All means are good to save food

More Quebecers and Canadians are using loyalty cards to pay for groceries, another sign that inflation is hurting the middle class.

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More than 33% used points from one supermarket chain or another to pay for groceries, according to a survey by Dalhousie University’s Agri-Food Analytical Sciences Laboratory in collaboration with Caddle.


According to a recent survey, more than 33% of consumers across the country say they now use points from one supermarket chain or another to pay for groceries.  Metro's loyalty program, metro&moi, is one of the most popular.

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According to a recent survey, more than 33% of consumers across the country say they now use points from one supermarket chain or another to pay for groceries. Metro’s loyalty program, metro&moi, is one of the most popular.

As grocery inflation hovered around 10% over the past year, three out of four Canadians have changed the way they shop for groceries.

“We see that consumers are struggling, they are finding all kinds of ways. There are a lot of people who shop differently,” notes the laboratory’s director, Sylvain Charlebois.

We also learn from the survey that more Canadians are now growing their own food. In Quebec, 13.7% have started.

Flyers are also more popular than ever: 32.1% of people say they read them.

loyalty as a weapon

While Canadians and Quebecers are turning to loyalty programs more, they are not all created equal.

According to R3 Marketing, which maintains an annual list, Loblaws ranks number one in the supermarket sector.

PC Optimum takes third place, while Metro’s, metro&moi, takes 10th placee.

The generosity is of course calculated in the price list, but even more we examine the commitment of the customers as well as their affection for the said program.

“One of the best examples in the world is the Morrisons chain in England. It uses the data it collects about its customers to award more points for the basic products,” explains Hans Laroche from R3 Marketing.

In fact, the supermarket chain has modified its customer card system against the background of the cost of living crisis.

For example, some necessities, such as dairy and meat, allow you to get more points.

“All chains would benefit from doing the same because it greatly increases people’s loyalty to the brand,” says Mr. Laroche.

“Disturbing” data

The survey’s “most disturbing” conclusion, according to Sylvain Charlebois, is that there are many people who have decided to eat less to save money.

“We are talking about 30% women and 18% men. Some have gone to extremes,” he notes.

In the “worrying” data column, we also find the fact that 6.6% of Canadians pay for their purchases with a credit card without knowing when they can refund it.

Some of the habits that have changed

  • 11.9% visited $1 stores more often to buy groceries
  • 16.24% Discount stores visited to buy groceries
  • 20.6% used more coupons at the grocery store
  • 28.86% used more loyalty program points to pay for groceries
  • 26.68% Read flyers more often
  • 5.11% visited a roadside stand to buy directly from the farmers
  • 6.07% go to farmers markets more often

Source: Agri-Food Analytical Sciences Laboratory/Caddle Survey

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