Canadianliving.com February 2011 Food Trends Report

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A monthly review of food trends among Canadian home cooks

“This jump in quinoa requests shows home cooks are comfortable with this good-for-you grain this year and experimenting with new recipes,” explains Canadianliving.com Food Editor, Colleen Tully.

The Food Trends Report is a monthly review of food trends among Canadian home cooks. CanadianLiving.com has been an authority in the Canadian online food community since 1996 and welcomes over 1.3 million visitors monthly.

CANADIAN CRAVING OF THE MONTH:
Quinoa - increased by 153% over last year. (9th overall)
Quinoa recipes- up 2,667%
Quinoa salad - up 454.76%

“This jump in quinoa requests shows home cooks are comfortable with this good-for-you grain this year and experimenting with new recipes,” explains Canadianliving.com Food Editor, Colleen Tully. “Quinoa and Chickpea Salad was also Canadian Living's March 2011 cover recipe, which may have fuelled the fire this month.”

WHAT'S IN:
New trend: Quinoa - up 153%
New trend: Macaroni and cheese- up 54%
New trend: cupcakes - up 47%
New trend: Meatloaf recipes- up 2,586%
New trend: Pork tenderloin recipes - up 3,323%

“A brief pause from inexpensive pork tenderloin appears to be over with an enormous surge for pork tenderloin recipes,” suggests Tully. “Plus, a new interest in meatloaf reflects a shift from stew to an equally comforting mid-winter dinner.”

WHAT'S OUT:
New trend: Fish recipes - down 53%
New trend: Salmon- down 47%
New trend: Cookie recipes - down 45%
New trend: Rice recipes - down 59%
Bread recipes - down 59%

“It appears cookies have been replaced with trendy cupcakes for dessert, and rice replaced with quinoa on dinner plates,” offers Tully. “For the first time ever, the search for salmon recipes has slowed, and this month cut nearly in half. Coupled with a reduction in searches for fish recipes, this may reflect growing consumer concern about sustainable fish and seafood choices. Confused consumers may be scared away from eating fish altogether. “

For further information and interview opportunities, please contact
Canadian Living Food Director, Annabelle Waugh at 416-733-7600 Ext. 4819.
For the latest recipe and food trends visit http://www.canadianliving.com.

Canadian Living is published by Transcontinental Media. Transcontinental Media is the fourth largest print media group in Canada, with more than 3,000 employees and annual revenues of $608 million in 2010, Transcontinental Media reaches, through its multiplatform offering, over 18 million consumers across Canada. The group is the largest publisher of consumer magazines and French language educational resources in Canada, and the largest publisher of local and regional newspapers in Quebec and the Atlantic provinces. Transcontinental Media publishes the weekday daily Metro in Montreal and Halifax. It is also the leading distributor of door-to-door advertising material in Canada, with Publisac in Quebec and Targeo in the rest of Canada. Transcontinental Media is distinguished by its custom publishing, mailing and customized email database, which allows marketers to connect efficiently with more than six million consumers. Transcontinental Media owns a wide digital network with some 250 websites.

Transcontinental Media is a subsidiary of Transcontinental (TSX: TCL.A, TCL.B, TCL.PR.D) which has operations in Canada, the United States and Mexico, and reported revenue of C$2.1 billion in 2010.

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Annabelle Waugh
Canadian Living
416-733-7600 4819
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