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.
- 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%.
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).