As Canada’s population diversifies, the definition of comfort food is evolving
With the arrival of fall, Canadians experience a collective shift towards all things cozy and comforting. This transition goes beyond simply swapping summer wardrobes for cozy flannels and dusting off autumnal decorations. It’s deeply intertwined with our food and beverage choices. As Canadians, we tend to satisfy comfort cravings year-round; it’s the top driving force behind 56% of all food and beverage decisions. However, the satisfying of comfort cravings usually experiences a multi-point bump, peaking from October to December.
What does “comfort” mean?
What constitutes “comfort food and drink” in the Canadian landscape? The answer, it turns out, is as diverse as the country itself, with generational nuances adding layers of complexity. For gen Z, comfort is often intertwined with recommendations from others, nostalgia and an affinity for sweet indulgences. Millennials with kids, on the other hand, gravitate towards dishes that are both kid-friendly and sophisticated, often reflecting current culinary trends and incorporating a level of spiciness. Boomers, known for their practicality, define comfort as convenient, relying on readily available ingredients and embracing guilt-free options that are natural and less processed. Understanding these distinct behaviours when marketing comfort foods and beverages to different demographics is important.
The requirement for “clean comfort”
The notion that comfort foods and beverages lean heavily toward indulgent choices is not entirely true. Canadians are increasingly seeking a “clean comfort” approach, prioritizing both satisfaction and well-being. This is evident in the demand for natural, minimally processed ingredients, with labels such as “all-natural,” “no artificial flavours/preservatives,” “organic” and “premium” holding significant weight for Canadian consumers. The preference for wholesome ingredients extends to ethical sourcing practices, with “farmed responsibly” and “fair trade” labels resonating strongly with those seeking a more mindful approach to comfort food and drink.
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Top main dishes that satisfy comfort cravings include eggs, chicken and beef, while sides revolve around steady favourites such as vegetables, potatoes and salads. As far as desserts go, chocolate, fruit and cookies are among top choices, reflecting the balance of permissible indulgence. For commercial beverages, the requirement for warmth as it relates to comfort is reflected in top choices such as hot brewed coffee and tea.
Cooking for comfort
When preparing comforting meals, 47% of Canadians roll up their sleeves and cook from scratch. While they’re generally comfortable dedicating 30 to 60 minutes to preparing these meals, this willingness to invest time increases to 45 minutes or more as the days grow shorter and the temperatures drop, highlighting the special place comfort food holds during the fall and winter months. While the stove and oven remain kitchen workhorses, along with air fryers, Canadians are leveraging slow cookers and instant pots they can “set-and-forget”—the convenience factor remains ever-present.
Internationally inspired comfort cuisine
Canadian comfort food draws inspiration from a melting pot of gastronomic traditions. While North American dishes primarily drive culinary inspiration, Chinese, Indian and Italian cuisines are also prominent, showcasing the growing appetite for global flavours. Interestingly, both tenured white Canadians and Canadian newcomers share a preference for spices such as five-spice, coriander and paprika, indicating a common desire for diverse, flavourful comfort food experiences. This presents a unique opportunity for food manufacturers and retailers to cater to this evolving palate, offering a diverse range of products that satisfy the desire for both classic and globally inspired comfort food.
As we head into the colder months, there is opportunity to modernize the way we connect with Canadians by understanding what comfort truly means. Retailers can inspire Canadians of all ages and backgrounds to satisfy their own idea of comfort, one delicious bite at a time.
This article was first published in Canadian Grocer’s September/October 2024 issue.
