Roasted Pulses in Canada

Part
01
of two
Part
01

Roasted Pulses in Canada: Psychographic Profile

After an exhaustive search through credible sources, it appears that information on the principal interests and behaviors of roasted pulses consumers in Canada is unavailable in the public domain.

Helpful Findings:

  • Shoppers in Canada are probably more apt to purchase groceries through online portals than retailers believe.
  • For individuals that used online sites to purchase groceries, the most popular items were packaged/canned goods (12%) and sweets and snacks (15%).
  • A study revealed that more than half (57%) of food purchasers were pleased with their experience shopping online.
  • In a survey from Amazon involving 1,004 Canadians, most online grocery shoppers (79%) cited convenience as their reason for shopping online, while 74% selected both time savings and price.
  • According to PwC’s Total Retail 2016 report, in Canada, the product that shoppers perform in-store research on the most are grocery items with about 51%.
  • In terms of pulse consumption, the two biggest consumer groups in Canada are millennials and baby boomers.
  • Studies have indicated millennials and baby boomers are very unsettled about the environment as well as health (particularly boomers).
  • About 80% of people in Canada shop online, while millennials are responsible for 33% of purchases online.
  • A Canadian millennial online shopper is typically highly educated as at least 50% have earned their bachelors degree.
  • Slightly more than one-third (33%) of Canadian millennials are a part of young families, 29% report being single professionals, 16% are young couples, and 15% are students.
  • As reported by eShopWorld, around 93% of Canadians between 35-44 years old, 96% of those aged 25-34, and 96% of those between 16-24 log on to the Internet every day.
  • Additionally, older age cohorts log on routinely as the daily penetration rate for 45-54 year-olds is 84%, while Canadians over the age of 55 have a penetration rate of 76%.


Research Strategy:

Our research began by searching for surveys conducted across Canada on the main consumers that purchase roasted pulses online, where we were hoping to find their demographics as well as their psychographic details, including interests, current purchases, etc. While we were seeking direct data, we were also exploring for anything which, if not direct, may be relevant to the subject. We consulted survey portals such as Nielson Homescan, NCBI, Researchgate, and Semantic Scholar, among others. However, none of the sources provided any relevant survey on the requested subject. There were surveys on the consumption factors that influences Canadian shoppers to buy groceries which included snacks. Nevertheless, the barriers here were that these were not for online shopping, and there was no specific information on roasted pulses or demographics.

We also extended this strategy to search for case studies on the portals mentioned earlier, hoping to find some assessments conducted by Pulse Canada and other companies that manufacture roasted pulse, whereby information specific to online demographics and psychographics would be accessible. Furthermore, we checked for case studies on the Pulse Canada website and other manufacturer sites like Best Cooking Pulses, Infra Ready, Jamestown Mills, etc. However, no such case studies or surveys were found.
Next, we looked for market intelligence reports to locate relevant demographics (as sample free data) on pulse consumption within Canada. The logic behind this approach was to come across a useful demographic, such as consumers' age, and then search for data on the age variation to discover additional helpful data. For instance, if we found that those aged 21 to 28 in Canada are more likely to consume pulses, then we would have looked for this age data to determine if the same age group also purchases it online and what they are interested in. We observed reports from Bain, Mckinsey, IMARC Group, and multiple global publications, concentrating on the Canadian market. Nonetheless, we were unable to find any such information that could be used to search for the data further, though we came across a paywalled report that may be beneficial.
Afterward, we checked for trends related to the purchase and consumption of pulses in Canada as trends may also include data on who is buying them and their purchase preference, which may be a sub trend. We were hoping to find articles and news publications where a trend of a specific demographic was highlighted as those involved in the purchase and consumption of pulses, specifically roasted pulses in Canada. Though from the above strategies it was evident that the data on the subject may not be available, we attempted this approach as a wider strategy to find pertinent details. On Canadian Grocer and Euromonitor, we found some reports that contained broader information on Canadian online shoppers, including a general view of online food shoppers, online shopping interests, percentage of consumers looking for grocery items, demographics of online shoppers, and demographics of people who log into an e-commerce website daily.

Though these were not the results we were seeking, we included them because online shopping for roasted pulses is part of online shopping for groceries. Hence, we were able to find some demographics of Canadians who shop online for groceries. With no data available that could be used to create direct answer, we were unable to proceed further.
Finally, we expanded our scope to overall grocery and online shoppers since we came across several articles that cited how online shopping is growing in Canada. Hence, we attempted this strategy to find reports, articles, blogs, etc. on the overall grocery and overall online shoppers which may include online buying behavior of Canadians, including demographics of them, for pulses. We were expecting to find information citing pulses as a sub category under groceries and some demographics related to online shopping. We checked reports/articles from the Western Producer, Sask Pulse, IMRG, and Planet Retail, among others, which contained data on the online shopping of Canadians bifurcated to fashion, groceries, etc. Nevertheless, these did not include information on pulses and there was no link to roasted pulses.

It is likely that the online shopping experience has not been monitored significantly in Canada, resulting in the unavailability of information. Surveys also cite general demographics, which are not bifurcated to products (in this case roasted pulses).
Part
02
of two
Part
02

Roasted Pulses in Canada: Competitive Landscape

The top players in the field of roasted pulses/snack pulses industry in Canada are identified as Caldic Canada, Unico Inc, and Tasty Bite based on their annual revenue.

TOP PLAYERS

1. Caldic Canada Inc

Overview

  • Canada-based Caldic Canada Inc focuses on delivering specialized made-to-order innovative solutions.
  • Caldic’s world-class GFSI Level 2 facilities are strategically located with full liquid, dry blending, and packaging solutions.

Products

  • Bakery Bread/Rolls, Flat Bread/Tortillas, Sweet Goods/Pastries, Dry Blenders, Beverage Tea, Coffee, Hot Chocolate, Confectionery, Chewing Gum, Chocolate, Candy, Snack Food Manufacturing, Nutrition Human Bars, Cereals, and Nutritional Meals & Beverages.

Target Audience

Competitive Advantage

  • Caldic chiefly focuses on delivering specialized made-to-order innovative solutions.
  • With exclusive relationships, Caldic provides a great route to market and customers with access to unique products and ingredients to its supply partners.

Revenue

2. Unico Inc

Overview

  • "Our mission is to provide Unico consumers with a full Mediterranean meal solution. By importing resources from other countries we are able to develop a strong international network. Dealing with other countries helps Unico to better predict and prepare for new trends in the industry".

Products

  • In total, they produce over 160 different products. Their wide assortment allows them to cater to many tastes, offering a "total meal solution" for any dish or occasion.
  • Beans & Peas, Dried Beans, Rice & Flour, Pasta, Specialty Pasta, Olives, Specialty Products, and Food Service Products.

Target Audience

  • Continues to grow as Canada's leading marketer and distributor of quality products for Mediterranean cuisine.
  • Exciting partnership with Toronto FC gives Unico the unique opportunity to connect directly with its customers on a community level which helps it to reach more customers.
  • Unico supports the Nutrition Facts Education Campaign, a collaboration of Health Canada and Food Consumer Products of Canada.
  • This initiative is a broad-based campaign launched in October 2010 to help Canadians to better understand and use the Nutrition Facts table (NFT), particularly the % Daily Value, on pre-packaged food to make informed food choices.

Competitive Advantage

  • Highest quality ingredients, developing new unique products, offering innovative packaging, and by providing superior service to their customers.
  • Unico has been providing services for 100 years.

Revenue

3. Tasty Bite

Overview

  • "Mission — To be a Socially Responsible company that will Delight consumers by offering Great Taste, Good Value & Real Convenience achieved through Manufacturing & Marketing Natural, Convenient & Specialty Foods in a Knowledge-driven, Energetic & Fun work environment".

Products

  • Indian Entrees, Thai Entrees, Asian and Madras lentils, Bengal lentils, and Brown rice & lentils.
  • Tasty Bite uses 75 vegetables, 75 spices, 42 grains, and 10 dry fruits in its delicious products. The Tasty Bite in-house farm is 23 acres and grows some of its ingredients for production.

Target Audience

  • Primary focus areas are education and disaster relief. Tasty Bite established a scholarship fund for the children of their factory workers, donated funds to create a science lab at a local school, and offered continued support to adult literacy programs in their community.
  • Tasty Bite has shipped food to victims and relief workers of many natural disasters including Hurricane Katrina, Hurricane Sandy, the Asian Tsunami, the earthquake in Haiti, the typhoon in the Philippines, and many others.

Competitive Advantage

  • Great taste, good value, and real convenience achieved through manufacturing & marketing natural, convenient & specialty foods in a knowledge-driven, energetic, and fun work environment.
  • Food is filled in unique, multi-layered BPA-free pouches. Then, it is sealed and sterilized in a retort oven to maintain freshness for over 18 months.
  • 80% of the energy used to make a pouch of Tasty Bite comes from renewable sources. Sugarcane waste, widely available in their region, is the primary renewable energy source.

Revenue

RESEARCH STRATEGY

After we identified the leading players in the roasted pulses/snack pulses industry in Canada, we identified their annual revenue to rank them. Hoovers, Zoominfo, Globeways, and Newswire are some of the sources we used. Based on revenue, Caldic Canada, Unico Inc, and Tasty Bite are the top players in the roasted pulses/snack pulses industry in Canada.
Sources
Sources

From Part 02
Quotes
  • "Caldic and what truly translates to a competitive advantage for our suppliers and our customers is our focus on delivering specialized made-to-order innovative solutions. We are not just your distribution partner … we are your knowledge partner."
  • "Caldic’s world class GFSI Level 2 facilities are strategically located with full liquid and dry blending and packaging solutions."
  • "Through our exclusive relationships, we provide our supply partners a great route to market and our customers with access to unique products and ingredients."
  • "Our goal is to provide our customers with flexible, responsive and cost effective delivery solutions, ensuring our products are delivered on time, every time!"
  • "Our team of Food Scientists are here to support your business, by providing technical information or developing concept applications to present to your customers."
Quotes
  • "Using our in-house innovation centres combined with high quality ingredients from our select group of Principals, we help you grow your business by providing the ingredients for your success!"
  • "Bakery Bread/Rolls - Flat Breads/Tortillas - Sweet Goods/Pastries - Dry Blenders. Beverage Tea - Coffee - Hot Chocolate - Beer - Wine - Liquor - Soft Drinks. Confectionary - Chewing Gum - Chocolate - Candy - Snack Food Manufacturing."
  • "Dairy - Cheese - Frozen Dairy - Yogurt - Fluid Milk - Smoothies - Dessert. Nutrition Animal - Pet Food - Animal Feed - Aquaculture. Nutrition Human - Bars - Cereals - Nutritional Meals & Beverages - Oil Processors"
Quotes
  • " REVENUE: $100.25m (ESTIMATED)"
Quotes
  • "Caldic acknowledges consumer demand and have partnered with world-class Principal partners to give you what you require. Diana is a worldwide leader in concentrates, powders, flakes and pieces made from natural raw fruits and vegetables. "
  • "Diana Food carefully selects raw materials including fruits, vegetables, meat and seafood to offer you clean label solutions – They are different from other fruits/vegetable suppliers in the sense that they only have clean label and use Non-GMO products."
Quotes
  • "Our mission is to provide Unico consumers with a full Mediterranean meal solution. By importing resources from other countries we are able to develop a strong international network. Dealing with other countries helps Unico to better predict and prepare for new trends in the industry. "
  • "Our goal is to continue to grow as Canada's leading marketer and distributor of quality products for Mediterranean cuisine. We will accomplish this by using the highest quality ingredients, developing new unique products, offering innovative packaging, and by providing superior service to our customers."
  • "In Italian, Unico means unique - one of a kind - and that is exactly what we strive to be. Our products are traditional, yet distinct and unlike any others in the food market."
  • "As time passes, Unico, along with Sun-Brite Foods, will continue to offer and develop new and improved Mediterranean products and ingredients. In total we produce over 160 different products; our wide assortment allows us to cater to many tastes, offering a "total meal solution" for any dish or occasion. "
Quotes
  • "Beans & Peas, Dried Beans, Rice & Flour, Pasta, Specialty Pasta, Olives, Specialty Products Food Service Products"
Quotes
  • "Thank you Canada for helping us celebrate our 100th year anniversary. Over the next few months leading up to 2017, stay tuned for upcoming special promotions, commercials, new product packaging and numerous other events to say 'thank-you' Canada! Without your tremendous support, we could not have done it! We look forward to another 100 years together! "
  • "Unico Foods is once again proud to announce our official sponsorship of the Toronto FC. This exciting partnership gives Unico the unique opportunity to connect directly with our customers on a community level, in the heart of Toronto at BMO Field."
  • "Unico is proud to support the Nutrition Facts Education Campaign, a collaboration of Health Canada and Food & Consumer Products of Canada. The initiative is a broad-based campaign launched in October 2010 to help Canadians to better understand and use the Nutrition Facts table (NFt), particularly the % Daily Value, on pre-packaged food to make informed food choices."
Quotes
  • "Estimated Annual revenue of Unico inc is around $42.52m."
Quotes
  • "Mission - To be a Socially Responsible company that will Delight consumers by offering Great Taste, Good Value & Real Convenience achieved through Manufacturing & Marketing Natural, Convenient & Specialty Foods in a Knowledge driven, Energetic & Fun work environment"
  • "From the beginning, our goal has been to offer you real food with bold flavors, without the hassle of cooking or purchasing innumerable ingredients. Everything we do is all natural, great tasting, and easy to prepare."
  • "In many ways, the Tasty Bite factory is not much different from your kitchen, except larger! A wide variety of grains and vegetables are slow-cooked in large-scale kettles with a myriad of spices from around the world. The food is filled in unique, multi-layered BPA-free pouches. They are then sealed and sterilized in a retort oven to maintain freshness for over 18 months."
  • "At Tasty Bite, variety is the spice of life. We use 75 vegetables, 75 spices, 42 grains and 10 dry fruits in our delicious products. The Tasty Bite in-house farm is 23 acres and grows some of our ingredients for production."
Quotes
  • "Indian Entrees, Thai Entrees, Asian. Madras lentils, Bengal lentils, Brown rice & lentils."
Quotes
  • "Tasty Bite revenue - $6.6m - 2018"