OTTAWA — Canadians may not like to admit how much bacon they eat, but consumer studies show they are turning away from processed meat.
Canadians’ attitudes toward all types of meat were assessed in a study by the Gandalf Group last spring. Most Canadians eat meat and consider it a healthy food choice, but their preferences are changing, David Hearle said at the Canadian Meat Council’s annual meeting, which was held in Ottawa Sept. 27-29.
“Our feeling overall is, and many people are feeling, is meat is something that really should be consumed in moderation — all meats,” he said.
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The greatest shift has been away from processed meat such as bacon, sausages, hot dogs and sliced meat.
People fear the risk of cancer or heart disease from eating this food, even though they enjoy the taste and convenience. More education is not going to make Canadians change their minds.
“This is an industry that badly needs a communications campaign,” he said. “This industry has gone through the equivalent of a 20 or 30 year negative advertising campaign that has been unresponded to.”
The industry needs to talk with consumers and show how real change has been made in the production of these products, he said.
Overall, the study found 97 percent of Canadians are meat eaters, but more than a third said they are trying to reduce some meat from their diets.
Price is a major factor for many.
About 40 percent said they are spending as much money as they need to get groceries. These are households with more than $150,000 in income.
More affluent consumers prefer additional attributes such as better animal husbandry practices.
“It is not because they care for the animals so much, but it is because they are inclined to believe that animals raised more humanely and killed humanely are likely to be a better tasting product,” Hearle said.
“They are interested in the environmental impacts, but there is very little knowledge about the impact of agriculture.”
Another 37 percent spend a budgeted amount, and 33 percent said their goal is to spend less on meat because they are financially constrained. They are looking for sales and other ways to economize.
Basic food safety is the most important consideration for all consumers.
They worry about salmonella, E. coli, listeria and avian influenza in any kind of meat.
