ONTARIO, CANADA - Our Northern neighbors have a lot to offer in terms of fresh produce industry insights. A report specific to Canadian shopper behaviors was recently released by the Canadian Produce Marketing Association (CPMA). In its 2023 Canadian Customer Report, the organization highlights Canadians’ perceptions, purchase intentions, consumption, and shopping habits in the first quarter of the year.

“At CPMA, we are making a concerted effort to better understand the people who give us our purpose,” says President Ron Lemaire. “By continuously asking the questions that matter to produce professionals in our research, we help produce businesses get to know Canadian consumers, resolve issues, and uncover opportunities for the betterment of our industry.”

The report is the latest addition to the association’s market research portfolio, which provides members with the most current data specific to the Canadian fresh produce industry. According to a press release, the report aims to help the industry have a better understanding of who the true fruit and vegetable customer is.

According to this exclusive report:

• 58 percent of consumers cite high prices as a roadblock to greater produce purchases, which increased by 17 percent from Q1 2022
• Local produce has the highest level of positive purchase intent, at 83 percent, followed by packaged produce at 65 percent
• 19 percent of consumers consider themselves responsible for advancing sustainable packaging, while 68 percent put the responsibility on producers and retailers
• 41 percent of organic produce consumers prefer to see organic produce integrated with conventional produce

The data found in this report was collected by market research partner Execulytics Consulting in January, February, and March 2023. Members can access the full report by logging onto CPMA’s Community.

Stay tuned for more fresh produce insights.

Canadian Produce Marketing Association