Your guide to North American eating DNA

Unlock insights from four key segments and eight subsegments to understand and connect with every type of eater in Canada and the U.S. with Leger’s CRAVE Study.

CRAVE Study 2025: Uncovering What Drives Consumer Food Choices

Download our exclusive free report and learn more about the behaviours and preferences of the four key segments. The insights can help you better understand your customers, the market and what makes North American eaters tick.

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  • ^Understand motivations around food across key segments and their subsegments
  • ^Identify high-potential growth targets based on attitudes, needs, and behaviours
  • ^Build stronger products and campaigns that truly resonate with the right eaters

About the study

How well do you really know your customers? Which segments are you already reaching, and which ones hold untapped potential? North American eaters are more diverse than you think!


If you’re in the food industry, Leger’s Crave Study is designed to help you connect more deeply with your current and future customers. Instead of relying on basic demographics, you’ll gain access to four clear eater segments—Practicals, Spontaneous, Organized, and Passionates—and eight detailed subsegments that reveal what truly drives food choices across Canada and the U.S.

With these insights, you can:

  • Target your marketing more effectively
  • Develop products that truly resonate
  • Focus your efforts on the segments with the highest growth potential

The CRAVE Study is the tool for making more strategic, human-centered and profitable decisions.

Watch our 2025 CRAVE Study webinar!

In this webinar, you’ll learn how to:

  • ^Understand what truly drives each segment
  • ^Identify which groups offer the greatest growth potential for your brand
  • ^Create products and experiences that genuinely resonate
  • ^Compare insights across regions
  • ^And more!
Watch the webinar

Some key findings from this year’s study

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In a marketplace overflowing with options and shaped by constantly shifting consumer priorities, the CRAVE Study gives brands and retailers a powerful edge. It reveals how people really think about food—how they plan, indulge, save, explore, and connect with what’s on their plates. From the price-savvy Frugals to the bold and curious Explorers, the CRAVE segmentation study reveals eight vivid mindsets, helping you speak to the right customers, in the right way, with the right offer. In a world where relevance is everything, this isn’t just a study—it’s your roadmap to meaningful marketing.

Luc Dumont, Senior Vice-President, Consumer Insights, Central Canada

Unlock comprehensive CPG insights

Learn how this study can be adapted further to your needs.

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