Table of Contents
Executive Summary
-
- Key trends
- Waste leads environmental considerations around food and drink
-
- Figure 1: Environmental issues of concern when purchasing food and drinks in stores, December 2019
- Concern over climate change extends across demographics
-
- Figure 2: Reasons environmental issues matter when shopping for food and drinks, December 2019
- Over half of Canadians are willing to pay a premium for products verified as being better for the environment
-
- Figure 3: “I would pay more for food and drink products verified as being environmentally friendly” (% agree), by age, December 2019
- Regional differences exist when it comes to views on the environment
-
- Figure 4: “Concerns over the environment are overblown” (% agree), by region, December 2019
- Younger Canadians’ views around the environment and meat signal a challenge for the industry
-
- Figure 5: Categories in which the environment is of concern – top three (NET), by age, December 2019
- Canadians expect companies to lead on the environment, yet this does not mean they trust them on the issue
-
- Figure 6: Statements related to companies’ role with the environment (% agree), December 2019
- Demand for sustainable systems opens opportunity for innovation
- What it means
The Market – What You Need to Know
-
- Global population growth drives the need for sustainable food production
- Climate change leads to challenges in food production
Market Factors
-
- Global population growth drives the need for sustainable food production
-
- Figure 7: Global population by half-century (2050 forecast)
- Climate change leads to challenges in food production
- The long-term softening of beef consumption in Canada does not align with global trends
-
- Figure 8: Beef, carcass by weight, 1960–2018
Key Players – What You Need to Know
-
- Climate change is a threat to the world’s food supply
- Canadians are skeptical of ‘greenwashing’
- The race to carbon neutrality is on!
Challenges
-
- Climate change is a threat to the world’s food supply
- Canadians are skeptical of ‘greenwashing’
- Canadians are looking for clarity on what products are more environmentally friendly
What to Watch
-
- The race to carbon neutrality is on!
-
- Figure 9: Maple Leaf Foods is Carbon Neutral Now, November 2019
-
- Figure 10: Not Just Little Things, February 2020
- Innovative solutions address packaging waste…
-
- Figure 11: Flashfood Introduction, May 2016
-
- Figure 12: Boyan Slat unveils the Interceptor River Cleanup system | Cleaning Rivers | The Ocean Cleanup, October 2019
- Figure 13: GreenMantra Our Process 2018, June 2018
-
- Figure 14: Invisible barcode recycling story in BBC News, June 2018
- …and the impact of food production on the Earth
-
- Figure 15: How to make cell-based meat, December 2016
-
- Figure 16: Annie’s Homegrown Honey Bunny Grahams (US), April 2018
- Figure 17: Oatly! The Original Oat-Milk (US), March 2019
- Ingredients have a role to play in sustainable eating
The Consumer – What You Need to Know
-
- Waste reduction resonates most with Canadians
- Climate change is a top concern for Canadians
- Most Canadians think concern over the environment is justified
- Age impacts what categories garner more concern
- Buying local is the eating habit Canadians are most apt to change to support the environment
Environmental Issues of Concern
-
- Waste reduction resonates most with Canadians
-
- Figure 18: Environmental issues of concern when purchasing food and drinks in stores, December 2019
- Generational divide exists when it comes to environmental priorities
-
- Figure 19: Environmental issues of concern when purchasing food and drinks in stores (select), by age, December 2019
-
- Figure 20: Alter Eco Burnt Caramel Dark Salted Organic Chocolate (Canada), August 2019
- Canada’s regions differ on environmental priorities and food
-
- Figure 21: Environmental issues of concern when purchasing food and drinks in stores (select), by region, December 2019
Reasons Environmental Issues Matter
-
- Climate change is a top concern for Canadians
-
- Figure 22: Reasons environmental issues matter when shopping for food and drinks, December 2019
-
- Figure 23: Climate change’s importance as an environmental issue when shopping for food and drinks, by region, December 2019
- Personal responsibility and legacy matter for many
-
- Figure 24: “Doing my part” and “for younger generations” as reasons for issues matter when shopping for food and drinks, by age, December 2019
- A third of Canadians make the link between the environment and health
-
- Figure 25: “Products that have less environmental impact are often healthier” as a reason environmental issues matter when shopping for food and drinks, by age, December 2019
Attitudes toward the Environment
-
- Most Canadians think concern over the environment is justified
-
- Figure 26: “Concerns over the environment are overblown”, December 2019
-
- Figure 27: “Concerns over the environment are overblown” (% agree), by age and gender, December 2019
- Sentiment is divided on whether Canadians believe their personal actions impact the environment
-
- Figure 28: “Would pay more for food and drink verified as being environmentally friendly and “my individual choices have little impact on the environment” (% agree), December 2019
-
- Figure 29: “I would pay more for food and drink products verified as being environmentally friendly” and “my individual choices have little impact on the environment” (% agree), by age, December 2019
- Canadians want companies to do more for the environment
-
- Figure 30: Statements related to companies’ role on the environment (% agree), December 2019
-
- Figure 31: “I won't buy from a brand with a poor environmental record” (% agree), by region, December 2019
- Canadians want help in making environmentally friendly purchase
-
- Figure 32: “It's difficult to know which products are better or worse for the environment”, December 2019
Food & Drinks Categories Where the Environment is of Most Concern
-
- Packaging and processing appear more tied to environmental concerns
-
- Figure 33: Categories in which the environment is of concern – top three (NET), December 2019
-
- Figure 34: Categories in which the environment is of concern – top three, December 2019
- Age impacts what categories garner more concern
-
- Figure 35: Categories in which the environment is of concern – top three (NET), by age, December 2019
Personal Actions for the Environment
-
- Canadians have a role to play
- Canadians say they are limiting their use of plastics
-
- Figure 36: Attitudes toward packaging waste and plastic, December 2019
-
- Figure 37: Consumer behaviour related to plastic, December 2019
- When it comes to packaging, less is more
-
- Figure 38: Consumer behaviour related to packaging, December 2019
-
- Figure 39: Healthy Choice Power Bowls Adobo Chicken Bowl (Canada), October 2018
- Figure 40: Consumer behaviour related to packaging, 18-44s vs over-45s, December 2019
- Innovation aimed at addressing food waste is more likely to be adopted by younger consumers
-
- Figure 41: Consumer behaviour related to food waste, December 2019
-
- Figure 42: Spudsy Bangin’ Bar-B-Q Sweet Potato Puffs (US), December 2019
- Figure 43: Personal behaviour related to reducing food waste, 18-44s vs over-45s, December 2019
-
- Figure 44: Personal behaviour related to purchasing foods that help reduce food waste, 18-44s vs over-45s, December 2019
- Buying local is the eating habit Canadians are most apt to change to support the environment
-
- Figure 45: Consumer behaviour related to “buying local”, “eating less meat” and “looking for foods that are better for the environment”, December 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Back to top