2012 CPG Food Trends in Canada

North America’s largest and most credible consumer packaged goods award program, the Best New Product Awards (BNPAs), announced CPG food consumer trends from the ninth annual BrandSpark Canadian Shopper Study, which surveyed more than 53,000 Canadian consumers.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     
Top CPG Consumer Trends include:

·       61% of consumers believe Canada is in a recession, up from 54% last year.

·       More than 80% of shoppers agreed that they “always try to buy products that are on sale.”

·       60% of shoppers are interested in using their Smartphones to download or scan coupons, over 50% are using them to store their shopping lists and 40% are willing to make instant purchases.

·       Consumer awareness of mobile technology used in marketing is strong with 78% of shoppers aware of quick response codes or QR codes.  Expect new technologies such as NFC codes (Near Field Communication) to gain popularity.

·       50% of Canadians consider themselves to be overweight, which is on par with the U.S., and the same percentage is trying to reduce carbohydrates from their diet.

·       Canadians are increasingly concerned with their intake of sugar (65%), sodium (71%), cholesterol (58%) and fat (73%).  However only 40% indicated that they know their recommended daily intake of major nutrients including sodium and fat, and only 25% indicated that they follow that intake with 75% unsure or not following any recommended guidelines.

·       Beneficial ingredients important to shoppers are fibre (71%), whole grains (67%), calcium (61%), Omega 3 (58%), vitamin D (58%), and protein (57%).  Interestingly, although Omega 3 is considered important to shoppers, less than 31% consider “essential fatty acids, fish oil, or Omega 6"   important.

·       88% continue to believe that there is a lot they can do with food and nutrition to prevent illness, while 68% say they are trying to reduce the risk of major health issues with their food choices.  Both statistics remain unchanged from last year.

·       80% are concerned about chemicals in their food, but only 37% believe that organic food is healthier and 25% of shoppers are willing to pay more for food that is certified organic.  44% of Canadians are unsure of what “organic” guarantees.

·       64% are trying to buy products that are “as natural as possible” with 75% trying to reduce the amount of processed foods they consume.

·       Name Brands: Overall Brand Loyalty Increased to 49% from 45% while private label penetration remained constant for food (90%).

Canada’s Top Three 2012 Best New Product Award Winners:

·       Best in Food & Beverage Category: Nestle Mini Drumstick

·       Best in Household Product Category: Mr. Clean Magic Eraser Bath Scrubber

·       Best in Health & Beauty Category: Colgate My First Toothpaste