Economics and Competitiveness
While we know a great deal about the supply of pulses, little is known about the who, what, where and why of Canadian pulse consumption. Publically available information about pulse consumption in Alberta, and Canada for that matter, is limited. This study was designed to explore Canadian's attitudes, perceptions and behaviours regarding pulses, and the factors that influence them "to eat" or "not eat" pulses (i.e. beans, peas, lentils and chickpeas). Financial support for this study was provided by Growing Forward, a federal-provincial initiative.
Ipsos Reid, a national marketing research firm, was commissioned by Alberta Agriculture and Rural Development in partnership with Pulse Canada and the Alberta Pulse Growers Commission to examine the following areas:
The results of the study:
The report also includes a Market Segmentation Toolkit. Segmentation analysis was based on consumers' attitudes toward pulse consumption as well as attitudes towards food and health. Canadian consumers were split into five distinct groups:
Completing the Pulse Segmentation Exercise can help you find out which segment group you are most alike.
- Types of pulses eaten, the form in which they are eaten, and the frequency of consumption.
- Motivators and barriers that influence Canadian consumption (such as socio-demographic and health differences, product attributes like convenience, etc).
- Sources of information and the influence on the decision to consume pulses (e.g. information on health and environmental benefits).
Alberta Pulse Growers Commission