MINTEL 2018

CANADIAN
LIFESTYLES
 OFFICIAL STORE

Mintel
COMPREHENSIVE ANALYSIS.
EXPERT INSIGHT. CANADIAN LIFESTYLES
Reports Point of sale
market data
Utilize IRI point
of sale data
Consumer
behaviours
Understand
consumers’
Company
strategy
Understand the
strategic moves
Editor’s Note
The future is bright for Canadians! Not only are
Contents
consumers feeling better about their financial
02
Over 1,000 global to see exactly
what consumers
buying
behaviours,
of key players
to see what’s
situations today, but the majority also feel that
their financial and personal goals are attainable. Priorities for 2018

consumer markets
are purchasing habits and working
Optimism is also reflected on a societal level
purchase
with consumers proud of and embracing
influencers
06
at your fingertips.
diversity – so much so that it is seen as a key
Carol Wong-Li, part of what it means to be “Canadian.”
Changes in
Senior Analyst,
consumer spending
Lifestyles and Leisure It’s undeniable that the makeup of the population

Understand the market. Market size Demographic Product

is changing, with immigration primarily driving
growth. What’s more, the median age is 41 and

Know your consumer.

Evaluate the breakdown innovation
there are proportionately more people over age 08
size of your From Identify and
65 than under age 14. With an increasingly 5 markets to watch
market and Millennials to evaluate new
See the future. the 5-year Baby Boomers, products with
diverse population, marketers will need to be
mindful that preferences, tastes and needs
forecasted assess how each our Global
will change alongside what consumers think
FIND YOUR REPORT
growth rate group spends New Products
constitutes “mainstream” Canada and marketing 10
Database
efforts, products and packaging design should What we think
cater to both younger and older consumers to
maximize gains.

Moreover, changing household structures 11

Market Representative Opportunities About the analysts
means that being time-crunched is an issue
segmentation sample Assess the
that is impacting consumers now more than
Identify the Evaluate areas of growth
ever, placing a greater demand for quick, easy
various market consumers and potential
and convenient solutions across all categories.
segments and accurately market
how they’re with data from opportunities
The economy saw strong growth in 2017,
performing real-world
supported by consumer spending and housing
consumers
activity. While increased interest rates are
taking a toll on the highly indebted household
sector in 2018, softening is limited by support
from a healthy labour market and rising wages.
THE CHINES
E CONSU
MER, CHINA
- APRIL 2018

Being an
aspirational
longer brand is
about price
and exclu no FIGURE
While value sivity 7: ATTRI 16
JANUARY BUTES ASSO
for money 2018 CIATED
mentioned is WITH AN
criteria definin the most ASPIRATION

Low unemployment, increased minimum wage

brand, this “Which of
is not enough g an aspirational the follow AL BRAN
D,
expect the : consum apart from ing attribu
brand to ers also offering tes
sharing the
same values
be sincere
, ethical, high quality would you assoc
being rich ? (Multic iate with
in cultura with them ode)” an aspira

Get 20% off the new Canadian

much more l heritage. and tional brand
about the There is Being value
than produc brand person Shares the for money
t offering
in techno (being cutting ality same value
with me
logy
consumers’ and aesthetical edge
definition. in design Has historic Is sincere 62
) in

and the narrowing of the gender gap in the

al/cultural 44
Consumers heritage
from differen 44
have somew t Is ethical
hat differen generations
%

Full of high-te 39
defines an t
aspirational views on what ch 38
70s, it is brand: for Is trend-le
important ading
as an approa for the brand Post- Is aesthe 34
chable and to be seen tically design
for Post-8 genuine ed 32

Lifestyles report with the code CAN20.

0s, friend;
one setting this brand needs Is luxurio
us 30
the standa to be the Difficult to 12
for Post-9 rd in the buy

labour market all support growth through 2018.

0s, industry;
spokespersonthe brand is like None of
the above
5
they can an idol or
identify with. Base: 3,000
1
internet
Short-term Source: users aged
20-49
the long gimmicks KuRunD
ata/Minte
term job cannot l
fulfil
again proves
Nearly half buzz genera the point that short-t
of consum tors are erm
to certain ers are indiffer to change limited in brands that
marketing ent consumers’ their power
employ, activities brand in feelings offer real
eg using that brands the long about the smart service benefit
endorsement young hunks term. are most s and custom s (such as
and event as an likely to ised solutio
marketing. Chinese emotional win their ns)
This consumers level, favour. On
FIGUR E 8: ATTIT nature, which are practic lifestyle-positio nostalgia market an
UDES TOWA is reflecte al by ing and
d by the resonate ning are
RDS DIFFE fact that with them. more likely
“In gener RENT to
al, how do MARKETING
you feel ACTIVITIES,
about the

SHOP NOW
following JANUARY
brand activit 2018
ies and trends
? (Single
Offer smart code
per row)”
Offer custo services
mised produ (a)
ct/service
solutions 72
Nostalgia
Self-label marketing 70 23
as a lifesty 33
Use hot le brand 47 25
event to 33
%

market a 44 43
Crossover brand 4 6
marketing 34 45
Live stream (b) 6 5
ing brand 30 48
activities 13 6
Use grass Open pop-u 30 46
root star p stores 16
Use young as a brand 55 7
's spoke 29
hunk as sperson 9 6
a brand's 26 55
Self-label spokespers
as an intern on 8 8
et famou 26 60
Have favou s brand 7 7
rable attitud 20 54
Putt me es towar 50 15 5
off the brand d the brand
Doesn't 24 6
Base: 3,000 affect my
internet
users aged feelings
(a) eg self-serv 20-49 I don't know towards
(b) eg KFC
e ordering
, pay by /It's hard the brand
launchin
g perfume
facial recogniti
on to say
Source: s, Gucci
KuRunD opening
ata/Minte a café
l

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 02 – 03

Spending on How extra money is spent, January 2018

Priorities experiences,
not things
Entertainment

Dining out
39%

38%

for 2018
The Canadian economy has shown
improvement this year and is Travel 35%
working to shed the conservative
attitudes towards spending exhibited
Paying off debt 33%
by consumers in years past. In
particular, consumers today hold
a greater inclination to put their Personal treats 30%
extra dollars towards non-essential

Financial goals
financial situation is “healthy” (ie With their financial goals firmly in categories like entertainment, travel Investments 27%
having enough left over at the month their sights, consumers are optimistic and dining out.

are more
for a few luxuries or treats) this year and generally feel that they are on
compared to 2017. This is a boon track financially (or at least making The rumours are true; consumers Saving it for a major purchase 27%

achievable
Reflective of the positive economic
conditions, consumers’ perception
of their financial situations continues
to show improvement. An increased
proportion of consumers say their
for non-essential categories, an area
that has seen reduced engagement
in previous years owing to a more
conservative approach to spending.
Today, consumers are much more
inclined to put their discretionary
funds towards entertainment and
eating out.
it work). In fact, many feel that they
will be able to achieve what some
may deem the “basics” in terms
of financial and personal goals,
including good job opportunities,
paying off debt, saving money and
even taking vacations.
place more value on experiences
over things, well over half of
consumers, in fact, according to
Mintel research. While there is
much talk that younger people seek
experiences over things, over-55s
are actually more inclined to agree
with the sentiment than younger
consumers.
Gifts for others 18%
I don’t spend it – I save
10%
any extra money I have
I never have any extra money 7%
Base: 2,000 internet users aged 18+

Living the dream, January 2018 What’s more, the desire for The notable quality of vacations and to buying physical goods, there is
“Do you feel you have already achieved, believe you will achieve, experiences is reflected in the fact leisure/entertainment categories is an emotional component attached
that consumers are most likely to that they are less about acquiring to eating for many Canadians –
or think you will not be able to achieve each of the following?”
enjoy and put effort into shopping physical items as they are about particularly when a meal is
in categories like groceries (by the experience that results from enjoyed with others.
Owning a car 72% 19% 3% 6% way of the act of eating), vacations participating in these categories.
and leisure/entertainment. While buying groceries is linked
Being able to
59% 28% 9% 4%
afford housing
Being able to
53% 33% 9% 4%
take vacations
Good job
45% 33% 7% 15%
opportunities
Having money
45% 42% 11% 2%
saved

Paying off debt 38% 47% 7% 8%

I have achieved this I believe I will achieve this I don’t believe I will achieve this Not applicable

Base: 2,000 internet users aged 18+

 04 – 05

Canadian values,
Diversity is
This attitude impacts the cultural
makeup of the country as Canadians January 2018
impacting the
are accepting of other cultures and
take pride in the fact that the nation I N T RO DU C I N G
meaning of
The future of market
is multicultural and diverse.

75%
“mainstream”
At the same time, this also suggests

intelligence in Canada
that what consumers think of as

Canada
Value placed on equality, open-
mindedness and the belief in the
ability to speak freely means that
consumers are of the mindset that
they are free to be true to who they
are without fear of repercussion.
“mainstream” Canada is becoming
blurred and shifting towards a
cultural mosaic where ethnic Freedom
backgrounds and cultures exist
side by side.
65% With access to more than 150 reports,
discover everything you need to know about
today’s Canadian consumers and markets.
Equality

Identify consumers’ needs and wants by knowing what influences their purchasing
decisions across the region’s major markets with Mintel Canada Reports.
60%

Open-minded

DRINK FINANCE FOOD LIFESTYLES TECHNOLOGY

& RETAIL & MEDIA

57%
Subscribe now to find out:

1 2 3
Polite

What to expect When it will be Everything you need

from this exciting available to you. to know about the
52% new offer. new package.

Diversity SUBSCRIBE NOW

Base: 2,000 internet users aged 18+ http://www.mintel.com/canada-reports-subscribe
 06 – 07

Changes in
Total Canadian consumer expenditure (bn) (est.), 2017

Housing

$295.0
consumer
spending Transportation Miscellaneous

Consumer expenditures reached
an estimated $1.204 trillion in 2017,
representing a 3.4% increase over
2016, the fastest pace of increase
since 2010. Spending continues to
be driven by essential goods and
services, accounting for three of the
four largest categories: housing,
transportation and in-home food.
What’s more, Mintel forecasts a
relatively stable value increase in
consumer expenditures over the
next five years.
$181.1 $104.3
Moreover, casual dining restaurants
and grocery retailers could see
increased consumer dollars, with
the rise of “grocerants” providing
yet another alternative for
consumers to dine out. Home meal
replacements and the increasing
Personal Finance In-home Food
popularity of the “hometainment”
trend, where consumers increasingly
adopt the “staying in is the new
$102.9 $97.6
going out” mentality, will also help
to keep consumers engaged in the
years ahead.

Looking ahead, food-related Home and Garden Technology and Clothing and

$70.2
categories such as foodservice Communications Accessories
and in-home food are predicted
to see the strongest growth. The $59.2 $53.9
foodservice sector is well positioned
as dining out holds the position
of being a, if not the, top financial Leisure and Entertainment Alcoholic Drinks
at home
OTC and
Pharmaceuticals
indulgence for most consumers.
This trend is likely to continue Foodservice
$45.9 $23.0 $21.8

$61.3
as consumers actively prioritize
experiences over things. Alcoholic Non-
Vacations Beauty and
Personal
Drinks on alcoholic

$43.1
premise Drinks
Care

$17.5 $11.4 $11.3

Household Care $5.1

 08 – 09

5 markets

to watch
Leisure
$97.6 “The time is ripe for marketers of
non-essential categories to connect
with Canadians as consumers are
eager to treat themselves after
several years of cautious spending.
As consumers increasingly claim
to value experiences over things,
highlighting messages of treating
oneself should work well to buoy
$181.1
Transportation
“The growth of automobile sales
over the past five years has been
of benefit to the Canadian economy
and transport sector. Although
priorities have shifted towards
experiences rather than goods,
growth is predicted to continue in the
category. Consumers are conscious
of their monetary situations, and with

$102.9
the travel, foodservice, clothing continued attractive financing options,

In-home Food
“Amazon’s purchase of Whole Foods
shook the North American grocery
world in 2017 and the aftershocks
will continue to be felt in 2018 and
beyond. Retailers are refocusing
and reallocating resources to
compete in the emerging online
shopping segment, realizing they
Personal
Finance
“The introduction of digital tools such
as chatbots, mobile apps and robo-
advisors is giving rise to a curious
dichotomy. On the one hand, branch
networks continue to play a vital role
in customer satisfaction and product
Technology
“Consumer usage of data is
rising due to media consumption
habits that are shifting towards
streaming services and other
online activities demanding more
data, and service providers will
need to address the cost of their
offerings to satisfy consumer
$97.6
and accessories, and leisure and some may feel it is a good opportunity
entertainment sectors. Given that to invest in a new vehicle.”
– Andrew Zmijak,
participation in these categories
often tends to be social, emphasis Research Analyst
on the potential for in-person
bonding will also play well as a
strategy – particularly since shared
experiences lend themselves to
being memorable and meaningful.”
– Carol Wong-Li, Senior Analyst,
Lifestyles and Leisure

need to fortify position in the space.
Stores are also continuing to invest
in their home meal replacement
departments to provide convenient
sales, and on the other hand, digital
functionalities are lessening human
contact. Perhaps the future will see
a merging of both forms by way of
$59.2
preferences. Trending devices such
as smart speakers and wearable
technology will likely brighten
sales in the category. Furthermore,

meal solutions, protect margins and
offer a point of differentiation in an
increasingly competitive market.”
– Joel Gregoire, Associate
empathetic, intelligent and friendly
virtual assistants who will aim to
provide the best of both worlds.”
– Sanjay Sharma, Senior
$45.9
increased customization of pay
TV services should gain traction,
while video streaming services will
likely succeed by expanding their

Personal Finance
Director, Food & Drink Financial Services Analyst repertoire of original content.”

Transportation
In-home Food
– Scott Stewart, Senior

Technology
Technology and Media Analyst

Leisure
10 – 11
What’s About the analysts
next?
CAROL WONG-LI,
SENIOR ANALYST,
Consumers are feeling better about their financial LIFESTYLES AND LEISURE
situations and more willing to treat themselves. As
consumers move away from a more conservative Carol Wong-Li is a
spending mindset, attention will be turned to things Senior Analyst, Lifestyles
that may be more emotionally rewarding and allow and Leisure at Mintel.
for the creation of memories with others given that She incorporates her
experiences are prioritized over things. Outside background in advertising
of highlighting experiential aspects, marketers and brand tracking to
would do well to acknowledge diversity and open- deliver strategic insights on
mindedness in an effort to better resonate with a wide range of subjects
consumers throughout the rest of 2018 and beyond. including retailing and
health and wellness. Carol
has been with Mintel since
2014 and holds a Master
of Arts in Sociology from
the University of Calgary,
specializing in Canadian
Ethnic Relations.
JOEL GREGOIRE,
ASSOCIATE DIRECTOR,
FOOD & DRINK
Joel Gregoire researches
and writes reports on the
Canadian food and drink
industry for Mintel. He
comes to us after stops
at NPD, Loblaw’s and
OMD, where he amassed
a breadth experience in
the industry. Joel has a
Bachelor’s Honours Co-op
in Political Science and
History from the University
of Waterloo.
SANJAY SHARMA,
SENIOR FINANCIAL
SERVICES ANALYST
Sanjay researches
and writes reports on
the Canadian financial
services industry. Prior
to joining Mintel, he has
worked in marketing,
research and capital
markets positions in
Canadian financial
services with companies
such as the Ontario
Financing Authority,
Toronto Financial Services
Alliance, Ipsos Reid and
the Canadian Securities
Institute. Sanjay has an
MBA in Finance from
the University of British
Columbia and is a qualified
Portfolio Manager with a
CIM (Canadian Investment
Manager) designation.
SCOTT STEWART, ANDREW ZMIJAK,
SENIOR TECHNOLOGY RESEARCH ANALYST
AND MEDIA ANALYST
Andrew researches and
Scott Stewart researches writes reports on social
and writes reports on the media and Canadian
Canadian tech and media consumer behaviour.
industry for Mintel. He Prior to joining Mintel he
comes to us after stops worked for Canada Post
at Maru/Matchbox and as a GIS Analyst and as a
The NPD Group. On top Market Research Analyst
of knowing about tech at Metroland Media Group.
and media, Scott also Andrew has a BA degree
has foodservice expertise. in Geographic Analysis
He has a Master’s of and a Graduate Diploma
Science in Marketing in International
from Concordia University Development from the
in Montreal. University of London.
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