Tracking Instagram foodies and other Canadian consumer behavior

Half of millennials in Canada consider themselves foodies.

And 30% of everyone else in Canada does as well, said David Coletto, CEO of Abacus Data, a market research and strategy firm based in Ottawa and Toronto. He gave the keynote talk at the final session of Canadian Produce Marketing Association’s first-ever virtual Fresh Week convention and trade show, April 12-16.

“In the digital world, being a foodie means posting a lot of pictures about your food,” Coletto said. “Food has become, in my mind, a last refuge of delight and comfort in these times.”

Coletto shared data from a survey on how the pandemic has changed consumer behavior, using the answers of more than 300 people at the conference, as well as other data collected by his firm.

The two biggest forces of change for consumer decision-making are generational change and technological change. Millennials and Gen Z, as well as the internet, cell phones and other digital technology, are the drivers, he said.

His three takeaways:

• Pre-COVID-19 trends will accelerate, such as an interest in healthy living;
• Touchless experiences will rise; and
• Post-COVID-19’s possible “roaring or snoring 20s.”

“We are entering, not only the third wave of this virus in some parts, but also the third wave of anxiety,” Coletto said.

It’s no shock health is top of mind, shown by the 74% of Canadians who said the pandemic caused them to focus more on their health and wellbeing.

“As produce marketers, that’s music to your ears,” he said about the focus on healthy eating.

Coletto revealed more statistics on Canadian consumer behavior a year after the pandemic began:

• 48% said life is simpler now, and they like that;
• 65% say their behaviors and preferences for shopping and services like grocery have changed, and it’s 10% higher for millennials and Gen Z;
• 73% are spending more time online via the phone or computer, and it’s 5% higher for younger people;
• 79% are cooking at home more;
• 40% are working from home;
• 68% think about food more and where their food comes from;
• 89% of primary shoppers visited a grocery retailer at least once in the past week;
• 16% went to a store three or more times a week;
• 43% say they’re grocery shopping less often than they usually do;
• 23% say the grocery shopping experience is worse than before the pandemic — a few months ago, that was in 40% range;
• 36% think they don’t eat enough fruits and vegetables;
• 29% agree that plant-based diets are healthier than those that include animal-based foods, and another 30% tend to agree;
• 72% will likely continue to cook more meals at home after most places reopen;
• 56% say they are more likely to, or are considering, taking a summer vacation;
• 38% say they want to work in the office full time or most of the time; and
• 39% want to work at home most of the time.

“The pandemic is going to accelerate those changes we already saw coming,” Coletto said.

He has worked with many agriculture and agri-food organizations, including the Canadian Cattlemen’s Association; the Dairy Farmers of Canada; Canadian Produce Marketing Association; Sysco Canada; Farm Credit Canada; Food, Health, and Consumer Products of Canada; and the Chicken Farmers of Canada.

Coletto earned a doctorate degree in political science from the University of Calgary in 2010 and is an adjunct professor at Carleton University. He is the host and producer of “inFocus with David Coletto,” a new podcast that explores the intersection of public opinion, politics, public policy and consumer behavior.