T. Ozbun
Research expert covering food retail and all food topics for Italy and Brazil
Food shopping behavior in Canada - statistics & facts
As times evolve, behaviors also undergo transformation. Food retail is one of the largest and most competitive industries in Canada, with food and beverage retail store sales accounting for over 147 billion Canadian dollars in 2022. However, despite steadily growing sales, many consumers faced challenges in providing for their household on their food budget due to inflation. Consequently, 47 percent of respondents to a March 2023 survey stated they bought more discounted items or items on promotion in response to rising food prices, while 35 percent opted for less expensive produce items to help save money.
Store choice and buying behavior
Inflation has significantly influenced consumers' decisions on where to shop for groceries, with a majority considering product prices as a crucial factor in their decision-making process. However, things like stock availability and product freshness continued to hold relevance, indicating that some consumers are unwilling to compromise on these aspects. Supermarkets emerged as the preferred channel for Canadians when shopping for groceries, with a significant portion visiting these stores once a week. As a result of rising prices, consumer habits shifted, leading to more than 40 percent of Canadian consumers visiting multiple grocery stores in order to find the best price.Digital growth
Despite growth in online grocery shopping, only about 14 percent of respondents appeared to regularly purchase food and products through this channel. Between 2019 and 2022, there was an increase in the share of Canadian shoppers ordering groceries online for both home delivery and in-store pick-up. The preferred channel for online grocery purchases was third-party grocery delivery services like Instacart, which also happened to be the most downloaded online grocery delivery application in the country.The sustainable shift
Sustainable consumerism has garnered significant attention, and grocery shoppers in Canada have shown awareness and engagement in this trend. Close to 38 percent of Canadian consumers indicated that they often or always considered the environmental impact of their food choices. For some consumers, despite a rise in food prices, paying more for a product with a lower climate impact was deemed important, especially among the younger generations. Food waste has become increasingly significant, both in the context of sustainable shopping and due to rising prices. Canadian consumers expressed their intentions to address this concern in the future, with 48 percent of respondents stating they would plan their meals and shopping lists more carefully as a proactive measure.
