by webSaver
August 4, 2025
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- Price is the dominant decision factor for Canadians with nearly half (49%) of respondents choosing healthy summer treats based on price and discounts over taste (20%) or nutrition (21%). Brand reputation ranks low (5.8%), showing that even strong brands must compete on value.
- A discount, coupon or cashback offer is the top New Brand Trial driver (54%), beating even free samples (33%) by a significant margin. Social proof from positive reviews and social media posts influences less than 9%.
- About half (50%) of respondents are open to paying more for a premium, higher quality product, but of these only 17% are ‘Very Likely’ to pay more. However, a sizable 31% remain price-neutral and 19% are resistant.
- Frozen treats dominate purchasing intention with 53% of Canadians choosing them when discounts are offered. Yogurt and dairy-free and fruit-based snacks tie as the next top segments at 13% and 14%.
- 88% say discounts influence their choice between healthy and unhealthy treats, with 53% going for the better offer, and 35% opting for to the healthier option if there is a discount. Interestingly only 5.8% prioritize health regardless of the discount, raising questions about the overall importance of healthfulness as a decision factor at all.
- More than 81% of respondents consider coupons and cashback offers as either “extremely” (53%) or “very” (28%) important when buying healthy summer treats. Only 1.5% said coupons are “not very” or “not at all” important. Again, price and discounts are critical to consumer decision making.
Healthy Summer Treats Survey Results:
(Aggregate All Canada Data – Results can also be reported by Location, Age, Gender and Language)
1. What factor most influences your decision to buy a particular healthy summer treat? (Please select one)
2. What would most encourage you to try a new healthy summer treat brand or product? (Please select one)
3. How likely are you to pay more for a summer treat made with premium or organic ingredients? (Please select one)
4. Which type of healthy summer treat are you most likely to buy when a coupon or cashback offer is available? (Please select one)
5. What role do discounts such as coupons and cashback offers play in your decision between healthy and less healthy treats? (Please select one)
6. How important are coupons and cashback offers when buying healthy treats for your household? (Please select one)
This Survey was not designed to identify whether the significant importance of price and discounts driving consumer behaviour in the healthy summer treats category is due to the relative importance to consumers – or lack thereof – of products in this category. Or if it is due to the tremendous financial pressures that Canadian consumers still find themselves under.
Either way it’s important for CPG Brand Managers to be aware of, and understand these factors if they are to succeed in reaching consumers with offers and value propositions that they find appealing enough to purchase.
Undertaking simple surveys such as this one is a fast and straightforward way for CPG Brand Managers to gain insights into their consumer’s mindset and preferences.
View some recent market research insights from webSaver here.
Whatever your consumer knowledge challenge may be webSaver can help you gather the intelligence you need to make better informed decisions.
Contact webSaver Consumer Insights to find out more.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
