56% of Canadian consumers state that price and online coupons or cashback offers available are the primary driver in their choice of yogurt Brand

• Dairy remains a high-frequency category: Nearly 79% of Canadians purchase dairy at least weekly, reinforcing dairy as a routine household staple with constant promotional exposure opportunities.
• Core dairy staples dominate household purchasing: Milk, cheese, and yogurt account for over 60% of all dairy purchases, making them the strongest categories for high-reach coupon and cashback campaigns.
• Value outweighs brand and nutrition in yogurt decisions: More than 55% say price, promotions, coupons, or cashback offers are the primary driver of yogurt choice — far ahead of taste or nutrition.
• Promotions strongly influence dairy brand selection: An overwhelming 88% are likely or very likely to choose a dairy brand offering a coupon or cashback incentive over one that does not.
• Cheese shoppers are highly responsive to switching incentives: More than 84% would likely switch cheese brands if presented with a strong coupon or cashback offer, highlighting major conversion potential within the category.
• Promotions drive incremental and competitive purchases: Only 6.9% say offers do not change behavior, while most consumers either try new brands, buy more, or stock up when using dairy coupons or cashback offers.

Dairy Products Consumption Survey Results:
(Aggregate All Canada Data – Results can also be reported by Location, Age, Gender and Language)

1. How often do you purchase dairy products? (Please select one)

2. Which of the following dairy products do you purchase most often for your household? (Please select all that apply)

3. Which factors most influence your choice of yogurt brand or product? (Please select one)

4. When shopping for dairy products, how likely are you to choose a brand offering a coupon or cashback offer over one that does not? (Please select one)

5. How likely are you to switch from your usual cheese brand to another brand if there is a strong coupon or cashback offer available? (Please select one)

6. When you use a coupon or cashback offer for dairy products, how does it typically affect your purchase? (Please select one)

For dairy brand marketers the message is clear. Online coupons and cashback offers are more than simple promotional marketing tools, particularly in economically challenging times. They are proving to be a significant driver of purchasing behavior including product trial and brand switching.