The home is a complicated place. For most consumers, it’s a relaxing place. Yet, half of employed Canadians regularly do work at home, over a third exercise and two thirds say they enjoy home maintenance. The home is a busy, multifunctional place that adapts to consumer needs throughout the day.
That multifunctional usage of the home will likely increase due to broader market trends. Housing construction has shifted to denser, multi-unit dwellings while the trend of young adults living with their parents longer puts more people under one roof. Less space in those homes will make it more necessary to optimize every square foot, rather than having single-use areas that sit empty for most of the day.
The opportunities and threats in this market stem from those evolutions in the modern home. Companies that proactively anticipate this shift and adapt their strategies stand to benefit, while there is a threat for those that don’t move to keep pace with the way the Canadian home is changing.
This report looks at the following areas:
- How the broader market is impacting what homes Canadians live in and who they live with
- Consumers’ personal feelings about their homes and the tasks they enjoy doing there
- The frequency of activities at home – ranging from work and exercise to listening to music on headphones
- The top frustrations consumers have with their homes and the areas they would prioritize for improvement
- The importance and ubiquity of digital tech at home
- How companies are adapting to in-home lifestyle trends and creating a stronger bond with consumers
Homes are a constant in consumers’ lives, but the home is in the midst of an evolution. Adapting to those changes will be pivotal for stakeholders.
Scott Stewart, Associate Director, Lifestyles & Retail
Collapse All
-
Executive summary
- What you need to know
- What consumers want & why
- Market predictions
- Opportunities
-
THE MARKET
- Market context
- Amid stable inflation rates, GDP is vulnerable
- Graph 1: GDP growth, 2023-2024
- Graph 2: 12-month % change in CPI , 2022-2025
- Unemployment is steady (but precarious) as borrowing costs continue to decline from their peak
- Graph 3: unemployment rate, 2024-2025
- Graph 4: bank rate, 2022-2025
- How economic factors can impact in-home lifestyles
- Market drivers
- Home: Under Construction
- Multi-unit housing is becoming the norm
- Graph 5: housing starts by type, 2014-2024
- Multi-unit growth is driven by apartments/condos
- Graph 6: multi-unit housing starts by type, 2014-2024
- Younger consumers live in more crowded households
- Graph 7: number of people in household, by generation, 2025
- Remote work has settled, but remains above pre-pandemic norms
- Graph 8: % of workers aged 15-69 who work most of their hours from home, 2020-2023
-
CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (continued)
- Home size and composition
- Canadians’ home sizes vary greatly
- Graph 9: size of home, 2025
- Almost half of Gen Z lives in a smaller home
- Graph 10: size of home, by generation, 2025
- Baby Boomers are in no rush to move
- Newer Canadians live in smaller homes
- Graph 11: size of home, by time in Canada, 2025
- It’s not just the size of the home that varies, it’s also the composition
- Graph 12: who lives in the household, 2025
- A large share of Gen Z still lives at home
- Graph 13: who lives in the household, overall vs Gen Z, 2025
- Gen Zs who live with their parents are in larger homes
- Newer Canadians use shared housing to reduce shelter costs
- Combining Gen Zs and newer Canadians highlights the unique differences in home situations
- Stakeholders need to define “home” before building strategies around home lifestyles
- Time spent at home
- Some consumers only spend a few hours at home while a third almost never leave
- Graph 14: waking time spent at home on an average weekday, 2025
- Home time varies significantly across consumer groups
- Graph 15: spend 5 hours or less (NET) at home on weekdays, overall vs Gen Z, newer Canadians and <500 square foot households, 2025
- Graph 16: spend 12+ hours at home on weekdays, overall vs fully remote workers, Baby Boomers and retirees, 2025
- Most people want more time at home, but that attitude isn’t universal
- How remote work changes the market
- Think of the home as a market that consumers spend time in
- Describing the home
- People feel good about their homes
- Graph 17: terms used to describe home/residence, 2025
- Living situations impact how consumers feel about their homes
- Graph 18: terms used to describe home/residence, by parental status, 2025
- Household size in general aligns with different feelings about the home
- Graph 19: terms used to describe home/residence, by number of people in household, 2025
- “Adventures await” versus “Make space for some me-time”
- Certain consumer groups have negative feelings towards the home
- Graph 20: terms used to describe home/residence, by time in Canada, generation and home size, 2025
- Gen Z’s mental health could be related to attitudes towards the home
- Certain groups want to get outside of their homes
- Graph 21: “I get anxious if I spend too much time at home” (% agree), by time in Canada, generation and home size, 2025
- Third places are valuable to those consumers who want to get outside the home
- Home is a positive space; opportunity stems from embracing that positivity or helping solve a home’s shortcomings
- Activities at home
- The home is a busy place
- Graph 22: frequency of at-home activities, 2025
- Lines are blurring about what a home truly is
- Graph 23: frequency of at-home activities – productive/self-care, 2025
- IKEA’s desk alcove creates separation in small spaces
- A home gym doesn’t need to be big
- Headphones are what smart speakers were supposed to be
- Graph 24: frequency of at-home activities – regularly, by generation, 2025
- Headphones at home also fit with denser housing trends
- Moms are the most likely to deep clean the home
- Graph 25: frequency of at-home activities – deep cleaning the home (regularly), by parental status and gender, 2025
- Social media can reach moms with cleaning solutions
- Plants are an important part of the home – especially for older consumers
- Graph 26: frequency of at-home activities – taking care of plants, by generation, 2025
- Plants make all the difference in Amazon’s “Concrete Jungle”
- Understanding what people do inside the home helps brands anticipate their needs
- Areas of frustration
- A lack of space at home is a challenge for a lot of Canadians
- Graph 27: top areas of frustration in current home (respondents could select up to three), 2025
- Inspire consumers with ideas to create more storage space
- Packaging and subscriptions are other ways to help save space
- Smaller homes have bigger space problems
- Graph 28: top areas of frustration in current home (respondents could select up to three) – lack of space, by home size, 2025
- “Me time” is harder to come by in homes with more people
- Graph 29: top areas of frustration in current home (respondents could select up to three) – lack of space for me to get alone time, by parental status and number of people in household, 2025
- It’s not just parents who are frustrated – it’s also the kids living with their parents
- Graph 30: top areas of frustration in current home (respondents could select up to three) – lack of space for me to get alone time, Gen Z by who they live with, 2025
- Meta Quest headsets are so immersive, they can take you somewhere else
- Gen X is the sweet spot when it comes to renovations
- Graph 31: top areas of frustration in current home (respondents could select up to three) – in need of renovations, by generation, 2025
- As housing shifts to multi-unit dwellings, noise and smell will be more common issues
- Graph 32: top areas of frustration in current home (respondents could select up to three) – noise and smell, by size of home, 2025
- Two birds, one stone: air purifiers
- Creating space will make a lot of Canadians happy
- Home improvement priorities
- Kitchens and bathrooms are the focal points for home improvement
- Graph 33: top priorities for improving the home (respondents could select up to three), 2025
- Those rooms are especially important to people who want a renovation
- Graph 34: top priorities for improving the home (respondents could select up to three), overall vs “in need of renovation” is a frustration at home, 2025
- Older consumers are the most interested in kitchen and bathroom renos
- Graph 35: top priorities for improving the home (respondents could select up to three), by generation, 2025
- Bedrooms are more than rooms with a bed for Gen Z
- Graph 36: activities in the bedroom, overall vs Gen Z, 2024
- Bedroom improvements aren’t limited to renovations
- Bedrooms are especially relevant to people who spend little time at home
- Graph 37: top priorities for improving the home (respondents could select up to three) – bedroom, by time spent at home, 2025
- Prioritize kitchens and bathrooms today, but start thinking about bedroom solutions
- The importance of tech at home
- Smartphones are attached at the hip at home
- These tech behaviours are common across consumer groups
- Graph 38: usage of tech at home (% agree), by generation, 2025
- Audible promotes itself as background content
- Market implications of these behaviours
- It’s hard to get away from smartphones
- Digital tech has become a constant at home
- Enjoyment of home tasks
- Chores and tasks can be enjoyable
- Graph 39: “In general, I enjoy…” (% agree), 2025
- Content can help make these tasks better
- Graph 40: “In general, I enjoy…” (% agree), by “I typically watch/listen to content while doing chores”, 2025
- Content companies aren’t the only ones with an opportunity here
- Cooking enjoyment helps explain consumers’ interest in better kitchens
- Kitchen improvements don’t need to be major renovations
- Pride of ownership makes home maintenance more enjoyable
- Graph 41: “In general, I enjoy home maintenance” (% agree), by home ownership status, 2025
- Show consumers how to make the most of home maintenance
- Help consumers uncover the positive parts of taking care of a home
-
COMPETITIVE STRATEGIES
- Launch activity and innovation
- AI will expand its role at home
- IKEA’s new product line shows how the brand is evolving with in-home trends
- Glad uses nostalgia to make the mundane interesting
- Marketing and advertising
- Snuggle builds on consumers’ emotional connection to the home
- HomeSense encourages seasonal shopping trips
- Opportunities
- Brands need to evolve with changing home lifestyles
-
APPENDIX
- Consumer research methodology
- Consumer research questions
- Consumer research questions: crosstabs
- Consumer research questions: crosstabs (continued)
- Generations
- Abbreviations and terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
