Policy-makers and business decision-makers devote considerable resources to measuring consumer attitudes towards food and health. To date, most research has taken the form of one-off surveys. As a result, repeated observations of the same individuals are not available, making it difficult to track and understand changes in attitudes and behavior over time.

A longitudinal approach enables baseline attitudes and relations to choice behavior to be established and changes over time to be tracked. The changes include differences in the evolution of attitudes across consumer sub-groups. They depend on household food culture, age of respondents, access and availability of food outside the household, and other physical, social and economic factors.

The Manitoba Consumer Monitor Food Panel (MCM Food Panel) is a longitudinal study that will establish a provincial panel of 4000 food consumers from across Manitoba. While 2000 participants will be recruited from Winnipeg, the other 2000 participants will be from rural Manitoba.

The MCM Food Panel will generate and disseminate information about consumer attitudes and perceptions towards food and health, by gathering their opinions, preferences and experiences. This study will also determine the factors for changes and differences in behavior and acceptance of new food innovations over time and across consumer sub-groups. Benefits include the exploration of food trends, food innovations, policy formation, and program development. 

A Joint Steering Committee of the Faculty of Human Ecology at the University of Manitoba and the Manitoba Agriculture, Food and Rural Initiatives (MAFRI) will provide guidance and direction to the MCM Food Panel Project Coordinator.

Growing Forward Strategic Innovation Fund:

Funding for this project is provided by the Canada and Manitoba governments through Growing Forward, a federal-provincial-territorial initiative. Growing Forward is a co-ordinated government initiative that supports all aspects of the agriculture industry. The goal is to help producers and agribusinesses make the sector more profitable, competitive and innovative. Growing Forward includes a suite of programs tailored to innovation, environment, food safety and business development. For more information on programs and services available, visit www.manitoba.ca/agriculture and click on the Growing Forward link.