2020
8
Canada Meat Market Report 2020
2020-11-19T03:02:38+00:00
OX988024
3695
127738
[{"name":"Meat and Fish","url":"https:\/\/store.mintel.com\/industries\/food\/meat-fish"}]
Report
en_GB
“Canadians’ attitudes towards meat are changing. Over twice the number Canadians say they are eating less than more meat compared to three years ago with health being the biggest reason…

Canada Meat Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Meat – Canada market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Meat remains central to Canadians’ diets, yet a greater share of Canadians say they’re eating less meat, compared to those who say they are eating more meat compared to three years ago. The industry is under pressure based on a variety of different factors including an aging population, concern over the environmental impact from eating meat and an emerging plant-based alternative market. COVID-19 has also impacted attitudes towards meat in different ways, with more Canadians cooking at home along with noted concerns over the safety of Canada’s meat supply.

Expert analysis from a specialist in the field

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

Canadians’ attitudes towards meat are changing. Over twice the number Canadians say they are eating less than more meat compared to three years ago with health being the biggest reason for the shift. Meat’s impact on the environment and its rising cost emerge as other key reasons. While meat remains integral to Canadians’ diets, it’s important for the industry to address these areas of concern to support its ongoing health
Joel Gregoire
Associate Director Food & Drink

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • A greater share of Canadians claim to be eating less meat than more meat
                • Health is the main reason why Canadians say they are eating less meat
                  • Plant-based alternatives’ particular appeal with young Canadians represents a challenge for the meat industry
                    • Figure 1: “I’m more open to trying plant-based meat alternatives than I used to be”, by age, June 2020
                  • Lab-grown meat has the potential to be the next evolution of the category
                    • Younger and older Canadians hold different views on meat and the environment
                      • Canada’s changing demographic landscape to influence meat preferences
                        • Impact of COVID-19 on meat
                          • Figure 2: Short, medium and longer-term impact of COVID-19 on meat, October 2020
                        • Opportunities and challenges
                          • During the pandemic personal safety takes on heightened importance
                            • A weak economy places greater emphasis on value
                              • The onset of COVID-19 does not discount the environment’s importance for Canadians
                              • The Market – What You Need to Know

                                • COVID-19 leads Canadians to ‘hyper-nest’
                                  • Economic recovery continues at a slow pace placing greater onus on value
                                    • The food supply chain is getting more attention due to COVID-19
                                    • Market Factors

                                      • COVID-19’s broad impact on food applies to meat
                                        • Figure 3: Short, medium and longer-term impact of COVID-19 on meat, October 2020
                                      • Canadians are ‘hyper-nesting’ because of COVID-19
                                        • The race to carbon-neutrality is on
                                          • Figure 4: Maple Leaf Foods is Carbon Neutral Now, November 2019
                                          • Figure 5: Not Just Little Things, February 2020
                                        • Economic recovery continues at a slow pace placing greater onus on value
                                          • Immigration is fuelling Canada’s population growth…
                                            • Figure 6: Percentage of Canadians who are visible minorities or not visible minorities, by age, 2016
                                          • …and Asia is the primary source
                                            • Figure 7: Distribution of immigrants living in Canada, by region of birth, 1996-2036
                                        • Market Opportunities

                                          • The food supply chain is getting more attention due to COVID-19
                                            • COVID-19 stands to accelerate automation in meat processing facilities
                                              • CRISPR gene editing holds the potential to drastically change meat production
                                                • Figure 8: Biologist Explains One Concept in 5 Levels of Difficulty – CRIPSR, May 2017
                                              • KFC’s 3D-printed chicken is emblematic of how the industry may evolve
                                                • Figure 9: Maple Leaf 50/50 Beef & Plant Based Burger (Canada), May 2020
                                                • Figure 10: Maple Leaf 50/50 Pork & Plant Based Breakfast Sausage (Canada), May 2020
                                                • Figure 11: Split Decisions, June 2020
                                            • The Consumer – What You Need to Know

                                              • COVID-19 has raised concerns over the safety of Canada’s meat supply
                                                • Plant-based meat alternatives are becoming more palatable to Canadians
                                                  • Twice as many Canadians are eating meat less often than more often
                                                    • Chicken ‘rules the roost’ when it comes to the meat Canadians most eat
                                                      • Provenance and fat content matter more to older Canadians
                                                        • Convenience remains key
                                                        • COVID-19’s Impact on Attitudes towards Meat

                                                          • COVID-19 has raised concerns over the safety of Canada’s meat supply
                                                            • Figure 12: “The COVID-19 outbreaks at meat processing plants have me concerned about the safety of Canada’s meat supply” (% agree), by region, June 2020
                                                          • Canadians are cooking meat at home more often because of COVID-19
                                                            • Figure 13: “I’m cooking more with meat at home during the COVID-19 pandemic” (% agree/disagree), June 2020
                                                            • Figure 14: “I’m cooking more with meat at home during the COVID-19 pandemic” (% agree), by age, June 2020
                                                            • Figure 15: “I’m more likely to stock up on meat now because I’m concerned about stores running out during the COVID-19 pandemic” (% agree), by parental status, June 2020
                                                          • Canadians are willing to support local restaurants through their meat purchasing habits
                                                            • Figure 16: “I would buy premium cuts of meats from local restaurants to prepare at home” (% agree), by age, June 2020
                                                        • Attitudes towards Plant-based Meat

                                                          • Most believe Canadians eat too much meat
                                                            • Figure 17: “I think Canadians generally eat too much meat” (% agree), by age and gender, June 2020
                                                          • Plant-based meat alternatives are becoming more palatable to Canadians
                                                            • Figure 18: Statements on openness towards eating plant-based meat alternatives and comparable quality of plant-based meat alternatives vs meat (% agree), by age, June 2020
                                                          • Over a third of Canadians are open to lab-grown meat
                                                            • Figure 19: “I would be willing to eat meat produced in a lab if it looked and tasted the same as meat from an animal” (% agree), June 2020
                                                            • Figure 20: “I would be willing to eat meat produced in a lab if it looked and tasted the same as meat from an animal” (% agree), by age, June 2020
                                                          • Younger and older consumers hold different views on meat’s impact and meat companies’ efforts on the environment
                                                            • Figure 21: Views on meat and the environment (% agree), by age, June 2020
                                                        • Change in Meat Consumption

                                                          • Twice as many Canadians are eating meat less often than more often
                                                            • Figure 22: Change in meat consumption, June 2020
                                                            • Figure 23: Change in meat consumption, by gender and age, June 2020
                                                          • Evolving demographic makeup impacts meat consumption in Canada
                                                            • Figure 24: Change in meat consumption, South Asians vs overall, June 2020
                                                          • Health is the main reason for eating less meat
                                                            • Figure 25: Reasons for eating less or no meat, June 2020
                                                            • Figure 26: Reasons for eating less or no meat, by age, June 2020
                                                            • Figure 27: “Meat has become more expensive” as a reason for eating less or no meat, by age, June 2020
                                                        • Types of Meat Eaten

                                                          • Chicken ‘rules the roost’ when it comes to the meat Canadians most eat
                                                            • Figure 28: Types of meat typically eaten at home, June 2020
                                                          • Canada’s changing demographic landscape will influence meat preferences
                                                            • Figure 29: Types of meat typically eaten at home, Chinese Canadians and South Asians vs overall, June 2020
                                                            • Figure 30: M&M Food Market Korean BBQ Beef Short Ribs (Canada), May 2020
                                                            • Figure 31: PC President’s Choice World of Flavours Seasoned Pork Shoulder Blade Carnitas (Canada), November 2019
                                                            • Figure 32: Wegmans Food You Feel Good About Jamaican Jerk Style Boneless Skin-On Chicken Breast Cutlets (US), August 2020
                                                          • Canned meat’s short-term COVID bump is unlikely to be sustained over the long term
                                                            • Figure 33: Meat consumption, by format, June 2020
                                                            • Figure 34: Consumption of dehydrated/dried and canned meat, Chinese Canadians vs overall, June 2020
                                                          • Parents are more likely to eat meat across different formats
                                                            • Figure 35: Meat consumption, by format (non-fresh), by parental status, June 2020
                                                          • Quebecers are less likely to eat all types of meat aside from ‘fresh’
                                                            • Figure 36: Meat consumption, by format (non-fresh), Quebec vs overall, June 2020
                                                        • Important Factors when Choosing Meat

                                                          • Provenance and fat content matter more to older Canadians
                                                            • Figure 37: Important factors when purchasing meat for using at home, June 2020
                                                            • Figure 38: Importance of “origin” and “low in fat content” when purchasing meat for using at home, by age, June 2020
                                                          • Parents of older kids are most open to meat options made specifically for kids
                                                            • Figure 39: The New Primal Snack Mates Kids Chicken & Maple Sticks (US), August 2019
                                                            • Figure 40: Importance of “appeal to kids”, by age of children at home, June 2020
                                                          • Quebecers ‘stray from the herd’ when it comes to certain motivations for choosing meat
                                                            • Figure 41: Important factors when purchasing meat for using at home, by region, June 2020
                                                          • All-natural and free-from claims matter more to Chinese Canadians and South Asians
                                                            • Figure 42: Important of “all-natural” when purchasing meat for using at home, Chinese Canadians and South Asians vs overall, June 2020
                                                        • Areas of Interest in Meat

                                                          • Convenience remains key
                                                            • Figure 43: Meat innovations of interest, June 2020
                                                            • Figure 44: Park Street Deli Mango Chicken (US), June 2020
                                                            • Figure 45: Jack Daniel’s old No. 7 Pulled Pork (US), March 2020
                                                          • Pique interest with internationally inspired meat dishes
                                                            • Figure 46: Types of internationally inspired foods consumers have eaten and show interest in trying, July 2019
                                                            • Figure 47: Sensations by Compliments Lemony Greek-Inspired Flattened Seasoned Chicken (Canada), August 2020
                                                            • Figure 48: Martin Purefoods Philippine Style SweetPork Longanisa Breakfast Links (US), August 2020
                                                            • Figure 49: Interest in internationally inspired meat dishes, Chinese Canadians and South Asians vs overall, June 2020
                                                          • Demand for artisanal meats persists in a challenged economy
                                                            • Figure 50: Interest in artisanal meats, by household income, June 2020
                                                            • Figure 51: Heritage Tomato Basil Angus Beef Meatballs (US), February 2020
                                                            • Figure 52: Good & Gather Apple & Gouda Smoked Chicken Sausage (US), September 2020
                                                            • Figure 53: Piller’s Charcuterie Trio (Canada), September 2020
                                                          • Young men show greater interest in meat snacks
                                                            • Figure 54: Interest in innovative meat snack, men 18-34 vs overall population, June 2020
                                                            • Figure 55: Wilde Chips Chicken & Waffles Chicken Chips (US), February 2020
                                                            • Figure 56: Butterball Premium Snacks Thanksgiving Snack (US), June 2020
                                                            • Figure 57: Epic Bar Rise & Grind Uncured Bacon + Pork + Egg Yolks Bar (US), March 2020
                                                            • Figure 58: Made By True South African Savory Biltong (US), January 2020
                                                            • Figure 59: Smithfield Power Bites Meat Lovers Bites (US), October 2020
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations

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