Chinese Canadian Consumer Insights

Chinese Canadian Consumer Insights

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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

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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

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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