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.
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.
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
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.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
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