Page Last Updated: May 20, 2005

The study was conducted in two phases. A review of various information sources (health experts, health association literature and magazine articles) provided an overview of health and nutrition issues of current concern. This was supplemented with current research findings published in medical, health and food journals and evolving trends in the food industry, as variously reported. These sources provided a basis for the survey undertaken in phase 2. The survey was composed of 900 randomly-selected households; 500 from Nova Scotia.

The study indicates that there is considerable confusion in the research about what foods are particularly nutritious (i.e. promote good health) or not nutritious. However, it is quite apparent from all research that consumer food purchases significantly reflect concerns about health and nutrition. In particular, the survey indicates that the nutritious-conscious Maritime consumer has little doubt about what foods/food ingredients she/he prefers or wishes to avoid. In general, these preferences translate into no/low fat all natural foods (especially fresh fruits/vegetables, whole grains and fibre foods) with a minimum of additives and preservatives.

The survey indicates that the big winners in NET increased consumption over the past two years include fruits, vegetables, whole grains, low fat milk/milk products, fish and chicken. While the majority of reasons for increased consumption of most of these products were health-related, increased chicken consumption was the least affected by nutritional concerns. (It is a product which also appears to have great taste and price appeal.)

The most significant consumption changes may have already occurred, at least for the present. The big winners in expected future net increased consumption are the same as the foods which experienced increased consumption in the past; however, expected future increases in consumption appear more moderate than what has occurred in the past. (Consumption of chicken, in particular, may be reaching a saturation point.) The study notes that the percentage of increased consumption reflects the percentage of the market indicating increasing consumption and not the absolute quantity of increase, which must be interpolated from the results.

The study found that approximately 40% of consumers could be classed as highly "nutrition-conscious." However, there is no impending stampede to health food stores or supermarkets offering health food departments. Even the most nutrition conscious consumer appears satisfied with the choices found in neighbourhood convenience stores.

The market generally responds favourably to "low" and "lite" products, "low sugar,", "low cholesterol" and "freshness." "Low calorie" is no longer as important as "no/low fat",: "fat free" or "all natural" ingredients. There is confusion in the market about the meaning of "low" and "lite" and where there is a choice between the two, the survey indicates that "low" products will outdraw "lite" products by a margin of 4:1.

Aside from the Canada Food Guide, the Maritime consumer relies on nutrition information from 2 main sources (accounting for more than 50% of responses): magazines and product labels. The emphasis on the importance of product label information is more pronounced in this study than others reviewed in the literature. However, it points to the growing importance of nutritional labelling, and the significant competitive advantages, for example, of advertising no/low fat and all-natural ingredients through this medium.