While the government is counting on the importance of putting local products in its basket since the start of the pandemic, nearly half of Quebecers believe that they do not have the means to increase the number of local items more than they do. they buy in stores. However, in supermarkets, the presence of products from the province has increased and their sales have jumped by 18% compared to 2019.
Posted on October 14, 2021 at 8:00 a.m.
These are the conclusions that emerge from a conference entitled The blue elastic: measuring the price sensitivity of Quebecers, organized on Wednesday by Aliments du Québec and attended by representatives of the firm Léger and Nielsen IQ, a company specializing in the analysis of consumption data.
More than half of Quebecers (54%) believe that their budget does not allow them to buy more products from here, according to a survey conducted by Léger in October with 1,000 respondents.
“We have a majority of Quebecers who would like to buy more ‘local’ but who believe they cannot afford it,” said Christian Bourque, executive vice-president and senior partner at Léger, during the conference.
We have a majority of Quebecers for whom the price is an obstacle to local purchasing.
Christian Bourque, Executive Vice-President and Senior Partner at Léger
These consumers are between the ages of 25 and 44, typically have children, and a house and car to pay for, he describes.
At the other end of the spectrum, nearly 31% of people try to get products from here as soon as they can. According to Mr. Bourque, the biggest supporter of local buying is a French-speaking man aged 55 and over with a salary over $ 100,000. “We have supporters and we have people who, without [être] opponents, have one foot on the brakes. “
Why buy local?
Encouraging producers in their region tops the list of reasons that encourage Quebecers to purchase their products. Nearly 41% cited this motivation, according to the Léger survey. Then, 26% of people say they are ready to buy “blue” foods when they offer a price equal to the competition.
Moreover, according to Nielsen, local products on promotion or featured in flyers find more takers than those of the competition for an equivalent discount.
In addition, some consumers no longer seem to want to be promoted local purchasing, especially through various campaigns. Almost a quarter of the population (27%) say they are tired of being told about it.
More local brands and more sales
On the supermarket side, Quebec products on the shelves have been very successful this year. According to data compiled by Nielsen, over the past 52 weeks – period ending October 2, 2021 – these products generated additional sales of 914 million compared to 2019, a growth of 18%. “It’s really a great market for Aliments du Québec and it’s really good news for the Quebec industry,” said Francis Parisien, senior vice-president, sales for SMEs Canada, of Nielsen.
The variety of cookies, sauces and other frozen foods here has also expanded. Since 2019, 3,500 new Quebec articles across 165 brands have appeared. In all, 235 new processors have embarked on the adventure.
Currently, consumers can find nearly 3,000 Quebec brands in the grocery store aisles.