Consumer Values and Behaviour in Canada

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Canada report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Canada report answers:

  • How is the consumer mindset in Canada changing? In Canada, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Canada purchase decisions?
  • Where and how do consumers shop in Canada?
  • What health-related activities do consumers in Canada participate in?
  • What megatrends should I focus on in Canada (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Consumer values and behaviour in Canada
Despite slowing inflation growth, consumers are concerned about the rising costs
Older generations feel most affected and concerned by rising cost of everyday items
More than half Canadian consumers like to explore innovative products and services
Younger generations buy from companies and brands that they trust completely
Consumers are less optimistic about their financial future compared to global counterparts
Gen Z Canadians are most optimistic about their life prospects in the next five years
Exercising at home remains top home activity
Safe location is the most appreciated home feature among Canadians
Canadians cook or bake a dish at least weekly
Most consumers cook themselves, but some would rather do something else
Gen Z have the least time for cooking
Canadian consumers look for healthy ingredients in food and beverages
Gen X most focused on the work-life balance
Financial gain remains key work priority
Canadians say they maintain a clear separation between their professional and personal life
Majority of Canadians use virtual means to interact with their friends
Gen Z are most likely to interact with their friends in person
Canadian consumers consider value for money as their top travel consideration
Elevated costs remain top of mind , and value for money while traveling is important
Canadians like walking or hiking
Gen Z seems and millennials are most active
Canadians are interested in meditation to improve wellbeing
Consumers are feeling uneasy about the effects of climate change
Canadians are actively pursuing environmentally-conscious lifestyles
Repairing broken items  is a popular way to be sustainable
Canadians utilise social and political media to voice their perspective on current issues
While inflation is slowing down, finding bargains is still a top priority when shopping
Baby boomers and Gen X are most interested in best price for their purchases
Consumers in Canada are open to purchasing used or pre-owned goods
Gen Z's are least interested in private label
Canadians subscribe to online streaming services
Key items like groceries, are listed as the items where Canadians expect to spend more
Gen Z foresee increasing spending on travel/holidays the most
Canadian consumers remain concerned about their current financial situation
Younger generations rely on financial support from friends or family
Gen Z expect to increase their savings
Canadians are proactive in managing data sharing and privacy settings
Older generations express discomfort with personalised advertisements
Consumers in Canada check or refresh profiles on a social media platform
Millennials are most ' 'hooked '' on YouTube and streaming services
Gen Z most active in buying online
Providing feedback on a product online is not very popular in Canada
Gen Z most actively follows companies online
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