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.

EXCLUSIVE WEBINAR — JUNE 18, NOON (ET)

Today’s eaters go beyond demographics. Explore the needs and behaviours of North America’s four key eater segments and discover how your brand can truly connect.

Register for the webinar
  • ^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 segmentation 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 profiles—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, and focus your efforts on the segments with the highest growth potential. This is your opportunity to make smarter, more human-centric business decisions.

Curious to learn more about Leger’s CRAVE study?

Register for our webinar taking place on June 18.
You’ll be able 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!
Register for the webinar
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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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