Market News

Consumers Seek Balance in Food Intake

Canadian consumers are looking for balance among taste, nutrition and convenience while demanding easier meal-preparation solutions, according to the recent NPD Group report. The 8th annual Epic report, by the global grocery consumption research company, also indicated that meals continue to move out of home, and that ageing and obesity are leading to three trends: nutrition versus indulgence; consumers looking for a point of differentiation in food; and preventative measures. "The rate of dieting in Canada is trending up," said Marion Chan, vice-president of the NPD Group. Last year, 19% of Canadians were on a regular diet compared to 16% in 2001. Older Canadians are imposing diets on themselves as a preventative measure, said Chan. While in 2000 some 23% of Canadians depended on their doctor\'s advice regarding diet, that number tumbled to 16% last year. The Canadian Food Guide also lost ground, as fewer Canadians (42% last year, down from 50% five years ago) indicated that they followed the government guidelines. While CFG has lost some of its relevance to a significant number of consumers, 61% of Canadians over the age of 45 reported that they frequently check labels to determine whether the food they’re considering purchasing contains anything they’re trying to avoid. The annual Epic report covered food consumption at breakfast, lunch and dinner. Source: Canadian Grocer E-Newsletter, February 3, 2006.