West Canada Market Open to Unique Products

December 30, 1999

A USDA report says significant opportunities exist in western Canada for food manufacturers who "understand the market and consumer trends...and respond with unique, competitively distinct products" to meet consumer demands. Western Canada consumers tend to be more concerned about health and nutrition than Canadians in the eastern provinces.

"Western consumers tend to have a higher level of concern about health and nutrition with clear differences showing up in the importance of organic foods, Asian ethic prepared foods and products, vegetarian foods and health foods," says the report. "And in many ways the western Canadian consumer has a tendency to identify with western U.S. consumer food trends."

Among the food trends in western Canada driven by changing consumer attitudes are convenient products for consumers "on the run"; convenience at home for consumers with less time to shop and prepare food; new and unique high quality home meal and children's lunch kit solutions that provide more variety with different taste sensations and meal "excitement", and nutritious, convenient and refreshing beverages.

Baby boomer attitudes and behaviors "are a predominant force in most food categories as this generation places higher importance to the health and nutritional aspects of food in an attempt to maintain their health and well being," the report notes.

Many consumers increasingly are interested in products that reassure them on food safety, environmental soundness and health and nutritional benefits. Consumers also are influenced by the benefits of high protein meals, energy bars and herbal, vitamin and mineral enhanced products in many categories.

A trend for the future, the report says, is that many consumers are concerned and want more information and clear labeling of genetically modified foods. "Consumers are increasingly looking for reassurances about food wholesomeness and safety."

The full report is available on the Internet at http://www.fas.usda.gov/gainfiles/199912/25556694.wpd.