The Changing Landscape of the Canadian Food Market: Ethnicity and the Market for Ethnic Food

This paper explores the interplay between immigration, ethnic diversity, and food demand in Canada. Attention focuses on the consequences of an increasingly diverse population on demand for food. The notion of dietary acculturation is discussed in the context of a fragmenting market for foods in Canada. A research agenda is presented with the intent to stimulate research that addresses the role of ethnicity in shaping demand for food in Canada. As Canada becomes more ethnically diverse, the landscape of the Canadian food environment will evolve. Understanding the impact of such change on demand for foods in Canada will become increasingly important. Such understanding can help inform the supply side of the market in terms of retail and food service location decisions, as well as decisions related to the marketing mix. Dans le present article nous analysons l'interaction entre l'immigration, la diversite ethnique et la demande alimentaire au Canada et examinons tout particulierement les repercussions de l'accroissement de la diversite ethnique sur la demande alimentaire. Nous abordons la notion d'acculturation alimentaire dans un contexte de segmentation du marche alimentaire au Canada. Nous presentons un programme de recherche qui vise a stimuler la recherche sur le role de l'ethnicite dans la determination de la demande alimentaire au Canada. Plus la population canadienne se diversifiera sur le plan ethnique, plus l'environnement alimentaire evoluera, d'oU l'importance de bien determiner les repercussions de cette diversification sur la demande alimentaire au Canada. La determination de ces repercussions aidera les acteurs du cote de l'offre a prendre des decisions quant a l'emplacement des magasins d'alimentation et des etablissements de restauration et a la logistique commerciale (marketing mix).