Canada Entertaining at Home Market Report 2020
£ 3,695 (Excl.Tax)
Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Entertaining at Home – Canada market including the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
In 2019, more than half of Canadians entertained guests at their homes, but that activity has declined precipitously in 2020 due to the risks posed by COVID-19. Nevertheless, despite the considerable challenges for this industry, many Canadians have still hosted amid social distancing protocols – showing how valuable and important this behaviour is to them. As a result, consumers will be looking to companies for guidance and solutions to help them continue to entertain at home as safely as possible.
Expert analysis from a specialist in the field
Written by Scott Stewart, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The year 2020 has seen entertaining at home shift from a timeless, fun, relaxing social activity to something that has caused many consumers anxiety about both their safety and the law. Yet as challenging as this time has been, it has also illustrated how vital in-person get-togethers are to Canadians. It is a foundational social behaviour that consumers will be excited to return to once it is safe – meaning the industry’s long term outlook is stable.
Scott Stewart
Leisure Analyst
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
-
Executive Summary
-
- Top takeaways
- Market overview
- Impact of COVID-19 on entertaining at home
- Figure 1: Short, medium and longer-term impact of COVID-19 on entertaining at home, November 2020
- Opportunities
- Even during a pandemic, Canadians still host their friends and family
- Consumers are looking for help with hosting
- Hosts know they will need to entertain differently, but they want to limit new measures
- Challenges
- COVID-19 has had a direct impact on entertaining at home
- Behaviour will not go completely back to normal once the pandemic ends
-
-
The Market – Key Takeaways
- Major factors for this industry are completely outside its control
- Opportunities have arisen during these unique times
- Major factors for this industry are completely outside its control
-
Market Factors
- Governments are limiting the number of guests at gatherings
- Canadian weather will have a major impact on entertaining
- Demand for outdoor entertaining caused some supply shortages
- Figure 2: Salt Shack Backyards Instagram post, July 2020
- A national ban on single-use plastics as demand rises
- The restaurant industry’s challenges could help entertaining at home
- Economic factors could motivate hosts to treat themselves and guests
- Digital tech has supported virtual get-togethers
- Impact of COVID-19 on entertaining at home
- Figure 3: Short, medium and longer-term impact of COVID-19 on entertaining at home, November 2020
- Governments are limiting the number of guests at gatherings
-
Market Opportunities
- Product: certain items will become standard for hosts in the future
- Price: budget options are welcome, but there’s a unique opportunity for luxury
- Promotion: safety and responsibility will be key messages
- Place: as temperatures drop, consumers will look for indoor solutions
- Product: certain items will become standard for hosts in the future
-
Companies and Brands – Key Takeaways
- Messaging needs to be careful about social distancing regulations
- Some brands have shifted into the virtual social gathering industry
- Messaging needs to be careful about social distancing regulations
-
Competitive Strategies
-
- Wayfair hints at outdoor gatherings in colder weather
- Figure 4: Wayfair Canada Instagram post, September 2020
- Figure 5: Wayfair Canada Instagram post, September 2020
- Alcohol companies use delivery to keep homes stocked
- Figure 6: Steamwhistle Brewing Instagram post, June 2020
- Figure 7: The Wine Shops Instagram post, May 2020
- Digital companies capitalize on more virtual get-togethers
- Figure 8: The Game of Things Twitter post, April 2020
- Figure 9: Jackbox Games Twitter post, September 2020
-
-
The Consumer – Key Takeaways
- Hosting behaviours since the start of COVID-19
- How purchase behaviours will adapt to COVID-19
- What the winter holidays will look like
- Influences for entertaining at home
- How people feel about entertaining at home
- Hosting behaviours since the start of COVID-19
-
Hosting Behaviour since the Start of COVID-19
- Two in five consumers hosted guests since social distancing started
- Figure 10: Hosting behaviour since start of COVID-19 social distancing protocols, August 2020
-
- Figure 11: Hosting behaviour since start of COVID-19 social distancing protocols, by age, August 2020
-
- Figure 12: Hosting behaviour since start of COVID-19 social distancing protocols, by concern about exposure to COVID-19, August 2020
- Consumers had many reasons to host in 2020
- Food plays an important role in entertaining at home
- Figure 13: Occasions hosted since start of COVID-19 social distancing protocols, August 2020
-
- Figure 14: Occasions hosted since start of COVID-19 social distancing protocols, by household income, August 2020
- Special occasions provide a glimpse of what colder months will look like
- Figure 15: Special occasions hosted since start of COVID-19 social distancing protocols, by age, August 2020
- COVID-19 is the biggest barrier to entertaining at home
- Figure 16: Reasons for not hosting since start of COVID-19 social distancing protocols, August 2020
- Two in five consumers hosted guests since social distancing started
-
How Purchase Behaviours will Adapt to COVID-19
- Hand sanitizer will be common at future gatherings
- Figure 17: Hosting products more inclined to buy compared to before COVID-19, August 2020
- Disposable, single-use products will be used throughout events
- Figure 18: Hosting products more inclined to buy compared to before COVID-19, by concern about exposure to COVID-19, August 2020
-
- Figure 19: Coca-Cola Canada Instagram post, February 2016
- Figure 20: Coca-Cola Instagram post, May 2019
- Figure 21: Molson Canadian Instagram post, May 2018
-
- Figure 22: Lindt Canada Instagram post, May 2020
- Considering the environmental impact of disposables
- Some consumers will invest in outdoor products
- Figure 23: Outdoor products more inclined to buy compared to before COVID-19, by new vs not new Canadians, August 2020
-
- Figure 24: Outdoor products more inclined to buy compared to before COVID-19, by age, August 2020
-
- Figure 25: Play Anywhere | Spikeball, February 2019
- Figure 26: Outdoor products more inclined to buy compared to before COVID-19, those hosting outdoors later into autumn this year vs overall, August 2020
- Hand sanitizer will be common at future gatherings
-
What the Winter Holidays will Look Like
- Most consumers expect to get together for winter holidays
- Figure 27: Holiday gatherings should be skipped entirely, August 2020
-
- Figure 28: No new measures are necessary for holiday gatherings, August 2020
-
- Figure 29: Necessary measures for winter holiday gatherings, by concern about exposure to COVID-19, August 2020
- How consumers will adapt for winter holiday gatherings
- Figure 30: Try to spend more time outside during holiday gatherings, August 2020
- Winter holiday gatherings will be smaller this year
- Figure 31: Planning tactics expected for winter holiday gatherings, August 2020
-
- Figure 32: Mealtime tactics expected for winter holiday gatherings, August 2020
-
- Figure 33: Mealtime tactics expected for winter holiday gatherings, by gender and kids in household, August 2020
- Consumers will make purchases specifically in response to the pandemic
- Figure 34: Products expected for winter holiday gatherings, August 2020
- Most consumers expect to get together for winter holidays
-
Influences for Entertaining at Home
- Three quarters of consumers depend on inspiration for hosting
- Figure 35: Sources of inspiration/ideas for hosting, August 2020
-
- Figure 36: Any source of inspiration/ideas for hosting, by age, August 2020
- Word-of-mouth is the leading source
- How companies can influence hosts
- Consumers are looking for help with their gatherings
- First stop: the internet
- Figure 37: Online sources of inspiration/ideas for hosting, August 2020
-
- Figure 38: Social media sources of inspiration/ideas for hosting, by age, August 2020
-
- Figure 39: Solo Cup Instagram post, August 2020
- Figure 40: Pinterest usage for inspiration/ideas for hosting, by age and gender, August 2020
-
- Figure 41: Social media sources for inspiration/ideas for hosting, August 2020
-
- Figure 42: Michaels Stores Facebook post, October 2020
- Retailers have little impact on hosting behaviours
- Figure 43: Party City Canada Instagram post, October 2020
-
- Figure 44: Williams Sonoma Instagram post, October 2020
- Three quarters of consumers depend on inspiration for hosting
-
How People Feel about Entertaining at Home
- Consumers are feeling both excited and stressed
- Figure 45: Feelings about hosting guests, by concern about exposure to COVID-19, August 2020
-
- Figure 46: Excited about hosting guests, by age, August 2020
- Caution will continue even after the pandemic is over
- Figure 47: Cautious about gatherings after COVID-19, Asian Canadian vs overall, August 2020
-
- Figure 48: Quebec: cautious about gatherings after COVID-19, by primary language, August 2020
- Consumers are feeling both excited and stressed
-
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
