Sustainability in Food - Canada - February 2020

OVERVIEW
What you need to know
Definition
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