Published on March 26, 2021

According to Statista, the Canadian wine market is expected to reach $16,805 million USD in 2021. The market is expected to grow annually by 5.70% (CAGR 2021-2025). In relation to total population figures, per person revenues of $441.44 USD will be generated in 2021. The average per capita consumption stands at 16.0 L. With the rise of alternative wine formats coming into the market (cans, boxed wine), what do brands need to keep top-of-mind when they venture into new product development?

All things considered, taste is the clear deciding factor.

From Euromonitor International, still light grape wine continued to dominate sales of wine in 2019, and also maintained solid total volume growth. Although still red wine remained the largest category within wine, followed by still white wine, it was rosé wine which continued to see the strongest total volume growth in 2019, due to its low base and the widening range of products available.

With this in mind, Caddle asked: What do consumers care about in their wine?

Well, taste ranks as the number one consideration across all wine categories. Taste leads by up to 3x more than the second most important factor: where it is made. Interestingly, consumers that purchase iced wine consider where it is made about 10 basis points more than the other wine categories.

As it stands, other factors such as sustainable packaging, calorie count, organic/gluten-free, format/sizes, and brand’s reputation have little impact on the consumer decision-making process. When it comes to wine, taste is at the forefront of consumers’ minds.

The future is female when it comes to taste

When we compare differences between men and women, women take the lead for every category of wine in terms of taste influencing their purchase decision. On the other hand, men comparatively care more about where the wine is from.

From the following options, what is most important to you when you consider purchasing…

Main Takeaway

Brands that differentiate on taste will be able to claim their stake in the Canadian wine market. Women are leading the charge for the wine category when it comes to the importance of taste. Honing in on taste preferences is an important consideration when brands are in product development in the coming years.

Caddle also looked into other alcohol categories in the Canadian market, including beer, spirits, and ready-to-drink. Contact us to get the free full report. See how taste is also the number one factor for the sparkling water category.

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on March 22, 2021

Exclusive, Comprehensive Caddle Report | The Amazon Subscribe & Save Shopper 2021

• Who’s Using Amazon Subscribe & Save
• How They Shop
• What They’re Buying
• Spending Insights by Category
• and More!

Based on the hype around the mega-brand Amazon, and following on the heels of our investigation into Canadian Amazon Prime members, we’re digging deeper into one particular feature that’s gaining a lot of industry attention—the Amazon Subscribe & Save program. Popular demand from The Canadian Amazon Prime Shopper 2021 Report – where we cover key data points on Amazon Prime shoppers including Prime membership numbers and demographic characteristics- now has further insights in Part 2.

According to Jungle Scout (a leading all-in-one platform for selling on Amazon), 35% of all U.S. consumers and 51% of U.S.-based Amazon Prime members have purchased products using the Amazon Subscribe & Save subscription program. While such numbers from south of the border are certainly eye-opening, they only hint at what might be taking place in Canada. 

Download the full report to learn more about the influence of the Amazon Subscribe & Save (S&S) program in Canada and what its ongoing adoption might mean for retailers having to compete with the retail behemoth (especially in CPG, FMCG and other major categories).

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on March 19, 2021

It’s been one full year since the start of the COVID-19 pandemic. With countless changes in rules, lockdown measures, and a many months of missing family and friends, Canadians are tired of COVID-19.

But, are consumers tired of hearing about COVID-19 from brands too?  Does COVID-19 advertising help or hurt a brand? We took to our panel, the largest daily panel in the Canadian market to find out how attitudes and opinions on brands, promotions, and COVID-19 advertising messages have changed since the start of the pandemic until now.

COVID-19 Fatigue is Real

COVID-19 content avoidance increased 15% across the general population, increasing a total of 6.1 basis points from 33.5% to 38.5% over the past 12 months.

Younger generations are most likely to avoid COVID-19 content, with 43.1% of Millennials agreeing they try to avoid COVID-19 content in 2020. In 2021, Gen Z takes first place as the generation exercising the most avoidance, where almost 1 in 2 are avoiding COVID-19 content.

Gen Z has had a radical shift when it comes to supporting brands using a COVID-19 advertisement. When we surveyed in March 2020, only 17.4% of respondents indicated that they would be encouraged to support a brand using a COVID-19 advertisement. Fast forward 10 months, and that number has almost doubled, with 30.9% of Gen Z now likely to be encouraged to engage with brands using COVID-19 advertisement.

From East to West, Sentiment is Not the Same

When it comes to brands having COVID-19 related ads, the biggest change of heart we see in Canada comes from BC:

• One year later: BC is less disappointed by 10 basis points if their preferred brands use the pandemic for ad purposes (48.6% in 2020 vs. 38.1% in 2021)
• BC has become more accepting of COVID-related ads

Whereas in Ontario: stayed the same level of disappointment at 38.9% in 2020 vs. 39.2% in 2021

Is Brand Recall Declining as Screen Time Increases?

During this global pandemic, we have seen alcohol brands start producing hand sanitizer, clothing manufacturers producing personal protective equipment (PPE) and all sorts of public service announcement messages from our favourite brands. The point is: It is near impossible that a consumer has not seen one of their preferred brands using social media to talk about COVID-19 in some way.

We also know that screen time has significantly increased during the pandemic.

Accept & Avoid

Consumers who have preferred brands that speak about COVID-19 are much more sympathetic when it comes to how existing COVID-19 campaigns make them feel.

This group is 50% more likely to indicate existing COVID-19 campaigns make them feel part of the community, and 3x more likely to feel Canadian pride. Almost 50% of this group will avoid COVID-19 content, while nearly 45% are disappointed if their preferred brand used COVID-19 for advertising purposes.

How would you feel if your preferred brand used the pandemic for advertising purposes?

How do the existing COVID-19 promotional campaigns make you feel?

How do you feel about the statement “I try to avoid COVID-19 content”?

Stop Mentioning COVID-19 

On the other side of the coin, we have respondents who have not noticed any brands using social media to talk about COVID-19. 60% of respondents fell into this category in 2020. Interestingly, this number has increased to 67% – another sign of how COVID-19 fatigue has plagued consumers. Avoidance has taken over for cohorts of consumers. These consumers are more likely to feel annoyed, irritated, or anxious by COVID-19 related promotional campaigns.

In conclusion, consumers who are familiar with brands who have used social media to talk about COVID-19 are much more likely to avoid COVID-19 content. Almost half of this segment actively avoids COVID-19 content – more than 30% higher than the 35% of consumers who do not recall seeing their preferred brand using social media to talk about COVID-19.

Key Takeaways

• As a whole, consumers are generally tired of seeing COVID-19 related ads from their beloved brands: It’s been one year, we get it!
• However, if brands did use COVID-19 ads, sentiment across the nation is not the same. While the west coast has lost their distaste for COVID-19 related ads, other provinces such as Ontario have remained stoic in their stance of wanting to keep COVID-19 and brand ads apart.
• Gen Z are hungry for brands who are loud and proud on COVID-19 education while Millennials and Baby Boomers are tired of hearing about COVID-19.
• There is a clear distinction between consumers who have seen brands post about COVID-19 vs. those who haven’t, and brands must understand the nuances in language when it comes to communicating with these two consumer segments.
• Brands need to be diligent on when it is appropriate to be using COVID-19 related advertising. Brands should use it where it makes sense – for safety, reassurance, and supporting communities.

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on March 19, 2021

with Ransom Hawley, CEO and Colleen Martin, VP Insight Solutions

Topics Covered:

???? Key data points on Amazon prime shoppers you won’t find anywhere else, including prime membership numbers and demographic characteristics

???? Amazon Subscribe & Save program insights: Who’s using it, how they shop, and what they’re buying

???? Spending insights by category

???? Where else Amazon Prime members are shopping for grocery purchases

???? Key takeaways for retailers/e-tailers and brands

Livestream on March 16, 2021

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on March 11, 2021

One year later: New report suggests the pandemic has had little or no impact on how satisfied Canadians are with food industry.

The Agri-Food Analytics Lab at Dalhousie University, in partnership with Caddle, released a new report about consumer confidence on our food industry, one year after the pandemic began. At the end of February 2021, a total of 10,005 Canadians were surveyed on confidence and satisfaction of the food industry. Results, overall, were quite positive for the food industry.

“A lot of people are struggling right now, whether it’s physical or mental,” says Sylvain Charlebois. “(It’s) important for the industry to think about being a partner for Canadians in their journey to a better self.”

Director of the Agri-Food Analytics Lab at Dalhousie University, Sylvain Charlebois, breaks down the findings on National Post.

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on February 26, 2021

Did you know?

While Toronto, Vancouver and Montreal are considered to be gateway cities for newcomers to Canada, other communities across the country pull far above their weight in bringing immigrants into their folds. This includes cities like Charlottetown, P.E.I. and Regina, Saskatchewan, both of which welcomed 2.4% of their total per capita populations in 2019.

It’s little wonder, then, that stores across the country offer a wide array of international food products that cater to a range of Canadians—from the newly immigrated to second- and third-generation residents and otherwise.

How does the South & Southeast Asian population differ in grocery habits compared to the general population?

Let’s explore the key levers that drive Canadian consumers’ decision-making on international and specialty foods.

Specifically, we dive deeper into the shopping patterns and preferences of South Asian and Southeast Asian Canadian consumers, to uncover how two retail banner extensions—T&T Supermarket (a Loblaw’s company) and Voilà by Sobeys (the new online grocery arm of Empire, currently being tested in 3 markets)—deliver against purchase drivers including selection, price and quality to influence share of wallet of ethnic populations. Finally, we review our In-Store Grocery CX Tracker data—where we outlined the Net Promoter Scores (NPS) and associated attributes for 12 of the top grocery retail banners across the country—to shed additional light on how well these banners are meeting the particular needs of Canada’s South and Southeast Asian consumers.

Haven’t downloaded your free copy of Caddle’s cross-generational comparison of retail chains and their associated Net Promoter Scores (NPS)? View here!

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on February 17, 2021

With the pandemic still impacting many consumer decisions, Caddle wonders if Canadians’ beauty routines are being neglected.

With this in mind, how can beauty brands catch the Canadian consumers’ eye among the cosmetic aisle? Could vegan cosmetics be the answer?

Since 2020,

Caddle discovered there has been heightened awareness of personal health and wellbeing, prompting better exercise and dietary choices among Canadians.

Veganuary has inspired and supported more than one million people in 192 countries to try vegan for January – and beyond. Since its launch in 2014, the number of people taking part has risen dramatically year on year. In 2021,a record-breaking 582,538 people around the world pledged to eat only vegan food in January. With demand for plant-based foods on the rise, is this trend of veganism seeping into other consumer product categories beyond food?

According to Statista, the global vegan cosmetics market is projected to grow 6.3 percent a year, reaching $26.4 billion CAD ($20.8 billion USD) by 2025.>

Specifically in Canada, the cosmetics market is projected to reach revenue of $2 billion CAD ($1.6 billion USD) by 2025.

Is this trend towards vegan diets translating to other product categories too? Are consumers choosing vegan beauty products? Caddle examines the clean beauty industry and wonders if a new year means more consumer demand for cruelty-free/vegan products.

Cruelty-free labelled products come second to last in consideration, suggesting that although veganism as a diet is on the rise, vegan cosmetics may require further education for the everyday consumer. However, despite cruelty-free being low on the list of consumers’ consideration set, 40% of Canadian consumers do currently use products labelled cruelty-free. What’s more, 58% of consumers believe having cruelty-free personal care products and cosmetics is “somewhat important/very important”. 

Now that we know there is demand in the vegan beauty industry, what do consumers actually want?

Face lotion/skincare and shampoo/conditioner are tied for first place as the top product categories consumers are likely to purchase that are labelled cruelty-free. So, if product line expansion is on your brand’s horizon, creating products that are in these categories will have the highest adoption rate from consumers looking to veganize their beauty routines.

Key takeaways:

1. The most important factor when choosing makeup products is quality, followed closely by price and brand, whether it’s cruelty-free or not.

2. There is demand yet to be captured in the cruelty-free beauty industry, with 58% of consumers who believe having cruelty-free personal care products and cosmetics is “somewhat important/very important”.

3. Face lotion/skincare and shampoo/conditioner are the top product categories consumers are likely to purchase in the future that is labelled cruelty-free.

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on February 10, 2021

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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Published on February 8, 2021

Caddle unveils new partnership with Dalhousie University by presenting exclusive Food Literacy Report. Sylvain Charlebois from Dalhousie University’s Agri-Food Analytics Lab and Ransom Hawley from Caddle, the largest daily insights panel in Canada, discuss the value of rapid access to consumer insights and data analytics to forecast trends and influence changes in production and processing for our agri-food sector.

We cover:  

• Latest advancements and best practices in capturing this data
• Case studies of the impact of using the data analytics to predict and pivot.
• Exclusive findings on Canadians’ current food literacy,
• How COVID-19 has impacted our food knowledge and decisions in the last year.

Discover the latest advancements and best practices in capturing this data and hear case studies of the impact of using the data analytics to predict and pivot. Caddle shares exclusive findings on Canadians’ current food literacy, and how COVID-19 has impacted our food knowledge and decisions in the last year.

Director of the Agri-Food Analytics Lab at Dalhousie University, Sylvain Charlebois, also breaks down the findings on Global News. Caddle has been featured on Canadian Grocer, Q107, and MSN.

*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.

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