Greenhouse Canada

CPMA releases its Canadian Customer Report

June 12, 2023  By Micken Kokonya, CPMA

June 12, 2023 – The Canadian Produce Marketing Association (CPMA) has released its 2023 Canadian Customer Report highlighting Canadians’ perceptions, purchase intentions, consumption and shopping habits with regard to fresh produce in the first quarter of 2023.

CPMA’s Canadian Customer Report is the latest addition to the association’s market research portfolio which provides members with the most current data specific to the Canadian fresh produce industry. The report aims to help the industry have a better understanding of who the true fruit and vegetable customer is.

According to this exclusive report:

  • 58 per cent of consumers cite high prices as a roadblock to greater produce purchases which increased by 17 per cent from Q1 2022.
  • Local produce has the highest level of positive purchase intent, at 83 per cent, followed by packaged produce at 65 per cent.
  • 19 per cent of consumers consider themselves responsible for advancing sustainable packaging while 68 per cent put the responsibility on producers and retailers.
  • 41 per cent of organic produce consumers prefer to see organic produce integrated with conventional produce.

The data outlined in this report was collected by CPMA’s market research partner, Execulytics Consulting, in January, February and March 2023. CPMA members can access the full report by logging on to CPMA’s Community.

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