Our International Trend Studies have been conducted on a biennial basis in the United States for 26 years and in 45 countries internationally since the Year 2000. The resulting database is the longest running of its kind, providing trended shopper insight data to food manufacturers, ingredient suppliers, foodservice establishments, pharmaceutical companies and health organizations. Shopper nutrition and health insights are used to create and support strategy, position and improve brands and track trends.
In Search of Purity, Freshness, Organics & Food Safety
- The cost of basic food is consistently a top food issue for Canadian shoppers, with 65% citing strong concern about this, but otherwise their worries about food shifting away from trans fats to issues like pesticide and hormone use along with food contamination. Overall concern about food issues here is dropping off, although 50+ respondents do still express more worry about these issues. Product freshness is the most relevant label information for all shoppers even though more than half are also very to extremely interested in labels detailing information about artificial sweetener use. Simple labels with fewer, recognizable ingredients are emerging as preferable for these shoppers, with close to 70% calling them relevant compared to 50% who say free-from labels are important.
- Canadian respondents’ views about genetically modified ingredients may be moderating. Although 80% still cite agreement or strong agreement that GMO products should be labeled as such, nearly half say that not all genetic modification is bad, and fewer say these products are not as good for them as non-GMO products. Overall, about half do feel that GMO foods are worse with regard to safety, the environment and health, but a fairly steady one-third call them comparable.
- Since 2010, processed foods, artificial ingredients and additives have consistently strong and negative connotation among shoppers in Canada. Respondents age 30 and older, women and those with children at home report the most overall concern about these ingredients, although choosing foods because they don’t contain these ingredients is overall down. Steady shares of close to half do still typically associate qualities like long shelf life, unrecognizable and artificial ingredients with foods that are highly processed. But despite these perceptions, the influence of products deemed as natural and organic has seem some decline in recent year, although net use of both has remained consistent at 90% and 70% respectively.
1. Introduction and Methodology
2. Executive Summary
3. Detailed Information
- Top 10 Food Concerns
- Freshness & Natural Labeling
- Clean Labels
- Ingredient Recognition
- Simple Ingredient Lists
- Genetically Modified Foods
- Avoiding Additives & Artificial Ingredients
- Natural & Organic
- Responsible Food Choices
- Eco-Friendly Brand Choices
- Environmentally Friendly Purchasing
- Cost of Environmental Choice
- Point of Origin
- Locally Grown