[et_pb_section fb_built=”1″ _builder_version=”4.27.4″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_stops=”#ffffff 0%|rgba(255,255,255,0.72) 50%|#ffffff 100%” background_color_gradient_overlays_image=”on” background_image=”https:\/\/leger360.com\/wp-content\/uploads\/2023\/10\/gradient_gris_01.png” background_position=”top_center” background_vertical_offset=”41%” custom_padding=”75px||50px||false|” locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”3_5,2_5″ custom_padding_last_edited=”on|phone” _builder_version=”4.23.4″ _module_preset=”default” transform_scale_tablet=”” transform_scale_phone=”” transform_scale_last_edited=”on|desktop” transform_translate_tablet=”” transform_translate_phone=”” transform_translate_last_edited=”on|desktop” transform_translate_linked=”off” transform_rotate_tablet=”” transform_rotate_phone=”” transform_rotate_last_edited=”on|desktop” transform_skew_tablet=”” transform_skew_phone=”” transform_skew_last_edited=”on|desktop” transform_origin_tablet=”” transform_origin_phone=”” transform_origin_last_edited=”on|desktop” transform_styles_last_edited=”on|desktop” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”5px||5px|||” custom_padding_tablet=”” custom_padding_phone=”||0px||false|false” transform_styles_tablet=”” transform_styles_phone=”” locked=”off” global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop”][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/leger360.com\/wp-content\/uploads\/2025\/05\/Logo-EN-Subtitle.png” title_text=”Logo EN Subtitle” _builder_version=”4.27.4″ _module_preset=”default” width=”50%” width_tablet=”25%” width_phone=”25%” width_last_edited=”on|desktop” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”7a0247b5-e47a-4d0c-97aa-48d6e8e7ca05″ locked=”off” global_colors_info=”{}” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”28cfcf78-1bee-4815-a9d5-6caa8f7a4b47″ text_font=”Aptos||||||||” text_text_color=”#000000″ text_line_height=”1.5em” width=”75%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|desktop” custom_margin=”0px||7px||false|false” custom_padding=”0px||||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][dsm_card button_css=”hs-cta-trigger-button hs-cta-trigger-button-192089830485″ title=”CRAVE Study 2025: Uncovering What Drives Consumer Food Choices” image_as_background=”off” content_padding=”35px|35px|35px|35px|true|true” button_text=”Download the free report” button_url_new_window=”1″ content_padding_tablet=”” content_padding_phone=”” content_padding_last_edited=”on|desktop” _builder_version=”4.27.4″ _module_preset=”default” header_font=”Aptos|600|||||||” header_font_size=”20px” background_color=”#C8E1F4″ custom_button=”on” button_text_size=”16px” button_text_color=”#000000″ button_bg_color=”RGBA(255,255,255,0)” button_border_color=”RGBA(255,255,255,0)” button_font=”Aptos Bold||||||||” button_icon=”$||divi||400″ button_icon_color=”#ED1C24″ button_on_hover=”off” button_alignment=”left” button_custom_margin=”20px|||0px|false|false” button_custom_margin_tablet=”0px||||false|false” button_custom_margin_phone=”0px||||false|false” button_custom_margin_last_edited=”on|desktop” button_custom_padding=”|||0px|false|false” button_custom_padding_tablet=”|||0px|false|false” button_custom_padding_phone=”|||0px|false|false” button_custom_padding_last_edited=”on|desktop” custom_margin=”75px||3px||false|false” custom_margin_tablet=”75px||3px||false|false” custom_margin_phone=”30px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”||||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}” button_bg_color__hover=”RGBA(255,255,255,0)” button_bg_color__hover_enabled=”on|desktop”]<\/p>\n
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.<\/p>\n<\/div>\n
[\/dsm_card][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.23.3″ _module_preset=”default” background_color=”#2E2E30″ custom_margin=”0px||0px||true|false” custom_margin_tablet=”0px||0px||true|false” custom_margin_phone=”0px||0px||true|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||0px||true|false” custom_padding_tablet=”0px||0px||true|false” custom_padding_phone=”20px||20px||true|false” locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.23.3″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”15px||15px||true|false” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.23.3″ _module_preset=”default” global_colors_info=”{}”][dsm_icon_list _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#FFFFFF” text_line_height=”1.3em” custom_margin=”||||false|false” locked=”off” global_colors_info=”{}”][dsm_icon_list_child text=”Understand motivations around food across key segments and their subsegments” font_icon=”^||divi||400″ icon_font_size=”25px” _builder_version=”4.27.4″ _module_preset=”default” text_font_size=”20px” global_colors_info=”{}”][\/dsm_icon_list_child][\/dsm_icon_list][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.23.3″ _module_preset=”default” global_colors_info=”{}”][dsm_icon_list _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#FFFFFF” text_line_height=”1.3em” custom_margin=”||||false|false” locked=”off” global_colors_info=”{}”][dsm_icon_list_child text=”Identify high-potential growth targets based on attitudes, needs, and behaviours” font_icon=”^||divi||400″ icon_font_size=”25px” _builder_version=”4.27.4″ _module_preset=”default” text_font_size=”20px” global_colors_info=”{}”][\/dsm_icon_list_child][\/dsm_icon_list][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.23.3″ _module_preset=”default” global_colors_info=”{}”][dsm_icon_list _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#FFFFFF” text_line_height=”1.3em” custom_margin=”||||false|false” locked=”off” global_colors_info=”{}”][dsm_icon_list_child text=”Build stronger products and campaigns that truly resonate with the right eaters” font_icon=”^||divi||400″ icon_font_size=”25px” _builder_version=”4.27.4″ _module_preset=”default” text_font_size=”20px” global_colors_info=”{}”][\/dsm_icon_list_child][\/dsm_icon_list][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.24.2″ _module_preset=”default” background_color=”#EEEEEF” custom_padding=”30px||50px||false|” custom_padding_tablet=”30px||50px||false|” custom_padding_phone=”30px||0px||false|false” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.23.4″ _module_preset=”default” custom_padding=”30px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.4″ _module_preset=”500a6429-ae24-487e-8201-265bdf91927e” header_font=”Aptos Bold|700|||||||” header_text_color=”#FFFFFF” header_line_height=”1.2em” header_2_font=”Aptos||||||||” header_2_text_color=”#000000″ header_2_font_size=”50px” header_2_line_height=”1em” width=”35%” width_tablet=”68%” width_phone=”100%” width_last_edited=”on|phone” custom_margin=”||17px|||” header_font_size_tablet=”” header_font_size_phone=”40px” header_font_size_last_edited=”on|phone” header_2_font_size_tablet=”50px” header_2_font_size_phone=”40px” header_2_font_size_last_edited=”on|phone” locked=”off” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” width_tablet=”” width_phone=”80%” width_last_edited=”on|phone” custom_padding=”||6px|||” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.22.2″ _module_preset=”default” global_colors_info=”{}”][dsm_card title=”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!” image_as_background=”off” image_width=”50%” badge_background_color=”#2E2E30″ content_padding=”20px|20px|20px|10px|false|false” button_url_new_window=”1″ content_padding_tablet=”” content_padding_phone=”” content_padding_last_edited=”on|desktop” _builder_version=”4.27.4″ _module_preset=”default” badge_text_color=”#FFFFFF” header_font=”Aptos Semi Bold||||||||” header_font_size=”24px” header_line_height=”1.1em” background_color=”#FFFFFF” custom_button=”on” button_text_size=”16px” button_text_color=”#000000″ button_bg_color=”RGBA(255,255,255,0)” button_border_width=”1px” button_font=”Aptos|700|||||||” button_icon=”$||divi||400″ button_icon_color=”#ED1C24″ button_on_hover=”off” button_custom_padding=”10px||10px||true|false” custom_margin=”0px||||false|false” custom_padding=”25px|25px|25px|25px|true|true” custom_padding_tablet=”25px|25px|25px|25px|true|true” custom_padding_phone=”25px|25px|25px|25px|true|true” custom_padding_last_edited=”on|desktop” header_font_size_tablet=”24px” header_font_size_phone=”24px” header_font_size_last_edited=”on|desktop” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}” button_bg_color__hover=”RGBA(255,255,255,0)” button_bg_color__hover_enabled=”on|hover” button_border_width__hover=”1px” button_border_width__hover_enabled=”on|hover” button_border_color__hover=”#ED1C24″ button_border_color__hover_enabled=”on|hover” button_icon_color__hover=”#000000″ button_icon_color__hover_enabled=”on|hover” button_text_color__hover=”#ED1C24″ button_text_color__hover_enabled=”on|hover”]<\/p>\n
<\/span><\/p>\n If you\u2019re in the food industry, Leger\u2019s\u00a0Crave Study<\/strong> is designed to help you connect more deeply with your current and future customers. Instead of relying on basic demographics, you\u2019ll gain access to four clear Eater segments\u2014Practicals, Spontaneous, Organized, and Passionates<\/strong>\u2014and eight detailed subsegments that reveal what truly drives food choices across the U.S.<\/span><\/p>\n With these insights, you can:<\/p>\n The CRAVE Study is the tool for making more strategic, human-centered and profitable decisions.<\/p>\n [\/dsm_card][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_direction=”90deg” background_color_gradient_stops=”rgba(46,46,48,0.85) 41%|rgba(46,46,48,0.5) 100%” background_color_gradient_overlays_image=”on” background_image=”https:\/\/leger360.com\/wp-content\/uploads\/2025\/05\/shutterstock_25592678014.png” background_position=”top_center” background_vertical_offset=”20%” custom_padding=”35px|35px|35px|35px|true|true” border_radii=”on|10px|10px|10px|10px” 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custom_padding=”0px||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n In this webinar, you\u2019ll learn how to:<\/span><\/p>\n<\/div>\n<\/div>\n [\/et_pb_text][dsm_icon_list icon_color=”#FFFFFF” _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#FFFFFF” text_font_size=”15px” width=”58%” min_height=”16px” custom_margin=”||10px||false|false” custom_margin_tablet=”||10px||false|false” custom_margin_phone=”||10px||false|false” custom_margin_last_edited=”on|desktop” text_text_shadow_style=”preset3″ text_text_shadow_horizontal_length=”0.2em” text_text_shadow_color=”rgba(0,0,0,0.56)” locked=”off” global_colors_info=”{}”][dsm_icon_list_child text=”Understand what truly drives each segment” font_icon=”^||divi||400″ icon_font_size=”30px” _builder_version=”4.27.4″ _module_preset=”default” text_font=”Aptos Semi Bold||||||||” text_font_size=”16px” text_line_height=”1.3em” global_colors_info=”{}”][\/dsm_icon_list_child][dsm_icon_list_child text=”Identify which groups offer the greatest growth potential for your brand ” font_icon=”^||divi||400″ icon_font_size=”30px” _builder_version=”4.27.4″ _module_preset=”default” text_font=”Aptos Semi Bold||||||||” text_font_size=”16px” custom_margin=”5px||||false|false” custom_margin_tablet=”5px||||false|false” custom_margin_phone=”5px||||false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}”][\/dsm_icon_list_child][dsm_icon_list_child text=”Create products and experiences that genuinely resonate” font_icon=”^||divi||400″ icon_font_size=”30px” _builder_version=”4.27.4″ _module_preset=”default” text_font=”Aptos Semi Bold||||||||” text_font_size=”16px” custom_margin=”5px||||false|false” custom_margin_tablet=”5px||||false|false” custom_margin_phone=”5px||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][\/dsm_icon_list_child][dsm_icon_list_child text=”And more!” font_icon=”^||divi||400″ icon_font_size=”30px” _builder_version=”4.27.0″ _module_preset=”default” text_font=”Aptos Semi Bold||||||||” text_font_size=”16px” custom_margin=”5px||||false|false” custom_margin_tablet=”5px||||false|false” custom_margin_phone=”5px||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][\/dsm_icon_list_child][\/dsm_icon_list][et_pb_button button_url=”https:\/\/youtu.be\/Jusq_xArp9U” url_new_window=”on” button_text=”Watch the webinar” _builder_version=”4.27.4″ _module_preset=”default” button_text_color=”#FFFFFF” button_border_width=”0px” custom_padding=”0px|0px|0px|0px|false|false” locked=”off” global_colors_info=”{}” button_bg_color__hover=”” button_bg_color__hover_enabled=”on|desktop” button_custom_margin_tablet=”0px||||false|false” button_custom_margin_phone=”0px||||false|false” button_custom_margin_last_edited=”on|desktop” button_custom_padding_tablet=”|||0px|false|false” button_custom_padding_phone=”|||0px|false|false” button_custom_padding_last_edited=”on|desktop” button_border_width__hover=”0px” 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global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.23.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/leger360.com\/wp-content\/uploads\/2025\/07\/CRAVE_highlight_Grocery_Budget_Story_3_USA.png” title_text=”CRAVE_highlight_Grocery_Budget_Story_3_USA” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.23.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/leger360.com\/wp-content\/uploads\/2025\/07\/CRAVE_highlight_Storebrand_Story_1_USA.png” title_text=”CRAVE_highlight_Storebrand_Story_1_USA” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Testimonials” module_class=”snap” _builder_version=”4.22.2″ _module_preset=”default” background_color=”#FFFFFF” background_enable_image=”off” custom_margin=”41px||41px||true|” custom_padding=”2vw||0vw||false|false” locked=”off” collapsed=”on” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|phone” _builder_version=”4.22.2″ _module_preset=”default” background_enable_color=”off” custom_padding=”0px||0px||false|false” custom_padding_tablet=”3vw||||false|false” custom_padding_phone=”7vw||||false|false” border_radii=”on|15px|15px|15px|15px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.22.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_icon font_icon=”{||divi||400″ icon_color=”#ED1C24″ icon_width=”65px” _builder_version=”4.22.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_icon][et_pb_slider arrows_custom_color=”#2E2E30″ dot_nav_custom_color=”#ED1C24″ admin_label=”NATIONAL BANK” _builder_version=”4.27.4″ _module_preset=”679c0b7a-4c7d-46b2-9661-792260f5809b” body_font=”Aptos||||||||” body_text_color=”#2E2E30″ body_font_size=”20px” custom_padding=”0px||||false|false” locked=”off” global_colors_info=”{%22gcid-bfa7fe62-254b-41c2-9e7c-1655cf29ea48%22:%91%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22%93}”][et_pb_slide _builder_version=”4.27.4″ _module_preset=”default” locked=”off” global_colors_info=”{}” sticky_transition=”on”]<\/p>\n 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\u2014how 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\u2014it’s your roadmap to meaningful marketing.<\/p>\n Luc Dumont, Senior Vice-President, Consumer Insights, Central Canada<\/strong><\/p>\n [\/et_pb_slide][\/et_pb_slider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ module_id=”contact” _builder_version=”4.24.3″ _module_preset=”default” background_color=”#2E2E30″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.23.4″ _module_preset=”default” custom_padding=”0px||0px||true|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.4″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_enable_image=”off” background_position=”top_center” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_text_align=”center” header_2_font=”Aptos||||||||” header_2_text_align=”center” header_2_text_color=”#FFFFFF” header_2_font_size=”50px” custom_margin=”10px||20px||false|false” header_font_size_tablet=”” header_font_size_phone=”40px” header_font_size_last_edited=”on|phone” header_2_font_size_tablet=”50px” header_2_font_size_phone=”36px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”28cfcf78-1bee-4815-a9d5-6caa8f7a4b47″ text_font=”Aptos||||||||” text_text_color=”#FFFFFF” text_font_size=”28px” text_line_height=”1.3em” text_orientation=”center” width=”100%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|desktop” custom_margin=”0px||35px||false|false” custom_padding=”0px||||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n Learn how this study can be adapted further to your needs.<\/p>\n [\/et_pb_text][et_pb_button button_text=”Speak with an expert” button_alignment=”center” module_class=”hs-cta-trigger-button hs-cta-trigger-button-152654486603″ _builder_version=”4.25.2″ _module_preset=”default” button_text_color=”#FFFFFF” button_bg_color=”#ED1C24″ button_border_color=”#ED1C24″ button_icon_color=”#FFFFFF” custom_margin=”|||5px|false|false” custom_margin_tablet=”||30px||false|false” custom_margin_phone=”||30px||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”10px|30px|10px|15px|false|false” custom_padding_tablet=”10px|30px|10px|15px|false|false” custom_padding_phone=”10px|30px|10px|15px|false|false” custom_padding_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” button_custom_margin_tablet=”0px||||false|false” button_custom_margin_phone=”0px||||false|false” button_custom_margin_last_edited=”on|desktop” button_bg_color__hover=”#C8E1F4″ button_bg_enable_color__hover=”on” transform_styles__hover_enabled=”off|desktop” transform_scale__hover_enabled=”off|desktop” transform_translate__hover_enabled=”off|desktop” transform_rotate__hover_enabled=”off|desktop” transform_skew__hover_enabled=”off|desktop” transform_origin__hover_enabled=”off|desktop” button_border_color__hover=”#C8E1F4″ button_text_color__hover=”#000000″][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Your guide to North American eating DNAUnlock 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.\n
Watch our 2025 CRAVE Study webinar!<\/span><\/h2>\n
Some key findings<\/span> from this year’s study<\/h2>\n
Unlock comprehensive CPG insights<\/h2>\n
CRAVE Study 2025: Uncovering What Drives Consumer Food Choices<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t