As Canada’s food landscape continues to evolve, Pearl asked Canadian consumers how cultural influences impact their perceptions and purchases of food & beverage brands.
Cultural Identity Drives Brand Perception
Our findings reveal cultural influence plays a key role in shaping consumer attitudes toward food brands:
- 86% said authenticity influences their food & beverage purchases.
- 82% said it’s important for food & beverage brands to explain their cultural origins.
- 58% said understanding a brand’s cultural origins is likely to impact their purchase consideration.
Generational Perspectives on Cultural Food Branding
Different generations exhibit distinct behaviours when it comes to culturally influenced food choices:
- Gen Z (18-27): Highly values authenticity (52%), sustainable sourcing (47%), and social responsibility (49%). This group wants to buy brands that align with their values.
- Millennials (28-43): Prioritizes locally sourced ingredients (53%) and appreciate when brands explain cultural origins in detail (50%). This group is engaged by a good brand story.
- Gen X/Boomers (44+): More likely to focus on products with no artificial ingredients (55%) and recyclable packaging (58%). This group values wellness, for themselves and the planet.
Consumer Insights from Open-Ended Responses
To complement the survey data, we analyzed open-ended responses from Canadian consumers, uncovering key themes:
Question Asked: “Please explain why it’s important for food and beverage brands to explain the cultural origins of their products?”
Emotional Connection to Food
- Many Canadians express a strong desire to feel connected to what they eat. Statements like “I like to have a connection with what I eat” highlight the importance of cultural storytelling in branding.
Cultural Representation Matters
- Some respondents believe that branding should honour cultural heritage, stating that “To honour the culture and give a significant symbolism” is essential in food marketing.
Transparency & Authenticity
- Several respondents emphasized the need for brands to be clear about what they are selling: “So people know what they are consuming.”
Price Sensitivity & Accessibility
- Some consumers are primarily focused on affordability, with one response simply stating, “It’s the price.”
- This suggests that while cultural branding is valuable, pricing remains a key driver in purchase decisions.
Cultural Foods as a Gateway to Understanding
- A few consumers noted that culturally branded foods help broaden awareness of different traditions: “Because it gives people an understanding of the culture behind the food.”
- Another response mentioned that “People can be unaware, and I feel that by selling cultural foods, we can educate people on different traditions.”
Implications for Brands
Understanding these cultural insights is crucial for brands looking to connect with today’s culturally diverse consumers:
- Be Authentic: Consumers value genuine representation of cultural products, flavours and traditions. Avoid superficial or inauthentic cultural references.
- Highlight Heritage Ingredients: Using well-known cultural ingredients, traditional recipes and methods can evoke strong feelings of nostalgia, driving engagement and appeal.
- Tell a Story: Millennials and Gen Z are particularly drawn to brands that share compelling stories about their cultural origins and craftsmanship.
As Canada’s population becomes more ethnically diverse and culturally curious, brands that celebrate their cultural heritage have an opportunity to build strong consumer connections.
Want to dive deeper into these insights to refine your brand’s strategy? Connect with us at Pearl Strategy (johnchan@pearl-strategy.ca) to learn how we can help your brand resonate with today’s culturally conscious consumers.
Pearl Study of Canadians’ Attitudes & Behaviours, Dec 2024, n=267
Stay tuned for our next blog, where we dive into Canadian reactions to a recent viral Dragon’s Den clip featuring Simu Liu and the boba tea controversy. How do consumers feel about cultural authenticity in branding when it’s put under the spotlight? We’ll break it all down in our next post!
