A new survey commissioned by the Consorzio del Prosciutto di Parma, Canada, reveals that Canadian consumers find it challenging to identify authentic products at the grocer. Of the more than 1,500 Canadian consumers polled, more than half (51%) reported feeling confused by how food products are marketed, particularly when it comes to understanding the history and origin of a product.

The survey also showcased that Canadian consumers are passionate about food authenticity, with more than a third (33.2%) citing the importance of knowing whether the product they purchase is genuine. Almost half (40.5%) stated the significance of how their food is made and where it comes from. In addition, 44% responded that when shopping for food, the designation “100% natural” is important to them.

"We know that Canadians are smart shoppers and conscious consumers, and they want to have a better, clearer understanding of what they eat and where their food comes from," says Chiara Iasiuolo, communications manager for Consorzio del Prosciutto di Parma. "For more than 20 years, we have worked to have products, like Prosciutto di Parma, protected in Canada, so customers can feel confident that they are enjoying an authentic, quality product true to its history and origin."

While Canadians may feel confusion at the counter, that doesn't seem to stop their pursuit or love of all things food related. According to the survey, more than a third of Canadians consider themselves a foodie, which is defined by trying new foods regularly (47%), eating at multiple restaurants every month (40%), seeking quality ingredients (40%) and taking an interest in food origins (35.6%). When it comes to culinary inspiration, Canadians turn to social media (20%) or cookbooks (22%) for ideas over family, friends or cooking shows.

Consorzio del Prosciutto di Parma conducted the online survey via Google. It polled 1,500 Canadians, ages 18-plus, from April 8-18.