Research data
1
QUEBECERS ARE LOOKING FOR WAYS TO CUT DOWN ON GROCERY BILLS WITHOUT COMPROMISING ON A HEALTHY DIET
The impact of the pandemic and high inflation are driving several trends in the food sector:
71% of all Quebecers plan to cut down on food waste in response to higher grocery prices.
Quebecers can gravitate toward local products since over 70% of all homegrown produce is competitively priced or even cheaper than options from outside the province.
Always on the lookout for a healthier diet, consumers are becoming increasingly inquisitive and educated. They want food attributes to be clearly identified on products.
Other trends are still holding strong, including probiotics and fermented foods to promote digestive health, and alternative proteins to meat.
2
FOOD EXPENDITURES: QUEBEC STANDS OUT
More than 9% of Quebecers' annual budget is spent on food.
Quebec ranks first among Canadian provinces in terms of food spending as a proportion of total household expenditures.
3
QUEBEC IS THE PROVINCE WITH THE SECOND-HIGHEST VARIATION (%) BETWEEN CPI (CONSUMER PRICE INDEX) FOR EVERYDAY CONSUMER GOODS AND THE CPI FOR FOOD PRODUCTS (14%)
Meat (+9.5%), fruits (+9.4%) and bakery products (+9.1%) are the categories with the highest increases over 2021.
4
ADVERTISING EXPENDITURES: TELEVISION AND DIGITAL ARE THE 2 PREFERRED MEDIA
For the food category,
91%
of advertising expenditures are on TV and digital.
For food retailers,
80%
of their advertising dollars are invested in TV and digital.
5
RADIO-CANADA GROUP PLATFORMS REACH PRINCIPAL GROCERY SHOPPERS AND FOODIES
Our TV and digital platforms reach close to 4.4 million principal grocery shoppers each month.
Also, over 436,000 Radio-Canada platform users are considered foodies*.
Contact your sales rep to find out more about this survey and the business opportunities available to you.
SOURCES
BLOCK 1
Research
https://www.lapresse.ca/affaires/chroniques/2022-06-16/gaspillage-alimentaire/epargner-presque-3000.php
https://www.lapresse.ca/affaires/chroniques/2022-06-22/le-panier-d-epicerie/qui-aidera-les-consommateurs.php
https://www.lapresse.ca/affaires/2022-06-14/etude/est-ce-vraiment-plus-cher-de-manger-quebecois.php
https://ici.radio-canada.ca/nouvelle/1851790/tendances-alimentaires-2022-habitudes-achat-consommation-nutrition
https://www.ledevoir.com/vivre/alimentation/655896/l-alimentation-en-2022-5-tendances-axees-sur-l-humain
https://www.baumwhiteman.com/_files/ugd/
0c5d00_4c754344eb914d17ae7831fc2087ccca.pdf
https://enroute.aircanada.com/fr/gastronomie/tendances-2021-2022/
BLOCK 2
Research
Source: Statistics Canada, table 11-10-0222-01, Survey of Household Spending (SHS), 2019. Food purchased from stores. Table 18-10-0005-01 – Consumer Price Index, annual average, not seasonally adjusted, 2021.
BLOCK 3
Research
Source: Statistics Canada, Table 18-10-0004-03, Consumer Price Index, monthly, percentage change, not seasonally adjusted, Quebec, January 2022 vs January 2021.
BLOCK 4
Research
Source: Numerator, Quebec Franco, January-December 2021. Radio: Montreal market only. Television: Some specialty channels not included. Online advertising expenditures include display ads on desktop as well as video ads on desktop and mobile. They do not include expenditures on applications, social media and research. Data as of June 4, 2022. Food and Retail, food retailers categories.
BLOCK 5
Research
Source: Vividata, Quebec Franco 18+, spring 2022 survey, have watched at least one ICI TÉLÉ show, or ICI RDI or ICI ARTV or ICI EXPLORA, or have visited Radio-Canada.ca, Radio-Canada Info, ICI TOU.TV or Radio-Canada OHdio (site/app) in the past month. Full or shared responsibility. *Foodies = On a scale of 1 to 5, where 1 = strongly disagree and 5 = strongly agree, agree (4–5) with statements “I enjoy cooking” and “We often sit down for a meal together at home” and disagree (1–2) with the statement “I have conservative taste in food.”
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