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© Hill+Knowlton Strategies
Canadians and their food
Sarah AndrewesSenior Vice President
Hill+Knowlton Strategies
March 20, 2018
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Who are they? What are they hearing? What do they care about?
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Who are they?
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1 in 5 born outside of Canada; 1.2 M new to Canada since 2011
Aged 50 to 59 or 30 to 39
28% live alone; majority often eat alone
14% of household income spent on food
Own a smart phone and use the Internet everyday
Sources: Statistics Canada 2016 Census
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GENERATION Y
(millennials)
born in the 80’s + 90’s
18-36 years old today
GENERATON Z
(post-millennials)
born 2000’s
17 and younger
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75% of the workforce by 2025
Socially conscious
Committed to #selfcare
Open minded, curious
Smartphone first
Optimistic
Sources: Deloitte, Environics Research, Abacus Data
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Knowledge of food production
45%<35 35%
A D
17%<35 24%
36%
Survey conducted by H+K Strategies between March 9 and 15, 2018 of 703 Canadians; data weighted to census.
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What are they hearing?
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2018 food trends: Where we get our food
• Delivery + meal kits
• Online
• Dining out, on the go
• Grow your own
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2018 food trends: What we eat
• Non-meat meat
• More vegetables
• Ethnic flavours
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2018 food trends: Hot topics
• Healthy eating
• Self care/balance
• Personalization
• Sustainability
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Where do they get their information?
0% 10% 20% 30% 40% 50%
Magazines
Radio
Newspapers
Social media
News websites
Where I shop
Word of mouth
TV
#1 <35
Survey conducted by H+K Strategies between March 9 and 15, 2018 of 703 Canadians; data weighted to census.
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13
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What about farmers?
Survey conducted by H+K Strategies between March 9 and 15, 2018 of 703 Canadians; data weighted to census.
13%last
month
10%last six months
9%last year
16%more
than one year
36%never
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What about farmers?
59%never
Survey conducted by H+K Strategies between March 9 and 15, 2018 of 703 Canadians; data weighted to census.
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© Hill+Knowlton Strategies16
Farmers and farming practices are changing to meet the needs of consumers
Survey conducted by H+K Strategies between March 9 and 16, 2018 of XXXX Canadians; data weighted to census.
54% 7%
A D
36%
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Who do they trust?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
News organizations
Food companies
Government
Veterinarians
Animal welfare groups
Environmental groups
Farmer organizations
Friends/family
Scientists
Farmers
Survey conducted by H+K Strategies between March 9 and 15, 2018 of 703 Canadians; data weighted to census.
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What do they care about?**when it comes to food
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0%
30%
60%
90%
Meat Dairy Alcohol Non-alcohol
What do Canadians care about most of all?
Survey conducted by H+K Strategies between April 22 and 27, 2017 of 1,277 Canadians; data weighted to census.
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© Hill+Knowlton Strategies
0%
30%
60%
90%
Meat
What do Canadians who buy meat care about most of all?
Survey conducted by H+K Strategies between April 22 and 27, 2017 of 1,277 Canadians; data weighted to census.
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© Hill+Knowlton Strategies21
Food prices in Canada are out of control63% 9%
Eating healthy is too expensive59% 20%
A D
Survey conducted by H+K Strategies between March 9 and 15, 2018 of 703 Canadians; data weighted to census.
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Rising cost of food
Keeping healthy food affordable
Rising energy costs
Rising health care costs
62% 61%
58% 54%
Canadian Centre for Food Integrity 2017 Public Trust Research
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© Hill+Knowlton Strategies23
57% are willing to pay more for Canadian products
Survey conducted by H+K Strategies between April 22 and 27, 2017 of 1,277 Canadians; data weighted to census.
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© Hill+Knowlton Strategies24
57%Check always or most of the
time
But do Canadians look at where their food comes from?
Survey conducted by H+K Strategies between April 22 and 27, 2017 of 1,277 Canadians; data weighted to census.
It’s easy to find
It’s neither
It’s hard to find
37%
35%
25%
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…the need for reassurance about the safety and trustworthiness of food and drink has
led to increased use of natural as well as ethical and environmental claims…the next
wave of clean label will challenge manufacturers and retailers to democratize
transparency and traceability…
Mintel
…consumers want to know the real story behind their food, and how that
item made its way from the source to the store…
Whole Foods (Amazon)
All stakeholders in the food system play a role in providing information to their
customers… transparency demands transcend every ingredient in the supply chain.
Canadian Centre for Food Integrity
Farmers need to be inviting people in. If you can invite them in and help them understand, that will go a long way…
Jo-Ann McArthur, Nourish Food Marketing
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Where do you go from here?
Tell your own story
Be nimble + responsive
Always be listening
Use the trust you have to your advantage
Be transparent