Debbie Coons loads up her van with groceries while talking about her buying habits. She was among 20 people surveyed about the things they think about when buying food, such as shopping locally.

Consumers’ shopping habits are changing, whether they are buying food in a grocery store or at a farmers market. They want convenience and good value for their dollar.

But several factors still remain a priority. Shoppers want to buy local, buy Canadian and buy fresh whenever possible.

A recent survey conducted by Niagara This Week, though decidedly unscientific, discovered that 90 per cent of those interviewed make it a point of buying locally produced food, especially fruits and vegetables.

Lori King of Welland, for example, said she always buys local.

“It’s just fresher and most of the time it is cheaper too.”

According to Farmers Markets Ontario there is a resurgence in farmers markets. In Ontario, sales total almost $600 million.

“I always buy local,” said Steve Nemeti. “I support my farmers. Buying U.S. products is a last resort.”

He joins the about 95 per cent of those surveyed who shop at farmers markets.

According to Agriculture and Agri-Food Canada, sales of fresh vegetables have already grown 44 per cent in the last 20 years, and are expected to rise another 33 per cent by 2020.

Shoppers in the survey were also asked if they paid attention to price and the quality of the food they purchase.

Almost 90 per cent said price is a big part of their decision.

Patricia Ricker and her husband, Ron, are senior citizens and noted being on a fixed income makes them smart shoppers.

“We get the flyers and see what’s on sale,” said Ron.

Nearly 20 per cent of Canadians will be senior citizens by 2020, a demographic shift that will raise the 65-plus population to 6.5 million. According the Agriculture and Agri-Food Canada that will create many changes, opportunities and challenges for the agriculture and agri-food industry.

There there are shoppers like Tara Woods of Welland who has three young children to feed. She tries her best to make every penny count, but says that she does prefer to buy Canadian when it’s economically feasible.

Another big factor affecting shoppers is they are more health conscious than ever.

According to Canadian Trends to 2020, consumers today are demanding more health and nutrition benefits from the food they buy. Eight-five per cent of those surveyed by Niagara This Week said they check the content labels just for that reason.

Rita Lachapelle of Welland said, “I worry about nutrition and have all kinds of books on the subject.”

Sam Gigliotti agrees. “I look at the labels, for sure. I watch the sugar, fat and salt in what I buy.”

But overall the price of a product remains at the top of the list of priorities along with freshness, according to 90 per cent of the shoppers interviewed.

Debbie Coons describes herself as a typical shopper who looks at not only the price, but also considers the quality of a food product she buys.

“I prefer it if we can find this all in one spot and not have to run around to all the grocery stores.”

She reflected the concern of several shoppers who talked about the cost of gas affecting their shopping habits.

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What consumers say about grocery habits and buying locally

“Where the food comes from, what country, is really a concern especially when you have heard about the recalls in the past of produce such as spinach, sprouts and cantaloupes. I love cantaloupes.” — Rose Hotte

“I prefer it if we can find this all in one spot and not have to run around to all the grocery stores.” — Debbie Coons

“If the price is better for a product from the U.S., that wins out.” — Monica Paura

“I worry about nutrition and have all kinds of books on the subject.” — Rita Lachapelle

“Sodium and MSG are my enemies.” — Carol Kitchen

“I do look at the price but more so the labels to see what the product contains in the way of carbohydrates, sugar, or fibre.” — Kathy Young

“I don’t look for Canadian or U.S. and don’t worry about the price.” — Jen Cooley

“Although we do try and buy locally when it’s in season and will drive to the farmers markets, I very seldom look at labels.” — Patricia Ricker

“I always check price and quality and try to buy the least expensive at the best quality without shopping around because of the price of gas these days.” — Cora Moffatt

“If there is something I need and the difference between the Canadian product and the same thing grown overseas is just a few cents then I will buy the one made in Canada.” — Tara Woods