This document discusses demographic trends in Canada and consumer shopping habits related to local food. It notes that Canada's population is aging and households are becoming more diverse. The principal grocery shopper is typically aged 24-54 and most shoppers visit 2-3 grocery stores per month. While most shoppers support buying local food, they have difficulty identifying Ontario products beyond fresh produce. Providing clear labelling and staff who can identify local options would encourage more local food purchases.

1. Jessica Kelly
Direct Farm Marketing Specialist
Ontario Ministry of Agriculture, Food
and Rural Affairs

2. Canada’s Evolving Demographic Landscape
New Canadians
*Source: Statistics Canada
2
22.0%
22.3%
22.2%
17.5%
14.7%
15.6%
15.3%
16.0%16.1%
18.4%
19.8%
20.6% 21.90%
0%
5%
10%
15%
20%
25%
0
1
2
3
4
5
6
7
8
1911 1921 1931 1941 1951 1961 1971 1981 1991 2001 2006 2011 2016
Millions
Immigrants
Percent

3. Canada’s Evolving Demographic Landscape
The Aging Population*
*Source: Statistics Canada
3

4. Canada’s Evolving Demographic Landscape
*Source: Statistics Canada
Lone
Parent
9%
Couple with
Children
26%
Couple without
Children
26%
One Person
28%
Multigenerational
Household
3%
Other
8%
Changing Households (2016)

5. Who Is The Ontario Principal Grocery Shopper?
Ontario’s principal grocery
shopper
• Person who self identifies
themselves as having
either the primary or
shared responsibility for
food shopping in their
household
• Adults age 24 – 54+
• Approximate
demographics : 60%
women and 40% men
5

6. On average, shoppers report:
• Making nearly 4 major shopping trips, close to 5 minor and 3
urgent trips per month
Shoppers are reporting:
• Largely shopping at discount grocery and large chain grocery
stores. Typically visit 2-3 grocers.
• Same amount of fresh Ontario food as a year ago (over 60%)
• Vast majority (87%) are eating meals cooked at home
• Outside of fresh fruit and vegetables, shoppers are
challenged with finding the Ontario option, eggs being the
next easiest followed by dairy and meat
6
Who Is The Ontario Principle Grocery Shopper?

7. Ontario’s Principal Grocery Shopper
Of Ontario’s principal grocery shoppers
recognize the Foodland Ontario logo
Of Ontario’s principal grocery shoppers intend to
purchase fresh Ontario food83%
Support the Foodland Ontario program80%
89%

8. Drivers for Buying
Personal Values
- Freshness
- Price
- Nutritional value
- Appearance
- Safety
- Taste
- Shelf Life
Social Values
- Benefits to farmers
- Benefits to the economy
- Benefits to the environment
8

9. What is Local?
In Your Community
In Ontario
In Canada
In North America
People look for food as close to home as possible
9

10. Why is Buying Local Important?
60%
50%
48%
20%
20%
12%
11%
10%
7%
6%
6%
5%
5%
It is fresher
It supports the local/Ontario economy
It supports local farmers
It tastes better
I trust food produced in Ontario
It is better value for money
I know for sure where the food…
It is more nutritious /healthy
It is safer
It is more environmentally friendly
I am reluctant to buy food from…
It has a longer shelf-life
It makes me feel proud
* Source: 2013 Usage and Attitudes Survey 10

11. Where The Focus Is For Buying Local
* Source: 2016 Foodland Ontario Advertising and Awareness Tracking Study
11
Fresh fruits and vegetables
Eggs
Fresh meat (beef, chicken, pork etc.)
Dairy (milk, cheese, yogurt etc.)
Baked goods (such as bread)
Frozen meat (beef, chicken, pork etc.)
Deli meats
Frozen fruits and vegetables
Prepared or semi-processed foods (such as
ready to eat soups or microwaveable
meals)
% Much More
2015 2014
61% 66%
50% 54%
50% 53%
46% 48%
38% 42%
27% 29%
25% 29%
24% 26%
19% 19%
59%
51%
49%
46%
36%
27%
25%
22%
17%
39%
44%
46%
47%
54%
59%
61%
60%
56%
5%
4%
6%
9%
14%
14%
18%
27%
Much More (6-7) Neutral (3-5) Much Less (1-2)

12. Identifying Product of Ontario
Meat Dairy Eggs
There is a label on the package/product itself 50% 55% 52%
It says 'Product of Ontario' beside or near the product 45% 40% 35%
There is a Foodland Ontario sticker on the package/product itself 24% 23% 18%
There is a Foodland Ontario sign or sticker located on the shelf
or nearby
17% 15% 13%
I ask the staff/butcher 12% 3% 1%
I assume it is from Ontario unless it says otherwise 11% 14% 13%
Purchase from local farmer/ producer 1% 0% 4%
Don't eat/ buy meat 1% 0% 1%
Don't care/ check where it comes from 0% 0% 0%
* Source: 2011 Fresh Food Consumption Study
Shoppers are not going to take the time to ask –
have seconds to inform them of the local choice
12

13. Decisions Made In-Store
Fresh fruits
/veg
Frozen
fruits/
veg
Prepared or
semi-
processed
% IN-STORE 61% 40% 31%
What's on sale in the store/flyer 20% 26% 24%
Look through section for best
price/value
14% 17% 12%
At home while making list 14% 13% 9%
I always purchase the same brand 3% 8% 8%
Decide at shelf based on flavor/type/pkg. 8% 7% 9%
Based on the appearance of the product 34% 8% 4%
Based on coupons I have 1% 3% 6%
Select from set of brands in the store 4% 8% 7%
Other 0% 0% 6%
I do not typically buy this product 1% 9% 21%
Most Common
2nd
3rd
13
* Source: 2016 Consumer Motivations Study

14. Effectiveness of Marketing Methods
0 20 40 60 80 100
Speaking to staff
Recipe that is displayed…
Interactive product/taste…
Product feature display
Product of origin labelling
Signage indicating local…
Loyalty program incentive
Product discount/sale
% of Effectiveness
Unlikely to Purchase Local
Neutral
Very Likely to Purchase Local
* Source: 2016 Consumer Motivations Study

15. One Last Thing To Remember…
How To Increase Consumption of Ontario Foods?
• There is a high awareness of the benefits of buying
local: freshness, taste, support for local
economy/farmers.
• Origin, however, is NOT top of mind.
• One of the strongest drivers of increased propensity
to purchase is being able to identify local product.
Once consumers’ personal values (e.g. freshness,
price) are reconciled, if the product chosen is
local….bonus.
• Be aware of the challenge that consumers have
finding the Ontario option.
15

16. Thank You
Jessica Kelly
Direct Farm Marketing Specialist
Ontario Ministry of Agriculture, Food and Rural Affairs
jessica.m.kelly@ontario.ca
226-971-1994