Description

“Canadians’ demands of flavours and ingredients are complex. While many show a clear openness to trying new options, there’s also a strong pull to familiarity that can also bring comfort. There is an opportunity for companies to expose Canadians to flavours and ingredients less commonly considered to offer variety, but at the same time not lose sight of familiarity’s importance and the need for convenience when it comes to meal preparation at home.”
– Joel Gregoire, Associate Director for Food & Drink

Key issues covered in this Report

  • COVID-19 offers opportunity to promote flavour exploration and can be a source of comfort.
  • In-home meal preparation will continue to experience a higher degree of importance versus foodservice, which elevates its position in exposing Canadians to ‘new’ flavours and ingredients.
  • Age, gender and one’s background impact Canadians’ view of flavour and ingredients in different ways.
  • Canadians clearly have a sweet tooth, but this does not exclude the importance of a variety of flavours.

Table of Contents

  1. Overview

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

            • Top takeaways
              • Most Canadians are open to new flavours
                • Figure 1: Openness to trying new flavours, June 2020
              • Canadians look to blend ‘the new’ and ‘the familiar’
                • Canadians have a sweet tooth
                  • Figure 2: Flavours that are most appealing (top three), June 2020
                • Canadians look to restaurants to be exposed to flavour innovation
                  • Figure 3: Where consumers typically learn about new flavours and ingredients, June 2020
                • Chinese Canadians and South Asians exhibit different flavour preferences
                  • Impact of COVID-19 on flavours and ingredients
                    • Figure 4: Short, medium and longer-term impact of COVID-19 on flavours and ingredients, September 2020
                  • Opportunities and challenges
                    • Familiar flavours can soothe the soul
                      • Immunity-boosting ingredients hold during pandemic
                        • Recessionary conditions adversely impact foodservice but support in-home cooking
                          • Pantry-loading takes on greater importance as COVID-19 wears on
                            • Technology and food entertain during difficult times
                              • Pandemic or no pandemic, ease still matters
                                • Internationally inspired foods can be positioned as a proxy for travel
                                • The Market – Key Takeaways

                                  • COVID-19 leads to more in-home cooking, and the potential for more exploration in the kitchen
                                    • Asia is the primary source of immigration to Canada
                                      • Opportunity to promote less commonly eaten international cuisines in Canada
                                        • Brand partnerships between in and out of home can bring excitement
                                        • Market Factors

                                          • The role of new flavours and ingredients evolves with the pandemic
                                            • Figure 5: Short, medium and longer-term impact of COVID-19 on flavours and ingredients, September 2020
                                          • COVID-19: Canada context
                                            • COVID-19 leads to more in-home cooking, and the potential for more exploration in the kitchen
                                              • 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
                                              • Travel opens Canadians up to new flavour ideas
                                                • Figure 8: Visit by Canadians to overseas countries (000s), 2018
                                            • Market Opportunities

                                              • Opportunity to promote less commonly eaten international cuisines in Canada
                                                • Figure 9: Types of internationally inspired foods consumers have eaten and show interest in trying, July 2019
                                              • Looking close to home can inspire flavours and ingredient ideas
                                                • The potato chip aisle serves as a source of inspiration
                                                  • Figure 10: Private Selection Pimento Cheese & Harissa Naturally Flavored Ripple-Cut Chips (US), April 2018
                                                  • Figure 11: Kroger Kettle Cooked Cuban Style Sandwich Flavored Potato Chips (US), May 2019
                                                  • Figure 12: Lay’s Grilled Cheese and Tomato Soup Flavored Chips (US), December 2019
                                                  • Figure 13: Lay’s Chalet Sauce Flavoured Potato Chips (Canada), December 2016
                                                • Brand partnerships between in and out of home can bring excitement
                                                  • Occasion-specific flavours can spice things up in the COVID-19 era
                                                    • Figure 14: Hellmann’s Big Night In Kebab Tzatziki Sauce (UK), June 2020
                                                  • Hemp – the next functional ingredient to watch
                                                    • Figure 15: Bean Supreme Hemp Burgers (New Zealand), August 2020
                                                    • Figure 16: Bon Vivant Coffee & Chocolate Hemp Bar (Canada), September 2020
                                                  • Ingredient makers play a role in caring for the planet
                                                    • Figure 17: Annie’s Homegrown Honey Bunny Grahams (US), April 2018
                                                  • ‘Nodogoshi’ – is this the next ‘comfort food’ sensation?
                                                  • The Consumer – Key Takeaways

                                                    • The vast majority of Canadians try new flavours
                                                      • Restaurants, online and TV represent the trifecta of flavour inspiration
                                                        • Canadians have a sweet tooth
                                                          • Nutrition matters most when choosing what ingredients to cook with
                                                            • Flavour exploration grounded in familiarity resonates
                                                            • Openness to New Flavours

                                                              • The vast majority of Canadians try new flavours
                                                                • Figure 18: Openness to trying new flavours, June 2020
                                                                • Figure 19: Openness to trying new flavours, by age, June 2020
                                                              • Parents of young children show greater enthusiasm for trying new flavours
                                                                • Figure 20: Going out of one’s way to try new flavours, parents of children aged 5 and under vs overall, June 2020
                                                            • When and Where Canadians Try New Flavours

                                                              • The vast majority of Canadians try new flavours
                                                                • Figure 21: Where consumers like to try new flavours, June 2020
                                                                • Figure 22: Consumers who like to try new flavours and ingredients when cooking at home, by gender, June 2020
                                                              • Parents of young children show greater enthusiasm for trying new flavours
                                                                • Figure 23: Consumers who like to try new flavours and ingredients when cooking at home and when eating out, by household income, June 2020
                                                                • Figure 24: Chefs’ Menu Thai Coconut Chicken Meal Kit (Canada), January 2019
                                                              • As the day progresses, Canadians’ willingness to try new flavours and ingredients grows
                                                                • Figure 25: When consumers like to try new flavours and ingredients, June 2020
                                                                • Figure 26: Consumers who like to try new flavours and ingredients in snacks, by region, June 2020
                                                                • Figure 27: Consumers who like to try new flavours and ingredients, by occasion, South Asians vs overall, June 2020
                                                            • Where Canadians Get New Flavour/Ingredient Ideas From

                                                              • Restaurants, online and TV represent the trifecta of flavour inspiration
                                                                • Figure 28: Where consumers typically learn about new flavours and ingredients, June 2020
                                                              • Women are more likely to read about new flavours/ingredients
                                                                • Figure 29: Where consumers typically learn about new flavours and ingredients (select), by gender, June 2020
                                                                • Figure 30: The PERFECT Chocolate Chip Cookie Recipe – Baking Basics, May 16, 2020
                                                                • Figure 31: Where consumers typically learn about new flavours and ingredients – women, by age, June 2020
                                                              • Canadians with higher incomes view travel as a source of culinary education
                                                                • Figure 32: Learning about new flavours and ingredients at restaurants and when travelling, by household income <$70K vs >$70K, June 2020
                                                                • Figure 33: Statements related to travel as a means for discovery and paying for quality ingredients, June 2020
                                                              • Meal kits are a source of education for the young and affluent
                                                                • Figure 34: Consumers who typically learn about new flavours and ingredients through meal kits, by age, June 2020
                                                            • Flavours that Prove Most (and Least) Appealing

                                                              • Canadians have a sweet tooth
                                                                • Figure 35: Flavours that are most appealing (top three combined), June 2020
                                                                • Figure 36: Flavours that are most appealing (top three broken out), June 2020
                                                              • Flavour preferences differ by gender…
                                                                • Figure 37: Flavours that are most appealing (top three combined), by gender, June 2020
                                                              • …by background…
                                                                • Figure 38: Flavours that are most appealing (top three combined), Chinese Canadians and South Asians vs overall, June 2020
                                                              • …and by region
                                                                • Figure 39: Flavours that are most appealing (top three combined), by region, June 2020
                                                            • Important Considerations when Choosing Ingredients

                                                              • Nutrition matters most when choosing what ingredients to cook with
                                                                • Figure 40: What matter most when selecting ingredients to cook with (top three combined), June 2020
                                                                • Figure 41: What matter most when selecting ingredients to cook with (top three broken out), June 2020
                                                              • Nutrition matters more to women when choosing what ingredients to cook with
                                                                • Figure 42: What matter most when selecting ingredients to cook with (top three combined), by gender, June 2020
                                                              • Age, background and region impact what matter to consumers when choosing ingredients to cook with
                                                                • Figure 43: What matter most when selecting ingredients to cook with (top three combined), 18-44s vs over-45s, June 2020
                                                                • Figure 44: What matter most when selecting ingredients to cook with (top three overall), Chinese Canadians and South Asians vs overall, June 2020
                                                                • Figure 45: What matter most when selecting ingredients to cook with (top three combined), Quebec vs overall, June 2020
                                                            • Attitudes towards Flavours and Ingredients

                                                              • Most Canadians are open to more flavours because more flavours are available
                                                                • Figure 46: Statements about exploring new flavours and ingredients, June 2020
                                                                • Figure 47: Statements about exploring new flavours and ingredients (% agree), Chinese Canadians and South Asians vs overall population, June 2020
                                                                • Figure 48: Statements about exploring new flavours and ingredients (% agree), 18-44s vs over-45s, June 2020
                                                              • Flavour exploration grounded in familiarity resonates
                                                                • Figure 49: Statements about familiarity in flavours and ingredients, June 2020
                                                                • Figure 50: Statements about familiarity in flavours and ingredients (% agree), by gender, June 2020
                                                              • Providing ‘help’ is key to encouraging flavour exploration
                                                                • Figure 51: Statements about expertise in flavours and ingredients, June 2020
                                                                • Figure 52: Statements about expertise in flavours and ingredients (% agree), by age, June 2020
                                                                • Figure 53: Statements about expertise in flavours and ingredients (% agree), Chinese Canadians and South Asians vs overall, June 2020
                                                                • Figure 54: “I’m more likely to try new flavours/ingredients if they’re prepared for me” (% agree), Quebec vs overall, June 2020
                                                                • Figure 55: “I would like help in discovering more exciting flavours and ingredients” (% agree), parents vs non-parents, June 2020
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Global 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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

                                                                      Click to show report

                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

                                                                      Trusted by companies. Big and small.

                                                                      Bell Logo - Mintel client
                                                                      Boots Logo - Mintel Client
                                                                      Kelloggs Logo - Mintel client
                                                                      Samsung Logo - Mintel client
                                                                      Nike Logo - Mintel client
                                                                      Walgreens Logo - Mintel client

                                                                      Want to speak to us directly?

                                                                      Contact us on via phone or fill out a form with your enquiry.

                                                                      Contact Us