Canadian Lifestyles – Impact of Newer Canadians
Most Canadians are proud of the country’s cultural diversity and most believe immigration is a core part of Canada’s identity. Yet, 71% believe recent immigration rates have been “too much, too fast” and the same proportion think new government policies that limit immigration are either appropriate or not strict enough. Meanwhile, 35% of newer Canadians don’t feel entirely welcome in Canada. Immigration in Canada today is complicated; it’s a country built on immigration and diversity – but recent trends have sparked some backlash against immigration, and newer Canadians have noticed.
Government policy changes will make the period of 2022-27 unique in Canadian population trends. A huge jump in population (driven by immigration) from 2022-24 will be followed by stagnation from 2025-27. GDP has been propped up by population growth recently, meaning a quick adjustment could have a major knock-on effect on the economy. So not only has the broader market been impacted by a recent increase in immigration rates, it will be impacted by the sudden decrease, too.
Many of these issues are outside the control of individual brands. But the opportunity is to connect with newer Canadians with an understanding of their unique challenges in Canada – while also strategically planning for a target group that could shrink in the years ahead.
Key Topics Analysed in the Report
- A look at economic and demographic trends affecting the Canadian marketplace – with a particular focus on immigration
- Reviews of eight key market categories, analyzing their performance vs last year, the reasons for it and what comes next
- Analysis of Canadian attitudes toward diversity and the impacts of immigration
- Understanding the concerns, worries and challenges that newer Canadians are experiencing in Canada
- The product categories in which newer Canadians are most likely to purchase brands from their home country
- Assessing newer Canadians’ attitudes toward the Trump administration and their likelihood of supporting Canadian businesses
Meet the Expert Behind the Analysis
This report was written by Scott Stewart. Scott joined Mintel in January 2018. Including previous stops at Maru/Matchbox and The NPD Group, he has more than 10 years of experience in consumer research across a number of different categories – including retail, tech, media, foodservice, and food & beverage.
Newer Canadians have driven Canada’s population growth, impacting consumer demand and also affecting broader opinions about diversity and immigration.
Scott Stewart
Associate Director, Lifestyles & Retail
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- Definitions and sample note
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EXECUTIVE SUMMARY
- Canada today – the people: population growth driven by immigration will suddenly slow
- Canada today – the economy: the market is teetering amid a number of threats
- The market
- Expenditures grow by 5.1% vs last year, driven by housing and transport
- A timeline of the current Canada-US tariff situation
- Many Americans feel negative about the impact of the Trump administration
- Graph 1: impact of the Trump administration on the US economy, 2024-25
- Graph 2: impact of the Trump administration on the relationship between the US and other countries, 2024-25
- The consumer
- Immigration is a tense topic today, but Canada has a foundation of diversity
- Affordability is a major problem for newer Canadians
- Newer Canadians will support Canadian brands, but not to the same degree as others
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CANADA TODAY – THE PEOPLE
- Canada’s population climbed past 40 million after rapid growth 2022-24
- Graph 3: population growth over previous year, 2005-24
- South Asia – and India, specifically – fuels a large part of immigration to Canada
- Graph 4: share of recent immigrants by country of birth, 2016 vs 2021
- Newer Canadians are a younger group
- New policies aim to slow population growth by limiting immigration
- Population growth is expected to stagnate for a few years
- Graph 5: projected population (medium growth scenario), 2025-45
- Immigration is pivotal to a stable population in Canada
- Graph 6: projected population growth, 2024/25-2044/2045
- Canadians are closely connected to immigration
- Although attitudes will likely revert to norms, population numbers will have a real impact
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CANADA TODAY – THE ECONOMY
- Canada’s GDP has been buoyed by population growth
- Graph 7: gross domestic product percentage change vs previous quarter, total and per capita, 2022-24
- Canadians believe the Trump administration will negatively affect their country
- Graph 8: impact of the current Trump administration on the Canadian economy, 2025
- Graph 9: impact of the Trump administration on my household finances, 2025
- Canada-US trade relations are impacting Canadians’ travel plans
- Graph 10: Canadian-resident return trips from the US by automobile, 2019-25
- Inflation has settled, but cost of living remains high
- Graph 11: inflation rate change, 2014-24
- Graph 12: CPI by category, 2021-25
- The Canadian dollar is weaker, which could spark more inflation
- Graph 13: Canada-US exchange rate, 2017-25
- Employment is steady month-to-month, but down on the year
- Graph 14: employment rate, 25-54 year olds by time in Canada, 2010-23
- Graph 15: employment rate, 25-54 year olds, 2024-25
- Home prices have plateaued, but remain far above past norms
- Graph 16: new housing price index (total house and land), 2015-25
- Newer Canadians are as likely to rent a condo/apartment as they are to own a single-family house
- Graph 17: current housing situation, by time in Canada, 2025
- Newer Canadians spend more on shelter, too
- Graph 18: share of net income spent on mortgage/rent, by time in Canada, 2024
- The Canadian economy is steady, but vulnerable
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THE MARKET – OVERVIEW
- Household expenditures grew, driven by housing and transport
- Graph 19: total consumer expenditure ($ bn), at current prices, 2024
- Expenditures by category ($ millions)
- Household expenditures grew in real dollars
- Graph 20: household final consumption expenditure (2017 constant dollars), 2019-24
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CATEGORY REVIEWS
- Housing
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
- Personal finances
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
- In-home food
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
- Drinks
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
- Technology and communications
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
- Leisure and entertainment
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
- Household care
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
- Beauty and personal care
- Top takeaways
- Market performance
- Market overview
- Opportunities
- Challenges
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (continued)
- Canadians’ attitudes toward diversity and immigration
- Most people are proud of the country’s diversity
- Opinions about Canada’s diversity are similar for newer and established Canadians
- Graph 21: “I’m proud of Canada’s cultural diversity” (% strongly/somewhat agree), by time in Canada and race, 2025
- Regional differences highlight how opinions can vary on this topic
- Graph 22: “I’m proud of Canada’s cultural diversity” (% strongly/somewhat agree), by region, 2025
- Urban centres are the most positive about cultural diversity
- Graph 23: “I’m proud of Canada’s cultural diversity” (% strongly/somewhat agree), by living location, 2025
- Healthier finances and higher education correlate with pride in diversity
- Graph 24: “I’m proud of Canada’s cultural diversity” (% strongly/somewhat agree), by financial situation and education level, 2025
- Immigration is a part of Canada’s identity
- Opinions about diversity and immigration vary
- Graph 25: attitudes toward diversity and immigration (% strongly/somewhat agree), by time in Canada, 2025
- People born outside of Canada are more positive about immigration
- Graph 26: “Immigration is a core part of Canada’s identity” (% strongly/somewhat agree), by where born and time in Canada, 2025
- Canadians are generally positive about diversity and immigration, but there are some divisions
- Newer Canadians’ future in Canada
- Most newer Canadians expect to move away eventually
- Graph 27: expected time remaining in Canada, newer Canadians, 2025
- Current status has a significant impact on future plans
- Graph 28: expected time remaining in Canada, newer Canadians by resident status, 2025
- Canada’s cost of living is a major issue affecting how long people stay
- Graph 29: reasons for expecting to leave Canada, newer Canadians, 2025
- Unaffordability makes it difficult for newer Canadians to succeed
- Permanent residents and citizens are the most impacted by costs of living
- Graph 30: reasons for expecting to leave Canada, newer Canadians by resident status, 2025
- Brands can’t solve these issues, but they can anticipate them
- Attitudes toward government policy changes
- A third of consumers believe recent policy changes are appropriate
- Graph 31: opinions on recent changes to immigration policies, by time in Canada, 2025
- Temporary residents are the most likely to disagree with new policies
- Graph 32: opinions on recent changes to immigration policies – too strict (NET), newer Canadians by resident status, 2025
- Established Canadians born outside Canada have little sympathy amid new policies
- Graph 33: opinions on recent changes to immigration policies – too strict (NET), by where born and time in Canada, 2025
- That same pattern exists in the US
- A common refrain: too much, too fast
- Ontarians are the most concerned with the rate of immigration
- Graph 34: “Canada’s immigration rates in recent years have been ‘too much, too fast'” (% strongly/somewhat agree), by region, 2025
- Consumers are opinionated about brands’ hiring practices
- Sentiments toward immigration connect back to the economy
- Graph 35: “Immigration rates have been a major contributor to…” (% strongly/somewhat agree), 2025
- These attitudes aren’t just driven by older generations
- Graph 36: opinions on Canadian immigration trends (% strongly/somewhat agree), overall established Canadians vs Gen Z established Canadians, 2025
- Young adults are struggling to find work, adding tension to immigration trends for Gen Z
- Graph 37: unemployment rate, by age, 2022-25
- Immigration is a sensitive topic in Canada
- Concerns and worries among newer Canadians
- A third of newer Canadians don’t feel welcome
- Certain groups are more likely to feel unwelcome
- Graph 38: “I don’t feel entirely welcome in Canada” (% strongly/somewhat agree), newer Canadians by age, gender, race and region, 2025
- It’s not just feeling unwelcome, there’s real fear for the future
- Fears about leaving Canada don’t go away with time
- Graph 39: “I worry government policy changes will make me leave Canada earlier than planned” (% strongly/somewhat agree), by time in Canada, 2025
- It’s a stressful time for newer Canadians
- Challenges experienced when moving to Canada
- Winter weather conditions like ice and snow are a major challenge
- Graph 40: aspects of moving to Canada that were more difficult than expected, 2025
- Weather conditions can be magnified for those without a vehicle
- Housing affordability makes it difficult to settle into Canada
- Graph 41: aspects of moving to Canada that were more difficult than expected, 2025
- It’s hard to afford housing while starting a new life in Canada
- Graph 42: average listed rent, by province, December 2024
- Purpose-built rentals can be a valuable solution for newer Canadians
- Companies can’t lower housing prices, but can help newer Canadians save every dollar
- Established Canadians have a good understanding of newer Canadians’ challenges
- Graph 43: established Canadians’ assumptions about aspects of moving to Canada that were more difficult than expected, 2025
- An understanding of newcomers’ struggles indicates empathy among established Canadians
- Two very different challenges, but each capable of becoming major roadblocks in Canada
- International brand preferences among newer Canadians
- Among newer Canadians, domestic brands compete with international brands
- Graph 44: categories of brands purchased from home country (or places near home country), 2025
- Over time, demand for products from home declines
- Graph 45: categories of brands purchased from home country (or places near home country), by time in Canada, 2025
- At a time when “Buy Canadian” is a common marketing message, it may not resonate as well with newer Canadians
- Graph 46: “It’s important to support local Canadian businesses”, by time in Canada, 2025
- Newer Canadians who are settling down for the long run are more likely to buy Canadian
- Graph 47: “It’s important to support local Canadian businesses”, newer Canadians by expected time left in Canada, 2025
- Newer Canadians aren’t as worried about the Trump administration as others are
- Graph 48: the Trump administration is having a negative impact on…, by time in Canada, 2025
- Newer Canadians aren’t particularly focused on world affairs
- Graph 49: any rank – respondents could select up to three), by time in Canada, 2025
- Brands will need to reset their expectations for “Buy Canadian” when targeting newer Canadians
- Newer Canadians’ YouTube content
- Newer Canadians are heavy users of YouTube
- Graph 50: frequency of visits to YouTube, by time in Canada, 2025
- Newer Canadians are heavier social media users in general, but YouTube still leads
- Graph 51: visit sites/apps daily, by time in Canada, 2025
- Music videos lead, while lifestyle and educational videos are overdeveloped
- Graph 52: types of videos typically watched on YouTube, by time in Canada, 2025
- Brands can create educational content to connect with newer Canadians
- When age isn’t a factor, YouTube consumption is more comparable
- Graph 53: types of videos typically watched on YouTube, 18-34 year olds by time in Canada, 2025
- Newer Canadian subgroups can be targeted using specific types of videos
- Graph 54: types of videos typically watched on YouTube, newer Canadians by gender, 2025
- YouTube isn’t the only answer, but it can’t be overlooked when marketing to newer Canadians
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APPENDIX
- Market definition
- Consumer research methodology
- Consumer research questions
- Consumer research questions: crosstabs
- Consumer research questions: curated tables
- Consumer research questions: curated tables (continued)
- Generations
- Abbreviations and terms
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