Pearl Strategy and Innovation Design recently attended the webinar hosted by Leger where experts shared how North Americans think and feel about food – It goes beyond buying habits to understand emotional, practical, and cultural drivers of food choices. Here is what we found.
- Basic Needs and Emotional Meaning
- Many people see food as a necessity to live. A significant portion also views food as emotionally important — a way to connect with others or express care.
- For some, food brings happiness, passion, and everyday pleasure.
- Very few associate food with stress or anxiety, indicating mostly positive associations.
- Grocery Planning Habits
- Most people plan their grocery shopping in some form, whether loosely or in detail – 93% of Canadians plan their grocery shopping to some extent.
- Meal planning is also common, with many planning their weekly meals before heading to the store.
- Women and residents of Quebec tend to be more active in planning behaviors.
- Americans are generally less likely than Canadians to plan purchases around store flyers or specials.
- Shopping Frequency and Style
- Many people prefer doing one major grocery trip each week.
- A large number also shop multiple times per week, often based on cravings or convenience.
- Daily grocery shopping is rare and usually tied to lifestyle factors like small fridges or routine walks.
- Even strong planners may shop more frequently, showing flexibility in behavior.
- Spending and Financial Pressure
- Food spending tends to be higher in families, larger households, among newcomers to the country, and higher-income earners. Average weekly food spend in Canada is $179 (excluding restaurants, alcohol, and non-food items).
- However, emotional stress around rising food prices is common, and people often spend more out of necessity rather than choice.
- Higher spending is seen among parents, larger households, immigrants, and higher-income earners.
- Price stress is widespread — even among higher spenders, people are often spending more because they have to, not want to.
- Restaurant and Delivery Habits
- Many people eat out at restaurants or use food delivery apps at least once a month.
- Younger generations are more likely to dine out or order food despite financial pressures.
- Tension Between Cost and Reward
- There is a clear tension between rising prices and the desire for pleasure or indulgence.
- People continue to prioritize emotional benefits like ease, comfort, or social connection through food, even in a cost-conscious environment.
- Influence from Media and Social Figures
- A notable portion of consumers, especially younger ones, are influenced by endorsements or positive reviews from influencers, bloggers, or public figures – This influence is more pronounced in the U.S. compared to Canada.
- Importance and Skepticism Around “Local”
- Many consumers are willing to support local food and pay more for it when it feels meaningful. However, there is growing fatigue around the term “local,” especially when it’s used vaguely.
- Some shoppers actively verify product origin using apps, reflecting a desire for transparency and authenticity.
What does it mean for Brands
Brands should focus on both the emotional and practical sides of food. People want meals that bring comfort and joy, but they also plan ahead and care about value. This means brands should show how their products fit into daily routines, help with planning, and still feel enjoyable. Using clear messaging, trusted influencers, and being honest about things like local sourcing can help build trust and connection.
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 respond to today’s economic challenges with empathy and impact.
Source: Leger webinar June 2025
