Seven in Ten (71%) Secretly Hope That Their Lover Will Spice it Up On Valentine's Day

Toronto, ON - As Canadians sharpen their arrows in preparation for the most amorous day of the year, it appears that most are hoping that someone will spice up their Valentine's Day. The results of an Ipsos Reid poll, conducted on behalf of Taco Bell, reveal that seven in ten Canadians who are currently in a relationship (71%) `agree' (23% strongly/48% somewhat) that they `secretly hope that their lover will spice it up on Valentine's day'. Just three in ten (29%) `disagree' (11% strongly/19% somewhat).

• Men (72%) and women (70%) are equally as likely to say they'll spice it up for their lover, but those aged 18-34 (80%) are more likely than those aged 35 to 54 (76%) or aged 55+ (56%) to say the same.
• Quebecers (78%) are the most likely to say they'll spice it up for their lover, followed by those living in Atlantic Canada (76%), Alberta (72%), Ontario (68%), British Columbia (64%), and Saskatchewan and Manitoba (61%).

However, many aren't waiting around for their partner to spice things up but are taking things into their own hands, as two thirds (63%) `agree' (18% strongly/45% somewhat) that they `plan to spice things up for their lover on Valentine's Day'. Just four in ten (37%) `disagree' (11% strongly/26% somewhat) that they'll spice it up for their partner.

• Those aged 18 to 34 are most likely (72%) to indicate that they'll spice it up for their lover, followed by those aged 35 to 54 (69%) and 55+ (48%).
• Atlantic Canadians (75%) are the most likely to say they'll spice it up for their partner, followed by those living in Quebec (71%), Alberta (69%), British Columbia (61%), Saskatchewan and Manitoba (57%), and Ontarians (55%).

The data also reveal that these feelings of love and romance aren't just for those who have a significant other. Six in ten (60%) Canadians who are not currently in a relationship `agree' (21% strongly/39% somewhat) that they `secretly hope that someone will spice up their Valentine's Day', and one quarter (24%) `agrees' (7% strongly/17% somewhat) that they `plan to spice it up for someone else'.

• Interestingly, single men (65%) are more likely than single women (56%) to say they secretly hope that someone will spice up their Valentine's Day.
• Single Canadians aged 35-54 are most likely (72%) to hope that their Valentine's Day will be spiced up, followed by those aged 18-34 (59%) and 55+ (48%). They are also most likely to say they plan to spice it up for someone else (33%).

Thinking about what might ignite one's inner flame of passion, four in ten (42%) believe that, `generally speaking, people who like spicy food are more likely to have a passionate nature'. Further, four in ten (38%) think that `someone who likes hot sauce is more likely to be an adventurous lover compared to someone who avoids it'.

These are the findings of a poll conducted on behalf of Taco Bell from January 22 to 23, 2009. This online survey of 1015 Canadian adults was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results of these polls are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. Statistical margins of error are not applicable to online polls, however, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, had the entire adult population of Canada been polled.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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