Fresh consumers
The annual consumer price index of fresh fruits and vegetables has increased in recent years, reaching 150 in 2021. It seems that customers are generally willing to pay higher prices or premiums on fresh produce, however. As of 2020, only about 10 to 15 percent of consumers were unwilling to pay premiums for fresh strawberries, onions, and lettuce, meaning the majority of consumers would pay premiums for these products. The most important factors for consumers are the freshness of the product and the taste.Canadian local food market
As of 2022, over half of Candian consumers prefer to buy local food over other products. However, in a 2021 study, 35 percent of Canadians expected less than ten percent of their grocery purchases to come from local stores in the following six months. The being said, between 2019 and 2022, locally sourced or grown products had the fastest growth rate in Canada compared to other food labels, with 19 percent growth. Though not all consumers are invested in local food, it seems that many consumers are turning back to locally sourced products and will continue to do so going forward.
