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Marketing In Action “Hot News”

Marketing In Action “Hot News”. Visible Minorities and Food Retailing in Canada . Fast Facts: Canada is most culturally/ethnically diverse country in the world (5+ million visible minority) Immigration accounts for 60% of Canadian population growth

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Marketing In Action “Hot News”

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  1. Marketing In Action “Hot News”

  2. Visible Minorities and Food Retailing in Canada • Fast Facts: • Canada is most culturally/ethnically diverse country in the world (5+ million visible minority) • Immigration accounts for 60% of Canadian population growth • By 2020, 25% of population will be visible minorities with half of South Asian or Chinese descent • Asian and South Asian consumers to make up 70% of growth in consumer spending • New immigrants are 29 years (average Canadian is 40 years) • Asian and South immigrants are more likely to locate in Ontario (Toronto) and BC (Vancouver) • Food is a component of culturecentral to one’s sense of identity (“Tell me what you eat, and I will tell you who you are”) The Implication – By better understanding this growing segment food retailers will be better able to make strategic decisions necessary to drive success

  3. The Asian Consumer - Patterns in Food Consumption • Meals that include potatoes have decreased by 703 million meal eatings/year • Beef consumption has decreased by 384 million meal eatings/year • Seafood and pork has increased by 284 million and 372 million meal eatings/year • Asian snacking has increased to 309 snacks/year (9% higher than average Canadian) – fruit is most popular • Other traditional Asian products have surged – green tea, snacks and candy, seasonings and noodles • Spend on average $139/week in food (Chinese); 9% more than average shopper New immigrants who deal with tensions of adaptation pursue consumption patterns that support their physical and emotional health New immigrants are resistant to new habits and new cultural experiences

  4. Food Retailers Respond to Drivers of Change • New large format Asian grocery stores appearing in major markets (e.g. H-Mart, Coquitlam) • Canadian food retailers promote Asian product lines (private labels and brands) • Loblawsacquires T&T Grocery Stores (2010)(17 stores in BC, Alta. and Ont.) • Neighborhood groceries proliferate to cater to Asian consumers

  5. Lessons Learned • Cultural change is fueled by immigration - is a key force in changing the Canadian market • Asian market – is a significant segment within which are various niches (South Asian rep 25% of visible minorities, followed by Chinese) • Cultural change is fostering increased competition from new entrants • To remain competitive incumbents need to respond (offensive and defensive strategies) Lucky Moose Food Mart

  6. --- End --- Marketing In Action “Hot News”

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