North America Market Research

In Canada, 18-34s represent close to one-quarter (23%) of the population. An open-minded segment, they have a strong sense of individuality with an optimistic outlook, of the belief that they have the power to impact change in the world. They feel understood by marketers, though not well ...

"Canadians actively target healthy eating all or most of the time (76%). They are motivated to eat well as there is a good understanding of the physical and emotional benefits to be had, although women are also more likely to be driven by guilt."

- Carol Wong-Li Senior Analyst, Lifestyles and Leisure

"As parents are more likely to be working full time than ever before, the approach to parenting necessitates a certain level of independence from their children. The result is a greater respect afforded to their children, evidenced by greater input from children on family activities. This comes ...

“Canadians are somewhat pessimistic about economic conditions and concerned about food inflation and employment but the housing market is not a national concern”.
– Sanjay Sharma, Senior Financial Services Analyst

This report discusses the following key topics:

• Consumer confidence is middling at best

"The emotional benefits of feeling good and being happier are keeping consumers motivated and engaged. Canadians remain steadfast in cooking and less willing to compromise health for convenience."

- Carol Wong-Li, Senior Analyst, Lifestyles and Leisure

This report looks at the following areas:

"Although the majority of Canadians perceive their current financial situation as stable, there is a sense that the rising cost of goods is impacting consumers – leading to a greater prioritization of addressing current debt and saving for the future. The outlook on the economy is cautious leading ...

"Millennials are seeking new ways to define themselves (not necessarily rooted in traditional expectations). Taking pride in being unique from others of their generation, brands will need to be respectful of their individuality and sense of responsibility. From brands, Millennials seek a ...

"Pets are common among Canadian households. The relationship between owners and their pets runs deep, driving an approach to care akin to that of a parent and their child. As pet owners feel that the benefits of owning a pet far outweigh the work involved, they are often willing to spontaneously ...

"Holiday shopping represents the most lucrative time of year for retailers across all categories, much of it driven by Christmas. For the upcoming holidays, nine of 10 Canadians will be buying gifts."

This reports covers the following issues:

• Canadians' enthusiasm for Black Friday and Cyber Monday ...