2019 Consumer Perceptions of Food – Qualitative Research Summary
Prepared for Agriculture and Agri-Food Canada
- Supplier Name: Earnscliffe Strategy Group
- Contract Number: 01B68-200141/001/CY
- Contract Value: $84,931.08 (including
HST)
- Contract Award Date: June 13, 2019
- Date of Delivery: July 17, 2019
- Registration Number: POR 023-19
- For more information on this report, please contact
Agriculture and Agri-Food Canada at: aafc.por-rop.aac@canada.ca
- Ce rapport est aussi disponible en
français.
This public opinion research report presents the results of focus groups
conducted by Earnscliffe Strategy Group on behalf of Agriculture and Agri-Food
Canada. The research was conducted in June 2019.
Cette publication est aussi disponible en français sous le titre :
2019 Perceptions des consommateurs à l'égard des aliments étude qualitative -
Rapport.
This publication may be reproduced for non-commercial purposes only. Prior
written permission must be obtained from Agriculture and Agri-Food Canada. For
more information on this report, please contact Agriculture and Agri-Food Canada
at: aafc.por-rop.aac@canada.ca.
- Agriculture and Agri-Food Canada
- 1341 Baseline Road
- Ottawa, Ontario K1A 0C5
- Catalogue Number:
- A22-629/2-2019E-PDF
- International Standard Book Number (ISBN):
- 978-0-660-32355-8
- Agriculture and Agri-Food Canada Number:
- 12981E
© Her Majesty the Queen in Right of Canada, as represented by the Minister
of Agriculture and Agri-Food Canada, 2019
Executive Summary
Earnscliffe Strategy Group (Earnscliffe) is pleased to present this report to
Agriculture and Agri-Food Canada (AAFC) summarizing the results of qualitative
research into consumer perceptions of food.
AAFC regularly conducts research into Canadians' perceptions of food.
Working with another supplier, earlier this year, AAFC conducted the fifth
quantitative study to measure changes in consumer perceptions, purchase
behaviours and preferences for certain food attributes, as well as an assessment
of consumer perceptions and behaviours with respects to food attributes that
have received increased attention from buyers. To validate findings that arose
in the quantitative study, probe further into themes, and seek reasons and
clarification behind some of the responses, AAFC wanted to conduct a follow-up
qualitative phase of research.
This report summarizes the findings of the qualitative phase. The findings
will be used to inform and shape the department, portfolio and industry
marketing, promotion and innovation initiatives based on the current state of
consumer perceptions of food quality and market attributes in Canada. AAFC also
wanted to gather insights on new and evolving areas of interest. The contract
value for the qualitative phase was $84,931.08 including HST.
The research included a series of twelve in-person focus groups across five
locations – Moncton, New Brunswick (June 24); Montreal, Quebec (June 25);
Toronto, Ontario (June 25); Winnipeg, Manitoba (June 26); and, Edmonton, Alberta
(June 27). These locations were selected given they represent a good
cross-section of urban centres across Canada and are locations where we could
find a concentration of official language minority communities (OLMCs). To
satisfy this requirement, one session was conducted with French speakers outside
Quebec (in Moncton); and, one session was conducted with English speakers in
Quebec (in Montreal).
The audience for the groups was Canadian adults (18+) who have main or joint
responsibility for grocery shopping. In each location, the focus groups began
at 5:30 pm and 7:30 pm. The sessions were approximately 1.5 to 2 hours in
length.
It is important to note that qualitative research is a form of scientific,
social, policy and public opinion research. Focus group research is not
designed to help a group reach a consensus or to make decisions, but rather to
elicit the full range of ideas, attitudes, experiences and opinions of a
selected sample of participants on a defined topic. Because of the small
numbers involved the participants cannot be expected to be thoroughly
representative in a statistical sense of the larger population from which they
are drawn and findings cannot reliably be generalized beyond their number.
The key findings from the research are presented below.
- The overwhelming majority of participants across all regions were not all
that preoccupied with concerns about the quality or safety of food available
to them. Indeed, the primary drivers of food purchase behaviour were price
and value for money, followed by quality (in the sense of “freshness”,
“taste”, “texture”, “tenderness”), and convenience.
- When prompted as to the attributes they look for when buying food, very
few indicated that they seek anything specific although some mentioned looking
for products that are local or Made in Canada, organic (for some) or
foods/ingredients to avoid because of either allergies or for dietary reasons
(that is gluten-free, low sodium, etc.).
- Interpretations of locally produced products, in all cities outside
Montreal, tended to extend beyond participants' immediate cities and
provinces, to include neighbouring provinces. What was most inferred about
locally produced products was that they were generally of better quality (as
defined above) and better for the environment as they required less travel to
destination. The most important drivers to buy local tended to relate to a
desire to support local producers and give back to the community.
- Some often referred to locally produced products as organic. When
prompted, these participants indicated that they buy organic because they want
to believe that the product is more natural and less harmful (no
preservatives, hormones, pesticides, etc.), but many admitted not knowing what
the term refers to and having a certain level of skepticism around the
legitimacy of the label/claim.
- While there was some confusion as to what Made in Canada or Product of
Canada meant, participants indicated they do intentionally purchase Canadian;
mostly because they had the sense they required less travel and because there
seemed to be a certain level of trust in Canadian food safety and quality
especially as compared to foods from (some) other countries.
- Very few participants indicated they intentionally purchase food products
that are produced either using environmentally sustainable methods or under
conditions related to the humane treatment of animals.
- Perceptions of the quality and safety of Canadian food were generally
quite high. Most had the sense that Canadian standards and regulations were
more stringent than most other countries and felt that the Canadian system was
more heavily regulated and enforced.
- In terms of labelling, participants tended to believe that the information
on labels was generally correct, that manufacturers were not deliberately
trying to deceive, and that the Canadian government regulated the information
required on food labels. However, the fact labels are also important
marketing tools was not lost on most participants.
- Although informed reactions were generally positive, no one had heard of
the Food Policy for Canada or Safe Food for Canadians Regulations.
- Despite the fact that usually about half of participants in each group had
heard of the updated Canada's food guide, very few indicated having changed
their behaviours as a result of the new food guide.
- Participants' views of the Canadian food system, farmers and producers
were overwhelmingly positive. They held especially favourable views of
smaller, local, operators who were described as hard-working, tireless, proud,
salt-of-the-earth type people. In contrast, those with larger farming
operations were sometimes viewed as businesses, motivated primarily by
economics.
- In terms of communications, most participants did not feel they would like
or need to be consulted by the Government. Indeed, a number of participants
questioned why they would need to hear from the Government about the quality
and/or safety of their food, other than food recalls which they hear about
now.
- What they would most like to know about Canada's food system relates to
the lack of knowledge of the various terms mentioned earlier (that is,
organic, foods producing using environmentally sustainable methods, etc.).
- In terms of their preferred communications channels, participants felt
that ads on social media (Facebook, Twitter, Instagram and YouTube),
television, radio, in the mail and in grocery stores, as well as education in
schools would be the most effective ways to communicate with them.
- Research Firm:
- Earnscliffe Strategy Group Inc.
(Earnscliffe)
- Contract Number: 01B68-200141/001/CY
- Contract Award Date: June 13, 2019
I hereby certify as a Representative of Earnscliffe Strategy Group that the
final deliverables fully comply with the Government of Canada political
neutrality requirements outlined in the Communications Policy of the Government
of Canada and Procedures for Planning and Contracting Public Opinion Research.
Specifically, the deliverables do not include information on electoral voting
intentions, political party preferences, standings with the electorate or
ratings of the performance of a political party or its leaders.
Date: July 17, 2019
Signed: Stephanie Constable
Principal, Earnscliffe