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Halifax, NS – October 10, 2024 – The Agri-Food Analytics Lab at HÂþ»­ University releases its inaugural Canadian Food Sentiment Index, a comprehensive bi-annual report that captures Canadians' perceptions and attitudes towards food-related issues, including affordability, food security, and consumer trust. This report provides a critical look at how Canadians feel about the rising costs of food and their evolving behaviors in response to economic pressures.

Authored by Dr. Sylvain Charlebois,ÌýDr. Gumataw Abebe,ÌýDr. ArmaÄŸan Özbilge, and Dr. Stacey Taylor, this report is based on insights from over 3,000 respondents across the country. It highlights key trends and changes in consumer sentiment, tracking shifts over time to offer a clear picture of how Canadians are navigating the current food landscape.

Key Insights from the October 2024 Report:

• Food Price Pressures: 84.1% of respondents identified food as one of the expenses that have increased the most in the past year, with many adjusting their shopping habits to manage rising costs.
• Food Security: Canada’s food insecurity rate remains a pressing issue, with younger generations, particularly Gen Z, facing the most significant challenges.
• Consumer Behavior: The majority of Canadians are actively seeking ways to save on food costs, from using more coupons to shopping at cheaper stores.
• Trust in the Food System: Canadian farmers continue to enjoy the highest levels of trust, while major grocery chains rank lowest in consumer confidence, reflecting skepticism toward corporate food entities.
• Consumer Price Index (CPI) Perceptions: While official reports place food inflation at 2.4% in stores and 3.4% in restaurants, 54.5% of Canadians believe that food price inflation is higher than government estimates. Despite these concerns, the report shows a cautiously optimistic outlook, with most Canadians anticipating a slower rise in food prices over the next 12 months​.

"The Canadian Food Sentiment Index offers invaluable insights for policymakers, industry stakeholders, and the public. It tracks not only the economic realities Canadians face when it comes to food but also how they are adapting their behaviors to cope with ongoing price pressures," said Dr. Sylvain Charlebois, Director of the Agri-Food Analytics Lab and lead author of the report. "This data will be crucial in guiding future decisions to improve food affordability and security across the country."

The report is modeled after Purdue University’s Consumer Insight Report and offers ongoing monitoring of trends related to food price experiences, consumer values, food security, and more. It serves as a vital tool for understanding consumer sentiment in a rapidly evolving food system.

Media contact:

Sylvain Charlebois, Scientific Director, Agri-Food Analytics Lab
HÂþ»­ University
sylvain.charlebois@dal.ca
902-222-4142 (cell)

Download the report: