866-997-4948(US-Canada Toll Free)

Generational Lifestyles - Canada - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Lifestyle

No. of Pages : 232 Pages

With Canadians prioritizing the improvement of their financial base and mobile usage on the rise, companies should look to mobile apps to incentivise consumers by providing savings while they spend.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Market overview
Canada’s population is expected to age in the coming years, but disposable income is increasing
Figure 1: Projected trends in the age structure of the Canada population, 2014-19
The consumer
Most Canadians watch their finances closely and feel they have about the same amount of disposable income as last year
Figure 2: Budgeting among Canadians, August 2014
Canadians seek balance between spending on non-essentials and increasing their savings
Figure 3: Past and future spending among Canadians, August 2014
Consumers consider a wide range of factors when making purchases, including the value for money, in-store experience and discounts
Figure 4: Importance of shopping attributes among Canadians, August 2014
Alcohol consumption typically occurs in the home, with beer and wine as the most popular choices
Figure 5: Alcohol consumption among Canadians, August 2014
Less than half of Canadians attended a festival in the past year
Figure 6: Attendance of Canadian festivals in the past 12 months, August 2014
What we think

Issues and Insights

Helping Millennials save money, while maintaining their spending habits
The facts
The implications
Using technology to aid young families save their money
The facts
The implications
Targeting older Canadians with online tools from brands and retailers
The facts
The implications
Engaging the money-minded consumer
The facts
The implications

Trend Application

Trend: Make it Mine
Trend: Without a Care
Trend: Nouveau Poor

Market Drivers

Key points
Demographic overview
Canadian population count
Figure 7: Share of population of Canada, by territory/province, 2014
Canada’s population is expected to age in the coming years
Figure 8: Projected trends in the age structure of the Canadian population, 2014-19
Economic overview
Canadian economy to pick up speed, but risks remain
Figure 9: Canada’s GDP, by quarter, 2008-14
Figure 10: Annual average exchange rates for the Canadian dollar vs selected currencies, 2011-14
Income and savings on the rise
Figure 11: Household disposable incomes and savings in Canada, 2008-14
Figure 12: Current financial situation by age, August 2014
Shopping-specific overview
Shopping opportunities have increased in Canada
Figure 13: Total number of shopping centres in Canada, 2001-12
Figure 14: Retail e-commerce sales in Canada (in billion US dollars), 2012-17

Online Money Saving Tools and Apps

Finance Management Platforms and Apps
Mint
moneyStrands
Debt Minder
BillGuard
Money saving apps
Checkout 51
Snap by Groupon
GasBuddy
PC Plus
Flash sales sites
Beyond The Rack
Zulily
Gilt
Subscription box delivery services
BarkBox
Bespoke Post
Birchbox
Green Kid Crafts
Little Life Box
Tea Sparrow

The Consumer – Budgeting and Disposable Income

Key points
Most Canadians watch their finances, but only half follow a budget
Figure 15: Budgeting among Canadians, August 2014
Figure 16: Canadians who follow a budget, by age, August 2014
Younger Canadians are most likely to feel they have more disposable income than the same time last year
Figure 17: Change in disposable income among Canadians, August 2014
Figure 18: Change in disposable income by age, august 2014
Figure 19: Change in disposable income by household income, August 2014

The Consumer – Spending Habits

Key points
Canadians seek balance between spending on non-essentials and increasing their savings
Figure 20: Past and future spending among Canadians, August 2014
Bettering one’s financial situation is a key goal for Canadians in the next three months
Figure 21: Finance related spending among Canadians, August 2014
Figure 22: Difference between past three month and next three month spending, August 2014
Spending on non-essentials remains steady and to increase over the next three months
Figure 23: Luxury related spending among Canadians, August 2014
Figure 24: Difference between past three month and next three month electronics, technology or mobile phone spending by age and gender, August 2014

The Consumer – Shopping Habits

Key points
Value for money and in-store experience are the most important shopping factors
Figure 25: Importance of shopping attributes among Canadians, August 2014
Sentiment and online reviews also play an important role in purchase decisions
Figure 26: Importance rating (top two box): sentiment and awareness factors, august 2014
Importance of product sentiment and awareness differs by age
Figure 27: Importance rating by age: buying things that make me feel good about myself/that have positive reviews
Uniqueness of brands and retailers matters in the purchasing process
Figure 28: Importance rating (top two box): uniqueness factors, August 2014
Figure 29: Importance rating by age: Uniqueness statements, August 2014
Figure 30: Importance of buying things that are ‘in style’ by household income, August 2014
Canadians value in-store pick-ups from an online orders
Figure 31: Importance of being able to buy things online and then pick them up in-store, by age and gender, August 2014

The Consumer – Alcohol Consumption

Key points
Beer and still wine are the most popular alcoholic beverages
Figure 32: Canadian alcohol consumption in the past three months, August 2014
Canadians more likely to drink most beverages at home
Figure 33: Past three month alcoholic beverage consumption by location, August 2014
Canadian men are more likely to consume most types of alcohol
Figure 34: Past three month alcoholic beverage consumption by gender, August 2014
Likelihood of alcohol consumption increases with affluence
Figure 35: Past three month alcohol consumption by household income, August 2014
Beer and cider consumption
Figure 36: Past three month beer and cider consumption by location, August 2014
Figure 37: Past three month beer and cider consumption by age and gender, August 2014
Wine consumption more popular at home among Canadians
Figure 38: Past three month wine consumption by location, August 2014
Figure 39: Past three month still and sparkling wine consumption by age and gender, August 2014
Canadians are more likely to drink most spirits at home
Figure 40: Past three month spirit consumption by location, August 2014
Figure 41: Past three month cocktails, coolers and whisky consumption by gender and age, August 2014

The Consumer – Canadian Festival Attendance

Key points
Less than half of Canadians attended a festival in the past year
Figure 42: Attendance of Canadian festivals in the past 12 months, August 2014
Younger Canadians and parents are more likely to attend festivals
Figure 43: Attendance of select Canadian festivals past 12 months by age, August 2014
Figure 44: Attendance of select Canadian festivals past 12 months by parentage, August 2014
Proximity to festival location is a factor in attendance

The Consumer – Generational Lifestyles and Chinese Canadians

Key points
Chinese Canadians are more flexible with their budgeting than average
Figure 45: Current approach to budgeting: Chinese Canadians against overall population, August 2014
Chinese Canadians are more action-oriented with their savings
Figure 46: Financial spending habits in the past three months: Chinese Canadians against overall population, August 2014
Past and future spend on leisure, technology, appliances, clothes and vehicles is higher for Chinese Canadians
Figure 47: Past and future spending: Chinese Canadians against overall population, August 2014
Figure 48: Past three month spending: Chinese Canadians against overall population, August 2014
Stylish and distinct purchases are more important to Chinese Canadians
Figure 49: Importance rating – uniqueness statements: Chinese Canadians against overall population, August 2014
Connection between online shopping and in-store pick-up is key
Figure 50: Importance rating – Buying things online and then being able to pick them up in-store: Chinese Canadians against overall population, August 2014
Chinese Canadians consume more alcoholic beverages
Figure 51: Past 12 month alcoholic beverage consumption: Chinese Canadians against overall population, August 2014
Food festivals and exhibitions are particularly popular
Figure 52: Festival attendance Chinese Canadians against overall population, August 2014

Appendix – The Consumer – Budgeting and Disposable Income

Figure 53: Budgeting, August 2014
Figure 54: Budgeting, by demographics, August 2014
Figure 55: Disposable income, August 2014
Figure 56: Disposable income, by demographics, August 2014

Appendix – The Consumer – Spending Habits

Figure 57: Spending, August 2014
Figure 58: Spending – Buy clothes and/or shoes, by demographics, August 2014
Figure 59: Spending – Go out for an expensive meal, by demographics, August 2014
Figure 60: Spending – Add to my savings, by demographics, August 2014
Figure 61: Spending – Go on vacation, by demographics, August 2014
Figure 62: Spending – Reduce my spending, by demographics, August 2014
Figure 63: Spending – Go to a concert/sports event/theatre, by demographics, August 2014
Figure 64: Spending – Reduce non-mortgage debts (ie credit card, personal loan, etc), by demographics, August 2014
Figure 65: Spending – Spend money on my home (new kitchen, redecorate, new furniture etc), by demographics, August 2014
Figure 66: Spending – Meet with a financial advisor, by demographics, August 2014
Figure 67: Spending – Buy electronics/technology (eg TV, computer, gaming console), by demographics, August 2014
Figure 68: Spending – Get a new mobile phone (eg smartphone), by demographics, August 2014
Figure 69: Spending – Add another source of income, by demographics, August 2014
Figure 70: Spending – Buy a major home appliance (eg washing machine, fridge), by demographics, August 2014
Figure 71: Spending – Buy a car (or other vehicle), by demographics, August 2014
Repertoire analysis
Figure 72: Repertoire of spending, August 2014
Figure 73: Most popular repertoire of spending, by demographics, August 2014
Figure 74: Next most popular repertoire of spending, by demographics, August 2014

Appendix – The Consumer – Shopping

Figure 75: Shopping, August 2014
Figure 76: Shopping – Getting the most value for my money, by demographics, August 2014
Figure 77: Shopping – Having a positive experience (eg friendly, knowledgeable and helpful staff), by demographics, August 2014
Figure 78: Shopping – Purchasing things at a discount (ie using coupons, sales, deals, etc), by demographics, August 2014
Figure 79: Shopping – Buying things that make me feel good about myself, by demographics, August 2014
Figure 80: Shopping – Buying things that have positive reviews online, by demographics, August 2014
Figure 81: Shopping – Shopping at stores/using services recommended by family/friends, by demographics, August 2014
Figure 82: Shopping – Purchasing from ‘non-chain’ stores or service providers (ie independent), by demographics, August 2014
Figure 83: Shopping – Being able to buy things online then pick it up in-store, by demographics, August 2014
Figure 84: Shopping – Buying things that are ‘in style’, by demographics, August 2014
Figure 85: Shopping – Buying things that will make me ‘stand out’, by demographics, August 2014
Figure 86: Shopping – Shopping in a new store (eg one I have not shopped in before), by demographics, August 2014
Figure 87: Shopping – Buying items I have seen advertised (eg TV, online, social media, magazines, newspapers, etc), by demographics, August 2014

Appendix – The Consumer – Alcohol Consumption

Figure 88: Alcohol Consumption, August 2014
Figure 89: Alcohol consumption – Beer (domestic, imported, craft, microbrew, etc), by demographics, August 2014
Figure 90: Alcohol consumption – Still wine (eg red, white, rosé, ice), by demographics, August 2014
Figure 91: Alcohol consumption – Vodka (eg Smirnoff, Absolut), by demographics, August 2014
Figure 92: Alcohol consumption – Rum (white or dark) (eg Bacardi, Captain Morgan), by demographics, August 2014
Figure 93: Alcohol consumption – Cocktails (eg Daiquiris, Cosmopolitan, Caesar), by demographics, August 2014
Figure 94: Alcohol consumption – Coolers (eg Mike’s Hard), by demographics, August 2014
Figure 95: Alcohol consumption – Liqueurs (eg Bailey’s, Jägermeister), by demographics, August 2014
Figure 96: Alcohol consumption – Whiskey (eg Jack Daniel’s, Crown Royal), by demographics, August 2014
Figure 97: Alcohol consumption – Sparkling wine (eg Champagne, Prosecco), by demographics, August 2014
Figure 98: Alcohol consumption – Cider (eg Strongbow), by demographics, August 2014
Figure 99: Alcohol consumption – Gin (eg Bombay Sapphire, Beefeater), by demographics, August 2014
Figure 100: Alcohol consumption – Brandy or Cognac (eg St Remy, Hennessy), by demographics, August 2014

Appendix – The Consumer – Canadian Festivals

Figure 101: Canadian Festivals, August 2014
Figure 102: Most popular Canadian festivals, by demographics, August 2014
Figure 103: Next most popular Canadian festivals, by demographics, August 2014

Appendix – The Consumer – Generational Lifestyles and Chinese Canadians

Figure 104: Selected demographics, by total population against Chinese Canadians, August 2014

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *