A data profile of the people who buy, follow and care about Local food in Canada — modelled from more than twelve digital signal sources. Local food has an estimated audience of 5,838,168 people in Canada.
The average Local food fan in Canada is 42.9 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, Alberta.
Top brand affinities include Foodie, Online food ordering, Aritzia, with strongest over-indexing on Foodie (2.21× the country average).
Demographically, the Local food audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Local food fan in Canada is more female, around 42.9 years old, with strong Patriotism tendencies and a notable affinity for Foodie.
The key figures that characterise the Local food profile in Canada.
56.9% are female, 43.1% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 56.9% |
| Male | 43.1% |
| Average age | 42.9 |
| Estimated audience size | 5,838,168 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Local food audience comes from Canada.
| Country | Share |
|---|---|
| United States | 18.0% |
| Japan | 9.7% |
| Italy | 5.7% |
Where the Local food audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alberta | ~1M | 1.38× | |
| 02 | Prince Edward Island | ~30K | 1.13× | |
| 03 | British Columbia | ~900K | 1.04× | |
| 04 | Newfoundland and Labrador | ~90K | 1.03× | |
| 05 | New Brunswick | ~100K | 0.97× | |
| 06 | Ontario | ~2.5M | 0.95× | |
| 07 | Saskatchewan | ~200K | 0.95× | |
| 08 | Nova Scotia | ~200K | 0.95× | |
| 09 | Manitoba | ~200K | 0.94× | |
| 10 | Quebec | ~1M | 0.76× |
The strongest cross-interests of the Local food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cooking show | Food & Beverages | 3.36× | ||
| 02 | Online food ordering | Food & Beverages | 3.07× | ||
| 03 | Foodservice | Food & Beverages | 2.81× | ||
| 04 | Fast casual restaurants | Food & Beverages | 2.79× | ||
| 05 | Wine tasting | Food & Beverages | 2.76× | ||
| 06 | Cookbook | Food & Beverages | 2.66× | ||
| 07 | Organic product | Food & Beverages | 2.43× | ||
| 08 | Pastry | Food & Beverages | 2.24× | ||
| 09 | Foodie | Food & Beverages | 2.21× | ||
| 10 | Organic farming | Food & Beverages | 2.18× | ||
| 11 | Italian cuisine | Food & Beverages | 2.13× | ||
| 12 | Aritzia | Fashion & Accessoires | 2.01× | ||
| 13 | First-time buyer | Shopping | 1.93× | ||
| 14 | Healthy diet | Health | 1.86× | ||
| 15 | Dinner | Food & Beverages | 1.83× | ||
| 16 | Organic food | Food & Beverages | 1.81× | ||
| 17 | Health & wellness | Health | 1.64× | ||
| 18 | Meat | Food & Beverages | 1.60× | ||
| 19 | Veganism | Food & Beverages | 1.54× | ||
| 20 | Desserts | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 2.02× | |
| Spirituality | BALANCE | 1.38× | |
| Travelling | THRILL | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.50× | |
| Urban Lifestyle | OPEN | 0.71× | |
| Career Orientation | POWER | 0.71× |
Local food has an estimated audience of 5,838,168 people in Canada, concentrated in Ontario and Quebec.
56.9% of Local food fans are female, 43.1% are male, with an average age of 42.9 years.
Local food fans show strongest brand affinity for Foodie (2.21×), Online food ordering (3.07×), and Aritzia (2.01×) over the country average.
Local food fans in Canada are most concentrated in Ontario (reach ~2.5M), Quebec (reach ~1M), and Alberta (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Local food itself, the audience over-indexes on Online food ordering (3.07×), Aritzia (2.01×), Fast casual restaurants (2.79×), and Health & wellness (1.64×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Local food. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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