Table of Content

Consumer landscape 2021
Life priorities
Canadians prioritise time for themselves above time with others
Prioritising time for own activities/friends higher than global average
Time with friends most important to Generation Z
Consumers want products that are tailored to them personally
Younger generations want to be seen to be doing well
Consumers like new products and services but are not highly engaged
Brand engagement more appealing to Millennial consumers
Home life
Low levels of in-home entertaining, but over half connect virtually
Gen Z participating in home-based hobbies more than other generations
Energy efficiency and security prime concerns for Canadians
Outside space key for older segments; Gen Z want smart/multi-functional
Eating habits
R ates of dining out and ordering in low compared with global average
Home-cooked food trumps other food options across generations
Canadian consumers value low prices much more than other features
Flexitarian eating habits common across generations, but veganism rises
Mealtime scheduling becoming more fluid as routines change
Gen Z enjoy daytime snacking and are least likely to eat at regular times
Working life
High salaries and job security rated above being able to work from home
Strong work-life balance most wished for across all generations
A lthough high wages are important, job security concerns are clear
Self-employment/starting own business low compared to global average
Ability to work from home highly anticipated by Gen X
Sustainable living
Nearly 60% agree/strongly agree they are worried about climate change
Gen Z most concerned about climate change
Consumers good at recycling items; reducing carbon emissions less so
Baby Boomers living a more sustainable lifestyle than younger cohorts
Consumers not as active in buying sustainably-produced items as globally
Gen Z have a more level approach to living sustainably
Consumers less likely to make purchasing decisions based on brand ethos
Gen Z more actively share their opinions on social media
Leisure habits
Regularly socialising with friends online is the new normal
All cohorts active in online socialising; Millennials go on more day trips
Meeting up with friends and leisure shopping enjoyed most frequently
Higher percentage of Millennials regularly go to the cinema
Greater numbers of younger generations taking more domestic trips
Canadians want to relax on holiday and are less interested in shopping
Boomers more concerned about safety/security when choosing holidays
Health and wellness
Over half of women take vitamins/supplements almost every day
Walking and hiking most popular regular exercise
Higher percentage of Millennials practice yoga than ride a bike
Canadian consumers far less likely to visit a spa than global counterparts
Older generations use meditation over other activities to reduce stress
Shopping habits
Consumers are buying less, but buying higher quality from local suppliers
Strong focus on purchasing premium products across generations
Independent reviews do not hold as much sway as friends and family
Gen Z more likely to use their social media network for recommendations
Convenience aspect of subscriptions appeals most to consumers
Ability to see/try and purchase immediately biggest in-store motivation
Avoiding shipping costs most motivational for younger generations
Online shoppers motivated by free shipping and good prices
Gen Z and Baby Boomers shop online for products not available locally
Technology
Canadians not as concerned with cultivating their personal brand online
Consumers from all cohorts are actively managing their online privacy
Higher levels of ownership of gaming consoles and virtual assistants
Wearable tech ownership not as high as global average
Canadians active online but less engaged with online health/medical sites
Over half of Gen Z take part in online video gaming every week