What Canadians Are Really Doing With AI and Protein Right Now
For the first edition of this newsletter, I wanted to start with something simple: what Canadians are actually doing, not what we assume they are doing. Caddle released two new Rapid Response studies that caught my attention, and both point to shifts that retailers and brands need to be preparing for now.
Both reports are based on fast-turn insights from Canadian shoppers, and they line up closely with the themes in Retail Rewired: customers think in moments, behaviour shifts are already happening, and younger generations continue to pull the market forward.
1. AI is shaping everyday shopping faster than most brands realize
(From the AI Shopping infographic, page 1) Caddle Infographic - Rapid Resp…
According to the data, 25 percent of Canadians already use AI to shop for household goods and 57 percent plan to use it soon. That alone should get the attention of every retailer.
A few things stand out:
Gen Z is leading the shift. More than half say they will use AI more often for purchase decisions. Millennials are right behind them.
AI is being trusted for real tasks. Shoppers use it for product comparisons, deal finding, summarizing reviews, and finding new products to try.
This is no longer “future behaviour.” It’s here.
In Retail Rewired, I talk about understanding the moment your customer is in. AI is becoming the moment. It is the place where customers ask questions, validate what they see on shelf, and build confidence. If your content is weak, unclear, or inconsistent across platforms, you are invisible where the decision is being made.
What brands need to do next:
Audit how your brand actually shows up in AI tools.
Strengthen product reviews and retail content.
Build answer-driven, practical content that responds to how shoppers are using AI in real moments.
2. Protein is becoming a daily behaviour, not a niche trend
(From the Protein Shopper infographic, page 1) Caddle Infographic - Rapid Resp…
Caddle’s second study looks at protein, and the shift here is just as important.
More than half of Canadians consider protein essential.
Four in ten actively look for protein products each time they shop.
Gen Z and Millennials are over-represented again, signalling where demand is heading.
Purchase frequency is rising too. Gen Z in particular is buying protein products “much more often” than they were a year ago. That lines up with what we see across wellness, snacks, grocery, and ready-to-eat formats.
Shoppers also trust certain sources more than others. Product packaging, doctors, and health professionals rank highest. AI tools are now showing up in the mix too.
What brands need to do next:
Make benefits clearer on pack and in digital channels.
Keep information consistent across retailer listings.
Lean into convenient formats and on-the-go usage.
Tailor messages to younger cohorts who are driving the trend.
My Take
What stood out to me in both sets of data is how quietly and quickly shopper behaviour is changing. It is happening in ways most teams do not see day to day, but the impact is real. AI is becoming a default step in the buying journey, especially for younger shoppers. Protein, once a niche conversation, is now a routine priority.
When I wrote Retail Rewired , I focused on the idea that customers think in moments. These two studies are a perfect example of that. People are using AI because it removes friction. They are choosing protein because it aligns with how they live. When you understand the moment, the behaviour makes sense. Brands that stay close to those moments will stay ahead.
If you want the full infographics or a deeper breakdown, reply and I will send them over.
More next week.