For the past decade, there has been considerable discussion amongst CPG marketers on how to interact with Millennials. Understandable, given their purchasing power (combined, $600B in the US each year)[i], their influence on the food sector and how they have re-shaped today’s food trends. But now there is a new generation. As noted by Mr. […]
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Baby Boomers annual spending power in the United States is $2.3 trillion annually. In Canada, households aged 65 and over had an average net worth of $845,600 in 2016. That’s an 86% increase since 1999 after adjusting for inflation. Despite their wealth, most marketers’ attention has been diverted to the Millennials and Generation Z. This […]
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When I grew up it was customary for our family to gather for family meals. Our Mom was a stay at home mom. She voluntarily gave up her career to take care of my brother and myself. A Pharmacist by trade, as we grew older, she started to volunteer 2 days a week in the […]
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Before the power of social media came into existence, influence was typically restricted to individuals with movie, television, or radio access. Hence, the number of people wielding influence was limited. Today we hear about how consumers trust friends and family members recommendations when deciding what products to purchase. That truth has become even more apparent as […]
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Growing up it was common practice in our household to regularly consume milk, eggs, and meat. In fact, when we went out for dinner, the main course was my favourite part of the meal. The word vegan – vegetarian was not part of our vocabulary. Yet, it was in 1944 when Donald Watson co-founded the Vegan […]
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Cauliflower used to be a boring vegetable that was typically only bought when there was nothing else on the grocery shelf. Typically perceived as the less colourful, less delicious cousin of broccoli, it was usually boiled and served plain, as an uninspiring side dish. Those perceptions have changed. Driven by consumers’ desire for a healthier […]
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Kraft Dinner is a brand icon in the Canadian grocery sector. Referred by Canadians as KD, it was launched in Canada in 1937. Canadians love this brand so much, they consume a whopping 55% more of it a year than Americans do. In fact, former Prime Minister Paul Martin listed KD as his favourite food and former […]
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Sugar – an ingredient most consumers have grown up with. Whether it is used within a cup of coffee, tea or as a food ingredient, it is a food element we are accustomed to eating and accept as a part of our life. That was then, this is now. Sugar is now viewed as the […]
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Times have changed in the food sector.In the past, the common practice was to create a food list and go grocery shopping. No longer can you just slap a label on a product and expect it to fly off the shelves. Consumers’ health is front and centre. Today they wish to know your products ingredients, their source […]
Read More ›Canada is recognized as being the most cultural diverse society of any Western country. Yet, despite ethnic consumers being identified as a segment, brands must embrace to sustain growth in the CPG sector, a Nielsen study revealed “Most Canadian companies either don’t have (36%) or don’t know (27%) of any objectives or goals tied directly […]
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