Market Strategy & Understanding

2020 Chats Report Overview

6th Edition of Canada CHATS Report

Canadian Consumption Habits and Attitudinal Trends Study – An Annual Macro Overview of Eating Patterns in Canada

Contemporary values continue to re-shape the consumption landscape. This should not be surprising given the acceleration of change that surrounds us in our daily lives. In this year’s CHATs Report, our investigation, once again coalesces around the consumer who is the key catalyst for this change, demanding more from their everyday choices.

As Canadians increasingly search for higher quality experiences, characterized by fresher, less processed, environmentally-friendly and authentic solutions, a new level of engagement is emerging. Consumers are also seeking targeted benefits from the foods they eat and the beverages they drink, opting for particular products with ingredient-specific benefits targeted to specific areas to ‘up their game.’

As this climate of involvement and intentness continues to unfold and the future of eating continues to transform, it is critical that companies understand how individuals are navigating the modern-day food and beverage culture. Possibilities abound for those willing and able to harness this change for future growth or timely innovation. Quite simply put, Trends matter.

In the CHATS 2020 Consumption Habits and Attitudinal Trends Report, we will provide an overview of how top trends are influencing Canadians’ choices over time through the following sections.

  1. The Trends
  • Impact of Demographic Shifts on Behaviour and Attitudes by Evaluating
    • Population Aging
    • Growth in Visible Minority Cohorts
    • Urbanization
    • Generational Shifts (i.e. Rise in YEMPs, Young Millennial Parents)
  • Premiumization and Focus on High Quality Ingredients
  • Growth in Natural and Organic
  • Prioritization of Protein
  • Rise in Convenience without Compromise
  • Contemporary Enjoyment and Experience Needs
  1. The Dayparts
  • Evaluate changing behaviours at Home and Foodservice (QSR, FSR and HMR) by detailing channel growth or decline, Foodservice market sizing by occasions, dollars, traffic, operator share, top food and beverages consumed, functional needs and emotive attitudes, health statuses, appliance usage, time spent, label reading habits, etc.
    • Breakfast – Early Meal Energy
    • Lunch – Mid-day Gap Fill
    • Dinner – Evening Gathering
    • Snacking – Everyday In-Betweening
  1. Personalizing Health Requirements
  • What’s in a Label Claim
    • Label Reading Habits, Top Labels
  • Meat Protein vs. Non-Meat Protein Alternatives
  • Demand for Personalized Benefits Rises
  • Fresh, Natural and Organic Choice
  • Premium Products and High-Quality Ingredients – The Cannabis Factor
  1. Food and Technology
  • Searching Behaviour/ Buying Behaviour Online
  • Role of Mobile
  • Seeking Information on Health, Food or Beverage Choices, Eating Out, etc.
  • Top Lifestyle Diets
  1. Conscious Consumerism
  • Impact of Packaging Recyclable or Compostable
  • Evaluating Locally Produced and Locally Sourced
  • Role of Ethical Farming
  • Willingness to Pay More for These Product Benefits
  1. The Impact of Cross-Acculturation
  • Defining the Pathway to Multicultural Pantries
  • Evaluating Visible Minority Canadians’ Food and Beverage Choices
  • Role of Foodservice

Main Report Sources

Ipsos FIVE – FIVE is a daily on-line diary capturing everything an individual ate and drank yesterday across all categories/ brands, all dayparts and all venues (including out of home channels). We also track situational dynamics, item preparation, motivations, health statuses, lifestyle habits and purchase dynamics driving item choice. The study is a strategic targeting tool that launched in 2013 and provides an unparalleled view of consumption among over 20,000 individuals annually aged 2+ years

Ipsos Foodservice Monitor (FSM) – FSM is an ongoing daily market measurement tool detailing what individual consumers purchased from foodservice channels (Quick-Service Restaurants, Full-Serve Restaurants and Home-Meal-Replacement Retail channels) yesterday including market sizing, operator share and performance, average eater cheque and top items ordered. FSM links consumer needs with behaviour to offer a 360 degree look at the commercial foodservice experience in Canada.

Report Release Date: November 30, 2019

Deliverables Include: Resource PowerPoint Report (approx. 120 slides) accompanied by a Live Presentation with some customization; additional hours for further queries available upon request.

Price: $25K (plus applicable taxes).