Consumer research on ingredient transparency in canadian plant-based food products
Study investigating how clear, understandable ingredient information influences Canadian consumer choices around plant-based food products. Combines literature review with a nationwide survey to identify drivers and barriers to adoption, helping food companies improve transparency and market positioning.
Overview
This research addresses a critical question for the Canadian plant-based food industry: how does ingredient transparency shape consumer decisions? With rising demand for plant-based food products driven by health, environmental, taste, convenience, and price considerations, consumers increasingly expect clear information about what they are eating. This study explores whether transparent, understandable ingredient lists help consumers make informed choices and how ingredient communication can enhance or hinder willingness to adopt plant-based diets.
The findings will provide actionable insights for food manufacturers, retailers, and policymakers seeking to strengthen consumer trust and support informed purchasing decisions in the plant-based category.
Technical specifications
Research approach:
- Comprehensive literature review on consumer behaviour toward plant-based food products in Canada, mining factors identified by prior studies that influence consumer choices
- Integration of ingredient information as a key variable within the broader consumer decision framework
- Design and deployment of a nationwide online consumer survey to collect primary data across Canada
- Statistical analysis to test how ingredient communication affects willingness to adopt plant-based diets
Key variables examined:
- Health, environmental, taste, convenience, and price motivations
- Consumer understanding of ingredient lists
- Trust in ingredient labelling and transparency
- Barriers and drivers specific to the Canadian market context
Technology readiness level
This is an early-stage consumer research initiative in the design and planning phase. The literature review component is ready to begin, and the nationwide survey instrument is being developed. Industry partners and collaborators interested in shaping the research questions, co-funding the study, or gaining early access to findings on Canadian consumer attitudes toward plant-based food ingredients are encouraged to connect with the research team.
About University of Saskatchewan
USask is a comprehensive public research university in Saskatoon with a broad academic portfolio and national‑scale scientific infrastructure. Industry partners can tap on‑campus assets such as the Canadian Light Source synchrotron and VIDO’s high‑containment facilities, including a CL3‑capable GMP Vaccine Development Centre, and co‑locate at the adjacent Innovation Place research park. An integrated Health Sciences complex links to Royal University Hospital for clinical collaboration, while the Livestock and Forage Centre of Excellence provides pilot‑to‑production environments alongside co‑located federal labs. Research is supported by competitive federal funding, including NSERC, CIHR, SSHRC, and the Canada Foundation for Innovation. A dedicated commercialization office and the Opus startup incubator streamline IP, fast‑track licenses, and partnerships.
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