TORONTO, Jan. 14, 2014 /CNW/ - The BrandSpark Canadian Shopper Study is Canada's most comprehensive
source of insights about Canadians' shopping habits for everyday food
and beverage, health and beauty, household and kids products that
Canadians regularly purchase. Now in its eleventh year, the study
surveys Canadians about their everyday purchasing decisions and their
attitudes towards such topics as food and nutrition, health, media
habits, the economy, the environment, and new technology. More than
100,000 Canadian shoppers participated in the 2014 study.
The study results are also used to compile winners for the eleventh
annual Best New Product Awards (BNPAs) - Canada's largest and most
credible consumer-packaged goods (CPG) awards program. This year
Canadians voted 88 products as winners in the Food & Beverage, Health &
Beauty, and Household categories. Winning products were 100% consumer
voted by the more than 90,000 Canadians who voted.
For a complete list of winning products, please visit www.BestNewProducts.ca.
"With more than a decade of research and data about Canadian shopping
habits to draw from, plus BrandSpark's companion Shopper Studies around
the globe - including the United States, Mexico, China, Brazil, France,
Germany, the United Kingdom, Turkey, Russia, Taiwan, and Japan - the
annual Study provides a wealth of insight into shoppers in Canada,
across North America and around the world," said Robert Levy, President
and CEO of BrandSpark International and Founder of the Best New Product
Awards. "We can see how Canadians might be similar or different from
those other shoppers."
Canadian Shopper Trends from The 2014 Study Include:
Economic Outlook: 33% are less loyal to companies now than before the
The global economic crisis, while arguably in the past, is still fresh
in the minds of many Canadians and continues to have an impact on their
purchasing decisions. Thirty-three per cent say that their life was
negatively impacted by the recent economic downturn and 20% feel that
their family is better off financially now than six months earlier,
while 22% believe that they are worse off. Though 28% expect their
financial situation to improve in the next six months, 55% of Canadians
do not expect their financial situation to change, and 11% expect it to
be worse. In this climate, perception of value will remain key to
product success, with 81% of Canadians saying that they are always
looking for ways to reduce spending on everyday items, and 79% saying
that they often postpone making purchases until they spot a good deal.
New Product Interest: 77% like trying new products
Canadians are interested in trying new and innovative products and many
are open to the idea of paying a premium for quality innovation.
Roughly 67% of Canadians say that they would be willing to pay more for
a new product if it was better than the current selection of similar
products. This notion is supported by the belief in the value of
research and development (R&D) in product innovation: approximately 60%
of Canadian shoppers believe that R&D is "constantly leading to better
Shopping Habits: 88% report that they always or sometimes use written
Shopping lists are a routine for most Canadians and were used on 60% of
CPG shopping trips. However, even with the list in hand, shoppers
reported that they forgot to pick up something they needed 11% of the
time, and they purchased items they did not plan to buy on 49% of
Value: 92% feel proud when they get great value for their money
Getting value for money continues to be a major area of focus for
Canadians, leading them to look for lower-priced private label
products. In fact, 55% of Canadians believe that private label products
are just as good as brand name products while 45% consider store brands
to be of better value. Despite this, Canadians still see value in
established brands and 76% prefer to buy brand name products when
they're on sale as opposed to purchasing a private label equivalent.
Environment: Consumers appreciate environmental benefits, but few, 40%,
will pay more for environmentally friendly products
Eighty per cent of Canadians believe that their choices each day can
have a positive effect on the environment, and they are willing to take
small steps like purchasing reusable shopping bags to reduce plastic
waste. Yet, only 40% say they are willing to pay more for products that
are environmentally friendly. Part of this stems from skepticism over
environmental claims: 66% feel that many "green" or "eco-" labels are
Baby/Kids Products: Parents of young children are looking for convenience and health
guarantees, and are drawn to organics more than the average shopper
When considering baby products, parents want products that will be
healthy and safe, and they look to brands they know and trust. Busy
parents also want convenience, with 70% wanting new baby products that
are easy to prepare or use, and 60% looking for them to save them time.
Parents of the youngest children also continue to lead the way with
organics, with 49% agreeing that organic products are healthier among
38% of shoppers overall, and 35% are willing to pay more for organics,
compared to 26% overall. Even with the desire for organic products 47%
of parents with children aged three years and under are still confused
about what "organic" exactly guarantees.
Food and Health: 76% of Canadians are actively making changes in their
lifestyle to be healthier
Canadians want to live healthier and recognize the importance of diet in
improving overall health. In fact, 88% of Canadians are convinced that
there is a lot they can do with food and nutrition to prevent illness.
The Study reports that 56% of Canadians are trying to improve their
food consumption habits by paying attention to the daily intake values
shown on product packaging. However, there is still a gap between
shopper knowledge of healthy eating practices and follow-through; more
than 44% of Canadians know Canada Food Guide's recommended daily intake
of nutrients but less than 40% actually follow these recommendations.
Mobile Shopping Habits: 54% of Canadians have used their smartphone to
make a purchase decision
Fifty per cent of Canadians own a smartphone and many are using them to
make purchase decisions. Smartphone owners only report using their
device for a shopping related purpose on 7% of CPG shopping trips;
however, overall 54% report having used their smartphone in this way at
some point. Among these shoppers, 17% reported looking up product
information, while 31% compared prices online before purchasing and 13%
searched for product reviews and consumer testimonials on the spot.
Overall, 12% of Canadian CPG shoppers said that they have made a
different purchase decision in the past because of information accessed
on their smartphone while in-store.
Purchase Influencers: 95% of Canadians check grocery store flyers every
Flyers remain crucial to influencing the purchasing behavior of CPG
shoppers, with 95% of Canadian shoppers reporting that they check
grocery store flyers every month at the least. Readership remains high
for mass merchandise retailers and drug stores at 85% and 79%
respectively. While shoppers display a clear preference towards the
print flyer format, digital/online flyers are still a significant part
of the promotional landscape with 57% of Canadians checking them each
month. When asked about their most recent shopping trip 49% of
Canadians said that they checked print flyers and 23% said that they
looked at online flyers prior to the trip.
About the 2014 BrandSpark Canadian Shopper Study
The 2014 BrandSpark Canadian Shopper Study sample was weighted to
conform to the PMB national profile of principal grocery shoppers.
Companion studies are conducted in the United States, Mexico, China,
Brazil, France, Germany, the United Kingdom, Turkey, Russia, Taiwan,
About BrandSpark International
BrandSpark International is a leading brand, marketing and product
innovation research company. Its comprehensive and innovative research
approach gets at the heart of how consumers think, why they act the way
they do, and what clients need to do about it. With expertise in retail
and leisure categories and an exclusive relationship with the Best New
Product Awards, BrandSpark has a deep global perspective on the drivers
of innovation unlike any other research company. For more information,
Artwork is available for download at www.JeffersonDarrell.com.
SOURCE: BrandSpark International
For further information:
For interview requests, to receive additional information about 2014 Best New Product Award winners, Canadian consumer trends or for more information about the BrandSpark Canadian Shopper Study, please contact:
JDA: Jefferson Darrell, 416-357-0234, JDA@JeffersonDarrell.com
BrandSpark International: Robert Levy, President, RLevy@BrandSpark.com