Description

Canadians don't need to marinade on sauces and marinades; they're hooked and diversity is distinctly shaping Canadians' consumption.

Candace Baldassarre, Research Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

    • 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
    • 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
    • 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*
    • Appendix

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