Canada’s population reached 41.6 million in 2025 and is projected to grow to 46.2 million by 2040, an 11% rise at a 0.7% compound annual growth rate. The defining market forces in 2025 were a sharp immigration reset, a housing-affordability crisis and a US trade shock, set against high incomes, a large wealthy tier and a strong trend towards buying local.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in Canada report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in Canada report answers:
- How consumers in Canada are changing?
- What are key changes in Canada population, society and generational structure and how it is affecting businesses?
- What is the household structure in Canada and how it is changing consumer landscape?
- What are key income groups in Canada? What is the outlook for the future?
- Where consumers are spending the money in Canada?
- How is the consumer mindset in Canada changing?
- In Canada, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in Canada?
Scope
Key findings
Key drivers affecting consumers in Canada in 2025
How developments today shape consumer of tomorrow
Today 2025: Migration remains the backbone of population growth
Canada’s population ageing as birth rates fall and life expectancy increases
High obesity rate the primary health risk factor
Tomorrow 2040: Gen Z set to become the largest cohort due to an ageing population
Gen Z set to push spending toward digital, value-based, socially conscious purchases
Toronto set to strengthen its position as largest city in Canada
Opportunities for growth
Case study: An immigration reset slows population growth
Today 2025: Single person households on the rise as birth rates fall
Demographic shifts impacting the make-up of households
Rising housing costs putting pressure on Canadians
Tomorrow 2040: Disposable income rising but birth rate set to continue falling
Male-led and ageing households set to shape business planning for the future
Canadians are digitally engaged with internet access now available in most homes
Opportunities for growth
Case study: Housing crisis reshapes household choices
Today 2025: Disposable income rises despite increase in the cost of living
Most Canadians remain concerned about the rising cost of living
Cost of living pressures place the focus on essential grocery items
Tomorrow 2040: Wealth will become increasingly concentrated in metro areas
Middle-aged consumers set to dictate spending in Canada
Toronto will remain the key consumer market as expenditure grows steadily
Opportunities for growth
Case study: US tariffs deliver a shock to consumers and the jobs market
Key findings consumer survey
Gen Z and millennials show greater willingness to pay for quality when it comes to groceries
Canadians adopt a quality over quantity approach to shopping
Consumers adopting greener habits as environmental concerns grow
Baby boomers the big savers as economic uncertainty persists
Workers choosing to retrain as AI reshapes the jobs market
Opportunities for growth
Case study: Buy Canadian becomes a consumer movement
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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