Last week, CFIN hosted a special Unpuzzling webinar focused on the Quebec food market—Canada’s second largest and culturally unique consumer base. CFIN’s Regional Innovation Director for Quebec, Julie Daigle, was joined by Elyse Boulet and Stéphane Crevier from Pigeon, one of Canada’s leading branding agencies, to explore how companies can successfully launch innovative food products in Quebec.
Here are the key takeaways from the conversation.
Different Language, Different Food Culture
Quebec is home to nearly 25% of Canada’s population and accounts for a similar share of food and beverage sales. But winning in this market takes more than a French label. Quebec consumers are emotionally driven, pleasure-seeking, and intensely value local identity. As Stéphane noted, “pleasure is a serious thing” in Quebec. Brands that understand this—and market accordingly—will resonate more deeply.
Taste Preferences and Shopping Habits Are Unique Among Canadian
The Quebec food consumer balances functionality and emotion. Early-week meals are planned and health-conscious, while Thursday to Saturday is all about indulgence—chocolate, wine, beer, and good company. Quebecers are enthusiastic cooks who shop frequently, often at small neighborhood grocers, and they use loyalty apps and digital flyers more than the rest of Canada.
They also have distinct flavor preferences: maple, caramel, and strawberry perform far better than pumpkin spice or mint chocolate. And when it comes to protein, Quebecers over-index on beef, veal, and pork—while eating less spicy or ethnically diverse cuisines than Ontario or BC.
Cultural Context Should Inform Product Development
From fondue and raclette to food shows built around conversation, not competition, Quebecers embrace food as a shared experience. That cultural backdrop should shape everything from packaging size (Quebec homes are smaller) to product naming and seasonal marketing. Brands that align with Quebec-specific holidays (like Saint-Jean-Baptiste Day instead of Victoria Day) or team up with local celebrities gain added traction.
Practical Steps for Market Entry
Elyse and Stéphane both emphasized the importance of testing products with French-speaking consumers, co-creating with regional partners, and investing in Quebec-specific creative assets. Independent grocers, local distributors, and associations like CTAQ can provide valuable footholds for entering the market.
Above all, don’t assume that market insights gained from neighbouring provinces equally apply to Quebec. Use data, validate insights, and take time to understand the culture on its own terms.
Watch the Recording and Sign Up for Future Webinars
For a deeper dive into these insights, you can find the full recording of the webinar on YouTube.
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