Today's Canadians Hunt and Gather Facts and Ideas about Food

Canadians are thinking a lot about their food - what to eat, where it comes from, and how to find it. Changes in attitudes, tastes and technology have facilitated a number of interesting trends in behaviour when it comes to looking for and getting informed about food.

The results of our eNation survey conducted in September 2013 show that, overall, Canadians indicate they are doing more of the following now than they were five years ago: looking for healthier foods (57%), searching for deals on foods (46%), eating smaller portions (44%) and using the internet to research food (44%). Most respondents indicated they are either eating out at restaurants less (43%) or the same (41%) as five years ago with only 16% saying more.

Q1. Compared to five years ago, would you say you are doing more of each of the following, doing less, or doing the same as five years ago?

Canadians are also pondering how their food gets from the farm to the plate and the kind of food that is a must have on their grocery list. From local farmers markets to the 100-kilometer diet, from free-range to gluten-free, from organic foods to super foods, Canadians are very conscious about what they eat. Almost four out of ten respondents indicated they make a special effort to find produce from local farmers markets. This was especially true for those over 55 years old (46%). Other things some people appear willing to make a special effort to find include: food grown within 100 km (27%), `super foods' with extra health benefits (26%), free range chicken and eggs (23%) and organically grown/produced food or beverages (21%). Men and those households without children appear to be least likely to make a special effort to buy these particular types of food.

Q2- Which of the following, if any, would you say you make a special effort to find when buying food for you and your household? (Select all that apply)

Likewise, the way Canadians are getting informed about their food has evolved. Just over half the respondents say they have searched for specific recipes on the internet within the past month. This number was higher for women (64%).Between two and three respondents out of ten will do some of the following food related activities: watched a reality cooking show (30%), watched a food-focused cable channel (29%), `liked' a food or beverage web page (22%) and looked for a restaurant review on the internet to help decide where to eat (21%).

Q3- Which of the following, if any, have you done in the past month? (Select all that apply)

We know that Canadians have a big appetite for smart devices. When asked, about half (54%) of our respondents said they have a smart device that allows them to download apps (74% among those under 35, 65% for those in households earning $60,000 or more, and 61% for those with children). So how are they using these devices to help them satisfy their need to feed? Some of these Canadians will download apps to help them find their next meal. The most popular apps for those with smart devices appear to be those that allow respondents to find nearby restaurants (27%), as well as those that provide reviews of restaurants (16%). Not surprisingly, younger respondents (18-34) with a smart device are more likely to use a mobile app for one of the following.

Q4. (If `yes' to smart device ownership) - Do you have an app or apps on your mobile device that you do each of the following? (Select all that apply)

Methodology

The Ipsos Canada eNation online omnibus survey launches every business day. Each survey (wave of eNation) consists of a minimum of 1,000 completes with adults 18 years of age or older in Canada. The sample consists of individuals selected from the online segment of Ipsos' iSay/Ampario Panel, and is balanced to be representative of the general population based upon region, gender, age, and education data from Statistics Canada. The selected individuals receive a customized e-mail inviting them to participate. Ipsos Canada eNation online omnibus survey results are tabulated by two standard demographic banners.

A. GENDER, AGE EDUCATION
B. REGION, INCOME, HOUSEHOLD COMPOSITION

eNation's standard data tabulations are provided in a weighted format. The data are weighted to give appropriate representation on various demographic factors, including: age, education, region, and gender. The 2011 Census figures available from Statistics Canada are used to determine the weighting targets for each demographic factor.