Report reveals Ontario shoppers' lingering financial concerns

Key findings from the 2023 fourth quarter Ontario Produce Shopper Snapshot indicate that consumer financial concerns persist, notably driven by rising gas prices impacting purchasing power.

Moreover, a substantial portion of Canadian shoppers perceive the country to be in an economic recession, leading to cautious spending behaviors, particularly in the foodservice sector, according to the report from the Ontario Produce Marketing Association, which partnered with data and tech company Numerator to provide consumer insights and trends in Ontario shopper behavior by retail channel.

Despite the challenges, Ontario households continue to prioritize produce purchases with shifting preferences towards different retail channels and categories, according to a news release.

OPMA said these insights serve as a critical guide for businesses and policymakers alike in adapting strategies to meet evolving consumer needs and expectations.

Highlights of key research findings from the report include:

• Consumer financial concern remains high, with 70% of consumers stating that rising gas prices are impacting their ability to afford other goods and services.
• Currently, 67% of Canadian shoppers perceive the country to be in an economic recession, while 46% are hesitant to spend money at restaurants, bars or food delivery services.
•  In the fourth quarter of 2023, the average Ontario household made 24.9 trips for produce and spent $280.20 on produce.
• The number of Ontario households buying produce in the discount grocery channel increased by 0.7 PT. However, spending per trip decreased by 3.8%.
• The number of Ontario households buying produce in the club channel increased by 1.9 PT and spend per trip increased by 12.6%.
• 11.8% fewer Ontario households purchased fresh grapes. However, those who purchased spent 28.9% more on fresh grapes per trip.
• 22.6% more Ontario households purchased fresh lettuce. However, those who purchased spent 15.7% less on fresh lettuce.
• 65% of Canadian consumers expect the economy will worsen in the next few months, and 71% of Canadian consumers think inflation will increase in the next few months.

OPMA said the partnership with Numerator has yielded valuable insights into Ontario shopper behavior, offering a comprehensive understanding of consumer trends.