2021
8
Canadian Lifestyles Market Report 2021
2021-11-23T03:09:04+00:00
OX1044459
3695
145488
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Report
en_GB
“Exceptional vaccination rates and business reopening across the country have given the Canadian economy a real boost in the arm (pun intended). In fact, spending in the first two quarters…

Canadian Lifestyles Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Exceptional vaccination rates and business reopening across the country have given the Canadian economy a real boost in the arm (pun intended). In fact, spending in the first two quarters of 2021 look similar to pre-COVID-19 times for many categories. Given this, those who were already saving/investing got the chance to do more of it amid business closures, while those who were struggling pre-pandemic found it even harder to make ends meet. That said, consumers remain cautious, but cautiously optimistic as many grapple with how back to ‘normal’ they want their lives to be. Given the climate, brands will need to pay extra attention to what they stand for as consumers are paying closer attention than ever before, particularly around values, morals and sustainability.”

– Scott Stewart, Associate Director – Lifestyles and Retail

Key issues covered in this Report:

  • Spending habits compared to pre-pandemic
  • The pandemic’s impact on work situations
  • Consumer values and morals
  • Initiatives shoppers want to support
  • Interest in sustainable consumption

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Canada today
              • The people
                • The economy
                  • The markets
                    • The consumer
                      • Spending habits compared to pre-pandemic
                        • The pandemic’s impact on work situations
                          • Consumer values and morals
                            • Initiatives shoppers want to support
                              • Interest in sustainable consumption
                              • Canada Today – The People

                                • Generational makeup by the numbers
                                  • Figure 1: Canadian population, by age group, 2020
                                • One in 10 adults are adult Gen Zs
                                  • Millennials make up a quarter of the population
                                    • Seniors are the fastest-growing age group
                                      • Figure 2: Population aged 0-14 and over-65, 1988-2068*
                                    • Immigration is changing the literal face of the nation
                                      • Figure 3: Population growth by numbers, 1986-2017
                                    • Canada’s population is growing faster than other G7 countries
                                      • Figure 4: Population growth rate of G7 countries, most recent annual period available, 2017-18
                                      • Figure 5: Proportion of foreign-born population in Canada, 1981-2036
                                    • Immigration patterns lead Canada’s youngest cohort to be the most ethnically diverse
                                      • Figure 6: ‘There is no universal “Canadian identity”’ (% any agree), by generation, 2021
                                      • Figure 7: Self-identification of ethnicity, by generation, June 2020
                                    • Shifts in household dynamics having impact on women
                                      • Multigenerational and lone-parent households are on the rise
                                        • Life satisfaction is divided along gender lines
                                          • Figure 8: Satisfaction with life areas, Gen Z women vs Gen Z men, 2021
                                      • Canada Today – The Economy

                                        • COVID-19 causing less havoc to the Canadian economy in 2021
                                          • Figure 9: Quarterly growth rates of real/final GDP, change over previous quarter, Q1 2018-Q2 2021
                                          • Figure 10: Contributions to percentage change in real gross domestic product, change over previous quarter, Q2 2021
                                        • The economy is being reshaped by housing investments
                                          • Figure 11: Housing investment, quarterly % change, chained (2012) dollars, Q1 2019-Q2 2021
                                        • Household spending flattens out
                                          • Figure 12: Household final consumption of durable goods and services, quarterly % change, chained (2012) dollars, Q1 2019-Q2 2021
                                        • Business investment in machinery and equipment rebounds
                                          • Supply chain disruptions continue to impact motor vehicles
                                            • Continued rises in prices and nominal gross domestic product
                                              • Terms-of-trade improves and real gross national income rises
                                                • Double-digit household savings rate continues
                                                  • Employment returns to pre-pandemic level
                                                    • Unemployment rate continues downward trend
                                                      • Figure 13: Canada’s unemployment rate, January 2018-September 2021
                                                    • Long-term unemployment little changed despite employment growth
                                                      • Unemployment rate falls for older men, core-aged women and most visible minority groups
                                                      • The Market – Overview

                                                        • Canadian consumer spending in 2020
                                                          • Spending by category
                                                            • Figure 14: Total Canadian consumer expenditure (millions), at current prices, 2020
                                                        • Category Review – Housing

                                                          • Analyst perspective
                                                            • Market overview
                                                              • Housing affordability is a national concern
                                                                • Most Canadians are concerned about housing affordability
                                                                  • Figure 15: Attitudes related to housing affordability, 2021
                                                                • Opportunities
                                                                  • Home equity is increasingly becoming a part of retirement planning
                                                                    • South Asian Canadians are more active on the mortgage front
                                                                      • Figure 16: Mortgage and second mortgage ownership (select), South Asian Canadians vs overall, 2021
                                                                  • Category Review – Personal Finances

                                                                      • Market overview
                                                                        • Opportunities
                                                                          • COVID-19 spurs online investing, particularly among younger investors
                                                                            • Both human and robo-advisors have their place
                                                                              • Rewards are a major driver of credit card use
                                                                                • A fifth use a debit card with rewards
                                                                                  • The prepaid and secured card market opportunity
                                                                                    • Challenges
                                                                                      • Is the BNPL hype fading?
                                                                                        • Post-COVID-19 likely to see lower foot traffic in branches
                                                                                        • Category Review – In-home Food

                                                                                          • Analyst perspective
                                                                                            • Top takeaways
                                                                                              • Market overview
                                                                                                • Opportunities
                                                                                                  • Looking ‘close to home’ can inspire flavours and ingredient ideas
                                                                                                    • Frozen meals can take lessons from meal kits
                                                                                                      • Lab-grown meat has the potential to be the next evolution of the category
                                                                                                        • Challenges
                                                                                                          • Meat producers face challenges with younger consumers when it comes to the environment
                                                                                                            • Food (and drink) brands will be challenged to incorporate a more holistic view of wellbeing
                                                                                                            • Category Review – Alcoholic Beverages (at Home and On-premise)

                                                                                                                • Analyst perspective
                                                                                                                  • Top takeaways
                                                                                                                    • Market overview
                                                                                                                      • Figure 17: Drinking places (alcoholic beverages) receipts in Canada, March 2019-March 2021
                                                                                                                      • Figure 18: Alcoholic beverages being drunk more often, the same or less often versus last year, 2020
                                                                                                                    • Opportunities
                                                                                                                      • Beer’s relationship to wellbeing extends beyond calories and carbs
                                                                                                                        • Issues around sustainability extend to beer
                                                                                                                          • Not only wine, but beer is an appealing ingredient to cook with
                                                                                                                            • Challenges
                                                                                                                              • Winning over women for beer remains both a challenge and an opportunity
                                                                                                                                • Canadians gravitate to familiarity when it comes to beer, which is a challenge as RTD alcoholic beverages innovate
                                                                                                                                • Category Review – Non-alcoholic Beverages (at Home)

                                                                                                                                  • Analyst perspective
                                                                                                                                    • Top takeaways
                                                                                                                                      • Market overview
                                                                                                                                        • Opportunities
                                                                                                                                          • Immunity matters as Canadians prepare for the unpredictable
                                                                                                                                            • Beverage producers need to be mindful of mental and emotional health
                                                                                                                                              • Plant-based innovation can prime consumers for other ‘alternative’ production methods
                                                                                                                                                • Challenges
                                                                                                                                                  • When Canadians think of food and drink packaging waste, they think of single-serve beverages
                                                                                                                                                    • Canadians are split on how they view functional benefits in beverages
                                                                                                                                                    • Category Review – Dining Out

                                                                                                                                                      • Analyst perspective
                                                                                                                                                        • Top takeaways
                                                                                                                                                          • Market overview
                                                                                                                                                            • Opportunities
                                                                                                                                                              • Consumers want to use restaurants
                                                                                                                                                                • Optimal timing for healthy menu items
                                                                                                                                                                  • Challenges
                                                                                                                                                                    • Restaurant behaviour is dependent on consumers’ out-of-home behaviour
                                                                                                                                                                      • Groceries and cooking are becoming more convenient
                                                                                                                                                                      • Category Review – Beauty and Personal Care

                                                                                                                                                                        • Analyst perspective
                                                                                                                                                                          • Top takeaways
                                                                                                                                                                            • Market overview
                                                                                                                                                                              • Opportunities
                                                                                                                                                                                • Sustainability initiatives will extend beyond product formulations
                                                                                                                                                                                  • Figure 19: Sephora Instagram post, July 2021
                                                                                                                                                                                • Shifting wellness priorities are driving Canadian choices
                                                                                                                                                                                  • BPC brands should look beyond traditional demographic groups: men’s involvement in beauty is expanding
                                                                                                                                                                                    • BIPOC-focused brands are seeing a surge in demand
                                                                                                                                                                                      • Figure 20: Glamnetic Instagram post, May 2021
                                                                                                                                                                                    • Challenges
                                                                                                                                                                                      • Private label brands will gain appeal, challenging mainstream players
                                                                                                                                                                                        • The absence of in-person communal testers is encouraging innovation
                                                                                                                                                                                        • Category Review – Technology and Communications

                                                                                                                                                                                          • Analyst perspective
                                                                                                                                                                                            • Top takeaways
                                                                                                                                                                                              • Market overview
                                                                                                                                                                                                • Opportunities
                                                                                                                                                                                                  • Increased demand for digital tech hardware was not a one-time surge
                                                                                                                                                                                                    • Gaming has broad appeal, but strategies need to be category-specific
                                                                                                                                                                                                      • Content demand has increased, with streaming platforms performing the best
                                                                                                                                                                                                        • Challenges
                                                                                                                                                                                                          • At-home digital habits create a hurdle for mobile network demand
                                                                                                                                                                                                            • Tech companies need a plan in place to move beyond early adopters
                                                                                                                                                                                                            • The Consumer – Key Takeaways

                                                                                                                                                                                                              • Spending habits compared to pre-pandemic
                                                                                                                                                                                                                • The pandemic’s impact on work situations
                                                                                                                                                                                                                  • Consumer values and morals
                                                                                                                                                                                                                    • Initiatives shoppers want to support
                                                                                                                                                                                                                      • Interest in sustainable consumption
                                                                                                                                                                                                                      • Spending Habits Compared to Pre-pandemic

                                                                                                                                                                                                                        • Canadians put less focus on experiences
                                                                                                                                                                                                                          • Figure 21: Where extra money is spent, 2020 vs 2021
                                                                                                                                                                                                                        • Savers increased their savings
                                                                                                                                                                                                                          • Accessing savings in the post-pandemic world
                                                                                                                                                                                                                            • Demographic trends highlight the disparity in realities
                                                                                                                                                                                                                              • Figure 22: Where extra money is spent, by household income, 2021
                                                                                                                                                                                                                              • Figure 23: Where extra money is spent, overall vs HHI $100,000+, 2021
                                                                                                                                                                                                                            • Young Canadians plan for the future, but tactics vary by gender
                                                                                                                                                                                                                              • Figure 24: Put extra money into saving for the future, by age and gender, 2021
                                                                                                                                                                                                                              • Figure 25: Put extra money into saving for the future, by age and gender, 2021
                                                                                                                                                                                                                          • The Pandemic’s Impact on Work Situations

                                                                                                                                                                                                                            • Remote work during the pandemic
                                                                                                                                                                                                                              • Figure 26: Impact of COVID-19 on current employment situation, 2021
                                                                                                                                                                                                                            • Remote work was most common among higher income, educated Canadians
                                                                                                                                                                                                                              • Figure 27: Remote work during the COVID-19 pandemic, by household income, 2021
                                                                                                                                                                                                                              • Figure 28: Remote work during the COVID-19 pandemic, by education level, 2021
                                                                                                                                                                                                                            • Remote work could be a generation-defining feature of the pandemic
                                                                                                                                                                                                                              • Figure 29: Remote work during the COVID-19 pandemic, by generation, 2021
                                                                                                                                                                                                                            • Remote work will continue to be a major factor in 2022
                                                                                                                                                                                                                              • Figure 30: Expected work situation in 2022, 2021
                                                                                                                                                                                                                              • Figure 31: Expected work situation in 2022, by pre-pandemic work situation, 2021
                                                                                                                                                                                                                            • Layoffs directly impacted one in ten Canadians
                                                                                                                                                                                                                              • Figure 32: Job loss due to COVID-19 pandemic, by age, 2021
                                                                                                                                                                                                                            • Young women and low-income households were the most affected
                                                                                                                                                                                                                              • Figure 33: Job loss due to COVID-19 pandemic, by age, gender and household income, 2021
                                                                                                                                                                                                                              • Figure 34: Employment among 20-34 year olds, men vs women, 2018
                                                                                                                                                                                                                            • Many Canadians continued to go to work throughout the pandemic
                                                                                                                                                                                                                              • Figure 35: Continued to go to work throughout the pandemic, by household income, 2021
                                                                                                                                                                                                                            • Canadians who went to work were less concerned about COVID-19 exposure
                                                                                                                                                                                                                              • Figure 36: Worry about risk of exposure to COVID-19, by working situation due to COVID-19, 2021
                                                                                                                                                                                                                          • Consumer Values and Morals

                                                                                                                                                                                                                            • Half of Canadians pay attention to brands’ missions and purposes
                                                                                                                                                                                                                                • Figure 37: Pay attention to brands’ mission/purpose/CSR, by age, 2021
                                                                                                                                                                                                                                • Figure 38: Pay attention to brands’ mission/purpose/CSR, by race, 2021
                                                                                                                                                                                                                              • Consumers are generally passive when learning about brands’ missions
                                                                                                                                                                                                                                • Figure 39: Actively seek out information on brands’ missions, by age, race and parental status, 2021
                                                                                                                                                                                                                              • Active support is more common than active boycotts
                                                                                                                                                                                                                                  • Figure 40: Actions taken with knowledge of retailer/brand purpose, by attention paid to brand values/missions, 2021
                                                                                                                                                                                                                                • Top barriers to paying attention are price and convenience
                                                                                                                                                                                                                                    • Figure 41: Reasons for not paying attention to brands’ corporate social responsibility initiatives, 2021
                                                                                                                                                                                                                                    • Figure 42: Reasons for not paying attention to brands’ corporate social responsibility initiatives, men vs women, 2021
                                                                                                                                                                                                                                    • Figure 43: Reasons for not paying attention to brands’ corporate social responsibility initiatives, by parental status, 2021
                                                                                                                                                                                                                                    • Figure 44: Reasons for not paying attention to brands’ corporate social responsibility initiatives, by household income, 2021
                                                                                                                                                                                                                                • Initiatives Shoppers want to Support

                                                                                                                                                                                                                                  • Health/wellness, sustainability and local aid are top-tier causes
                                                                                                                                                                                                                                    • Figure 45: Areas most interested in supporting through shopping habits, 2021
                                                                                                                                                                                                                                  • Interest in sustainability varies across regions and education levels
                                                                                                                                                                                                                                    • Figure 46: Areas most interested in supporting through shopping habits, by region, 2021
                                                                                                                                                                                                                                  • Local support skews to older consumers and women, while global skews younger
                                                                                                                                                                                                                                    • Figure 47: Interested in shopping habits to provide ongoing aid/support to local community, by age and gender, 2021
                                                                                                                                                                                                                                    • Figure 48: Interested in shopping habits to provide ongoing aid/support to local vs global community, by age, 2021
                                                                                                                                                                                                                                  • COVID-19 and diversity initiatives are secondary
                                                                                                                                                                                                                                    • Pandemic relief is most relevant for those who are worried about exposure
                                                                                                                                                                                                                                      • Figure 49: Interested in shopping habits to provide COVID-19 pandemic relief, by worry about exposure to COVID-19, 2021
                                                                                                                                                                                                                                    • Diversity, inclusion and equality can succeed with a very targeted approach
                                                                                                                                                                                                                                      • Figure 50: Interested in shopping habits to support diversity, inclusion and equality, by age and gender, 2021
                                                                                                                                                                                                                                      • Figure 51: Interested in shopping habits to support diversity, inclusion and equality, by race, living location and LGBTQ+ identification, 2021
                                                                                                                                                                                                                                    • Natural disasters and access to education are much less popular
                                                                                                                                                                                                                                    • Interest in Sustainable Consumption

                                                                                                                                                                                                                                      • Consumers have positive attitudes about sustainability
                                                                                                                                                                                                                                        • Figure 52: Attitudes towards sustainability (% any agree), 2021
                                                                                                                                                                                                                                      • Younger, more diverse consumer groups are more interested in sustainability
                                                                                                                                                                                                                                        • Figure 53: Attitudes towards sustainability (% any agree), by age, 2021
                                                                                                                                                                                                                                        • Figure 54: Attitudes towards sustainability (% any agree), born in Canada vs not born in Canada, 2021
                                                                                                                                                                                                                                      • Despite good intentions, consumers are still looking for help with sustainability
                                                                                                                                                                                                                                        • Food and beverage plays a major role in sustainable purchases
                                                                                                                                                                                                                                          • Figure 55: Categories where it is most important to shop for sustainable products, 2021
                                                                                                                                                                                                                                        • Age trends indicate an evolving attitude about sustainability
                                                                                                                                                                                                                                          • Figure 56: Categories where it is most important to shop for sustainable products, 18-44s vs over-45s, 2021
                                                                                                                                                                                                                                        • There is still some skepticism about corporate sustainability efforts
                                                                                                                                                                                                                                          • Figure 57: Tentree Instagram post, October 2021
                                                                                                                                                                                                                                      • Sustainability and the COVID-19 Pandemic

                                                                                                                                                                                                                                        • A quarter of consumers have become more eco-friendly
                                                                                                                                                                                                                                          • Figure 58: Eco-friendly lifestyles compared to before the COVID-19 pandemic, 2021
                                                                                                                                                                                                                                        • Young Canadians were the most likely to become more eco-friendly
                                                                                                                                                                                                                                          • Figure 59: Eco-friendly lifestyles compared to before the COVID-19 pandemic, by age, 2021
                                                                                                                                                                                                                                        • Eco-friendly consumers are looking to the future
                                                                                                                                                                                                                                          • Figure 60: Motivators for living a more eco-friendly lifestyle, 2021
                                                                                                                                                                                                                                        • The pandemic has had varying effects on Canadians’ sustainability attitudes
                                                                                                                                                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                                                                                                                                                          • Data sources
                                                                                                                                                                                                                                            • Consumer survey data
                                                                                                                                                                                                                                              • Mintel Trend Drivers
                                                                                                                                                                                                                                                • Abbreviations and terms
                                                                                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                                                                                    • Terms

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