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Generational Lifestyles - Canada - November 2014

“With Canadians prioritizing the improvement of their financial base and mobile usage on the rise, companies should look to mobile apps to incentivise consumers by providing savings while they spend.”
– Carol Wong-Li, Senior Lifestyle Analyst

This report looks at the following areas:

  • Helping Millennials save money, while maintaining their spending habits
  • Using technology to aid young families save their money
  • Targeting older Canadians with online tools from brands and retailers
  • Engaging the money-minded consumer

Across all ages, Canadians are looking to strike a balance between building their financial base and their non-essential spending. Lifestage influences the prioritization of where dollars should be spent versus saved, with disposable income and affluence acting as undercurrents affecting spending habits. Young Canadians seek to stand out through stylish, unique purchases and crave tailored experiences, though aspire to grow their savings. Young families prioritize spending leisure time as a family at the same time as reducing spending and debt. Older Canadians have planned well and are able to enjoy some luxuries, preferably at a discount.

As a whole, Canadian engagement with technology is widespread and will continue to grow as usage of mobile devices increase in the coming years, leaving opportunity for leisure companies and retailers to reach each generation via mobile.

This report explores each of the following both on the whole and by age:

  • Canadians’ habits on budgeting
  • Past and future spending patterns
  • Factors considered when shopping
  • Alcohol consumption
  • Festival attendance

The report also highlights online tools and platforms developed to help consumers budget, save money, and shop.

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Market overview
              • Canada’s population is expected to age in the coming years, but disposable income is increasing
                • Figure 1: Projected trends in the age structure of the Canada population, 2014-19
              • The consumer
                • Most Canadians watch their finances closely and feel they have about the same amount of disposable income as last year
                  • Figure 2: Budgeting among Canadians, August 2014
                • Canadians seek balance between spending on non-essentials and increasing their savings
                  • Figure 3: Past and future spending among Canadians, August 2014
                • Consumers consider a wide range of factors when making purchases, including the value for money, in-store experience and discounts
                  • Figure 4: Importance of shopping attributes among Canadians, August 2014
                • Alcohol consumption typically occurs in the home, with beer and wine as the most popular choices
                  • Figure 5: Alcohol consumption among Canadians, August 2014
                • Less than half of Canadians attended a festival in the past year
                  • Figure 6: Attendance of Canadian festivals in the past 12 months, August 2014
                • What we think
                • Issues and Insights

                    • Helping Millennials save money, while maintaining their spending habits
                      • The facts
                        • The implications
                          • Using technology to aid young families save their money
                            • The facts
                              • The implications
                                • Targeting older Canadians with online tools from brands and retailers
                                  • The facts
                                    • The implications
                                      • Engaging the money-minded consumer
                                        • The facts
                                          • The implications
                                          • Trend Application

                                              • Trend: Make it Mine
                                                • Trend: Without a Care
                                                  • Trend: Nouveau Poor
                                                  • Market Drivers

                                                    • Key points
                                                      • Demographic overview
                                                        • Canadian population count
                                                          • Figure 7: Share of population of Canada, by territory/province, 2014
                                                        • Canada’s population is expected to age in the coming years
                                                          • Figure 8: Projected trends in the age structure of the Canadian population, 2014-19
                                                        • Economic overview
                                                          • Canadian economy to pick up speed, but risks remain
                                                            • Figure 9: Canada’s GDP, by quarter, 2008-14
                                                            • Figure 10: Annual average exchange rates for the Canadian dollar vs selected currencies, 2011-14
                                                          • Income and savings on the rise
                                                            • Figure 11: Household disposable incomes and savings in Canada, 2008-14
                                                            • Figure 12: Current financial situation by age, August 2014
                                                          • Shopping-specific overview
                                                            • Shopping opportunities have increased in Canada
                                                              • Figure 13: Total number of shopping centres in Canada, 2001-12
                                                              • Figure 14: Retail e-commerce sales in Canada (in billion US dollars), 2012-17
                                                          • Online Money Saving Tools and Apps

                                                            • Finance Management Platforms and Apps
                                                              • Mint
                                                                • moneyStrands
                                                                  • Debt Minder
                                                                    • BillGuard
                                                                      • Money saving apps
                                                                        • Checkout 51
                                                                          • Snap by Groupon
                                                                            • GasBuddy
                                                                              • PC Plus
                                                                                • Flash sales sites
                                                                                  • Beyond The Rack
                                                                                    • Zulily
                                                                                      • Gilt
                                                                                        • Subscription box delivery services
                                                                                          • BarkBox
                                                                                            • Bespoke Post
                                                                                              • Birchbox
                                                                                                • Green Kid Crafts
                                                                                                  • Little Life Box
                                                                                                    • Tea Sparrow
                                                                                                    • The Consumer – Budgeting and Disposable Income

                                                                                                      • Key points
                                                                                                        • Most Canadians watch their finances, but only half follow a budget
                                                                                                          • Figure 15: Budgeting among Canadians, August 2014
                                                                                                          • Figure 16: Canadians who follow a budget, by age, August 2014
                                                                                                        • Younger Canadians are most likely to feel they have more disposable income than the same time last year
                                                                                                          • Figure 17: Change in disposable income among Canadians, August 2014
                                                                                                          • Figure 18: Change in disposable income by age, august 2014
                                                                                                          • Figure 19: Change in disposable income by household income, August 2014
                                                                                                      • The Consumer – Spending Habits

                                                                                                        • Key points
                                                                                                          • Canadians seek balance between spending on non-essentials and increasing their savings
                                                                                                            • Figure 20: Past and future spending among Canadians, August 2014
                                                                                                          • Bettering one’s financial situation is a key goal for Canadians in the next three months
                                                                                                            • Figure 21: Finance related spending among Canadians, August 2014
                                                                                                            • Figure 22: Difference between past three month and next three month spending, August 2014
                                                                                                          • Spending on non-essentials remains steady and to increase over the next three months
                                                                                                            • Figure 23: Luxury related spending among Canadians, August 2014
                                                                                                            • Figure 24: Difference between past three month and next three month electronics, technology or mobile phone spending by age and gender, August 2014
                                                                                                        • The Consumer – Shopping Habits

                                                                                                          • Key points
                                                                                                            • Value for money and in-store experience are the most important shopping factors
                                                                                                              • Figure 25: Importance of shopping attributes among Canadians, August 2014
                                                                                                            • Sentiment and online reviews also play an important role in purchase decisions
                                                                                                              • Figure 26: Importance rating (top two box): sentiment and awareness factors, august 2014
                                                                                                            • Importance of product sentiment and awareness differs by age
                                                                                                                • Figure 27: Importance rating by age: buying things that make me feel good about myself/that have positive reviews
                                                                                                              • Uniqueness of brands and retailers matters in the purchasing process
                                                                                                                • Figure 28: Importance rating (top two box): uniqueness factors, August 2014
                                                                                                                • Figure 29: Importance rating by age: Uniqueness statements, August 2014
                                                                                                                • Figure 30: Importance of buying things that are ‘in style’ by household income, August 2014
                                                                                                              • Canadians value in-store pick-ups from an online orders
                                                                                                                  • Figure 31: Importance of being able to buy things online and then pick them up in-store, by age and gender, August 2014
                                                                                                              • The Consumer – Alcohol Consumption

                                                                                                                • Key points
                                                                                                                  • Beer and still wine are the most popular alcoholic beverages
                                                                                                                    • Figure 32: Canadian alcohol consumption in the past three months, August 2014
                                                                                                                  • Canadians more likely to drink most beverages at home
                                                                                                                    • Figure 33: Past three month alcoholic beverage consumption by location, August 2014
                                                                                                                  • Canadian men are more likely to consume most types of alcohol
                                                                                                                    • Figure 34: Past three month alcoholic beverage consumption by gender, August 2014
                                                                                                                  • Likelihood of alcohol consumption increases with affluence
                                                                                                                    • Figure 35: Past three month alcohol consumption by household income, August 2014
                                                                                                                  • Beer and cider consumption
                                                                                                                    • Figure 36: Past three month beer and cider consumption by location, August 2014
                                                                                                                    • Figure 37: Past three month beer and cider consumption by age and gender, August 2014
                                                                                                                  • Wine consumption more popular at home among Canadians
                                                                                                                    • Figure 38: Past three month wine consumption by location, August 2014
                                                                                                                    • Figure 39: Past three month still and sparkling wine consumption by age and gender, August 2014
                                                                                                                  • Canadians are more likely to drink most spirits at home
                                                                                                                    • Figure 40: Past three month spirit consumption by location, August 2014
                                                                                                                    • Figure 41: Past three month cocktails, coolers and whisky consumption by gender and age, August 2014
                                                                                                                • The Consumer – Canadian Festival Attendance

                                                                                                                  • Key points
                                                                                                                    • Less than half of Canadians attended a festival in the past year
                                                                                                                      • Figure 42: Attendance of Canadian festivals in the past 12 months, August 2014
                                                                                                                    • Younger Canadians and parents are more likely to attend festivals
                                                                                                                        • Figure 43: Attendance of select Canadian festivals past 12 months by age, August 2014
                                                                                                                        • Figure 44: Attendance of select Canadian festivals past 12 months by parentage, August 2014
                                                                                                                      • Proximity to festival location is a factor in attendance
                                                                                                                      • The Consumer – Generational Lifestyles and Chinese Canadians

                                                                                                                        • Key points
                                                                                                                          • Chinese Canadians are more flexible with their budgeting than average
                                                                                                                            • Figure 45: Current approach to budgeting: Chinese Canadians against overall population, August 2014
                                                                                                                          • Chinese Canadians are more action-oriented with their savings
                                                                                                                            • Figure 46: Financial spending habits in the past three months: Chinese Canadians against overall population, August 2014
                                                                                                                          • Past and future spend on leisure, technology, appliances, clothes and vehicles is higher for Chinese Canadians
                                                                                                                            • Figure 47: Past and future spending: Chinese Canadians against overall population, August 2014
                                                                                                                            • Figure 48: Past three month spending: Chinese Canadians against overall population, August 2014
                                                                                                                          • Stylish and distinct purchases are more important to Chinese Canadians
                                                                                                                            • Figure 49: Importance rating – uniqueness statements: Chinese Canadians against overall population, August 2014
                                                                                                                          • Connection between online shopping and in-store pick-up is key
                                                                                                                            • Figure 50: Importance rating – Buying things online and then being able to pick them up in-store: Chinese Canadians against overall population, August 2014
                                                                                                                          • Chinese Canadians consume more alcoholic beverages
                                                                                                                            • Figure 51: Past 12 month alcoholic beverage consumption: Chinese Canadians against overall population, August 2014
                                                                                                                          • Food festivals and exhibitions are particularly popular
                                                                                                                            • Figure 52: Festival attendance Chinese Canadians against overall population, August 2014
                                                                                                                        • Appendix – The Consumer – Budgeting and Disposable Income

                                                                                                                            • Figure 53: Budgeting, August 2014
                                                                                                                            • Figure 54: Budgeting, by demographics, August 2014
                                                                                                                            • Figure 55: Disposable income, August 2014
                                                                                                                            • Figure 56: Disposable income, by demographics, August 2014
                                                                                                                        • Appendix – The Consumer – Spending Habits

                                                                                                                            • Figure 57: Spending, August 2014
                                                                                                                            • Figure 58: Spending – Buy clothes and/or shoes, by demographics, August 2014
                                                                                                                            • Figure 59: Spending – Go out for an expensive meal, by demographics, August 2014
                                                                                                                            • Figure 60: Spending – Add to my savings, by demographics, August 2014
                                                                                                                            • Figure 61: Spending – Go on vacation, by demographics, August 2014
                                                                                                                            • Figure 62: Spending – Reduce my spending, by demographics, August 2014
                                                                                                                            • Figure 63: Spending – Go to a concert/sports event/theatre, by demographics, August 2014
                                                                                                                            • Figure 64: Spending – Reduce non-mortgage debts (ie credit card, personal loan, etc), by demographics, August 2014
                                                                                                                            • Figure 65: Spending – Spend money on my home (new kitchen, redecorate, new furniture etc), by demographics, August 2014
                                                                                                                            • Figure 66: Spending – Meet with a financial advisor, by demographics, August 2014
                                                                                                                            • Figure 67: Spending – Buy electronics/technology (eg TV, computer, gaming console), by demographics, August 2014
                                                                                                                            • Figure 68: Spending – Get a new mobile phone (eg smartphone), by demographics, August 2014
                                                                                                                            • Figure 69: Spending – Add another source of income, by demographics, August 2014
                                                                                                                            • Figure 70: Spending – Buy a major home appliance (eg washing machine, fridge), by demographics, August 2014
                                                                                                                            • Figure 71: Spending – Buy a car (or other vehicle), by demographics, August 2014
                                                                                                                          • Repertoire analysis
                                                                                                                            • Figure 72: Repertoire of spending, August 2014
                                                                                                                            • Figure 73: Most popular repertoire of spending, by demographics, August 2014
                                                                                                                            • Figure 74: Next most popular repertoire of spending, by demographics, August 2014
                                                                                                                        • Appendix – The Consumer – Shopping

                                                                                                                            • Figure 75: Shopping, August 2014
                                                                                                                            • Figure 76: Shopping – Getting the most value for my money, by demographics, August 2014
                                                                                                                            • Figure 77: Shopping – Having a positive experience (eg friendly, knowledgeable and helpful staff), by demographics, August 2014
                                                                                                                            • Figure 78: Shopping – Purchasing things at a discount (ie using coupons, sales, deals, etc), by demographics, August 2014
                                                                                                                            • Figure 79: Shopping – Buying things that make me feel good about myself, by demographics, August 2014
                                                                                                                            • Figure 80: Shopping – Buying things that have positive reviews online, by demographics, August 2014
                                                                                                                            • Figure 81: Shopping – Shopping at stores/using services recommended by family/friends, by demographics, August 2014
                                                                                                                            • Figure 82: Shopping – Purchasing from ‘non-chain’ stores or service providers (ie independent), by demographics, August 2014
                                                                                                                            • Figure 83: Shopping – Being able to buy things online then pick it up in-store, by demographics, August 2014
                                                                                                                            • Figure 84: Shopping – Buying things that are ‘in style’, by demographics, August 2014
                                                                                                                            • Figure 85: Shopping – Buying things that will make me ‘stand out’, by demographics, August 2014
                                                                                                                            • Figure 86: Shopping – Shopping in a new store (eg one I have not shopped in before), by demographics, August 2014
                                                                                                                            • Figure 87: Shopping – Buying items I have seen advertised (eg TV, online, social media, magazines, newspapers, etc), by demographics, August 2014
                                                                                                                        • Appendix – The Consumer – Alcohol Consumption

                                                                                                                            • Figure 88: Alcohol Consumption, August 2014
                                                                                                                            • Figure 89: Alcohol consumption – Beer (domestic, imported, craft, microbrew, etc), by demographics, August 2014
                                                                                                                            • Figure 90: Alcohol consumption – Still wine (eg red, white, rosé, ice), by demographics, August 2014
                                                                                                                            • Figure 91: Alcohol consumption – Vodka (eg Smirnoff, Absolut), by demographics, August 2014
                                                                                                                            • Figure 92: Alcohol consumption – Rum (white or dark) (eg Bacardi, Captain Morgan), by demographics, August 2014
                                                                                                                            • Figure 93: Alcohol consumption – Cocktails (eg Daiquiris, Cosmopolitan, Caesar), by demographics, August 2014
                                                                                                                            • Figure 94: Alcohol consumption – Coolers (eg Mike’s Hard), by demographics, August 2014
                                                                                                                            • Figure 95: Alcohol consumption – Liqueurs (eg Bailey’s, Jägermeister), by demographics, August 2014
                                                                                                                            • Figure 96: Alcohol consumption – Whiskey (eg Jack Daniel’s, Crown Royal), by demographics, August 2014
                                                                                                                            • Figure 97: Alcohol consumption – Sparkling wine (eg Champagne, Prosecco), by demographics, August 2014
                                                                                                                            • Figure 98: Alcohol consumption – Cider (eg Strongbow), by demographics, August 2014
                                                                                                                            • Figure 99: Alcohol consumption – Gin (eg Bombay Sapphire, Beefeater), by demographics, August 2014
                                                                                                                            • Figure 100: Alcohol consumption – Brandy or Cognac (eg St Remy, Hennessy), by demographics, August 2014
                                                                                                                        • Appendix – The Consumer – Canadian Festivals

                                                                                                                            • Figure 101: Canadian Festivals, August 2014
                                                                                                                            • Figure 102: Most popular Canadian festivals, by demographics, August 2014
                                                                                                                            • Figure 103: Next most popular Canadian festivals, by demographics, August 2014
                                                                                                                        • Appendix – The Consumer – Generational Lifestyles and Chinese Canadians

                                                                                                                            • Figure 104: Selected demographics, by total population against Chinese Canadians, August 2014

                                                                                                                        Companies Covered

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                                                                                                                        Generational Lifestyles - Canada - November 2014

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