Convenience Food in Canada
International Markets Bureau
MARKET ANALYSIS REPORT | JUNE 2010
Consumer Trend Report Convenience
Source: Mintel
Source: Mintel
Consumer Trend Report Convenience
THE TREND
Today‟s consumers are seeking solutions that allow them to maximize their free time and disposable income dollar, and spend more time doing the things they value. The convenience trend is driven by this desire to create more leisure time. The convenience trend is driven by this desire to create more leisure time. In 2008, a Datamonitor survey found that 44% of citizens across 15 countries feel that it is difficult to manage their daily obligations and find time to relax. A Yankelovich study conducted in 2008 discovered 70% of Americans aged 16 years or older feel that they do not have the time to do all the things they need to do. In addition, 50% of Americans believe the lack of time is a bigger problem than money (Datamonitor 2009). This trend is having a dramatic influence on food preparation and consumption. Due to changing lifestyles, consumers are spending less time planning and preparing meals. A recent survey conducted by Waitrose Food and Green & Black, an organic chocolate company, found that 58% of U.K. consumers spend no more than 30 minutes cooking dinner each night (Datamonitor 2006). In addition, 60% of American consumers do not know at 4 p.m. what they will have for dinner that night, and expect to spend a total of about 30 minutes preparing, cooking and eating the meal, including clean up. Cooking at home is seen as a chore, and meal preparation is considered very time consuming. Eating alone at non-fixed mealtimes is becoming more common, as a result of changed eating habits, attitudes toward cooking, and busy lifestyles (Ahlgren 2005). Convenience is multi-faceted and will continue to evolve and converge with other trends to meet the food needs and demands of society. Convenience means more than singleserve, easy-to-prepare, and easy-to-take-away products.
MARKET ANALYSIS REPORT | JUNE 2010
Consumer Trend Report Convenience
Source: Mintel
Source: Mintel
Consumer Trend Report Convenience
THE TREND
Today‟s consumers are seeking solutions that allow them to maximize their free time and disposable income dollar, and spend more time doing the things they value. The convenience trend is driven by this desire to create more leisure time. The convenience trend is driven by this desire to create more leisure time. In 2008, a Datamonitor survey found that 44% of citizens across 15 countries feel that it is difficult to manage their daily obligations and find time to relax. A Yankelovich study conducted in 2008 discovered 70% of Americans aged 16 years or older feel that they do not have the time to do all the things they need to do. In addition, 50% of Americans believe the lack of time is a bigger problem than money (Datamonitor 2009). This trend is having a dramatic influence on food preparation and consumption. Due to changing lifestyles, consumers are spending less time planning and preparing meals. A recent survey conducted by Waitrose Food and Green & Black, an organic chocolate company, found that 58% of U.K. consumers spend no more than 30 minutes cooking dinner each night (Datamonitor 2006). In addition, 60% of American consumers do not know at 4 p.m. what they will have for dinner that night, and expect to spend a total of about 30 minutes preparing, cooking and eating the meal, including clean up. Cooking at home is seen as a chore, and meal preparation is considered very time consuming. Eating alone at non-fixed mealtimes is becoming more common, as a result of changed eating habits, attitudes toward cooking, and busy lifestyles (Ahlgren 2005). Convenience is multi-faceted and will continue to evolve and converge with other trends to meet the food needs and demands of society. Convenience means more than singleserve, easy-to-prepare, and easy-to-take-away products.