More and more Quebecers and Canadians are using loyalty cards to pay for food, another sign that inflation is hurting the middle class.
Over 33% used points from one or another supermarket chain to pay for groceries, finds a survey from Dalhousie University's Agri-Food Analytical Sciences Laboratory in partnership with Caddle.
With a food inflation rate that has remained at around 10% for the past year, three out of four Canadians have changed the way they buy food.
“We see that consumers have misery, they find all sorts of ways. There are many people who do not shop in the same way , observes the director of the Laboratory, Sylvain Charlebois.
We also learn from the survey that more Canadians are now growing their own food. In Quebec, 13.7% have started doing so.
Flyers are also more popular than ever, with 32.1 % of people saying they consult them.
Loyalty as a weapon
While Canadians and Quebecers are turning more to loyalty programs, they are not all equal.  ;
In the supermarket sector, Loblaws ranks first, according to the firm R3 Marketing, which keeps an annual list.
PC Optimum ranks third, while Metro's, metro&moi, ranks 10th.
Generosity is of course calculated in the rankings, but even more so, we study the level of commitment customers and their fondness for the programme.
“One of the best examples in the world is the Morrisons chain in England. It uses the data obtained on their customers to give more points on the basic products ”, illustrates Hans Laroche, of R3 Marketing.
The supermarket chain has indeed recently modified its loyalty card system in the context of the cost of living crisis.
Some basic necessities, such as dairy products and meat, allow you to 'to get more points, for example.
” All the chains would benefit from doing the same thing, because it greatly increases people's loyalty to the brand “, assures Mr. ;Laroche.
The most 'troubling' finding of the survey, according to Sylvain Charlebois, is that there are many people who have decided to eat less to save money.
“We are talking about 30% of women and 18% men. Some have taken extreme means,” he notes.
In the column of “troubling” data, we also find the fact that 6.6% of Canadians pay for their groceries with a credit card without knowing when they will be able to reimburse it.
Some of the habits that changed
11.9 % visited stores at 1  more often ;$ to buy food
16.24 % visited discount stores to buy food
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 farmers
Katrine Johns has been a reporter on the news desk since 2013. Before that she wrote about young adolescence and family dynamics for Styles and was the legal affairs correspondent for the Metro desk. Before joining The Gal Post, Katrine Johns worked as a staff writer at the Village Voice and a freelancer for Newsday, The Wall Street Journal, GQ and Mirabella. To get in touch, contact me through my firstname.lastname@example.org 1-800-268-7128