Canada Lunch Eating Habits – Motivations and Attitudes Market Report 2022

Overview

• What you need to know
• Definition

Executive Summary

• Top takeaways
• Market overview
  • Figure 1: Outlook for lunch, 2022-27
• Opportunities
• The shift to working at home offers Canadians more choices at lunch
• Most Canadians prefer hot dishes at lunch
• Canadians want more ideas on how to use leftovers for lunch
• Canadians use their time at lunch differently
• Challenges
• Foodservice at lunch has been particularly impacted by the pandemic
• High inflation is leading Canadians to make trade-offs

Market Factors

• Inflation puts greater onus on value
  • Figure 2: Canadian year-over-year consumer price index (inflation rate) by month, 2019-22
  • Figure 3: Expected increase in household income vs household spending by quarter among Canadians, 2014-21
• The pandemic has impacted where Canadians choose to live
  • Figure 4: Population growth by select census metropolitan areas, 2021 vs 2019
• Headwinds to continue in foodservice’s recovery
  • Figure 5: Dollars spent at foodservices and drinking places in Canada, January 2019-December 2021
• Along with the pandemic, an aging population means more lunches will move into the home
  • Figure 6: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061

Competitive Strategies

• Lunch is a time to do more than eat
  • Figure 7: Change in exercise frequency (US), 2021
• The notion of convenience at lunch shifts from on-the-go to in-the-home
• • Figure 8: IKEA Canada Scrapcooking Instagram post, March 2021

Market Opportunities

• Lunch can be fun and creative while also being convenient
  • Figure 9: HelloFresh Moo Shu Beef Bowls (US), April 2021
  • Figure 10: Amazon Meal Kits Hawaiian BBQ Glazed Pork (US), September 2021
• • Figure 11: Cook-Able Chipotle Chicken Tacos (US), September 2021
  • Figure 12: Kraft Macaroni & Cheese Dinner Crayola ABC Macaroni & Cheese Dinner (US), February 2021
• • Figure 13: Lily’s Toaster Grills Grilled American Cheese Sandwich (US), February 2022
• A more flexible lunch occasion equates to more flexibility
  • Figure 14: Clover Leaf Classic Tuna Salad Snacks (Canada), October 2021
  • Figure 15: Stop & Shop Nature’s Promise Free From Uncured Ham & Cheese Lunch Kit (US), April 2020
• • Figure 16: Grab ‘n Snack Xtreme Snack Kit (US), December 2021
  • Figure 17: StarKist Premium White Chicken (US), January 2022
• New work arrangements offer opportunity for foodservice at lunch
  • Figure 18: WorkChew Instagram post, August 2021

The Lunch Consumer: Fast Facts

Where Lunch is Eaten

• The pandemic has led to a shift in where Canadians are getting and eating lunch
  • Figure 19: Frequency of eating/preparing lunch at home at different stages of the pandemic, 2021
• • Figure 20: Frequency with which Canadians eat lunch at home at different stages of the pandemic, 2021
• • Figure 21: Canadians who regularly prepare/eat breakfast/lunch at home at different stages of the pandemic, 2021
• Those who work remotely are more likely to have shifted more of their lunches into the home
  • Figure 22: Canadians who regularly prepare/eat lunch at home at different stages of the pandemic, by work location, 2021
• • Figure 23: Canadians who regularly prepare/eat lunch at home at different stages of the pandemic, by work location, 2021
• • Figure 24: Canadians who regularly prepare/eat lunch at home at different stages of the pandemic, by age, 2021

Reasons Why Canadians Get Lunch from Foodservice

• Getting lunch at foodservice is a treat first and foremost
  • Figure 25: Reasons for getting lunch from restaurants, 2021
• Those working offsite see foodservice at lunch as a chance to connect and change their scenery
  • Figure 26: Reasons for getting lunch from restaurants, by work location, 2021
• Younger Canadians value convenience more when it comes to getting lunch at foodservice
  • Figure 27: “More convenient than eating lunch at home” as a reason for getting lunch from restaurants, by age, 2021
• • Figure 28: “More convenient than eating lunch at home” and “to meet face to face with colleagues or clients” as reasons for getting lunch from restaurants, by parental status, 2021
• • Figure 29: “More convenient than eating lunch at home” as a reason for getting lunch from restaurants, by region, 2021

Reasons for Eating/Preparing Lunch at Home

• Pertinently, cost is the main reason and benefit for eating lunch at home
  • Figure 30: Reasons for eating/preparing lunch at home, 2021
• Younger Canadians are less likely to be influenced by cost savings
  • Figure 31: Reasons for eating/preparing lunch at home, by age, 2021
• • Figure 32: Reasons for eating/preparing lunch at home, by age and gender, 2021
• • Figure 33: Reasons for eating/preparing lunch at home, by (select) region, 2021
• Control and safety are key differentiators for why Canadians who work remotely prepare and eat lunch at home
  • Figure 34: Reasons for eating/preparing lunch at home, by work arrangement, 2021

How Consumers Typically Get Their Lunch from Foodservice at Lunch

• Ordering takeout on-the-spot remains the most common option
• • Figure 35: How consumers get their lunch from foodservice, 2021
• • Figure 36: How consumers get their lunch and breakfast from foodservice, 2021
• Young adults are far more reliant on apps
• • Figure 37: How consumers get their lunch from foodservice, by age, 2021
• • Figure 38: How consumers get their lunch and breakfast from foodservice, by parental status, 2021
• • Figure 39: How consumers get their lunch from foodservice, by work location, 2021

Attitudes Toward Lunch

• Canadians look to lunch for a break, but not always to eat
  • Figure 40: Attitudes toward timing at lunch, 2021
• • Figure 41: Attitudes toward timing at lunch (% agree), by age, 2021
• • Figure 42: Avril Naturellement Tuna Guacamole Wrap Lunch Box with Chickpea Salad (Canada), January 2021
  • Figure 43: Attitudes toward timing at lunch (% agree), by parental status, 2021
• • Figure 44: “I often spend my lunch hour doing things other than eating” (% agree), by work location, 2021
• A third of Canadians say they have shifted lunch eating habits due to the pandemic
  • Figure 45: Attitudes toward changing lunch habits due to the pandemic, 2021
• • Figure 46: Attitudes toward changing lunch habits due to the pandemic (% agree), by age, 2021
• • Figure 47: “I haven’t been eating as much for lunch since the start of the pandemic because I’m snacking more throughout the day” (% agree), Quebec vs overall, 2021
• Canadians don’t put too much thought into lunch
  • Figure 48: Attitudes toward planning and eating habits at lunch, 2021
• • Figure 49: “I typically eat the same lunch on most days” (% agree), by age, 2021
• • Figure 50: Attitudes toward planning and eating habits at lunch (% agree), Quebec vs overall, 2021
• Eating lunch at home facilitates more meal options
  • Figure 51: Attitudes toward eating preferences at lunch, 2021
• • Figure 52: Attitudes toward eating preferences at lunch (% agree), by work location, 2021
• • Figure 53: Attitudes toward eating preferences at lunch (% agree), by age, 2021
• • Figure 54: Attitudes toward eating preferences at lunch (% agree), Asians vs overall, 2021

Foods Eaten at Lunch

• Sandwiches remains the food-of-choice for Canadians at lunch
  • Figure 55: Foods typically eaten at lunch, 2021
• Age impacts the food choices Canadians make at lunch
  • Figure 56: Foods typically eaten at lunch, by age, 2021
• Busy moms more likely to eat snack foods for their lunch
  • Figure 57: Foods typically eaten at lunch, mothers vs fathers, 2021
• Handheld options prove more popular with those working at their regular workplace
  • Figure 58: Foods typically eaten at lunch, by work location, 2021
• Quebec shows different lunch-food preferences
  • Figure 59: Foods typically eaten at lunch, Quebec vs overall, 2021
• Asian-Canadians’ food preferences can have a substantial impact on the lunch occasion
  • Figure 60: Foods typically eaten at lunch, Asians vs overall, 2021

Appendix – Data Sources and Abbreviations

• Data sources
• Consumer Survey Data
• Mintel Trend Drivers
• Abbreviations and terms
• Abbreviations