Table of Contents
Executive Summary
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- The issues
- Inflation driving meat value sales growth
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- Figure 1: Volume vs value growth for processed meat, 2010-15
- Young women less likely to eat meat
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- Figure 2: Meat typically purchased to be eaten at home, women 18-34 vs overall population, August 2016
- The opportunities
- Canadians want to know what goes into their meat
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- Figure 3: Interest in how meat is raised or what goes into it, August 2016
- Young men represent an opportunity for premium meat options
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- Figure 4: Percent of consumers who agree high quality meat is worth paying more for, by age and gender, August 2016
- A third of Canadian are interested in internationally-inspired meat flavours
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- Figure 5: Interest in international meat formats and flavours, August 2016
- Meat brings protein to mini-meals
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- Figure 6: Interest in snack kits that include processed meats, August 2016
- What it means
The Market – What You Need to Know
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- Price inflation serves as the primary driver behind processed meat sales growth
- Growing income disparity bolsters need for cost effective offerings
Market Size and Forecast
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- Price inflation serves as the primary driver behind processed meat sales growth
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- Figure 7: Total Canada processed meat value sales and fan chart forecast of market, at current prices, 2011-21
- Figure 8: Total Canada processed meat volume sales and fan chart forecast of market, 2011-21
- Figure 9: Total Canada processed meat sales and forecast of market, at current prices, 2011-21
- Chilled meat remains the dominant format for Canadians
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- Figure 10: Processed meat retail market segmentation by volume (% share), 2011-15
Market Factors
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- Immigration fuelling Canada’s population growth
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- Figure 11: Foreign-born share of population by G8 country and Australia
- Growing income disparity bolsters need for cost effective offerings
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- Figure 12: Percentage share of wealth (or net worth), by quintile, 1999 & 2012
- Balancing consumers’ demand for sustainability with efficiency
Key Players – What You Need to Know
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- Canadians want to know what’s in their meat
- Craft moves to meat
- Looking abroad for new meat innovations
What’s In?
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- Canadians want to know what’s in (and what’s not in) the meat they eat
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- Figure 13: President’s Choice Free From Rosemary & Thyme Chicken Breasts (Canada), May 2015
- Figure 14: Maple Leaf Prime Naturally Extra Lean Ground Chicken (Canada), December 2015
- 2015 sees increase in meat alternative launches in Canada
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- Figure 15: Linda McCartney Foods Vegetarian Mozzarella ¼ lb burgers (UK), July 2016
- Figure 16: VeGourmet Vegan Cordon Bleu (France), April 2016
- Figure 17: Simplot Cheese & Spinach (Australia), July 2016
What’s Out?
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- Beef’s popularity challenged based on shifts in generational and ethnic preferences
What’s Next?
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- Meat capitalizing on craft movement
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- Figure 18: Maple Leaf Canadian Craft Okanagan Inspired Garlic & Herb Salami, May 2016 and Quebec Maple Ham, August 2016
- Figure 19: President’s Choice Black Label Wagyu Burgers, June 2014
- Meat offers meaningful snack options
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- Figure 20: Maple Leaf Natural Selection Protinis Shaved Turkey & Cheddar (Canada), August 2015 and Trimmed Prosciutto & Provolone (Canada), July 2015
- Figure 21: Jack Link’s Sriracha Beef Jerky (Canada), March 2016
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- Figure 22: McSweeny’s Canadian Maple Flavour Pork Jerky (Canada), March 2016
- Figure 23: Lawless Jerky Mango Habanero Beef Jerky (USA), July 2016
- Figure 24: Oscar Mayer P3 Hickory Seasoned Grilled Chicken Breast Strips Portable Protein Pack (USA), September 2015 and Rotisserie Seasoned Chicken Portable Protein Pack (USA), November 2015
- Looking abroad for new meat innovations
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- Figure 25: Top cooking sauce flavours launched in Asia Pacific, 2011-15 (combined)
- Figure 26: Popularity of ethnic-inspired food flavours, November 2015
The Consumer – What You Need to Know
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- Fresh is best for consumers
- Price leads among the top factors that drive meat purchase decisions
- Canadians care about what goes into their meat
- Younger consumers are more open to ‘different’ meat options
- Canadians are looking for preparation help
Consumers’ Attitudes towards Meat
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- Meat is indispensable for a third of Canadians
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- Figure 27: Select attitudes towards meat, by gender, August 2016
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- Figure 28: Pulled Soy Protein with BBQ Sauce (Sweden, October 2016)
- Women and older consumers likely to moderate
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- Figure 29: Percent of consumers who agree they “try to moderate how much meat they eat to watch their health”, August 2016
- Fresh is best for consumers
- Increasing cost of meat a deterrent for a third of Canadians
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- Figure 30: Percent of consumers who look for sales or now eat less meat because of price, by household income bracket, August 2016
- Young men are most likely to be meat aficionados
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- Figure 31: Select attitudes towards meat, men aged 18-24 vs overall population, August 2016
- Clear divide in the meat products consumers view more and less positively
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- Figure 32: Correspondence analysis – Meat drivers, August 2016
- Canadians view frozen meat as an affordable and convenient option
Meat Purchase Behaviours
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- Chicken rules the roost, while young women turn away from beef
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- Figure 33: Types of meat Canadians are most likely to purchase, August 2016
- Younger consumers more open to ‘different’ meat options
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- Figure 34: Types of meat Canadians are most likely to purchase, 18-44s vs over-45s, August 2016
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- Figure 35: M&S Spirit of Summer BBQ Grill Venison Burgers (UK, May 2016)
- Figure 36: Aldi Good Choice Wild Venison Stew (Switzerland, September 2016)
- Age impacts where consumers purchase meat products
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- Figure 37: Where consumers purchase meat (select locations), by age, August 2016
- Parents core target for hot dogs/sausages, but different messaging resonates for moms and dads
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- Figure 38: Meat formats Canadians most likely to eat (any location), August 2016
- Figure 39: Select associations moms and dads make towards processed non-sliced meats (eg hot dogs), August 2016
- Sliced meats underdeveloped among Chinese Canadians
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- Figure 40: Dunn’s Montreal Smoked Meat (Canada), August, 2016
- Opportunity to grow under-developed canned meat category
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- Figure 41: Clover Leaf Toppers Lemon Pepper, Mediterranean Sauce and Mild Curry Sauce, (Canada, April 2015)
- What Canadians are eating more and less of – In their own words
Meat Purchase Decision Factors
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- Price leads among the top factors that drive Canadians’ meat purchase decisions
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- Figure 42: Factors consumers consider when choosing different meat products, August 2016
- “What’s for dinner?” is the most important question companies can help answer
- A third of Canadians look for free-from meats and consider a product’s source
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- Figure 43: Factors women consider when choosing different meat products, by age, August 2016
- Freshness is a key consideration for consumers
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- Figure 44: Importance of price and the best-before date when choosing meat products, Quebecers vs overall population, August 2016
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- Figure 45: Importance of price and the best-before date when choosing meat products, French vs English speakers, August 2016
Areas of Interest in Meat
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- Canadians care about what goes into their meat
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- Figure 46: Top areas of interest in meat, August 2016
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- Figure 47: Select areas of interest in meat, men vs women, August 2016
- Canadians are looking for preparation help
- Craft comes to meat
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- Figure 48: Maple Leaf Canadian Craft, Atlantic Coarse Salt Prosciutto, (Canada, May 2016)
- Figure 49: Maple Leaf Canadian Craft, Canadian Whisky and Apple Bacon, (Canada, May 2016)
- Figure 50: Maple Leaf Canadian Craft, Montreal Style Smoked Wieners, (Canada, May 2016)
- Bringing the world of meat to Canada
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- Figure 51: Interest in ‘internationally-inspired spices/sauces/rubs’, by age and gender, August 2016
- Figure 52: Interest in ‘internationally-inspired formats’, by age and gender, August 2016
- Meat and mini-meals
Meat – Canada vs The US
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- Meat mix differs between Canadians and Americans
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- Figure 53: Retail market volume consumption per capita, Canada vs US, 2010-14
- Figure 54: Retail market volume consumption per capita by segment, Canada vs US, 2014
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Correspondence analysis
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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