Mathilde Degletagne
13-12-2021
|Food Marketing

Seven Food Trends for 2022

Based on market studies and surveys conducted by reputable firms, as well as their knowledge of the market, our specialists have identified the key trends in the Canadian food industry for the coming year. We hope that this information will help you create your product development and marketing strategies.

food trends in 2022

What do consumers want and why?

Below is an overview of Canadian food trends for 2022:

 

1. Healthy food

Canadians want to eat healthy. According to a survey by Deloitte, 67% of respondents are more aware of the impact their diet has on their health since the pandemic began.

Consumers are looking for functional foods that will procure health benefits, but that taste great. “We’re talking about responsible indulgence,” says Anastasia Collet. “We’re treating ourselves, but with the best ingredients and benefits for our body.”

In 2022, consumers will be looking for the following:

  • Products with less added sugar (or that contain natural alternatives to sugar, such as dates or maple syrup);
  • Foods that support digestion;
  • Foods that boost the immune system (60% of consumers), such as adaptogenic herbs.

Among the products that will take a large share of the Canadian market, kombucha is estimated to grow at an annual rate of 28.9% by 2027 in North America (market study conducted by 360 Research Reports). Kombucha is a slightly acidic fermented beverage that promotes detoxification and anti-oxidization, as well as recovery after a decrease in immunity.

Also concerned with their health, more than 3 beer and spirits drinkers out of 10 would like to enjoy drinks with little or no alcohol in the next few years (study by IWSR conducted in Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the United Kingdom and the United States). The non-alcoholic and low-alcohol beverage sector is expected to grow by 31% by 2024!

Our advice: stress the health benefits of your products in your marketing efforts and replace the sugar they contain with natural alternatives.

 

2. Healthy snacks 

67% of Canadians and 73% of Quebeckers saw their spending on snacks increase over the past year (Deloittesurvey). And a majority of consumers (80%) would like to have healthy alternatives (Mintel survey). However, these healthy snacks still have to be tasty (69%).

Chips, popcorn,  chips, crackers, nut butters and other savoury snacks remain popular, while frozen desserts are gaining in popularity (Mintel survey). What’s more, 73% of Canadians ordered their snacks online in 2021, and more than 50% say they want to continue doing so in 2022!

Our advice: highlight the flavour of your healthy snacking products, and offer them online.

 

3. Delicious and varied natural flavours

74% of consumers want to experience new and original flavours (Whole Foods Market report on 2022 food trends). International flavours, both strong and subtle, are in the spotlight for 2022.  Spicy-sweet, curcuma, hibiscus, yuzu: consumers want to travel with their taste buds!

Our advice: offer natural products with different, bold flavours, and mix culinary traditions! Consumers will be receptive.

 

4.    Authentic, local foods

According to survey by Deloitte, the products most purchased by Canadians are local (43%), natural or organic (31%), low in sugar (35%) and have identifiable ingredients (33%).

What’s more, 80% of Canadian consumers spend more on fresh products and 40% spend less on prepared foods and ready-to-heat meals. Finally, 71% of consumers find it important to understand where their food comes from for ethical and health-related reasons.

Our advice: tell consumers how the products you offer are made or processed, and where they come from. Clearly detail the list of ingredients and highlight the fact that the ingredients are natural and reduced in sugar.

 

5.    Ethical products

55% of Canadians have become more environmentally conscious since the beginning of the pandemic (Mintelsurvey). What’s more, consumers like plant-based alternatives and lactose-free products (79%), meat alternatives (72%) as well as products from manufacturers with environmentally responsible practices.

58% of Canadian consumers would be more likely to buy a product that clearly indicates if it is reusable or recyclable (Shorr Packaging survey) and 61% are concerned about the amount of packaging used for their online orders (Deloitte survey).

“Consumers are aware and are looking for meaning in their consumption in general. For companies in the food industry, this has to translate into concrete action in terms of environmentally responsible production, processing and marketing. Think long term rather than short, and collective rather than individual,” says Anastasia.

Our advice: look for ways to reduce your ecological footprint; offer recyclable or reusable packaging; and think about ways to reuse your waste. Learn more about the circular economy and upcycling.  Communicate your eco-friendly values and guide consumers.

 

6.    Online presence

In Canada, 80% of 18–34 year olds say they discover new foods or recipe ideals on social media. And 36% say they have already purchased a food product after seeing it in a social media post (Facebook Insights survey).

Our advice: invest in marketing on social media by creating relevant content to feature your products! You will reach a large pool of consumers with a variety of profiles. Also remember to stay on top of social media trends.

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