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Canadians really like their grocery stores: survey

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New research from the Argyle Public Relationships Index show consumers have strong relationships with their grocers - in spite of the bread price-fixing scandal

Family in the supermarket. Beautiful young mom and her little daughter are looking at each other and smiling, in the background dad is choosing goods

Toronto – In spite of the allegations of bread price-fixing, new research shows Canadian consumers still “love their grocery chains.”

In fact, the research found that 79 per cent of Canadians trust their main grocery retailer, while only nine per cent “have a significantly worsened view.”

New research shows Canadians’ relationships with their grocery chains remain strong, even after allegations of some retailers’ participation in fixing bread prices. The Argyle Public Relationships Index™, an annual study by Leger Research and Argyle Public Relationships, identifies six dimensions of relationship health between brands and their publics. (CNW Group/Argyle Public Relationships)

The stats come from the Argyle Public Relationships Index, an annual study by Leger Research and Argyle Public Relationships. Both Argyle and Leger say the “survey is entirely independent of the grocery industry or any individual retailer.”

In a statement, Argyle and Leger say the research also found that 86 per cent of Canadians “are very or somewhat satisfied with the grocery retailer they use the most.”


When consumers were asked specifically about the bread price-fixing issue, “47 per cent say it has had no impact on their views,” while “33 per cent say their view has worsened.”

Argyle and Leger say consumers who were concerned about the scandal were mostly those who are over age 45 and among those respondents who shop at Sobeys, Loblaws or FreshCo.

Interestingly, says the statement, Canadians have stronger relationships with their grocery chains than they do with their banks, credit cards, airlines, insurance companies, communications providers and professional sports teams.

Some other facts the research uncovered include:

  • 78 per cent agree their main grocer takes care of people who are likely to shop there
  • 77 per cent believe their grocer is committed to meeting their expectations
  • 69 per cent think the brand is concerned about people like me
  • only 45 per cent felt the public can influence the decisions or direction of their main grocer

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