical consideration for Canadians at retail and foodservice when it comes to food and drinks. Simply put, ‘Canadian-’ or ‘locally’ made resonates with a broad cross-section of individuals and if there’s a story to be told in this regard, it’s worth telling it.

Read on to discover more about the Canada Ethics in Food & Drink consumer market, read our Dining Out – Canada – 2021 report, or take a look at our other Food & Foodservices research reports.

Quickly understand

  • The impact of COVID-19 on consumer views around ethics in food and drink.
  • Ethical considerations that matter most to Canadians in food and drink manufacturing, at grocers and at foodservice, ethical food shopping, and ethical food brands.
  • What drives Canadians to care about ethics in food and drink.
  • What the share of Canadians is who concern themselves with ethics in food and drink? How much do they care?

Covered in this report

Brands include: Pearl Milling Company, Infarm, Sobeys, Unilever, Hellmann’s, Mc Donald’s, J.M. Smucker, Colombian Coffee Growers Federation, Volcafe Specialty Coffee Corp, Maple Leaf Foods, Ben & Jerry’s, Starbucks.

Expert analysis from a specialist in the field

This report, written by Joel Gregoire, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As with other industries, ethics in food and drink matter for nearly all Canadians. Focusing on ethics in one way or another is not a ‘nice to have’ but a ‘need to have’. The onset of COVID-19 has cemented this view. The good news is there is a great deal of room for companies to express their commitment to ethics in a variety of ways. This can range from supporting local, to protecting the environment, to addressing social and economic-related issues. As the pandemic (hopefully) wanes, food and drink companies can be a positive force for change in ‘the next normal’.
Joel Gregoire, Associate Director - Food & Drink
Joel Gregoire
Associate Director for Food & Drink

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Canadian context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Impact of COVID-19 on ethics in food and drinks
                      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on ethics in food and drink, August 2021
                    • Opportunities
                      • Prioritizing ethics is good business
                        • Brands need to adapt with changes in societal attitudes
                          • Looking after employees and those in need resonates
                            • Packaging waste is central to how Canadians associate food with sustainability
                              • Challenges
                                • There’s real downside to ethical missteps, but they’re recoverable
                                  • Retailers are ‘responsible’ for the actions of the brands they sell
                                  • The Market – Key Takeaways

                                    • The economic impact of the pandemic varies significantly for many
                                      • The global climate situation worsens
                                      • Market Factors

                                        • The economic impact of the pandemic varies significantly for many
                                          • Figure 2: Household savings rate, seasonally adjusted, Q1 2016-Q2 2020
                                          • Figure 3: Annual unemployment rate, 15 years and over, 2019 & 2020
                                        • Waste is the top environmental concern for Canadians
                                          • Figure 4: Environmental issues of concern when purchasing food and drinks in stores, 2019
                                        • Concerns over climate change mount
                                          • Figure 5: Canadians’ greenhouse gas emissions, 1990-2019
                                      • Companies and Brands – Key Takeaways

                                        • COVID-19 led to greater appreciation for frontline workers, but will it last?
                                          • Innovation complicates the relationship between the food industry and ethics
                                            • Technology offers opportunities for companies to be more transparent
                                            • Competitive Strategies

                                              • Hyper-local can help retailers own ‘local’
                                                • Figure 6: infarm Instagram post
                                              • Commitment to issues needs to be authentic and not just fashionable
                                                • Appreciation for frontline workers reached new heights, but will it lead to lasting changes?
                                                  • Developing trusted partnerships with vendors is one way retailers can display their commitment to ethics
                                                    • Food companies need to be part of solutions to climate change
                                                        • Figure 7: Futuremaker: Tracy Shepard-Rashkin, January 2019
                                                        • Figure 8: Hellmann’s Study Finds Canadians Can Reduce Household Food Waste by a Third with Just One Use-Up Day, April 2021
                                                    • Market Opportunities

                                                      • Company partnerships can more effectively tackle packaging waste
                                                        • Figure 9: Breakdown of food and drink launches with environmental and ethical claims in North America, 2020
                                                        • Figure 10: Invisible barcode recycling story in BBC News, June 2018
                                                        • Figure 11: TerraCycle Introduces Loop, May 2019
                                                      • The ‘rise of the machines’ at foodservice and retail
                                                        • Cultivated meat is a future, ethical solution to combatting climate change and treating animals humanely
                                                          • Technology pushes demand for transparency
                                                            • COVID-19 provides more opportunities to offer support
                                                              • Figure 12: Bruised fruit – Isolation of the pandemic has caused abuse numbers to increase by 30%, July 2021
                                                          • The Consumer – Key Takeaways

                                                            • Most Canadians factor in ethics when considering food and drinks
                                                              • The environment ranks as the ‘ethical issue’ that matters most
                                                                • Canadians are sympathetic to companies that make ‘ethical transgressions’
                                                                  • ‘Local’ is a key ethical consideration for Canadians
                                                                    • COVID-19 has placed added spotlight on ethical practices
                                                                    • Importance of Ethics in Food and Drink

                                                                      • Most Canadians factor in ethics when considering food and drinks
                                                                          • Figure 13: Importance of ethics in food and drink, 2021
                                                                        • Younger Canadians are more likely to account for ethics
                                                                          • Figure 14: Share of Canadians who say ethics are “very important” to them in food and drink, by age, 2021
                                                                          • Figure 15: Share of Canadians who say ethics are “very important” to them in food and drink, by region, 2021
                                                                          • Figure 16: Share of Canadians who say ethics are “very important” to them in food and drink, by location, 2021
                                                                      • Why Ethics Matter in Food and Drink

                                                                        • The environment ranks as the ‘ethical issue’ that matters most
                                                                            • Figure 17: Reasons ethical issues matter when shopping for food/drink, 2021
                                                                          • Older Canadians are most likely to consider the environment and accountability
                                                                            • Figure 18: Reasons ethical issues matter when shopping for food/drink, by age, 2021
                                                                            • Figure 19: Reasons ethical issues matter when shopping for food/drink, by gender, 2021
                                                                            • Figure 20: The importance of ethics when shopping for food and drink and a means to influence positive social change, by region, 2021
                                                                        • Attitudes towards Ethics in Food and Drink

                                                                          • COVID-19 has placed added spotlight on ethical practices
                                                                            • Figure 21: Impact of COVID-19 on the importance of companies acting ethically and views on ‘hero pay’ (% agree), 2021
                                                                            • Figure 22: Impact of COVID-19 on the importance of companies acting ethically (% agree), by age, 2021
                                                                          • Canadians are sympathetic to companies that make ‘ethical transgressions’
                                                                            • Figure 23: Select attitudes towards ethics in food and drinks (% agree), 2021
                                                                            • Figure 24: Ben & Jerry’s Instagram post, July 2020
                                                                            • Figure 25: Select attitudes towards ethics in food and drinks (% agree), 18-44s vs over-45s, 2021
                                                                            • Figure 26: Select attitudes towards ethics in food and drinks (% agree), born in Canada vs not born in Canada, 2021
                                                                            • Figure 27: “Brands should adapt as societal attitudes evolve” (% agree), by region, 2021
                                                                            • Figure 28: Select attitudes towards ethics in food and drinks (% agree), by location, 2021
                                                                          • Canadians say food companies and retailers have a responsibility to promote ethics
                                                                            • Figure 29: Attitudes around the responsibilities of retailers and food and drink companies (% agree), 2021
                                                                            • Figure 30: “Eating animal-based products is cruel” (% agree), by age, 2021
                                                                            • Figure 31: “Eating animal-based products is cruel” (% agree), by parental status, 2021
                                                                        • Ethical Considerations when Choosing where to Shop for Food and Drink

                                                                          • Local is the top ethical consideration for Canadians
                                                                            • Figure 32: Importance of local as an ethical consideration, across retail, food and drink manufacturers and foodservice, 2021
                                                                          • Retailers that take care of their employees and those in their communities are more likely to be regarded as being ethical
                                                                            • Figure 33: Importance of ethical considerations when choosing where to shop for food and/or drinks, 2021
                                                                          • Most ethical considerations around retail matter more to women
                                                                            • Figure 34: Importance of select ethical considerations when choosing where to shop for food and/or drinks, by gender, 2021
                                                                            • Figure 35: Importance of select ethical considerations when choosing where to shop for food and/or drinks, by age, 2021
                                                                          • Where consumers live impacts what they care about when it comes to ethics at retail
                                                                            • Figure 36: Importance of select ethical considerations when choosing where to shop for food and/or drinks, by region, 2021
                                                                            • Figure 37: Importance of select ethical considerations when choosing where to shop for food and/or drinks, by area, 2021
                                                                        • Ethical Considerations when Choosing what Food and Drinks to Buy

                                                                          • Aside from “locally made”, environmentally friendly packaging is the main way Canadians are looking for food and drink products to be ethical
                                                                            • Figure 38: Importance of ethical considerations when choosing what food and/or drinks to purchase, 2021
                                                                          • Women account for more considerations when it comes to choosing food and drink options
                                                                            • Figure 39: Importance of select ethical considerations when choosing what food and/or drinks to purchase, by gender, 2021
                                                                            • Figure 40: Importance of select ethical considerations when choosing what food and/or drinks to purchase, by age, 2021
                                                                          • Region has ‘some’ impact on what ethical considerations matter
                                                                            • Figure 41: Importance of select ethical considerations when choosing what food and/or drinks to purchase, by region, 2021
                                                                        • Ethical Considerations when Choosing which Restaurants to Visit

                                                                          • Where food served comes from matters more than who owns the restaurants
                                                                            • Figure 42: Importance of ethical considerations when choosing restaurants to visit, 2021
                                                                            • Figure 43: starbuckstshirt Instagram post, June 2020
                                                                            • Figure 44: Importance of select ethical considerations when choosing restaurants to visit, by age, 2021
                                                                            • Figure 45: Importance of select ethical considerations when choosing restaurants to visit, by gender, 2021
                                                                          • Those born outside of Canada are more likely to place greater importance on restaurants having diverse staffing
                                                                            • Figure 46: Importance of “employee welfare” and “diverse staffing” as ethical considerations when choosing restaurants to visit, born in Canada vs not born in Canada, 2021
                                                                            • Figure 47: Importance of select ethical considerations when choosing restaurants to visit, BC vs overall, 2021
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Consumer survey data
                                                                              • Consumer qualitative research
                                                                                • Mintel Trend Drivers
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations

                                                                                    About the report

                                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                    Market

                                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                    Consumer

                                                                                    Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                    Brand/Company

                                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                    Data

                                                                                    Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                    *databooks not available with UK B2B Industry reports.

                                                                                    Below is a sample report, understand what you are buying.

                                                                                    Click to show report
                                                                                    2024 Sample Consumer Cover

                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                                                    Trusted by companies. Big and small.

                                                                                    Want to speak to us directly?

                                                                                    Contact us with your enquiry and our expert global team can help.

                                                                                    Get in touch