Canadians going green in the grocery store, survey finds

    Concern for the environment is changing the way Canadians shop

    TORONTO, April 24 /CNW/ - There is a green wave in Canada, and it is
coming to a grocery store near you. According to a new survey by Decima
Research, two-thirds of Canadian consumers say concern for the environment is
impacting the way they shop; with one-in-four saying it has had a major impact
on their grocery habits, compared to just two years ago.
    The survey, commissioned by So Nice, Canada's leading organic soy
beverage brand, paints the picture of a new "green grocery" movement in
Canada. "At So Nice, we firmly believe Canadians are looking for healthier
food options that are sourced, manufactured and marketed locally," says Daphne
Tsai, marketing manager for So Nice.
    "Decima's findings reinforce that Canadian consumers are demanding new
standards of environmental accountability from the products they buy and the
places they buy them - and they are willing to make personal changes in the
interest of the environment," she adds.
    This shift to green consumerism is played out in results of the national
survey, conducted from April 5th to April 9th, 2007. It shows 86% of shoppers
are avoiding processed foods when they can, 81% are opting for products with
less packaging, and 92% are favoring locally-grown fruits and vegetables. More
than half of Canadians, 53%, report they always or sometimes carry their own
shopping bags when they go to the store.
    The survey also reveals that 65% of consumers have switched to organic
foods part or all of the time with almost half, 47%, stating their consumption
of organic products has increased in the past two years.
    Why are people buying organics? Health and the environment rank as top
reasons with 41% of Canadians saying they buy organic because it is healthier
and 23% stating organic foods and beverages are better for the environment.
    According to organic farmer Loic Dewavrin, from Les Cèdres, Quebec, a
supplier to So Nice, the decision to become organic was simple: "We wanted to
be organic farmers because we strongly feel that organic products are not only
better for our health but also for our environment, which also happens to be
two of the main reasons why people are choosing to eat organic foods more
often," says M. Dewavrin. "Organic farming also provides consumers with
products that are pesticide- and chemical-free making them a healthier
option," he adds.
    As a well-established organic brand, So Nice products are made from
organic and non-genetically modified ingredients. Recognizing the importance
of organic farming, and its growing significance to local economies, So Nice
sources its soybeans from organic farmers in Quebec, Ontario and some markets
in the US.

    Here are some additional findings of the survey:

    A shift to green

    -   Compared to two years ago, 66% of Canadians say environmental
        considerations have had an impact on their grocery shopping habits,
        with women significantly more likely than men (32% vs. 19%) to claim
        environmental considerations have had a major impact on the way they
    -   Nearly three-quarters of all Quebec residents (74%) are driven by
        environmental concerns (combined major and minor impact) when they do
        their grocery shopping. Further, 41% of Quebecers say concern for the
        environment has had a major impact on their grocery shopping habits.

    Women as enviro-consumers

    -   Based on the survey data, it appears that women are driving the shift
        to green consumerism in Canada. According to the survey, women are
        significantly more likely than men to always choose products with
        less packaging (34% vs. 26%), avoid highly processed foods (44% vs.
        32%), and always buy locally-grown fruits and vegetables (52% vs.
    -   Women, who are also significantly more likely than men to say their
        consumption of organics has increased substantially (18% vs. 8%), are
        also more likely than men to choose organic products because they
        know they are keeping the environment healthy (27% vs. 18%).

    About the survey

    This telephone survey was conducted with 1013 Canadians 18 years of age
or older between April 5th and April 9th, 2007. It was conducted by Decima
Research Inc., on behalf of So Nice. Results of the survey can be considered
accurate to within plus or minus 3.1%, 19 times out of 20.

    About So Nice

    So Nice, Canada's leading organic soy beverage brand, enables consumers
to make smart choices for a healthy lifestyle and better world. Manufactured
and marketed by Soyaworld Inc., the industry-leading soy beverage company
based in Burnaby, BC, So Nice's expanding line of good-tasting organic product
choices includes soymilk, dairy-free yogurt and organic juices. For more
information about So Nice, visit

For further information:

For further information: about this survey or So Nice, contact: Argyle
Communications, Stephanie Scutella or Laura LaMontagne: (416) 968-7311, ext.
240 or 226,,

Organization Profile


More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890