Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
Executive Summary
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- Top takeaways
- A greater share of Canadians claim to be eating less meat than more meat
- Health is the main reason why Canadians say they are eating less meat
- Plant-based alternatives’ particular appeal with young Canadians represents a challenge for the meat industry
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- Figure 1: “I'm more open to trying plant-based meat alternatives than I used to be”, by age, June 2020
- Lab-grown meat has the potential to be the next evolution of the category
- Younger and older Canadians hold different views on meat and the environment
- Canada’s changing demographic landscape to influence meat preferences
- Impact of COVID-19 on meat
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- Figure 2: Short, medium and longer-term impact of COVID-19 on meat, October 2020
- Opportunities and challenges
- During the pandemic personal safety takes on heightened importance
- A weak economy places greater emphasis on value
- The onset of COVID-19 does not discount the environment’s importance for Canadians
The Market – What You Need to Know
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- COVID-19 leads Canadians to ‘hyper-nest’
- Economic recovery continues at a slow pace placing greater onus on value
- The food supply chain is getting more attention due to COVID-19
Market Factors
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- COVID-19’s broad impact on food applies to meat
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- Figure 3: Short, medium and longer-term impact of COVID-19 on meat, October 2020
- Canadians are ‘hyper-nesting’ because of COVID-19
- The race to carbon-neutrality is on
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- Figure 4: Maple Leaf Foods is Carbon Neutral Now, November 2019
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- Figure 5: Not Just Little Things, February 2020
- Economic recovery continues at a slow pace placing greater onus on value
- Immigration is fuelling Canada’s population growth…
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- Figure 6: Percentage of Canadians who are visible minorities or not visible minorities, by age, 2016
- …and Asia is the primary source
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- Figure 7: Distribution of immigrants living in Canada, by region of birth, 1996-2036
Market Opportunities
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- The food supply chain is getting more attention due to COVID-19
- COVID-19 stands to accelerate automation in meat processing facilities
- CRISPR gene editing holds the potential to drastically change meat production
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- Figure 8: Biologist Explains One Concept in 5 Levels of Difficulty – CRIPSR, May 2017
- KFC’s 3D-printed chicken is emblematic of how the industry may evolve
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- Figure 9: Maple Leaf 50/50 Beef & Plant Based Burger (Canada), May 2020
- Figure 10: Maple Leaf 50/50 Pork & Plant Based Breakfast Sausage (Canada), May 2020
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- Figure 11: Split Decisions, June 2020
The Consumer – What You Need to Know
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- COVID-19 has raised concerns over the safety of Canada’s meat supply
- Plant-based meat alternatives are becoming more palatable to Canadians
- Twice as many Canadians are eating meat less often than more often
- Chicken ‘rules the roost’ when it comes to the meat Canadians most eat
- Provenance and fat content matter more to older Canadians
- Convenience remains key
COVID-19’s Impact on Attitudes towards Meat
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- COVID-19 has raised concerns over the safety of Canada’s meat supply
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- Figure 12: “The COVID-19 outbreaks at meat processing plants have me concerned about the safety of Canada's meat supply” (% agree), by region, June 2020
- Canadians are cooking meat at home more often because of COVID-19
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- Figure 13: “I'm cooking more with meat at home during the COVID-19 pandemic” (% agree/disagree), June 2020
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- Figure 14: “I'm cooking more with meat at home during the COVID-19 pandemic” (% agree), by age, June 2020
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- Figure 15: “I'm more likely to stock up on meat now because I'm concerned about stores running out during the COVID-19 pandemic” (% agree), by parental status, June 2020
- Canadians are willing to support local restaurants through their meat purchasing habits
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- Figure 16: “I would buy premium cuts of meats from local restaurants to prepare at home” (% agree), by age, June 2020
Attitudes towards Plant-based Meat
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- Most believe Canadians eat too much meat
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- Figure 17: “I think Canadians generally eat too much meat” (% agree), by age and gender, June 2020
- Plant-based meat alternatives are becoming more palatable to Canadians
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- Figure 18: Statements on openness towards eating plant-based meat alternatives and comparable quality of plant-based meat alternatives vs meat (% agree), by age, June 2020
- Over a third of Canadians are open to lab-grown meat
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- Figure 19: “I would be willing to eat meat produced in a lab if it looked and tasted the same as meat from an animal” (% agree), June 2020
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- Figure 20: “I would be willing to eat meat produced in a lab if it looked and tasted the same as meat from an animal” (% agree), by age, June 2020
- Younger and older consumers hold different views on meat’s impact and meat companies’ efforts on the environment
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- Figure 21: Views on meat and the environment (% agree), by age, June 2020
Change in Meat Consumption
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- Twice as many Canadians are eating meat less often than more often
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- Figure 22: Change in meat consumption, June 2020
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- Figure 23: Change in meat consumption, by gender and age, June 2020
- Evolving demographic makeup impacts meat consumption in Canada
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- Figure 24: Change in meat consumption, South Asians vs overall, June 2020
- Health is the main reason for eating less meat
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- Figure 25: Reasons for eating less or no meat, June 2020
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- Figure 26: Reasons for eating less or no meat, by age, June 2020
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- Figure 27: “Meat has become more expensive” as a reason for eating less or no meat, by age, June 2020
Types of Meat Eaten
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- Chicken ‘rules the roost’ when it comes to the meat Canadians most eat
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- Figure 28: Types of meat typically eaten at home, June 2020
- Canada’s changing demographic landscape will influence meat preferences
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- Figure 29: Types of meat typically eaten at home, Chinese Canadians and South Asians vs overall, June 2020
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- Figure 30: M&M Food Market Korean BBQ Beef Short Ribs (Canada), May 2020
- Figure 31: PC President's Choice World of Flavours Seasoned Pork Shoulder Blade Carnitas (Canada), November 2019
- Figure 32: Wegmans Food You Feel Good About Jamaican Jerk Style Boneless Skin-On Chicken Breast Cutlets (US), August 2020
- Canned meat’s short-term COVID bump is unlikely to be sustained over the long term
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- Figure 33: Meat consumption, by format, June 2020
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- Figure 34: Consumption of dehydrated/dried and canned meat, Chinese Canadians vs overall, June 2020
- Parents are more likely to eat meat across different formats
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- Figure 35: Meat consumption, by format (non-fresh), by parental status, June 2020
- Quebecers are less likely to eat all types of meat aside from ‘fresh’
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- Figure 36: Meat consumption, by format (non-fresh), Quebec vs overall, June 2020
Important Factors when Choosing Meat
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- Provenance and fat content matter more to older Canadians
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- Figure 37: Important factors when purchasing meat for using at home, June 2020
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- Figure 38: Importance of “origin” and “low in fat content” when purchasing meat for using at home, by age, June 2020
- Parents of older kids are most open to meat options made specifically for kids
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- Figure 39: The New Primal Snack Mates Kids Chicken & Maple Sticks (US), August 2019
- Figure 40: Importance of “appeal to kids”, by age of children at home, June 2020
- Quebecers ‘stray from the herd’ when it comes to certain motivations for choosing meat
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- Figure 41: Important factors when purchasing meat for using at home, by region, June 2020
- All-natural and free-from claims matter more to Chinese Canadians and South Asians
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- Figure 42: Important of “all-natural” when purchasing meat for using at home, Chinese Canadians and South Asians vs overall, June 2020
Areas of Interest in Meat
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- Convenience remains key
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- Figure 43: Meat innovations of interest, June 2020
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- Figure 44: Park Street Deli Mango Chicken (US), June 2020
- Figure 45: Jack Daniel’s old No. 7 Pulled Pork (US), March 2020
- Pique interest with internationally inspired meat dishes
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- Figure 46: Types of internationally inspired foods consumers have eaten and show interest in trying, July 2019
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- Figure 47: Sensations by Compliments Lemony Greek-Inspired Flattened Seasoned Chicken (Canada), August 2020
- Figure 48: Martin Purefoods Philippine Style SweetPork Longanisa Breakfast Links (US), August 2020
- Figure 49: Interest in internationally inspired meat dishes, Chinese Canadians and South Asians vs overall, June 2020
- Demand for artisanal meats persists in a challenged economy
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- Figure 50: Interest in artisanal meats, by household income, June 2020
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- Figure 51: Heritage Tomato Basil Angus Beef Meatballs (US), February 2020
- Figure 52: Good & Gather Apple & Gouda Smoked Chicken Sausage (US), September 2020
- Figure 53: Piller’s Charcuterie Trio (Canada), September 2020
- Young men show greater interest in meat snacks
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- Figure 54: Interest in innovative meat snack, men 18-34 vs overall population, June 2020
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- Figure 55: Wilde Chips Chicken & Waffles Chicken Chips (US), February 2020
- Figure 56: Butterball Premium Snacks Thanksgiving Snack (US), June 2020
- Figure 57: Epic Bar Rise & Grind Uncured Bacon + Pork + Egg Yolks Bar (US), March 2020
- Figure 58: Made By True South African Savory Biltong (US), January 2020
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- Figure 59: Smithfield Power Bites Meat Lovers Bites (US), October 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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