by webSaver
October 6, 2025
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- The largest group (39%) values nutritious and balanced meals, but a sizeable portion (22%) chooses foods their kids will reliably eat, signaling that a blend of health and child appeal is important. Nearly 19% actively seek foods that are on sale or have coupons, available.
- Fresh fruits and vegetables top the list of school lunch foods at 29% indicating continued parent interest in healthy options. Packaged snacks follow at 22% and sandwich items at 18%.
- Nearly 80% call price “the most important” or “very important,” and only 3% say price isn’t that important and just 2% disregard price entirely. Only 16% are willing to sometimes pay more for greater quality.
- Coupon engagement is extremely high, with 72% “very likely” and another 17% “likely” to use coupons or cashback offers. Only about 2% express disinterest, illustrating how promotional tactics reach the vast majority of these shoppers.
- 80% are “very likely” or “likely” to switch brands for a coupon or deal, showing opportunities for both market share capture and risk of lost loyalty if incentives are ignored. Less than 3% report they are unlikely to switch brands under any circumstances.
- A striking 66% would “definitely” buy healthier lunch options if better online coupons are available, while another 28% say it’s “possible” meaning 94% are open to shifting to healthier choices if coupons or cashback offers were available. Only 5% say health is already their top priority absent coupons.
Back to School Lunches Survey Results:
(Aggregate All Canada Data – Results can also be reported by Location, Age, Gender and Language)
1. When preparing school lunches, which type of food products do you prioritize most for your children? (Please select one)
2. Which categories of food products do you most often buy for school lunches and snacks? (Please select all that apply)
3. How much does price influence your food choices for Back-to-School grocery shopping? (Please select one)
4. How likely are you to use coupons or cashback offers during your Back to School shopping this year? (Please select one)
5. How likely are you to switch from your preferred brand(s) of school lunch products if another offers a better coupon or cashback deal? (Please select one)
6. Would better access to online coupons or cashback offers make you more likely to buy healthier options for school lunches? (Please select one)
It’s important for CPG Brand Managers to understand the values, preferences and motivations of their consumers if they are to create promotional offers these consumers find attractive enough to adapt their behaviour and take action to engage with their Brand.
Undertaking frequent surveys and questionnaires is a fast and simple 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 webSaver can help you gather the information you need to make better 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.
