Nobody’s Unpredictable Ontario Dairy Council 2011 Convention – 40 th Anniversary – June 5-7, 2011 Serving an Ever-Diverse Canadian Market Darrell Bricker, PhD Chief Executive Officer, Ipsos Global Public Affairs January 12, 2011

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Does Public Opinion Polling Work? Yes.

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Postmedia News / Global TV Ipsos Reid Survey Decided voters including leaners (n=894). 8% of all Canadian Adults (n=1,000) are Undecided 2011 Federal Vote Support: Our Last Poll 5 Days Before E Day…

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Ipsos Reid* Actual Vote %** Ipsos Reid Variance National Conservatives 38% Conservatives 39.6% % NDP 33% NDP 30.6% % Liberal 18% Liberal 18.9% % Green 4% Green 3.9% % Quebec NDP 42% NDP 42.9% % Bloc Quebecois 26% Bloc Quebecois 23.4% % Conservatives 15% Conservatives 16.5% % Liberal 13% Liberal 14.2% % Green 3% Green 2.1% % *Ipsos Reid Final Poll Thursday April 28, 2011 **Election Canada May 3, 2011

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 5 Outline 1.Canada’s New Face 2.The New Canadian Mindset 3.What Are Canadians Thinking About 4.Selling to Today’s Consumer 5.Thinking About Food 6.Conclusion

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 6 Canada’s New Face 1.

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 7 Old Canada

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 8 Demography Isn’t Destiny… But… In 1960 Canada was 18 million souls, now almost 34 Million Population Fertility Rate Now Below Replacement Levels Fertility Rate Life Expectancy Has Increased – Especially For Women Life Expectancy By 2015 Seniors Will Outnumber Children Seniors We’ve Become An Urban Nation Urban Nation

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 9 Canada’s Population Pyramid METROPOLITANNON-METROPOLITAN MalesFemales AGE Age Age 15-20

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Note: The rural population for 1981 to 2006 refers to persons living outside centres with a population of 1,000 AND outside areas with 400 persons per square kilometre. Previous to 1981, the definitions differed slightly but consistently referred to populations outside centres of 1,000 population. Source: Statistics Canada, Census of Population, 1851 to Last modified: Rural Population in Canada Urban Population in Canada Rural vs. Urban Population in Canada

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 11 Computerization of work and home – 80% of Canadians used Internet last month for personal reasons Technology Immigration has increased – and the places immigrants come from have changed Cultural Diversity Immigrants represent 6% of rural populations, 25% of urban areas Immigrants and Urban Areas Demography Isn’t Destiny… But…

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 12 The Top Ten Countries of Birth of Recent Immigrants 1981 UK Vietnam USA India Philippines Jamaica Hong Kong Portugal Taiwan 2006 China India Philippines Pakistan USA South Korea Romania Iran UK Colombia

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 13 Foreign Born As a Percentage of City Population TORONTO VANCOUVER MIAMI LOS ANGELESSYDNEYMELBOURNENEW YORKMONTREAL WASHINGTON

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 14 Demography Isn’t Destiny… But… Female employment rate has nearly doubled Employment Educational attainment has increased Education The importance of trade in our economy has quadrupled Trade Government a bigger share of our economy - taking 25% more of our money, but redistributing more too Government

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 15 The New Canadian Mindset 2.

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 16 The Decline In Public Trust

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Pharmacists 79% - 12% Doctors 75% - 10% Airline Pilots 75% - 6% Canadian Soldiers 72% + 15% Teachers 65% - 14% Day Care Workers 59% + 1% Police Officers 57% - 16% Judges 51% N\A Accountants 49% - 3% % Who Rate 5,6or 7 (scale of 1-7) Change in Trust from The Fall of Trust: 2003 vs 2011

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Chiropractors 44% + 4% Plumbers 39% - 3% Church Leaders 38% N\A Financial Advisors 37% - 3% Charity Leaders 35% N\A Engineers 34% N\A TV/Radio Personalities 30% - 6% Journalists 29% - 2% Environmental Activists 28% N\A % Who Rate 5,6or 7 (scale of 1-7) Change in Trust from The Fall of Trust: 2003 vs 2011

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Auto Mechanics 25% - 8% Lawyers 22% - 7% New Home Builders 19% - 8% Chief Executive Officers 19% - 2% Local Municipal Politicians 17% + 3% Union Leaders 17% N\A National Politicians 9% N/C Car Salespeople 8% - 2% % Who Rate 5,6or 7 (scale of 1-7) Change in Trust from The Fall of Trust: 2003 vs 2011

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 20 New Canada

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 21 What Are Canadians Thinking About 3.

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 22 Canadians and Americans Assess Current National Economic Condition… Now thinking about our economic situation, how would you describe the current economic situation in [insert country]? Is it very good, somewhat good, somewhat bad or very bad?

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 23 Thinking About Food 5.

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 24 Statements About Food 87% I sometimes don't buy certain foods because they cost too much 86% Confident that food I eat is safe 83% Manufacturers need to be more transparent about nutritional content 78% Talking to a farmer will help me to understand where food comes from 61% I know where the food I buy is produced

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 25 To What Extent Does the Dietary or Nutritional Information Influence What You Buy? 76% is the extent Dietary or Nutritional Information Influences What Shoppers Buy

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 26 Eating Habits I spend a lot of time TRYING TO IMPROVE MY EATING HABITS My eating habits are probably HURTING MY OVERALL HEALTH Agree 56% Disagree 44% Agree 43% Disagree 57%

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 27 Women and Weight Accept my current weight – 50% I think I’m FAT – 50% I want to Lose Weight – 80%

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market 28 Milk Products and Women's Weight Milk Is FATTENING: 53% Milk Is HEALTHY for you: 95% Cheese is HEALTHY for you – 86% Yogurt is HEALTHY for you – 98%

Nobody’s Unpredictable Conclusion 6.

© 2011 IpsosOntario Dairy Council 2011 Convention – 40th Anniversary – June 5-7, Serving an Ever-Diverse Canadian Market Conclusions Check your gut at the door. Understand what Canadians REALLY think. The New Canada Understand the differential transition to the new Canada – changing face, and changing mind Grocery Market Grocery market will be hugely impacted by these changes Consumers Consumers will be more challenging, and will demand more options at a lower cost Are You Ready?

Nobody’s Unpredictable Ontario Dairy Council 2011 Convention – 40 th Anniversary – June 5-7, 2011 Serving an Ever-Diverse Canadian Market Darrell Bricker, PhD Chief Executive Officer, Ipsos Global Public Affairs January 12, 2011