You’re either wondering what all the clean-green-something-free food fuss is all about or you’ve already got the scoop. Ya, you probably got it.
Better-For-You (BFY) food trends began to emerge about a decade ago and have become more prominent with time as today’s consumer is actually conscious of packaged food labels, the source of produce in their grocery basket and the quality of products they are purchasing as a whole. BFY foods (yes this is a term!) refers to a category of products where the amount of unhealthy substances has been actively reduced or removed altogether during production (i.e. fats, sugars, salt, and carbohydrates) and this is what consumers now look for.
The Canadian organic food market has experienced significant growth in recent years based on demand which signifies a tremendous opportunity for corporations and business in this sector but keeping up with the pace or even getting a step further ahead is pivotal to claim a maximum share. With global sales of US$160.3 billion in 2010, the BFY category alone is expected to grow by 24.6% to over US$199.8 billion by 2015. (“Health and Wellness Trends for Canada and the World”. Agriculture and Agri-Food Canada. Government of Canada. October 2011)
With that in mind, wouldn’t it be great to showcase your product or service somewhere with the guaranteed that large volumes of potential customers will be present? And we’re not talking plain volumes of just anyone, it’s predominantly your target market. Well we’ve got news for you – heck yes it would be great and YES you can! A trade show promotion is a proven way to achieve this and help get your brand recognized while making both instant sales and interactions that will continue to generate future revenue and therefore generate a pretty ROI. Don’t just take our word for it, take a look at the statistics for this method of marketing and see for yourself.
Let’s begin by recognizing that attendance at most trade shows will range from 10,000-25,000 at smaller shows and 35,000-50,000+ at larger shows that span over an average of 3-10 days. If your company is in the health biz, female consumers are certainly your target as they are often the ones making purchasing decisions within their household. Now, knowing that a healthy serving (no pun intended) of the figures above account for them, it’s fair to acknowledge the quality of reach. What about in scope you ask? Typically 72% of attendees will come from within a city’s greater area and 28% will come from areas farther afield.
We have essentially established that females consistently account for the majority of show-goers at Natural Health, Wellness & Fitness Show but how much is that really? Approximately 79.4% of the demographic is women while 20.6% are males. This confirms the large numbers of women who are seeking information, trying new products, and taking an active role in creating a healthier lifestyle for themselves and their families.
From this demographic as a whole, 80% have a university or post-graduate degree and 59% hold a professional/managerial role which affirms these people are likely making careful decisions and doing their homework when it comes to the products they use and consume hence their presence at shows of this nature.
Each trade show is slightly tailored to focus on a core area of health awareness which result in some varying numbers in the statistics presented below but for the purpose of this content, we have analysed numbers of 10 major Toronto Trade Shows & Expos to achieve closely representative figures for the following statistics on the female demographic:
* 2% are under the age of 19 years old
* 11% are between the ages of 19-24 years old
* 21% are between the ages of 25-34 years old
* 20% are between the ages of 35-44 years old
* 28% are between the ages of 45-54 years old
* 18% are 55+ years old
These figures demonstrate that the equally significant buying power of the boomer & early age millennial is prominent at these events. That means there’s no better time or place than a trade show promotion to get your brand in front of them or better yet, in their hands. Tigris has recently secured a contract with Grace Kennedy, you know all those amazing hot sauces, jerk seasonings, coconut water/products (the list goes on) and will be assisting them with executing an array of sought-out trade shows, expos, festivals and special events in the coming months. Here are some of the most anticipated events you can expect to find us at:
* Green Living Show from Mar. 27-29 at the Metro Toronto Convention Centre
* Yoga Conference & Show from Apr. 10-12 at the Metro Toronto Convention Centre
* Raw/Vegan Festival from Jun. 6-7 at the Centre for Culture, Arts, Media & Education
* Coconut Festival from Jun. 20-21 at Wychwood Barns
* Vegetarian Food Festival from Sept. 5-7 at Harbourfront Centre
* CHFA from Sept. 19-20 at the Metro Toronto Convention Centre
* Whole Life Expo from Nov. 27-29 at the Metro Toronto Convention Centre
We’re calling all natural health food lovers and enthusiasts! Whether you come visit us at one or all of these shows or want to work with us to get your brand in on the action, we’d be happy to hear from you! If you’re considering a trade show promotion we can make it easy and oh so rewarding – give us a call today at 416-983-9119 and let’s get started!