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Chinese Canadian Consumer Insights
Chinese Canadian Consumer Insights
Copyright 2010. The NPD Group, Inc. All Rights Reserved. Proprietary and Confidential: This report and all information contained herein is the property of The NPD Group, Inc. and its affiliates, is provided for the confidential use of NPD clients only, and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
1500 Don Mills RoadSuite 502North York, Ontario M3B 3K4Canada647.723-7777
www.npd.com
2 Proprietary & ConfidentialProprietary & Confidential
Chinese Canadian Consumer Insights
2
Chinese Canadians are more likely than Non-Chinese to use stove-top in meal preparation.
2421 21
14
50
17 17 1819
37
Stove Top Microwave Kettle Toaster/ ToasterOven
Oven
Chinese Non-Chinese
Importance of Appliance Usage - Percent of Meal Occasions
Source: The NPD Group / Chinese Canadian Consumer Insights
3 Proprietary & ConfidentialProprietary & Confidential
Chinese Canadian Consumer Insights
3
15
20
15
24
17
23
16
26
Meal Planning Food Shopping MealPreparation
Clean Up
2007 2010
Chinese Male Head of Households have assumed more responsibility for dinner planning, shopping, prep and especially clean up since 2007
Male Responsibility for Dinner Planning, Shopping, Preparation & Clean Up - % Sample Individuals
Source: The NPD Group / Chinese Canadian Consumer Insights
4 Proprietary & ConfidentialProprietary & Confidential
Chinese Canadian Consumer Insights
4
Afternoon is the primary and growing snacking day part for Chinese Canadians. Morning is least important and declining, compared to Non-Chinese Canadians.
19
38
16
46
22
36
43
24
38 38
43
39
Morning Snack Afternoon Snack Evening Snack
Chinese 3 ye Mar 2007 Chinese 3 ye Mar 2010 Non-Chinese 3 ye Mar 2007 Non-Chinese 3 ye Mar 2010
Snacks by Daypart - % of Eating Occasions
How to Read: 38% of total Snack eatings amongst Non-Chinese
Canadians are consumed in the afternoon
Note: Percentages shown in italics reflect raw sample <35. Use Directionally
Source: The NPD Group / National Eating Trends / Individual Database – Canada
5 Proprietary & ConfidentialProprietary & Confidential
Chinese Canadian Consumer Insights
5
While Lunch remains the top meal occasion, Breakfast is the fastest growing meal occasion at Restaurants for Chinese Canadians, surpassing snacks
7
32
1417
28
1211
34 35
20
10
35 35
19
4744
Breakfast Lunch Dinner Snacks
Chinese - 3 ye Mar '07 Chinese - 3 ye Mar '10 Non-Chinese - 3 ye Mar '07 Non-Chinese - 3 ye Mar '10
Restaurant Consumption by Meal Occasions - % of Meal Occasions
Note: Restaurants Includes: Fast Food Restaurant; Hotel Restaurant; Family/ Coffee Shop; Higher Priced Restaurant, Street Vendor/ Concession; Food CourtNote: Percentages shown in italics reflect raw sample <35. Use Directionally
How to Read: 19% of total Snack Meals amongst Non-Chinese Canadians are consumed at a
restaurant
Source: The NPD Group / National Eating Trends / Individual Database – Canada