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Canadian Lifestyles: Redefining the Mainstream - Canada - April 2018

“Not only are consumers currently feeling better about their financial situations this year, the majority of Canadians also feel that their financial goals are attainable. Even though there isn’t necessarily a Canadian version of the ‘American Dream’, there is a sense of optimism that exists amongst consumers. Optimism is also reflected on a societal level with Canadians being proud and diversity being embraced – so much so that it is seen as a key part of what it means to be ‘Canadian’.”

– Carol Wong-Li, Senior Lifestyle Analyst

This report examines the following issues:

  • Perception of financial health continues to see improvement
  • Financial goals are perceived to be attainable 
  • Freedom and equality are the defining values of Canadians
  • It’s true, consumers really do want experiences over things

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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
                  • Perception of financial health continues to see improvement
                    • Figure 1: Perception of financial health, January/February 2015-18
                  • Financial goals are perceived to be attainable
                    • Figure 2: Agreement with ‘my financial goals are achievable’, by age, income and perceived financial health, January 2018
                  • Freedom and equality are the defining values of Canadians
                    • Figure 3: Canadian values, January 2018
                  • It’s true, consumers really do want experiences over things
                    • What it means
                    • Canada Today – The People

                      • What you need to know
                        • Immigration drives Canada’s population growth
                          • Figure 4: Population growth by numbers, 1985-2016
                        • Canada will become increasingly diverse, opening opportunities for marketers
                          • Boomers and Millennials are the two largest segments
                            • Figure 5: Population aged 0 -14 and 65+, as of July 1, 1995-2035*
                            • Figure 6: Canadian population, by age, 2016
                          • Household structures are becoming more diverse
                            • Share of couples with children growing slower than share of those without children
                              • Multigenerational and lone-parent households are on the rise
                                • Marketing efforts need to keep up with the times
                                  • Being time-pressed is a real issue
                                    • The proportion of full-time working parents is growing
                                      • Fewer stay-at-home parents seen today – though a growing proportion are dads
                                        • Single-parent households also more likely to be working full-time
                                          • Commuting times are getting longer
                                            • Time-pressed consumers will need assistance and look for solutions
                                            • Canada Today – The Economy

                                              • What you need to know
                                                • Canada had solid economic growth in 2017
                                                  • Figure 7: Quarterly growth rates of real GDP, change over previous quarter, Q4 2012-Q4 2017
                                                • In 2017, Canada unemployment fell to lowest rates in over 40 years
                                                  • Figure 8: Canada’s unemployment rate, March 2012-February 2018
                                                • Interest rates were raised in response to strong economic data
                                                  • Figure 9: Canada bank rate, March 2012-December 2017
                                                • Household debt levels in Canada continue to be high
                                                  • Gains were seen for the Canadian dollar in 2017
                                                    • Figure 10: Historical Canadian/US currency rate comparisons, April 30, 2013-March 15, 2018
                                                  • Gender gap in the labour market narrows
                                                    • Figure 11: Employment rate of women and men aged 25-54, 1950-2016
                                                  • Minimum wage increases will impact businesses in Canada
                                                  • Expenditure Overview

                                                    • What you need to know
                                                      • Total Canadian consumer expenditures in 2017
                                                        • Figure 12: Total Canadian consumer expenditure, at current prices, 2017
                                                      • Outlook for the next five years
                                                        • Figure 13: Total Canadian consumer expenditure and fan chart forecast, at current prices, 2012-22
                                                    • Category Review – In-home Food

                                                      • What you need to know
                                                        • What it means
                                                          • Changing dynamics at play in growing market
                                                            • Figure 14: Best- and worst-case forecast value sales of the food (at home) market, at current prices, 2012-22
                                                          • What to watch
                                                            • The future of grocery stores contains fewer or no cashiers
                                                              • Figure 15: Introducing AmazonGo and the world’s most advanced shopping technology, December 2016
                                                            • Grocerants have a growing presence
                                                              • Figure 16: Scratch Vietnamese Stir Fry with Spring Onion & Ginger (UK), November 2017
                                                            • Minimum wage hikes are on the minds of grocers
                                                              • Looking ahead
                                                                • Consumers expect “full disclosure’
                                                                  • Canadians want help eating more healthily
                                                                    • Science pushes the boundaries of food
                                                                      • Consumers are relatively more highly engaged with food
                                                                        • Figure 17: Category engagement – In-home food, January 2018
                                                                      • Key consumer findings
                                                                      • Category Review – Alcoholic Beverages (at Home and On-premise)

                                                                          • What you need to know
                                                                            • What it means
                                                                              • Demographics impact alcoholic beverage landscape
                                                                                • Figure 18: Best- and worst-case forecast value sales of the alcoholic beverages (at home) market, at current prices, 2012-22
                                                                                • Figure 19: Best- and worst-case forecast value sales of the alcoholic beverages (out of home) market, at current prices, 2012-22
                                                                              • Artisanal drinks continue to hold cache
                                                                                • Looking ahead
                                                                                  • Non-alcoholic beers gaining prominence in the European market
                                                                                    • Health claims related to quality and flavour may resonate
                                                                                      • Potential lies with gin
                                                                                        • Consumers are relatively less engaged with alcoholic purchase decisions
                                                                                          • Figure 20: Category engagement – Alcoholic beverages, January 2018
                                                                                        • Key consumer findings
                                                                                        • Category Review – Non-alcoholic Beverages (at Home)

                                                                                          • What you need to know
                                                                                            • What it means
                                                                                              • Beverage expected to grow 2% to 3% annually
                                                                                                • Figure 21: Best- and worst-case forecast value sales of the non-alcoholic beverages (at home) market, at current prices, 2012-22
                                                                                              • What to watch
                                                                                                • Sugar concerns does not negate the importance of taste
                                                                                                  • Changes ahead for the milk and dairy industries
                                                                                                    • Looking ahead
                                                                                                      • Innovations in coffee perk up sales
                                                                                                        • Fortification may garner attention
                                                                                                          • Opportunities lie in premiumization
                                                                                                            • Figure 22: Fanta Jelly Fizz Orange Flavour Soft Drink (Australia, March 2017)
                                                                                                          • Consumer engagement with non-alcoholic beverages is soft
                                                                                                            • Figure 23: Category engagement – Non-alcoholic beverages, January 2018
                                                                                                          • Key consumer findings
                                                                                                          • Category Review – Leisure Spending Categories

                                                                                                              • What you need to know
                                                                                                                • What it means
                                                                                                                  • Consumer spending on non-essentials picks up moving into 2018
                                                                                                                    • What to watch
                                                                                                                      • Social media keeps iGen women’s cravings top of mind around the clock
                                                                                                                        • Showcasing the softer side of dads brings gains as they’re bigger spenders
                                                                                                                          • Casualization of fashion gives older women something new to shop for
                                                                                                                            • Interactive campaigns bring greater depth to travel marketing
                                                                                                                              • Figure 24: Travel Oregon, Wine tasting in 360°, May 2017
                                                                                                                            • Looking ahead
                                                                                                                              • Amazon Prime will likely see growth
                                                                                                                                • The presence of Filipino flavours will gain steam in foodservice
                                                                                                                                  • Family vacations include a break from the kids
                                                                                                                                    • Low-cost airlines make travel a little more accessible
                                                                                                                                      • Board games are winning over moms
                                                                                                                                        • Canadians are keen on travel, dining out and leisure activities
                                                                                                                                            • Figure 25: Category engagement – Leisure spending categories, January 2018
                                                                                                                                          • Key consumer findings
                                                                                                                                          • Category Review – Health and Wellness Categories

                                                                                                                                              • What you need to know
                                                                                                                                                • What it means
                                                                                                                                                  • Consumer expenditure on wellness remains steady
                                                                                                                                                    • What to watch
                                                                                                                                                      • Competition for drug store retailers is heating up
                                                                                                                                                        • Consumer focus on health goes beyond waistlines
                                                                                                                                                          • Figure 26: Atkins Lift Chocolate Chip Cookie Dough Flavour Protein Bar (UK, September 2017)
                                                                                                                                                        • A more holistic approach to health means investigating the functional benefits of food
                                                                                                                                                          • Looking ahead
                                                                                                                                                            • Consumers are paying attention to the functional benefits of food
                                                                                                                                                              • Figure 27: Two Moms in The Raw Soul Sprout Cacao Nib Crunch Granola Bars (US, September 2017)
                                                                                                                                                              • Figure 28: Lotte Xylitol Hani Tsukinikui Mint Anti-Stick Gum (Japan, September 2017)
                                                                                                                                                            • Improving health through relaxation and getting a better night’s sleep
                                                                                                                                                              • Figure 29: Neom Organics Scent to Sleep (UK, January 2018)
                                                                                                                                                              • Figure 30: Mrs. Meyer's Clean Day Lavender Hand Lotion (US, February 2018)
                                                                                                                                                            • As expected, women are keener on beauty and personal care
                                                                                                                                                                • Figure 31: Category engagement – Beauty products and personal care, January 2018
                                                                                                                                                              • Beauty care as personal rewards will resonate with Canadian women
                                                                                                                                                                • Key consumer findings
                                                                                                                                                                • Category Review – Technology and Communications

                                                                                                                                                                  • What you need to know
                                                                                                                                                                    • What it means
                                                                                                                                                                      • Slow but steady growth projected for 2018
                                                                                                                                                                        • Figure 32: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2012-22
                                                                                                                                                                      • What to watch
                                                                                                                                                                        • Consumers continue to show interest in wearable tech
                                                                                                                                                                          • As functionality of smartphones expands, so does ownership
                                                                                                                                                                            • Looking ahead
                                                                                                                                                                              • Media consumption habits demand more data, the cost of mobile data plans may need to be addressed
                                                                                                                                                                                • The presence of smart speakers grows in Canadian homes
                                                                                                                                                                                  • Consumer engagement with tech is above average
                                                                                                                                                                                    • Figure 33: Category engagement – Technology and communications, January 2018
                                                                                                                                                                                  • Key consumer findings
                                                                                                                                                                                  • Category Review – Transportation

                                                                                                                                                                                    • What you need to know
                                                                                                                                                                                      • What it means
                                                                                                                                                                                        • The transport sector will continue to see healthy growth
                                                                                                                                                                                          • Figure 34: Best- and worst-case forecast value sales of the transportation market, at current prices, 2012-22
                                                                                                                                                                                        • What to watch
                                                                                                                                                                                          • Automakers partner up to stay up-to-date on tech offerings
                                                                                                                                                                                            • Tech features become more affordable
                                                                                                                                                                                              • Looking ahead
                                                                                                                                                                                                • Canadians are considering hybrid or electric vehicles
                                                                                                                                                                                                  • SUVs and crossovers are gaining ground
                                                                                                                                                                                                    • Men and parents are more engaged with the automotive category
                                                                                                                                                                                                      • Figure 35: Category engagement – Automotive, January 2018
                                                                                                                                                                                                    • Key consumer findings
                                                                                                                                                                                                    • Category Review – Personal Finance

                                                                                                                                                                                                      • What you need to know
                                                                                                                                                                                                        • What it means
                                                                                                                                                                                                          • Personal finance expenditure forecast to grow steadily
                                                                                                                                                                                                            • Figure 36: Best- and worst-case forecast value sales of personal financial services, at current prices, 2012-22
                                                                                                                                                                                                          • What to watch
                                                                                                                                                                                                            • Robo-advisors: immense potential but there could be challenges for full-service providers
                                                                                                                                                                                                              • FinTech and life insurance (InsurTech)
                                                                                                                                                                                                                • Looking ahead
                                                                                                                                                                                                                  • The potential impact of cryptocurrencies
                                                                                                                                                                                                                    • How insurers can prepare for driverless cars
                                                                                                                                                                                                                      • Smart homes and insurance
                                                                                                                                                                                                                        • Key consumer findings
                                                                                                                                                                                                                          • Credit and cash are the most popular payment methods
                                                                                                                                                                                                                            • Around half of Canadians have a RRSP/RRIF and/or TFSA
                                                                                                                                                                                                                              • Auto, home and life insurance have the highest ownership rates
                                                                                                                                                                                                                              • Category Review – Housing

                                                                                                                                                                                                                                • What you need to know
                                                                                                                                                                                                                                  • What it means
                                                                                                                                                                                                                                    • Housing sector to experience continued growth
                                                                                                                                                                                                                                      • Figure 37: Best- and worst-case forecast value sales of housing, at current prices, 2012-22
                                                                                                                                                                                                                                    • Housing market starting to cool
                                                                                                                                                                                                                                      • What to watch
                                                                                                                                                                                                                                        • New stress test rules pushing borrowers to private lenders
                                                                                                                                                                                                                                          • Looking ahead
                                                                                                                                                                                                                                            • Stress tests, foreign buyers and higher rates likely to impact housing market in 2018
                                                                                                                                                                                                                                              • CMHC says national housing market still “highly vulnerable” for 6th straight quarter
                                                                                                                                                                                                                                                • Key consumer findings
                                                                                                                                                                                                                                                  • Almost half of renters view it as a lifestyle choice
                                                                                                                                                                                                                                                    • Younger women struggle to save enough for a down payment
                                                                                                                                                                                                                                                      • One in three 18-34s intends to buy a home in the next three years
                                                                                                                                                                                                                                                        • Quebecers relatively less inclined to feel that home ownership for first-time buyers has become unaffordable
                                                                                                                                                                                                                                                          • Young male mortgage holders most likely to be impacted by higher rates
                                                                                                                                                                                                                                                            • 18-24s are most open to borrowing from private lenders
                                                                                                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                                                                                                              • Consumers are starting to treat themselves
                                                                                                                                                                                                                                                                • Canadians are optimistic that they will achieve their financial goals
                                                                                                                                                                                                                                                                  • Freedom and equality are the defining values of Canadians
                                                                                                                                                                                                                                                                    • Diversity is impacting the meaning of “mainstream” Canada
                                                                                                                                                                                                                                                                    • Perceived Financial Health and Discretionary Spending

                                                                                                                                                                                                                                                                      • Perceived financial health improves moving into 2018
                                                                                                                                                                                                                                                                        • Figure 38: Perception of financial health, January/February 2015-18
                                                                                                                                                                                                                                                                      • Improved financial health means more room for treats
                                                                                                                                                                                                                                                                        • Figure 39: How extra money is spent, January 2018
                                                                                                                                                                                                                                                                        • Figure 40: How extra money is spent (selected categories), 2018 vs 2017, January 2018
                                                                                                                                                                                                                                                                      • Parents are spending on experiential categories
                                                                                                                                                                                                                                                                          • Figure 41: Discretionary spending on entertainment, dining out and travel, parents with under-18s at home vs non-parents, January 2018
                                                                                                                                                                                                                                                                        • Gains to be had by appealing to the whole family
                                                                                                                                                                                                                                                                          • Figure 42: Share Reel Love for Father's Day, June 2017
                                                                                                                                                                                                                                                                        • iGen women are treating themselves
                                                                                                                                                                                                                                                                          • Figure 43: Extra money spent on personal treats, women 18-24 vs overall, January 2018
                                                                                                                                                                                                                                                                        • Fast fashion and foodservice
                                                                                                                                                                                                                                                                        • Financial Goals and Attaining the “Canadian Dream”

                                                                                                                                                                                                                                                                          • Canadians feel their financial goals are attainable
                                                                                                                                                                                                                                                                            • Figure 44: Agreement with ‘my financial goals are achievable’, by age, income and perceived financial health, January 2018
                                                                                                                                                                                                                                                                          • The Canadian version of the “American Dream” is within reach
                                                                                                                                                                                                                                                                            • Figure 45: The Canadian dream, January 2018
                                                                                                                                                                                                                                                                          • There is a Canadian equivalent of the “American Dream”, but with a community focus – in their words
                                                                                                                                                                                                                                                                            • Women may be facing more challenges to attaining financial goals
                                                                                                                                                                                                                                                                              • Figure 46: Believe in the ability to achieve selected elements of the Canadian Dream, women 25-34 vs men 25-34, January 2018
                                                                                                                                                                                                                                                                            • Women need more financial support through the various life stages
                                                                                                                                                                                                                                                                              • Retailer loyalty programs that deliver instant gratification will see more traction amongst young women
                                                                                                                                                                                                                                                                              • What Does It Mean to be Canadian?

                                                                                                                                                                                                                                                                                • Freedom and equality are core Canadian values
                                                                                                                                                                                                                                                                                  • Figure 47: Canadian values, January 2018
                                                                                                                                                                                                                                                                                • What it means to be Canadian – In their words
                                                                                                                                                                                                                                                                                  • Values vary by life stage
                                                                                                                                                                                                                                                                                    • Featuring diversity and emphasizing equality will resonate with iGens
                                                                                                                                                                                                                                                                                      • Figure 48: Rating equality and diversity as the most important ‘Canadian values’, 18-24s vs overall, January 2018
                                                                                                                                                                                                                                                                                      • Figure 49: Wonderful World, September 2017
                                                                                                                                                                                                                                                                                    • Boomers will respond to messages touting integrity and hard work
                                                                                                                                                                                                                                                                                      • Figure 50: Rating integrity and hard work as the most important ‘Canadian values’, over-55s vs overall, January 2018
                                                                                                                                                                                                                                                                                    • Consumers feel they have freedom to speak their mind
                                                                                                                                                                                                                                                                                      • Figure 51: Perceived ability to speak freely, January 2018
                                                                                                                                                                                                                                                                                      • Figure 52: Heineken | Worlds Apart | #OpenYourWorld, April 2017
                                                                                                                                                                                                                                                                                    • The is no clear definition of “mainstream” Canada
                                                                                                                                                                                                                                                                                      • The changing demographic makeup is shifting the concept of “mainstream” Canada
                                                                                                                                                                                                                                                                                        • Figure 53: Rating ‘diversity’ as a most important Canadian value, by age, January 2018
                                                                                                                                                                                                                                                                                        • Figure 54: Agreement with ‘I am part of ‘mainstream Canada’, by age, January 2018
                                                                                                                                                                                                                                                                                    • Deep Dive: Experiences vs Things

                                                                                                                                                                                                                                                                                      • Category engagement reflects the quest for experiences
                                                                                                                                                                                                                                                                                        • Figure 55: Category engagement – All categories, January 2018
                                                                                                                                                                                                                                                                                      • Canadians value experiences over things – particularly over-55s
                                                                                                                                                                                                                                                                                        • Figure 56: Agreement with ‘I value experiences more than things’, by age, January 2018
                                                                                                                                                                                                                                                                                      • Emphasizing the value placed on experience is important to connecting with Boomers
                                                                                                                                                                                                                                                                                        • The enjoyment of experiences over things is also about family – in their words
                                                                                                                                                                                                                                                                                          • Opportunities to connect with Boomers by marketing family experiences
                                                                                                                                                                                                                                                                                            • Women are also keener on experiences
                                                                                                                                                                                                                                                                                                • Figure 57: Agreement with ‘I value experiences more than things’, women vs men, January 2018
                                                                                                                                                                                                                                                                                              • Enhancing the social side of experiences will resonate with women
                                                                                                                                                                                                                                                                                              • Appendix – Data Sources and Abbreviations

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

                                                                                                                                                                                                                                                                                                                • Figure 58: Total Canada sales and forecast of overall expenditures, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 59: Total Canada sales and forecast of food (at home), at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 60: Total Canada sales and forecast of food – Dining out market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 61: Total Canada sales and forecast of alcoholic beverages (at home) market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 62: Total Canada sales and forecast of alcoholic beverages (out of home) market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 63: Total Canada sales and forecast of non-alcoholic beverages (at home) market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 64: Total Canada sales and forecast of beauty and personal care market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 65: Total Canada sales and forecast of OTC healthcare remedies market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 66: Total Canada sales and forecast of household care market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 67: Total Canada sales and forecast of clothing, footwear and accessories market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 68: Total Canada sales and forecast of technology and communications market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 69: Total Canada sales and forecast of vacations and tourism market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 70: Total Canada sales and forecast of leisure and entertainment market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 71: Total Canada sales and forecast of home and garden market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 72: Total Canada sales and forecast of transportation market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 73: Total Canada sales and forecast of financial services market, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                                                                                                                                • Figure 74: Total Canada sales and forecast of housing market, at inflation-adjusted prices, 2012-22

                                                                                                                                                                                                                                                                                                            Canadian Lifestyles: Redefining the Mainstream - Canada - April 2018

                                                                                                                                                                                                                                                                                                            US $4,395.00 (Excl.Tax)