Canadians confused by food marketing

May 21, 2019
Written by Consorzio del Prosciutto di Parma (edited)
A new survey reveals that Canadian consumers are finding it challenging to identify authentic products at the grocer.

Of more than 1,500 Canadian consumers polled, more than half (51%) reported feeling confused by how food products are marketed today, particularly when it comes to understanding the history and origin of a product.

The survey also showcased that Canadian consumers are passionate about food authenticity with more than a third (33.2%) citing that knowing whether the product they purchase is genuine is important, and almost half (40.5%) stating that how their food is made and where it comes from is significant as well. In addition, 44% responded that when shopping for food, the designation '100% natural' is important to them.

While Canadians may feel confusion at the counter, that doesn't seem to stop their pursuit or love of all things food related. According to the survey, more than a third of Canadians consider themselves a foodie, which is defined by trying new foods regularly (47%), eating at multiple restaurants every month (40%), seeking quality ingredients (40%) and taking an interest in food origins (35.6%). When it comes to culinary inspiration, Canadians turn to social media (20%) or cookbooks (22%) for ideas over family, friends or cooking shows.

The online survey was commissioned by the Consorzio del Prosciutto di Parma, and taken by 1,500 Canadians over 18 years of age between April 8-18, 2019.

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