TORONTO, CANADA – In December 2023, Maru/Blue, one of Canada's leading online market research providers, conducted a national survey on behalf of USA Rice to explore the awareness, habits, and preferences regarding rice consumption among Canadians. The results from this study provided insights that have influenced USA Rice Canada’s strategic approach for marketing and promotion in 2024.
Versatility is the main reason behind Canadians' love for rice, with 58 percent expressing that its appeal stems from its adaptability across various culinary applications. Furthermore, leftovers (43 percent), affordability (35 percent), and health benefits (19 percent) emerge as significant drivers influencing rice consumption habits.
Health consciousness and culture drive a substantial portion of those in the younger demographic (18–34-year-olds) to embrace rice consumption, citing health benefits, cultural relevance, and low allergens as main factors. This demographic also exhibits an inclination for culinary experimentation, with a higher likelihood of serving rice over other starches when seeking healthier meal options or following recipes.
While awareness of aromatic U.S.-grown rice varieties among Canadians stands at 33 percent, jasmine and basmati rice lead as the most recognized options. This insight shows the potential for further education and promotion of the diverse range of U.S.-grown rice varieties within the Canadian market.
Taste, quality, price, health, origin, and sustainability, in that order, emerge as the primary factors influencing Canadians' rice purchasing decisions. Notably, younger consumers are more likely than their older counterparts to consider country of origin, environmental sustainability, and fair trade.
Despite the majority finding it easy to prepare rice at home, younger Canadians occasionally encounter difficulties, signaling an opportunity for targeted educational content to enhance cooking confidence among this demographic.
“This research provides actionable insights into Canadians’ preferences and trends, informing our strategy for promoting rice with consumers and trade,” said Asiha Grigsby, USA Rice senior director of international promotion in the Western Hemisphere. “With measurable year-over-year data collected from Canadians across demographics and regions, we are able to align our messaging to resonate with the core attributes driving rice consumption in Canada. An ongoing consumer research strategy allows USA Rice marketing to evolve and adapt to shifting tastes and preferences, thereby ensuring that rice remains a cherished staple in Canadian households."