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Megatrends in Canada

August 2021

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus Megatrends and insights as to how each trend has manifested in Canada.

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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?
The drivers shaping consumer behaviour
Megatrends
Businesses harness Megatrends to renovate, innovate and disrupt
Digital Living
Inabuggy offers Toronto shoppers a 3D store experience
Almost a quarter of Canadians use virtual assistants
Millennials are the most likely to embrace new tech
Almost half of Canadians are wary of targeted ads
Gen X are the most active in managing online privacy
Friends and family remain the most trusted source of information
Return to face-to-face activities expected post-pandemic
Experience More
Cineplex attracts consumers back to the big screen with subscription model
Most Canadians prefer real world experiences
Gen Z are the most likely to appreciate virtual experiences
Canadians are accustomed to socialising online
Travellers favour destinations that are relaxing and safe
Gen Z are the keenest to resume face-to-face activities
Middle Class Reset
Ampli continues to add new cashback partners and special offers
Middle class consumers seek ways to cut costs
Baby Boomers are the biggest bargain hunters
Canadians are keen to support the circular economy
Gen Z prove to be the most squeezed cohort
Premiumisation
Tim Hortons launches premium Cold Brew
Canadians looking for a simpler life
Gen Z are the most likely to enjoy tailored experiences
Millennials are the most optimistic about their investments
Almost a quarter of consumers are willing to pay extra for fair trade food
Shifting Market Frontiers
Tough Turban combines culture and safety
Canadians are keen to embrace new cultures
One fifth of Gen Z expect to work abroad in the future
Baby Boomers are the most focused on supporting local businesses
Shopping Reinvented
Shopify partners with TikTok for “shoppable” video advertisements
Canadians prefer shopping in-store despite online boom
Social media engagement by Canadian shoppers is relatively low
Gen Z are the most engaged on social networks
Sustainable Living
Chefs Plate teams up with Meatless Farm to offer plant-based options
Most Canadians are motivated to take action against climate change
Recycling is the top environmental priority for Canadians
Over a quarter of consumers boycott brands that do not share their ethos
Recyclable packaging is seen as the most sustainable
Wellness
New app developed to determine cats’ state of health
Dietary supplements are part of the daily regime of most Canadians
Millennials is the most physically active cohort
Canadians focus most on meditation for reducing stress
Canadians lag behind global counterparts when it comes to health tech
Health and safety precautions remain a priority amidst the pandemic
Leverage the power of Megatrends to shape your strategy today
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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.

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