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Canadian Lifestyles: It's Not Dollars to Donuts - Canada - April 2016

Description

Although the majority of Canadians perceive their current financial situation as stable, there is a sense that the rising cost of goods is impacting consumers – leading to a greater prioritization of addressing current debt and saving for the future. The outlook on the economy is cautious leading to consumers holding a conservative mindset when it comes to making purchases. This report discusses the financial priorities and challenges of Canadians, their perceived changes in expenditures and how their discretionary funds are spent and their attitudes towards spending in light of the current economic conditions.

This report provides a comprehensive overview of Canadians’ spending in 2015 in total as well as across 16 consumer categories. A demographic profile of Canadians and future projections, as well as an examination of the economic conditions impacting Canadians, is also included. An in-depth analysis of Canadians’ purchasing priorities and how they seek to find balance, financial and otherwise, is also evaluated.

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Highlights:

- The majority of Canadians perceive their financial health to be stable

- Debt reduction and saving for retirement are the biggest financial challenges

- Canadians feeling the pinch of increased living costs

What’s included

- Consumer Attitudes and Behaviour

- Market data

- Competitive analysis

- Risks and Opportunities

- What’s Next

- Market Trends

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Canada today
            • The people
              • The economy
                • The consumer
                  • The majority of Canadians perceive their financial health to be stable
                    • Figure 1: Perception of financial health, February 2016
                  • Debt reduction and saving for retirement are the biggest financial challenges
                    • Figure 2: Financial challenges, February 2016
                  • Canadians feeling the pinch of increased living costs
                    • Figure 3: Factors impacting financial situation, February 2016
                  • There is a sense of concern among consumers
                    • Figure 4: Attitudes towards current economic state, February 2016
                  • Consumers are more focused on the future than the now
                    • Figure 5: Attitudes towards spending, February 2016
                  • What it means
                  • Canada Today – The People

                    • What you need to know
                      • The population is primarily concentrated in four urban centres
                        • Figure 6: Share of population of Canada, by territory/province, 2014
                      • Canadian population is growing due mainly to immigration
                        • Figure 7: Region of birth of immigrants, by period of immigration, Canada, 2011
                        • Figure 8: Foreign-born share of population by G8 country and Australia
                      • Canada is a low-fertility society
                        • Figure 9: Annual births and birth rate*, 1981-2011
                      • The average age at childbirth is rising
                        • Figure 10: Fertility rate, by age group (per 1,000 women), 2001-11
                      • Canada is experiencing a “baby boomlet”
                        • Figure 11: Projected trends in the age structure of the Canadian population, 2014-19
                      • Canada’s population is aging
                        • Figure 12: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • Shifts in the family structure
                        • Figure 13: Distribution and percentage change of census families, by family structure, 2001-11
                      • As seen in Mintel reports
                        • What this means for retailers
                          • Figure 14: Parenting situation among Canadian mothers, August 2014
                      • Canada Today – The Economy

                        • What you need to know
                          • Overall negative impact of lower oil prices on the Canadian economy
                            • Figure 15: Quarterly growth rates of real GDP, change over previous quarter, Q1 2010-Q4 2015
                          • Canada’s employment rate has been steady, but age is impacting labour force participation
                            • Figure 16: Canada’s unemployment rate, by gender, February 2010-February 2016
                          • The weak Canadian dollar is impacting import costs
                            • Impact of inflation
                              • Figure 17: Consumer price index, February 2010-February 2016
                            • The rising price of groceries
                              • Bank of Canada keeps interest rate at 0.5%
                                • Figure 18: Canada bank rate 2005-16, March 2016
                              • The Canadian Dollar remains weak
                                • Figure 19: Historical Canadian/US currency rate comparisons, December 2011-December 2015
                              • Wealth distribution and household debt levels in Canada
                                • Alberta faces the brunt of the resource sector decline
                                  • Household debt levels are adding pressure to Canadian consumers
                                    • Figure 20: Total household debt percent of net disposable income for G7 countries, 2004-14
                                • Expenditure Overview

                                  • What you need to know
                                    • Total Canadian consumer expenditures 2015
                                      • Figure 21: Total Canada consumer expenditure and fan chart forecast, at current prices, 2014
                                    • Outlook for the next five years
                                      • Figure 22: Total Canadian consumer expenditure and fan chart forecast, at current prices, 2010-20
                                  • Category Review – In-home Food

                                    • What you need to know
                                      • What it means
                                        • Food inflation supports increase in sales
                                          • Figure 23: Total Canadian consumer expenditure on food (at home), at current prices, 2010-15
                                        • Upward sales momentum forecasted to continue
                                          • Figure 24: Best- and worst-case forecast value sales of the food (at home) market, at current prices, 2010-20
                                        • What’s working
                                          • Grocers successfully build defences against new entrants
                                            • What’s not working
                                              • Inflation taking a bite out of consumers’ wallets
                                                • Trust deficit needs to be addressed with consumers
                                                  • What’s next
                                                    • Evolving consumer base influences consumer demand
                                                      • Changing consumer spending habits
                                                        • Figure 25: Perceived change in spend on food (at home) compared to prior years, February 2015 and 2016
                                                      • Key consumer findings in the food market
                                                      • Category Review – Dining Out

                                                        • What you need to know
                                                          • What it means
                                                            • Foodservice has enjoyed steady growth
                                                              • Figure 26: Total Canadian consumer expenditure on food – Dining out, at current prices, 2010-15
                                                            • The growth trend continues
                                                              • Figure 27: Best- and worst-case forecast value sales of the food – Dining out market, at current prices, 2010-20
                                                            • What’s working
                                                              • What’s facing challenges
                                                                • What’s next
                                                                  • Changing consumer spending habits
                                                                    • Figure 28: Perceived change in spend on food – Dining out compared to prior years, February 2015 and 2016
                                                                  • Key consumer findings
                                                                  • Category Review – Alcoholic Beverages (at Home)

                                                                    • What you need to know
                                                                      • What it means
                                                                        • Beer remains the top choice for Canadians, but wine is growing share
                                                                          • Figure 29: Total Canadian consumer expenditure on alcoholic beverages (at home), at current prices, 2010-15
                                                                        • Wine share forecasted to continue gains in a slower-growing market
                                                                          • Figure 30: Best- and worst-case forecast value sales of the alcoholic beverages (at home) market, at current prices, 2010-20
                                                                        • What’s working
                                                                          • Wine growth supported by aging Boomer cohort
                                                                            • Value sales outpacing volume reflects continued trend to premiumization in industry
                                                                              • Demand for craft beer higher among women
                                                                                • What’s not working
                                                                                  • Beer volume losing share to wine
                                                                                    • What’s next
                                                                                      • Merger makes beer mega-brewer
                                                                                        • Regulation to open up beer sales at grocery designed to support Ontario’s craft beer industry
                                                                                          • Changing consumer spending habits
                                                                                            • Figure 31: Perceived change in spend on alcoholic beverages (at home) compared to prior years, February 2015 and 2016
                                                                                          • Key consumer findings
                                                                                          • Category Review – Alcoholic Beverages (Out of Home)

                                                                                            • What you need to know
                                                                                              • What it means
                                                                                                • Increase in sales of alcoholic beverages at foodservice continues to trail at-home options and overall foodservice growth
                                                                                                  • Figure 32: Total Canadian consumer expenditure on alcoholic beverages (out of home), at current prices, 2010-15
                                                                                                • Added value needed to win share in a soft growth environment
                                                                                                  • Figure 33: Best- and worst-case forecast value sales of the alcoholic beverages (out of home) market, at current prices, 2010-20
                                                                                                • What’s working
                                                                                                  • Pairing places more importance on alcoholic beverages
                                                                                                    • Leveraging the art of the pour
                                                                                                      • Girls’ night out
                                                                                                        • What’s not working
                                                                                                          • Economic and societal challenges for on-premise alcoholic beverage consumption
                                                                                                            • What’s next
                                                                                                              • Flavoured craft beers provide an opportunity for differentiation
                                                                                                                • Starbucks – “Where everybody knows your name”
                                                                                                                  • Changing consumer spending habits
                                                                                                                    • Figure 34: Perceived change in spend on alcoholic beverages (out of home) compared to prior years, February 2015 and 2016
                                                                                                                  • Key consumer findings
                                                                                                                  • Category Review – Non-alcoholic Beverages (at Home)

                                                                                                                    • What you need to know
                                                                                                                      • What it means
                                                                                                                        • Beverage market becoming more diversified
                                                                                                                          • Figure 35: Total Canadian consumer expenditure on non-alcoholic beverages (at home), at current prices, 2010-15
                                                                                                                        • Diversification in beverage market to continue
                                                                                                                          • Figure 36: Best- and worst-case forecast value sales of the non-alcoholic beverages (at home) market, at current prices, 2010-20
                                                                                                                        • What’s working
                                                                                                                          • Smaller is better for CSDs
                                                                                                                            • Manufacturers invest in flavour mixes
                                                                                                                              • What’s not working
                                                                                                                                • Sugar a barrier to CSD and juice consumption
                                                                                                                                  • K-Cups experience first decline – a sign of a maturing category
                                                                                                                                    • What’s next
                                                                                                                                      • Demand for premium/natural CSDs and energy drinks
                                                                                                                                        • Fewer ingredients with more benefits in juice
                                                                                                                                          • Perception of spending remains consistent with last year
                                                                                                                                            • Figure 37: Perceived change in spend on non-alcoholic beverages (at home) compared to prior years, February 2015 and 2016
                                                                                                                                          • Key consumer findings
                                                                                                                                          • Category Review – Beauty and Personal Care

                                                                                                                                            • What you need to know
                                                                                                                                              • What it means
                                                                                                                                                • Canada’s beauty and personal care market saw modest growth with the exception of 2013
                                                                                                                                                  • Figure 38: Total Canadian consumer expenditure on beauty and personal care, at current prices, 2010-15
                                                                                                                                                • The forecast for the sector is of continued slow growth
                                                                                                                                                  • Figure 39: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2010-20
                                                                                                                                                • What’s working
                                                                                                                                                  • The appeal of low prices
                                                                                                                                                    • Marketing to men
                                                                                                                                                      • The Sephora effect
                                                                                                                                                        • What’s not working
                                                                                                                                                          • Competitive environment for beauty retailers and brands and the need to stand out
                                                                                                                                                            • What’s next
                                                                                                                                                              • Multi-functionality and personalization
                                                                                                                                                                • Boosting online sales
                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                    • Figure 40: Perceived change in spend on beauty and personal care compared to prior years, February 2015 and 2016
                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                  • Category Review – OTC Healthcare Remedies

                                                                                                                                                                    • What you need to know
                                                                                                                                                                      • What it means
                                                                                                                                                                        • The sector has been growing at a moderate pace since 2010
                                                                                                                                                                          • Figure 41: Total Canadian consumer expenditure on OTC healthcare remedies, at current prices, 2010-15
                                                                                                                                                                        • Growth rate forecasted to slow
                                                                                                                                                                          • Figure 42: Best- and worst-case forecast value sales of the OTC healthcare remedies market, at current prices, 2010-20
                                                                                                                                                                        • What’s working
                                                                                                                                                                          • Figure 43: Tropic Fruit Multivitamin Adult Chews Centrum
                                                                                                                                                                        • What’s next
                                                                                                                                                                          • Changing consumer spending habits
                                                                                                                                                                            • Figure 44: Perceived change in spend on OTC healthcare remedies compared to prior years, February 2015 and 2016
                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                          • Category Review – Household Care

                                                                                                                                                                            • What you need to know
                                                                                                                                                                              • What it means
                                                                                                                                                                                • Sector growth continues to soften
                                                                                                                                                                                  • Figure 45: Total Canadian consumer expenditure on household care, at current prices, 2010-15
                                                                                                                                                                                • Mintel predicts that the sector will plateau
                                                                                                                                                                                  • Figure 46: Best- and worst-case forecast value sales of the household care market, at current prices, 2010-20
                                                                                                                                                                                • What’s working
                                                                                                                                                                                  • What’s not working
                                                                                                                                                                                    • What’s next
                                                                                                                                                                                      • Changing consumer spending habits
                                                                                                                                                                                        • Figure 47: Perceived change in spend on household care compared to prior years, February 2015 and 2016
                                                                                                                                                                                      • Key consumer findings
                                                                                                                                                                                      • Category Review – Clothing, Footwear and Accessories

                                                                                                                                                                                        • What you need to know
                                                                                                                                                                                          • What it means
                                                                                                                                                                                            • Upward momentum on clothing, footwear and accessories has led to an estimated $48.3 billion market
                                                                                                                                                                                              • Figure 48: Total Canadian consumer expenditure on clothing, footwear and accessories, at current prices, 2010-15
                                                                                                                                                                                            • Growth of the sector will slow
                                                                                                                                                                                              • Figure 49: Best- and worst-case forecast value sales of the clothing, footwear and accessories market, at current prices, 2010-20
                                                                                                                                                                                            • What’s working
                                                                                                                                                                                              • What’s not working
                                                                                                                                                                                                • What’s next
                                                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                                                    • Figure 50: Perceived change in spend on clothing, footwear and accessories compared to prior years, February 2015 and 2016
                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                  • Category Review – Technology and Communications

                                                                                                                                                                                                    • What you need to know
                                                                                                                                                                                                      • What it means
                                                                                                                                                                                                        • Growth to continue but not at the pace seen in 2014
                                                                                                                                                                                                          • Figure 51: Total Canadian consumer expenditure on technology and communications, at current prices, 2010-15
                                                                                                                                                                                                        • Slow growth predicted to continue
                                                                                                                                                                                                          • Figure 52: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2010-20
                                                                                                                                                                                                        • What’s working
                                                                                                                                                                                                          • Mobile phone ownership is dominated by smartphones
                                                                                                                                                                                                            • Overall, Canadian consumers are satisfied with their cell phones
                                                                                                                                                                                                              • What’s not working
                                                                                                                                                                                                                • Online security is a concern, especially for those using mobile payments
                                                                                                                                                                                                                  • New mobile phones and data are expensive
                                                                                                                                                                                                                    • Smartwatch popularity is lagging
                                                                                                                                                                                                                      • What’s next
                                                                                                                                                                                                                        • Most Canadians are interested in a ‘connected’ smart home
                                                                                                                                                                                                                          • Changing consumer spending habits
                                                                                                                                                                                                                            • Figure 53: Perceived change in spend on technology and communications compared to prior years, February 2015 and 2016
                                                                                                                                                                                                                          • Key consumer findings
                                                                                                                                                                                                                          • Category Review – Vacations and Tourism

                                                                                                                                                                                                                            • What you need to know
                                                                                                                                                                                                                              • What it means
                                                                                                                                                                                                                                • Growth in travel continues, but has slowed slightly
                                                                                                                                                                                                                                  • Figure 54: Total Canadian consumer expenditure on vacations and tourism, at current prices, 2010-15
                                                                                                                                                                                                                                • Regardless of financial constraints and weaker Canadian Dollar, Millennials will fuel growth in travel
                                                                                                                                                                                                                                  • Figure 55: Best- and worst-case forecast value sales of the vacations and tourism market, at current prices, 2010-20
                                                                                                                                                                                                                                • What’s working
                                                                                                                                                                                                                                  • Cruises implement “pricing integrity” policies
                                                                                                                                                                                                                                    • Reviews by social media influencers can be a powerful tool
                                                                                                                                                                                                                                      • Kimpton hones in on the power of karma
                                                                                                                                                                                                                                        • What’s not working
                                                                                                                                                                                                                                          • Zika concerns may keep Canadians from travelling overseas
                                                                                                                                                                                                                                            • Weakness in energy sector creates less demand on flights
                                                                                                                                                                                                                                              • What’s next
                                                                                                                                                                                                                                                • Appealing to all ages and affluence levels
                                                                                                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                                                                                                    • Figure 56: Perceived change in spend on vacations and tourism compared to prior years, February 2015 and 2016
                                                                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                                                                  • Category Review – Leisure and Entertainment

                                                                                                                                                                                                                                                    • What you need to know
                                                                                                                                                                                                                                                      • What it means
                                                                                                                                                                                                                                                        • Change of focus on discretionary funds remains a barrier to participation
                                                                                                                                                                                                                                                          • Figure 57: Total Canadian consumer expenditure on leisure and entertainment, at current prices, 2010-15
                                                                                                                                                                                                                                                        • Negligible growth expected for entertainment and leisure market
                                                                                                                                                                                                                                                          • Figure 58: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2010-20
                                                                                                                                                                                                                                                        • What’s working
                                                                                                                                                                                                                                                          • Cinema in style
                                                                                                                                                                                                                                                            • What’s not working
                                                                                                                                                                                                                                                              • Difficulties in attracting younger consumers
                                                                                                                                                                                                                                                                • What’s next
                                                                                                                                                                                                                                                                  • Bringing the fun to the consumer
                                                                                                                                                                                                                                                                    • Seamless payment
                                                                                                                                                                                                                                                                      • Changing consumer spending habits
                                                                                                                                                                                                                                                                        • Figure 59: Perceived change in spend on leisure and entertainment compared to prior years, February 2015 and 2016
                                                                                                                                                                                                                                                                      • Key consumer findings
                                                                                                                                                                                                                                                                      • Category Review – Home and Garden

                                                                                                                                                                                                                                                                        • What you need to know
                                                                                                                                                                                                                                                                          • What it means
                                                                                                                                                                                                                                                                            • The sector has been increasing steadily over the past five years
                                                                                                                                                                                                                                                                              • Figure 60: Total Canadian consumer expenditure on home and garden, at current prices, 2010-15
                                                                                                                                                                                                                                                                            • Slowing growth forecasted for the future
                                                                                                                                                                                                                                                                              • Figure 61: Best- and worst-case forecast value sales of the home and garden market, at current prices, 2010-20
                                                                                                                                                                                                                                                                            • What’s working
                                                                                                                                                                                                                                                                              • What’s not working
                                                                                                                                                                                                                                                                                • What’s next
                                                                                                                                                                                                                                                                                  • Changing consumer spending habits
                                                                                                                                                                                                                                                                                    • Figure 62: Perceived change in spend on home and garden compared to prior years, February 2015 and 2016
                                                                                                                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                                                                                                                  • Category Review – Transportation

                                                                                                                                                                                                                                                                                    • What you need to know
                                                                                                                                                                                                                                                                                      • What it means
                                                                                                                                                                                                                                                                                        • Expenditures on this sector have seen healthy growth
                                                                                                                                                                                                                                                                                          • Figure 63: Total Canadian consumer expenditure on transportation, at current prices, 2010-15
                                                                                                                                                                                                                                                                                        • Growth continues for the transportation sector
                                                                                                                                                                                                                                                                                          • Figure 64: Best- and worst-case forecast value sales of the transportation market, at current prices, 2010-20
                                                                                                                                                                                                                                                                                        • What’s working
                                                                                                                                                                                                                                                                                          • Strong sales of new vehicles
                                                                                                                                                                                                                                                                                            • What’s not working
                                                                                                                                                                                                                                                                                              • Millennial disinterest in vehicle ownership
                                                                                                                                                                                                                                                                                                • What’s next
                                                                                                                                                                                                                                                                                                  • Uber arising as a major competitor to the established taxi industry in Canada
                                                                                                                                                                                                                                                                                                    • Changing consumer spending habits
                                                                                                                                                                                                                                                                                                      • Figure 65: Perceived change in spend on transportation compared to prior years, February 2015 and 2016
                                                                                                                                                                                                                                                                                                    • Key consumer findings
                                                                                                                                                                                                                                                                                                    • Category Review – Personal Finance

                                                                                                                                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                                                                                                                                        • What it means
                                                                                                                                                                                                                                                                                                          • Personal finance expenditure forecast to grow steadily
                                                                                                                                                                                                                                                                                                            • Figure 66: Total Canadian consumer expenditure on financial services, at current prices, 2010-15
                                                                                                                                                                                                                                                                                                          • Positive momentum predicted to reach $94.9 billion in 2020
                                                                                                                                                                                                                                                                                                            • Figure 67: Best- and worst-case forecast value sales of personal financial services, at current prices, 2010-20
                                                                                                                                                                                                                                                                                                          • What’s working
                                                                                                                                                                                                                                                                                                            • What’s next
                                                                                                                                                                                                                                                                                                              • Key consumer findings
                                                                                                                                                                                                                                                                                                                • Around a third of Canadians have less than $5,000 in debt
                                                                                                                                                                                                                                                                                                                  • Over-65s have the highest ownership of investment products
                                                                                                                                                                                                                                                                                                                    • Most Canadians own and use a credit card
                                                                                                                                                                                                                                                                                                                      • Majority of Canadians expect to be debt-free and not overly dependent on government old age security at retirement
                                                                                                                                                                                                                                                                                                                      • Category Review – Housing

                                                                                                                                                                                                                                                                                                                        • What you need to know
                                                                                                                                                                                                                                                                                                                          • What it means
                                                                                                                                                                                                                                                                                                                            • Housing costs have been on the rise
                                                                                                                                                                                                                                                                                                                              • Figure 68: Total Canadian consumer expenditures on housing, at current prices, 2010-15
                                                                                                                                                                                                                                                                                                                            • Continued growth is predicted
                                                                                                                                                                                                                                                                                                                              • Figure 69: Best- and worst-case forecast value sales of housing, at current prices, 2010-20
                                                                                                                                                                                                                                                                                                                            • What’s next
                                                                                                                                                                                                                                                                                                                              • Key consumer findings
                                                                                                                                                                                                                                                                                                                                • Two out of three Canadians find the housing market overvalued
                                                                                                                                                                                                                                                                                                                                  • Around half of Canadians agree that immigration fuels housing demand
                                                                                                                                                                                                                                                                                                                                    • British Columbians most likely to believe that foreign buyers are driving the real estate market in major cities
                                                                                                                                                                                                                                                                                                                                    • The Consumer – How Canadians Perceive their Financial Health

                                                                                                                                                                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                                                                                                                                                                        • Majority of Canadians perceive their financial health as stable
                                                                                                                                                                                                                                                                                                                                          • Figure 70: Perception of financial health, February 2016
                                                                                                                                                                                                                                                                                                                                        • The gender divide
                                                                                                                                                                                                                                                                                                                                            • Figure 71: Perception of financial health, by gender, February 2016
                                                                                                                                                                                                                                                                                                                                          • Perception of financial health improves with life stage
                                                                                                                                                                                                                                                                                                                                              • Figure 72: Perception of financial health, by age, February 2016
                                                                                                                                                                                                                                                                                                                                            • Opportunity: Getting them while they are still fresh
                                                                                                                                                                                                                                                                                                                                            • The Consumer – Financial Challenges and Priorities

                                                                                                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                                                                                                • Paying off debt and saving for retirement are the biggest challenges
                                                                                                                                                                                                                                                                                                                                                  • Figure 73: Financial challenges, February 2016
                                                                                                                                                                                                                                                                                                                                                • Paying off debt is part and parcel with retirement planning
                                                                                                                                                                                                                                                                                                                                                  • Figure 74: Attitudes towards saving for retirement, February 2016
                                                                                                                                                                                                                                                                                                                                                • Millennial women and parents with young children are most likely to prioritize debt reduction and short-term goals
                                                                                                                                                                                                                                                                                                                                                  • Saving for retirement more likely to be a concern for 45-54s
                                                                                                                                                                                                                                                                                                                                                      • Figure 75: Attitudes towards saving for retirement (any agree), by age, February 2016
                                                                                                                                                                                                                                                                                                                                                  • The Consumer – Factors Impacting Current Financial Situation

                                                                                                                                                                                                                                                                                                                                                    • What you need to know
                                                                                                                                                                                                                                                                                                                                                      • Canadians are feeling the pinch of rising costs
                                                                                                                                                                                                                                                                                                                                                        • Figure 76: Factors impacting financial situation, February 2016
                                                                                                                                                                                                                                                                                                                                                      • In their words
                                                                                                                                                                                                                                                                                                                                                        • Middle-aged Canadians most likely to feel the pressure
                                                                                                                                                                                                                                                                                                                                                          • Figure 77: ‘Increased cost of living’ as biggest factor impacting financial situation, by age, February 2016
                                                                                                                                                                                                                                                                                                                                                        • Opportunities for retailers
                                                                                                                                                                                                                                                                                                                                                          • Personalizing offers and making them sharable
                                                                                                                                                                                                                                                                                                                                                            • Leveraging technology
                                                                                                                                                                                                                                                                                                                                                            • The Consumer – Perceived Changes to Spending vs Prior Years

                                                                                                                                                                                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                                                                                                                                                                                • Four in 10 Canadians feel they are spending more on groceries
                                                                                                                                                                                                                                                                                                                                                                  • Figure 78: Perceived changes in spending in 2015 compared to prior years, February 2016
                                                                                                                                                                                                                                                                                                                                                                • Rising food costs felt most by parents with children at home – particularly mothers
                                                                                                                                                                                                                                                                                                                                                                    • Figure 79: Perceived ‘spending more’ in 2015 on in-home food compared to prior years, by presence of children, February 2016
                                                                                                                                                                                                                                                                                                                                                                  • The impact of grocery costs on consumer behaviour – In their words
                                                                                                                                                                                                                                                                                                                                                                    • Grocery retailers are recognizing opportunities and taking action
                                                                                                                                                                                                                                                                                                                                                                    • The Consumer – Where Extra Money is Spent

                                                                                                                                                                                                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                                                                                                                                                                                                        • Canadians balance debt reduction and treats once all the basics have been taken care of
                                                                                                                                                                                                                                                                                                                                                                            • Figure 80: How extra money is spent, February 2016
                                                                                                                                                                                                                                                                                                                                                                          • Discretionary spending varies with age
                                                                                                                                                                                                                                                                                                                                                                            • Parents are most inclined to put extra money towards their debt
                                                                                                                                                                                                                                                                                                                                                                              • Millennials are prioritizing smaller treats
                                                                                                                                                                                                                                                                                                                                                                                • Older men more likely to treat themselves to long vacations
                                                                                                                                                                                                                                                                                                                                                                                  • Canadians less likely to spend on treats in 2016 compared to 2015
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 81: Difference in categories where extra money is spent in 2016 vs 2015, February 2016
                                                                                                                                                                                                                                                                                                                                                                                  • The Consumer – Outlook on the Current Economy

                                                                                                                                                                                                                                                                                                                                                                                    • What you need to know
                                                                                                                                                                                                                                                                                                                                                                                      • Consumers are wary
                                                                                                                                                                                                                                                                                                                                                                                        • Figure 82: Attitudes towards current economic state, February 2016
                                                                                                                                                                                                                                                                                                                                                                                      • Impact of the rise in cost of living – In their words
                                                                                                                                                                                                                                                                                                                                                                                        • Low Dollar value is seen as a contributor to rising costs
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 83: Attitudes towards current economic state, February 2016
                                                                                                                                                                                                                                                                                                                                                                                          • Lower Dollar value a boon for Canada’s tourism industry
                                                                                                                                                                                                                                                                                                                                                                                            • Women are more affected by the current economy
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 84: Attitudes towards current economic state (any agree), by gender, February 2016
                                                                                                                                                                                                                                                                                                                                                                                            • How retail brands can help
                                                                                                                                                                                                                                                                                                                                                                                              • Potential also exists for financial brands
                                                                                                                                                                                                                                                                                                                                                                                              • The Consumer – Approach to Spending

                                                                                                                                                                                                                                                                                                                                                                                                • What you need to know
                                                                                                                                                                                                                                                                                                                                                                                                  • Canadians are preparing for the future
                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 85: Attitudes towards spending, February 2016
                                                                                                                                                                                                                                                                                                                                                                                                  • Consumers approach spend with careful consideration and are willing to invest in products that will last
                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 86: Attitudes towards spending, February 2016
                                                                                                                                                                                                                                                                                                                                                                                                    • Approach to spending – In their words
                                                                                                                                                                                                                                                                                                                                                                                                      • Taking time to find deals
                                                                                                                                                                                                                                                                                                                                                                                                        • Spending in moderation
                                                                                                                                                                                                                                                                                                                                                                                                          • Paying more for quality products that last longer
                                                                                                                                                                                                                                                                                                                                                                                                            • Canadians are leaning towards trading down when buying groceries
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 87: Attitudes towards spending, February 2016
                                                                                                                                                                                                                                                                                                                                                                                                            • The gender gap
                                                                                                                                                                                                                                                                                                                                                                                                              • Women under 55 and mothers are the most likely to spend the time to find deals
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 88: Attitudes towards spending (net top 2 agreement), by gender, age and parental status, February 2016
                                                                                                                                                                                                                                                                                                                                                                                                              • Fewer Millennial women have the luxury to spend in moderation
                                                                                                                                                                                                                                                                                                                                                                                                                • Opportunities for brands and retailers
                                                                                                                                                                                                                                                                                                                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                                                                                                                                                                                                                                                                                                                  • Data sources
                                                                                                                                                                                                                                                                                                                                                                                                                    • Fan chart forecast
                                                                                                                                                                                                                                                                                                                                                                                                                      • Consumer survey data
                                                                                                                                                                                                                                                                                                                                                                                                                        • Consumer qualitative research
                                                                                                                                                                                                                                                                                                                                                                                                                          • Abbreviations and terms
                                                                                                                                                                                                                                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                                                                                                                                                                                                                                            • Appendix – Market

                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 89: Total Canada sales and forecast of overall expenditures, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 90: Total Canada sales and forecast of food (at home), at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 91: Total Canada sales and forecast of food – Dining out market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 92: Total Canada sales and forecast of alcoholic beverages (at home) market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 93: Total Canada sales and forecast of alcoholic beverages (out of home) market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 94: Total Canada sales and forecast of non-alcoholic beverages (at home) market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 95: Total Canada sales and forecast of beauty and personal care market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 96: Total Canada sales and forecast of OTC healthcare remedies market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 97: Total Canada sales and forecast of household care market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 98: Total Canada sales and forecast of clothing, footwear and accessories market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 99: Total Canada sales and forecast of technology and communications market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 100: Total Canada sales and forecast of vacations and tourism market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 101: Total Canada sales and forecast of leisure and entertainment market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 102: Total Canada sales and forecast of home and garden market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 103: Total Canada sales and forecast of transportation market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 104: Total Canada sales and forecast of financial services market, at inflation-adjusted prices, 2010-20
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 105: Total Canada sales and forecast of housing market, at inflation-adjusted prices, 2010-20

                                                                                                                                                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                                                                                                                                                                            Canadian Lifestyles: It's Not Dollars to Donuts - Canada - April 2016

                                                                                                                                                                                                                                                                                                                                                                                                                            £3,277.28 (Excl.Tax)