Nobody’s Unpredictable Ontario Dairy Council 2011 Convention – 40 th Anniversary – June 5-7, 2011 Serving an Ever-Diverse Canadian Market Darrell Bricker,

Nobody’s Unpredictable

Ontario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, 2011

Serving an Ever-Diverse Canadian Market

Darrell Bricker, PhDChief Executive Officer,

Ipsos Global Public AffairsJanuary 12, 2011

© 2011 Ipsos Ontario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, 2011 - Serving an Ever-Diverse Canadian Market

Does Public Opinion Polling Work?

Yes.


39%

43%

40%

43%41%

43%

38%

25%27% 27%

24%26%

21%

18%18%

13%

16% 16%

19%

24%

33%

9%10%

11%10%

9%

6%

10%

5% 5%6%

4% 4%

34%

29%

16%

6%

11%

4%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Jan 20 Feb 14 Feb 28 Mar 10 Mar 24 Apr 5-7 Apr 19-21 Apr 24-27

Postmedia News / Global TV Ipsos Reid Survey Decided voters including leaners (n=894).

8% of all Canadian Adults (n=1,000) are Undecided

2011 Federal Vote Support: Our Last Poll 5 Days Before E Day…


Ipsos Reid* Actual Vote %** Ipsos Reid Variance

NationalConservatives 38% Conservatives 39.6% - 1.6 %

NDP 33% NDP 30.6% + 2.4 %

Liberal 18% Liberal 18.9% - 0.9 %

Green 4% Green 3.9% - 0.1 %

Quebec NDP 42% NDP 42.9% + 0.9 %

Bloc Quebecois 26% Bloc Quebecois 23.4% + 2.6 %

Conservatives 15% Conservatives 16.5% + 1.5 %

Liberal 13% Liberal 14.2% + 1.2 %

Green 3% Green 2.1% + 0.9 %

*Ipsos Reid Final Poll Thursday April 28, 2011

**Election Canada May 3, 2011

© 2011 Ipsos Ontario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, 2011 - Serving an Ever-Diverse Canadian Market5

Outline

1. Canada’s New Face

2. The New Canadian Mindset

3. What Are Canadians Thinking About

4. Selling to Today’s Consumer

5. Thinking About Food

6. Conclusion


Canada’s NewFace

1.


Old Canada


Demography Isn’t Destiny… But…

In 1960 Canada was 18 million souls, now almost 34 Million

Population

Fertility Rate Now Below Replacement Levels

Fertility Rate

Life Expectancy Has Increased – Especially For Women

Life Expectancy By 2015

Seniors Will Outnumber Children

Seniors

We’ve Become An Urban Nation

Urban Nation


Canada’s Population Pyramid

METROPOLITAN NON-METROPOLITAN

Males FemalesAGE100959085807570656055504540353025201510

50

Age 45-55 Age 45-55

Age 15-20 Age 15-20


Note: The rural population for 1981 to 2006 refers to persons living outside centres with a population of 1,000 AND outside areas with 400 persons per square kilometre. Previous to 1981, the definitions differed slightly but consistently referred to populations outside centres of 1,000 population.Source: Statistics Canada, Census of Population, 1851 to 2006.Last modified: 2009-09-22.

Rural Population in Canada

Urban Population in Canada

Rural vs. Urban Population in Canada1851 - 2006


Computerization of work and home – 80% of Canadians used Internet last month for personal reasons

Technology

Immigration has increased – and the places immigrants come from have changed

Cultural Diversity

Immigrants represent 6% of rural populations, 25% of urban areas

Immigrants and Urban Areas



The Top Ten Countriesof Birth of Recent Immigrants

1981UK

Vietnam

USA

India

Philippines

Jamaica

Hong Kong

Portugal

Taiwan

2006China

India

Philippines

Pakistan

USA

South Korea

Romania

Iran

UK

Colombia


Foreign Born

As a Percentage of City Population

45.7%

39.6%36.5%

34.7%31.7%

28.9% 27.9%

20.6% 19.9%

TO

RO

NT

O

VA

NC

OU

VE

R

MIA

MI

LO

S A

NG

EL

ES

SY

DN

EY

ME

LB

OU

RN

E

NE

W Y

OR

K

MO

NT

RE

AL

WA

SH

ING

TO

N



Female employment rate has nearly doubled

Employment

Educational attainment has increased

Education

The importance of trade in our economy has quadrupled

Trade

Government a bigger share of our economy - taking 25% more of our money, but redistributing more too

Government


The New Canadian Mindset2.


The Decline In Public Trust


Pharmacists 79% - 12%Doctors 75% - 10%Airline Pilots 75% - 6%Canadian Soldiers 72% + 15%Teachers 65% - 14%Day Care Workers 59% + 1%Police Officers 57% - 16%Judges 51% N\AAccountants 49% - 3%

% Who Rate 5,6or 7 (scale of 1-7) Change in Trust from 2003 - 2011

The Fall of Trust: 2003 vs 2011


Chiropractors 44% + 4%Plumbers 39% - 3%Church Leaders 38% N\AFinancial Advisors 37% - 3%Charity Leaders 35% N\AEngineers 34% N\ATV/Radio Personalities 30% - 6%Journalists 29% - 2%Environmental Activists 28% N\A




Auto Mechanics 25% - 8%Lawyers 22% - 7%New Home Builders 19% - 8%Chief Executive Officers 19% - 2%Local Municipal Politicians 17% + 3%Union Leaders 17% N\ANational Politicians 9% N/CCar Salespeople 8% - 2%




New Canada


What Are Canadians Thinking About

3.


Canadians and Americans Assess Current National Economic Condition…

% Very Good / Somewhat Good

47%

19% 19%

11% 13%

20%17%

25%23%

18% 17%15% 15%

18%20% 19% 20% 20% 19% 17%

80%

87%

48%43%

60%65% 67%

64%68% 68%

65%68%

63% 63% 62%

68% 68%64%

68%68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ap

r 20

07

Oct

200

7

Ap

r 20

08

No

v 20

08

Ap

r 20

09

No

v/Ja

n 2

010

Mar

201

0

Ap

r 20

10

May

201

0

Jun

201

0

Jul 2

010

Au

g 2

010

Sep

t 20

10

Oct

201

0

No

v 20

10

Dec

201

0

Jan

201

1

Feb

201

1

Mar

/11

Ap

/11

United States Canada

Now thinking about our economic situation, how would you describe the current economic situation in [insert country]?Is it very good, somewhat good, somewhat bad or very bad?


Thinking About Food5.


Statements About Food

87% I sometimes don't buy certain foods because they cost too much

86%Confident that food I eat is safe

83%Manufacturers need to be more transparent about nutritional content

78%Talking to a farmer

will help me to understand where

food comes from

61%I know where

the food I buy is produced


To What Extent Does the Dietary or Nutritional Information Influence What You Buy?

35%

41%

16%

8%

A Great Deal

Some

Little

NoInfluence

76% is the extent

Dietary or Nutritional Information Influences What Shoppers Buy


Eating Habits

I spend a lot of time TRYING TO IMPROVE MY EATING HABITS

My eating habits are probably HURTING MY OVERALL HEALTH

Agree 56%

Disagree 44%

Agree 43%

Disagree 57%


Women and Weight

Accept my current weight – 50%

I think I’m FAT – 50%

I want to Lose Weight – 80%


Milk Products and Women's Weight

MilkIs FATTENING:

53%

MilkIsHEALTHYforyou:

95%

Cheese is HEALTHY for you – 86%

Yogurt is HEALTHY for you – 98%


Conclusion6.


Conclusions

Check your gut at the door. Understand what Canadians REALLY think.

Are You Ready?


Ontario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, 2011

Serving an Ever-Diverse Canadian Market

Darrell Bricker, PhDChief Executive Officer,

Ipsos Global Public AffairsJanuary 12, 2011

Documents

Nobody’s Unpredictable Ontario Dairy Council 2011 Convention – 40 th Anniversary – June 5-7, 2011 Serving an Ever-Diverse Canadian Market Darrell Bricker,