As economic conditions continue to shift, Pearl asked Canadians how they are adjusting their shopping habits for grocery, confectionery and snack purchases.
Canadians Are Shopping Smarter
The results reveal that about one-third of Canadian consumers are looking to reduce spending.
- 36% are increasing purchases at discount grocery stores.
- 26% are shopping more at dollar stores.
- 14% are shopping less at convenience stores
Generational Differences in Shopping Preferences
- Gen Z (18-27): More likely to embrace buying at Costco (30%) and discount stores (37%), less focused on purchasing on sale (32%).
- Millennials (28-43): Strongly focused on purchasing on sale (52%), comparing prices (54%), and shopping with a budget (51%).
- Gen X/Boomers (44-59): Showing a strong increase in discount grocery shopping (39%). Strongly focused on purchasing on sale (52%) and comparing prices (52%).
What It Means for Brands
Responding to these shifts is essential for brands looking to stay relevant with their consumer target:
- Adapt Pack Size Strategy: With more consumers turning to discount grocery and dollar stores, consider channel specific packs that offer everyday value.
- Reallocate Channel Activity: Prioritize merchandising activity in dollar and discount grocery stores in anticipation of strong traffic growth.
- Meet Gen Z at Costco: This cohort is unique for its growing affinity for club pack offerings at Costco.
As Canadian shoppers become increasingly price and budget conscious, brands that adapt will successfully navigate through this upcoming period of economic uncertainty.
Want to dive deeper into these insights to design your brand’s strategy? Connect with us at Pearl Strategy (johnchan@pearl-strategy.ca) to learn how we can help your brand adapt to today’s consumer landscape.
Source: Pearl Study of Canadians’ Attitudes & Behaviours, Dec 2024, n=267
