Study reveals insights on Canadians’ shopping habits

BrandSpark study shows what Canadians look for in consumer packaged goods

Canadians are keen to try new products, seek out deals and — as much as they are getting more tech savvy by using smartphones during their shopping trips — still prefer print grocery store flyers.

These are some of the findings released Tuesday in the annual “BrandSpark Canadian Shopper Study.” This marks the twelfth year the study, which provides insights on Canadians’ shopping habits and what they look for in everyday CPG products. The 2015 study surveyed more than 65,000 Canadians.

Here’s a snapshot of some of the consumer trends found in the 2015 study:

They want value for their money
– 87% of Canadians will stock up when their favourite products are on sale
– 57% shop at more than one store to get the best deal on different items

They like to experiment with new products
– 78% like trying new products
– 85% of millennials like to try new products; 69% of seniors do

Trust is key
– 55% say their trust in a brand rises greatly when an item gives detailed product information
– 62% say responding quickly to serious product issues greatly increases their trust in brands
– 64% say backing charitable causes would increase their trust in a brand

Health is a huge issue
– 77% say they’re concerned about their personal health (4% increase from a year ago)
– 67% say they are knowledgeable about health and nutrition issues (6% decrease from a year ago)
– 72% say healthier foods generally cost more
– 49% say there aren’t enough convenient healthy options

Tech is starting to further make its way into Canadians’ shopping experiences…
– Of the more than half of Canadians that “often use” their smartphone while shopping in-store, 45% of them compare promotions using digital flyers
– 20% of shoppers switched a purchase decision due to information they found on their smartphone while in-store
– Canadians use smartphones during 13% of household shopping trips
– 62% of Canadians check digital flyers regularly (5% increase from a year ago)

… but Canadians are still rooted firmly in “old fashioned” shopping habits
– 91% check print grocery store flyers every week or month
– 76% check print drugstore flyers every week or month
– 74% of Canadians still prefer the print format (as opposed to digital) when it comes to flyers
– 84% of Canadians say they continue to use written shopping lists

This article originally appeared at CanadianGrocer.com.

Consumer Articles

Consumer shifts put retail hiring at record low

Online shopping and automation means fewer positions to be filled on the floor

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'

What ‘customer centricity’ means to me

The season of giving is a good reminder to keep giving back

More Canadians to cross the border for Black Friday

UPS study shows many more Canadians shopping online or in store in the U.S.

Natrel whips up lactose-free butter option

Agropur Dairy to promote product with digital and in-store campaigns

Cold-FX class action lawsuit over misleading ads thrown out

Judge says Vancouver man couldn't effectively prove his claim

‘Suck it up,’ says Fisherman’s Friend in flu campaign

The lozenge maker sticks to its tough roots in TV spots

Harry Rosen’s secret to winning customer loyalty

Menswear company's founder keeps his eyes on what's next in style and design

Which shoppers are affected most by high food prices?

New study reveals pre-shopping habits and food vulnerability in food retailing