Consumer Lifestyles in Canada

Consumer Lifestyles in Canada
June 2023
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at time of publication: June 2023
CONSUMER LIFESTYLES IN CANADA 33
Scope
This report is part of a series of four highly-visual reports covering the 40 markets surveyed in the Consumer Lifestyles offers valuable insights
annual Voice of the Consumer: Lifestyles Survey. into key consumer attitudes and current
thinking, and their impact on purchasing and
consumption habits; quantifying behaviours,
Lifestyles Country Report Series
Draws together insights from across the Lifestyles Survey and preferences and motivations and aligning
Consumer Lifestyles provides takeaways on key trends. them with broader trends
Reviews shifting consumer traits and values that influence

Consumer Values and
purchasing and consumption behaviours. (Visual only
Behaviour
report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Megatrends including case studies highlighting how companies are Much of the information in this briefing is of a
responding to changing attitudes and expectations. statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Note: In the Lifestyles Survey, respondents provide their age within 5-year increments (15-19, 20-24, 25- Figures in tables and analyses are calculated
29, etc). Given these parameters, generations cited in this report series are defined as follows: Generation from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
Z: aged 15 to 29; Millennials: aged 30 to 44; Generation X: aged 45 to 59; Baby Boomers: aged 60+
companies’ opinions, reader discretion is advised.
Contents
Consumer Landscape
Personal traits and values
Home life and leisure time
Eating and dietary habits
Working life
Health and wellness
Shopping and spending
Consumer landscape in Canada 2023

Population by Generation (% of total) Median Age: Fertility Rate: Old-age Dependency Ratio
25% Years Children per Women 80%
20% 41.5 1.4
Life Expectancy at Birth: 2040
15% 40% 2023
Men Women 2000
10%
80.5 85.0
5% 0%
Households by Ownership 2000 2023 2040
0%
Generation Generation Z Millennials Generation X Baby Boomers
Alpha Owned
Largest Cities (by % of total population)
% of total population
Total Population Number of Households Rented 0% 10% 20%
Toronto
39.0M 15.3M
Montreal
Vancouver
Urban vs Rural Spending per Household (USD) Households by Type Calgary
100%
Non- Ottawa - Gatineau
USD46,251 Single Person
essentials Edmonton
Couple without Children Winnipeg Avg
Housing USD18,535
Quebec disposable
Couple with Children
Hamilton income
Food USD7,153 Other Canada
Kitchener
0% 0 50 100 Single-Parent Family 0 20,000 40,000
2000 2023 2040 % of total consumer expenditure Disposable income per capita (USD)
0% 25% 50%
Source: Euromonitor International from national statistics % of Total Population
Note: Data for 2023-2040 are forecasts Disposable Income (USD per Capita)

Most consumers remain unsettled as household budgets are squeezed
by rising prices, a result of high inflation rates, the recent stifling
increase in the cost of energy and the negative knock-on effect of the
war in Ukraine. Reflecting their concerns, 24% say they are actively
involved in political and social issues and 27% say they donate to non-
profits/charities. While 47% of respondents, including 32% of Gen Z,
say they believe the world will be a more dangerous place in future,
36% nevertheless say their lives will be better in future.
Concerns about the impact of climate change are influencing
consumers’ choices, with many voicing their strongly-held views via
conscious consumerism, with 49% feeling they can make a difference
through their choices and actions. Looking ahead, 48% of respondents,
including 47% of Gen Z, say they believe that climate change will affect
their lives even more in future than it does now.
Reflecting a growing interest in brands, 25% of respondents in Canada
say they enjoy being actively engaged with brands, with 71%, including
73% of Gen Z, saying they engage with brands to influence product
innovation and 71% only buying from brands they trust completely.
Consumers under pressure and reviewing their priorities

Consumers under pressure Personal values
n = 1,003; % of respondents n = 1,003; % of respondents
100%
80%
60%
I am concerned that the
40%
cost of everyday items are
going up 20%
0%
Take health and Looking for ways Feel they can Like to enjoy life Willing to spend Enjoy spending
safety precautions to simplify their make a difference and don’t worry money to save money rather
when they leave life to the world about planning for time than save it
home through their the future
choices and
actions
Canada Global
I am financially secure Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
0% 20% 40% 60% 80% 100% Consumers are becoming ever more price- 36% of respondents, including 47% of Millennials,
conscious as inflationary pressures drive up costs. say they feel under constant pressure to get
Agree Strongly Agree
Only 16% of respondents said they intended to things done. In a move to create more balanced
Disagree Strongly Disagree
increase their overall spending over the next 12 lives, 53% reported setting a strict boundary
Neither Agree or Disagree
months, with 34% hoping to save more. between their work or school life and their
Source: Euromonitor Voice of the Consumer: Lifestyles Survey,
fielded January – February 2023 personal life.
"Time for myself" remains a high priority

Ranking of time priorities by generation
n = 1,003; % of respondents Additional insights on personal traits and priorities
Consumers in Canada feel it is important to prioritise time for
themselves, with 58% citing enjoying personal time among
their top three priorities, including 59% of Gen Z and 56% of
Millennials. 53% say they regularly spend time on their
hobbies (at least weekly).
There is increased focus on opportunities to travel since travel

restrictions have been lifted. 21% of respondents, including
18% of Gen Z want to find time to travel. This has led to 22%
expecting to increase their spending on travel over the next
12 months.
47% of consumers are dedicating time to their favourite

activities: 15% say they expect to increase visits to the cinema,
21% are taking part in online video gaming, 64% are streaming
content and 11% are engaging with metaverse platforms at
least weekly.
Spending time with friends is a top priority for 28% of

▪ Time for my favourite activities ▪ Time to travel ▪ Time with friends consumers, including 32% of Gen Z. 56% say they meet up
▪ Time for myself ▪ Time with children ▪Time with parents with friends and 16% entertain friends in their homes
▪ Time to volunteer ▪ Time with extended family regularly (at least weekly). 15% expect to increase visits to
▪ Time for work ▪ Time with spouse or partner restaurants and 18% order food for home delivery (at least
weekly).
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
10
Identity, status and values reflected in consumer attitudes and behaviour

Consumer identity and status Personal values
n = 1,003; % of respondents (Agree/Strongly Agree with these statements) n = 1,003; % of respondents
80%
Feel comfortable expressing their 60%

identity with friends and family 40%
20%
It is important to experience
cultures other than their own 0%
Their identity is accepted by society I take health and I give back to those I only buy from Being active in the I am actively
safety precautions in need companies and community is involved in political
(eg, gender, age, when I leave my brands that I trust important to me and social issues
race/ethnicity/religion, income) home completely
Prefer to be anonymous online Gen Z Millennials Gen X Baby Boomers
(e.g.use an avatar or pseudonym
on social media) Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
Spiritual beliefs are an important Many consumers place great value on the appearance of personal success and
part of life achievement: 36% of respondents (compared to 36% globally) say it is important to
them that other people think they are doing well.
Like to be distinct from others 60% of respondents who say they prefer online virtual experiences; also said they
prefer to communicate online rather than face to face or by phone and 21% said
Want products and services that they use AR or VR to enhance their shopping experience.
are uniquely tailored to them
Of the 44% who prefer to be anonymous online, 64% said they actively manage
You can tell a lot about a person data sharing and privacy settings according to their preferences, this includes 65%
from the car they drive of Gen Z.
0% 30% 60% 90% Of the 53% of respondents who said they give back to those need, 32% said they
Canada Global donate to non-profits and charities and 26% said they buy from brands that
fielded January – February 2023 support social and political issues that are aligned with their values.
11
Consumers appreciate innovation and look for new experiences

Brand engagement Attitudes towards experiences
n = 1,003; % of respondents (Agree/Strongly Agree) n = 1,003; % of respondents
100%
Like to try new products and
services 50%
0%
Extensively research the Value real world Feel it is Seek curated Feel it is Shop in stores Value online Prefer online
products and services I experiences important to experiences that important to that create virtual virtual
consume experience are tailored to spend money on engaging experiences experiences to
other cultures their tastes experiences experiences real world
experiences
Gen Z Millennials Gen X Baby Boomers
Prefer branded goods to Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
non-branded alternatives
7% of consumers prefer to use a brand or company social media account or website to find
Want to engage with brands out information on a brand or product. This includes 14% of Gen Z and 8% of Millennials.
to influence product
innovation 45% of respondents, including 51% Millennials, say they extensively research the products
and services they consume. Of those that say this, 61% will only buy from companies and
brands they trust completely.
Like to be actively engaged
with brands When considering purchasing products or services, 24% of respondents say they make their
purchasing decisions based on a brand or companies' social and political beliefs.
0%20% 40% 60% 80%
Of the 29% of consumers that said they valued online virtual experiences to real world
Canada Global
experiences, 20% of these said they expected to increase their spending on experiences over
fielded January – February 2023 the next 12 months.
12
Younger consumers have a more positive outlook on their future

Future outlook by generation
Generation Baby
Gen Z Millennials
X Boomers
45% 38%
of consumers in Canada expect to be
I will be happier of overall respondents, including 49%
59% 49% 45% 31% better off financially in the future, this
than I am now Millennials, expect to be happier in
includes 42% of Millennials.
the future than they are now.
I will be better off Among this
54% 42% 37% 23% Among these respondents 55% also say
financially cohort 46% say they place earning a high
that they will have more free time in
salary in their top three work-related
the future. This includes 43% of Gen Z.
I will have more priorities.
free time for 33% 34% 46% 51%
myself
I will work less

than I do now
19% 27% 41% 61% 25% 47%
of consumers, including 33% of Gen Z,
of the respondents expect that the
feel that more of their everyday activities
My life will be world will be a more dangerous place in
52% 37% 38% 22% will shift to be in-person in future.
better future.
Among this group 22% selected working
62% are worried about climate change
More activities with people like them as a work-related
28% 28% 25% 33% and 53% think there will be more
will shift online priority and 17% said they would take an
political unrest in their country in future.
in-person class to learn a new skill.
fielded January – February 2023
Personal traits and values survey highlights
Gen Z Gen X
▪ Give back to those in need (48%) ▪ Want products and services that are uniquely
▪ Prefer branded goods (38%) tailored to them (41%)
▪ Prioritise time with parents (42%) ▪ Value real world experiences (79%)
▪ Feel they have less free time in future (34%) ▪ Extensively research products and services they
▪ Feel under constant pressure to get things done consume (44%)
(55%) ▪ Prioritise time for themselves (59%) and with
▪ Say climate change will impact their life more children (43%)
than it does now (47%) ▪ Are reducing their meat consumption (26%), and
trying to use less water (48%)
Millennials Baby Boomers
▪ Are willing to spend money to save time (37%) ▪ Prefer living in the real world to participating in
virtual online experiences (80%)
▪ Search for ways to simplify their lives (59%)
▪ Prioritise time for their partner or spouse (57%),
▪ Like to try new products and services (57%) spending time with extended family (22%), and
▪ Make their purchasing decisions based on giving their time volunteering (5%)
brands/companies’ social and political beliefs ▪ Expect they will have more free time in the future
(19%) (51%) and that more of their everyday activities will
▪ Prioritise time for their favourite activities (28%) shift to online platforms (33%)
▪ (90%) said they recycle items and (55%) said they use
sustainable packaging
15

Consumers are choosing to spend more of their leisure time at
home, regularly engaging in activities ranging from watching or
streaming TV or other content (cited by 84%) to playing video
games (37%) to entertaining friends and family (16%) (at least
weekly). At the same time, consumers do not tend to spend all their
leisure time at home: 35% of respondents say they regularly go out
shopping for leisure; 12% go to the cinema; 9% go to concerts or to
the theatre; and 20% visit restaurants (at least weekly).
Beyond expanding their at-home leisure activities, many consumers
are now also shifting activities that they once considered to be “out
of home” including work (31%) and exercise (63%), into their living
spaces. Reflecting the need to comfortably accommodate these
new domestic activities, 12% say having multifunctional space is an
important home feature.
Consumers are increasingly appreciating the convenience and
efficiency that smart home technology brings to their homes. 17%
say they already own smart home appliances, while 13%, including
22% of Gen Z, say they consider smart home functionality an
important home feature and 22% say they own an in-home virtual
assistant device.
16
Active households are driving consumers to invest more in their home spaces
Home activities by generation
n = 1,003; % of respondents (at least weekly)
Additional insights on selected home-based activities
Of the 84% of respondents who say they watch TV shows or
movies at home at least weekly, 15% subscribe to online
streaming services (Netflix, Disney Plus, Hulu, etc), 73% are
made up of Gen Z and 63% of Millennials.
Exercise is an especially popular home activity (64% females vs

64% males exercise at home at least weekly). Millennials are
overall more likely to exercise at home compared to other
generations.
52% of respondents who said that they engage in their

interests and hobbies (eg gardening, knitting, crafts, etc) every
week, 44% said they would prefer to live in a home with
outside space.
Of the 31% of respondents who said that they work from

▪ Study knitting, crafts, etc) ▪ Shop online home and 22% of respondents who said that they study at
▪ Connect with friends or ▪ Entertain friends and family ▪ Cleaning and domestic home (at least weekly), 26% also said that they would look for
family virtually on the phone, who do not live with me chores
a multifunctional work-live space) in their ideal home.
Skype, WhatsApp, etc ▪ Exercise ▪ Take an online or virtual
▪ Hobbies (eg gardening, ▪ Play video games fitness class
17
Consumers spend a good part of their leisure time engaging with friends online and offline
Frequency of leisure activities Leisure time spent online
n = 1,003; % of respondents n = 1,003; % of respondents (at least weekly)
Socialise with friends in 80%

person
60%
Go shopping for leisure
40%
Volunteer
Take a class or attend a 20%

lecture
Take a day trip 0%

Socialise with Take part in Visit or update Take a virtual Engage with Attend virtual Visit an online
friends online online video social class/attend a metaverse events/concerts dating or
Go to a sporting event gaming networking sites lecture online platforms matchmaking
website or app
Go to the cinema Gen Z Millennials Gen X Baby Boomers
Go to a concert or to the
theatre
Go to a museum or art
gallery
0% 50% 100% 56% of respondents said that they socialise with 60% of respondents said they visit or update
At least weekly 1-3 times a month friends in person at least weekly, 15% also said their social networking sites every week, this
Once every few months Rarely they intended to increase their spending on trips includes 68% of Gen Z. 28% of this cohort also
Never
to the cinema, concerts, or the theatre and 15% said they share their data online in order to
fielded January – February 2023 on spending on experiences. receive personalised and targeted offers or deals.
18
Ideal home features vary widely among generations

Most desirable home features by generation
n = 1,003; % of respondents
Additional insights on ideal home features:
Outside Space
38% of respondents that live with children aged 0-17 said
Energy Efficiency outside space is among their ideal home features.
Garage/Indoor Parking
Of the 44% consumers who prioritise energy-efficient
homes, 57% also said they were trying to reduce their
Smart Home Functionality
energy consumption by using energy-efficient products.
Minimalistic Design
13% of consumers who said they prefer their homes to
On-site Fitness have minimalist design, 31% also said they regularly study
at home.
Multifunctional Space
Among those who desire multifunctional space, 63% said
Outdoor/Street Parking they regularly exercised at home, and within this group,
40% rent their homes and 44% own their homes.
Sustainable Materials
Shared Living Space Of consumers that value smart home functionality, 28%
0% 30% 60% also said they remotely monitor or control home
Generation Z Millennials appliances every day, and 25% said they feel comfortable
Generation X Baby Boomers sharing their personal data with private companies.
19
Access to green spaces is valued especially by Baby Boomers

Ideal home location and access to services by generation
n = 1,003; % of respondents Additional insights on home preferences
Safe location 20% of consumers want to live in areas with clean air. 19%
of these consumers prefer to buy products and services
produced by purpose-driven brands/companies (those
Access to green with sustainability commitments that go beyond economic
spaces profit).
21% of respondents who said that proximity to public

Suburban location transport is among their top priorities when thinking about
an ideal home, 43% of these consumers also said that they
are trying to reduce carbon emissions by driving less or
Proximity to public
transport taking public transportation.
23% of respondents who said that suburban location is

Location with among their top priorities when thinking about an ideal
limited air pollution home, 36% also said that they expect to work from home
in the future.
Urban or inner city
location
Access to green space was considered important to the
78% who say they regularly walk, or the 20% who run or
Rural location jog or exercise.
0% 20% 40% 60% 80%
Generation Z Millennials Generation X Baby Boomers
20
Demand for domestic leisure trips remain strong as consumers stay closer to home
Most important travel features
40%
30%
20%
10%
0%
Nature and Relaxation City breaks Quality of food or All-inclusive Immersion in Sports and/or Urban area Arts and heritage Family-oriented
outdoor activities dining at hotels and local culture adventure or child-friendly
destination resorts activities
Canada Global
Number of domestic and international leisure trips in the previous 12 months

Did not take this type of trip Baby boomers Gen Z

Are more interested in arts and heritage Are more interested in city breaks
1-3 trips
24% of respondents who said that While partner or spouse is the
they took an international leisure most popular travel companion
4+ trips trip in the previous 12 months also overall, travel with friends holds
said they expect to increase their the most appeal for Gen Z (25%),
0% 20% 40% 60% 80%
spending on travel in future. and Baby boomers are more likely
Number of International personal trips
Number of domestic personal trips to travel alone (19%) than other
generations.
Home life and leisure time survey highlights
Gen Z Gen X
▪ Socialise with friends in person at least weekly ▪ Say they travel with a partner/spouse (63%), and
(34%) (34%) said they travel with their children
▪ Take an online virtual fitness class at least ▪ Their preferred travel destination feature is
weekly (20%) relaxation (34%), as well as arts and heritage
▪ Study at home at least weekly (46%) (8%)
▪ Say that minimalist design is among their top ▪ Say rural location is among their top three ideal
three ideal home features (20%) home priorities (19%)
▪ Value for money is among their top travel ▪ Socialise with friends at least monthly (53%)
destination features (29%)
▪ Watch TV shows or movies (on TV, computer, ▪ Have a pet living at home (35%) and look for
smartphone, or other device) at least weekly holidays that offer nature and outdoor activities
(84%) (14%)
▪ Exercise (69% do so at least weekly) ▪ Engage in hobbies (59% do hobbies at least
▪ Go shopping for leisure at least monthly (38%) weekly)
▪ Take a day trip at least monthly (23%) ▪ Say they typically travel alone (19%)
▪ Say that multifunctional space (work-life space) ▪ Cite safe location (76%) and energy efficiency
is among their top three ideal home features (54%) among their top three home priorities
(15%)
23

Unhealthy eating habits and more sedentary lifestyles are prompting
many consumers to look for ways to manage their weight. 15% of
respondents say they are on a diet trying to lose weight while 32% say
they actively monitor what they eat in order to manage their weight.
Similarly, there is also an increased focus on healthy ingredients, with
37% closely reading the nutrition labels on the products they consume.
For a variety of reasons, including personal health, rising prices and
sustainability, many consumers are focusing on the proportion of meat
in their diets. 26% say they are trying to reduce their meat
consumption while 8% say they now eat meat (and fish) only
occasionally.
As grocery budgets continue to be squeezed by rising food prices. 22%
of respondents say they regularly seek private label and low-cost
products when they shop. 77% of consumers cook or bake at home at
least weekly rather than dine out. In addition, 36% say they
reheat/prepare ready meals to save time and effort. Of course, many
are still tempted by the convenience of ordering in: 18% say they
regularly order food for home delivery while 23% are regularly
ordering food for takeaway or pick up ready-made food to eat at
home.
24
Consumers pay more attention to the health benefits of the foods they eat
Relationship with food Of those that actively monitor what they eat in order to manage their weight:
n = 1,003; % of respondents n = 320; % of respondents
80%
I actively monitor what I
eat in order to manage my 60%
weight
40%
20%
I keep track of the calories
0%
in the food that I eat
Look for healthy Take vitamins/ Use an app to track Are willing to pay Visit health-related
ingredients in food supplements daily/ my health or fitness at more for healthy food medical sites at least
and beverages almost daily least weekly features weekly
Canada Global
I am diabetic
32% of overall consumers actively 13% of overall consumers, compared
monitor what they eat to manage to 17% globally, seek to reduce their
their weight. 38% of these alcohol consumption. 26% of these
consumers also said they use an app consumers are 60+.
I am on diet trying to lose
weight to track their health.
15% of overall consumers 16% of consumers (compared to 25%

(compared to 20% globally) say they globally) keep track of the calories in
0% 10% 20% 30% 40% are on diet trying to lose weight. the food that they eat. 60% of these
Baby Boomers Gen X Millennials Gen Z 72% of those on a diet also engage consumers closely read the nutrition
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, in physical exercise at least weekly. labels on foods they consume.
25
Lack of time to buy groceries and prepare home-cooked meals impacts meal choices
Barriers to cooking by generation
n = 1,003; % of respondents (at least weekly) Additional insights on cooking habits
Although a large proportion of consumers still prepare and eat
meals at home, 17% would rather spend their time doing things
other than cooking, this includes 21% of Gen Z and 18% of
Millennials. Additionally, 13% of Gen Z and 12% of Millennials
said they typically replace meals with snacks.
23% of Gen Z, 13% of Gen X and 19% of Baby Boomers said

they do not cook for themselves as they have someone else in
their household who cooks for them.
Lack of cooking skills is another major obstacle to cooking at

home, as 15% of Gen Z and 12% of Baby Boomers say they do
not cook very well. 17% of males cited it as a major obstacle to
cooking, compared to 9% of females.
▪ I do not cook very well ▪ I prefer to order food for delivery

▪ Eating at a restaurant is more convenient ▪ I do not have time to cook In many instances, accommodating busy lifestyles influences
▪ I do not like to cook ▪ Food from restaurants tastes better consumers’ dining choices: 11% (compared to 13% globally) say
▪ I do not have time to shop for groceries ▪Someone else in my household typically going out to eat at a restaurant is more convenient, 6% prefer to
▪ Ordering food for delivery is more cooks for me order food for delivery, and 14% say they do not have time to
convenient cook.
26
Home cooking most regular choice but demand for snacks and restaurant food booming
Eating and snacking habits Food preparation habits
n = 1,003; % of respondents (at least weekly) n = 1,003; % of respondents (at least weekly)
Cook or bake
I typically eat snacks at home
Reheat or prepare a ready meal
Order food for home delivery

I typically eat snacks while
watching TV/streaming Order food for takeaway or pick up ready-
made food to eat at home
Eat at a restaurant
I often snack during the day in
between meals 0% 20% 40% 60% 80% 100%
At least once a day Weekly 1-2 times a month Less than once a month Never
I look for snacks that are Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
convenient to take and eat
outside the home For several reasons, including the need for more convenient and time-saving
options, 10% of consumers say they sometimes replace typical meals with snacks.
I typically eat snacks while I am at 30% of respondents also say they typically snack while at work and 20% look for
work
snacks that are convenient to take with them when they leave home.
As patterns of life continue to change, 24% of consumers say they vary their
I typically eat snacks when I am mealtimes according to their schedules, this includes 23% of Millennials and 35%
on-the-go (eg, on my commute to of Gen Z. Among those who vary their mealtimes, 44% said they feel under
work, while out shopping, etc.) 0% 20% 40% 60% 80% constant pressure to get things done.
Accommodating busy lifestyles influences consumers’ dining choices: 11% of
Gen Z Millennials Gen X Baby Boomers Canadians say going out to eat at a restaurant is more convenient than cooking
for themselves. In addition, 15% of overall respondents also said they intended to
fielded January – February 2023 increase their visits to restaurants over the next 12 months.
27
Consumers make their food choices based on perceived health benefits

Dietary choices and restrictions Dietary features and preferences by generation
n = 1,003; % of respondents n = 588; % of respondents
I look for healthy ingredients in food and
I am allergic or intolerant to beverages
certain foods
I am reducing my meat consumption
I do not typically eat meat or I closely read the nutrition labels of food and
fish beverages
0% 10% 20% 30% 40% 50% 60% 70%
I am a vegan 14% of overall respondents say are Consumers are more focused on improving
allergic or intolerant to certain their diets: 20% of respondents say they
foods. With this in mind, 44% of would pay more for food with additional
respondents say they only buy from health and nutritional benefits.
companies and brands they trust
I am a vegetarian completely.
Consumers have been making special efforts to ensure they consume healthy foods. 51% of
respondents say they look for healthy ingredients in food and beverages, while 37% say they
closely read the nutrition labels of food and beverages to help them with their choices of
I am diabetic products.
0% 10% 20% Canadians are increasingly Consumers are questioning the carbon
exploring plant-based foods, and footprints generated by the food and
according to our survey, 15% of beverages they consume. 25% of
Millennials Gen X Baby Boomers Gen Z respondents, say they prefer to buy respondents said they prefer to buy food
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, food that is environmentally that is locally sourced or manufactured.
fielded January – February 2023 conscious or eco-friendly.
28
Consumers are more likely to pay more for foods that provide health and nutritional benefits
Willingness to pay more for food features by generation Among overall respondents:
Health and nutritional 80% also look for healthy Ingredients in foods and beverages
properties (e.g. omega-3)
Superior taste 25% also tend to choose travel destinations where food is of
superior quality
Environmentally conscious
or eco-friendly 44% also say buying eco-conscious products makes them feel
good
Strong or well-known brand
58% prefer branded goods to non-branded alternatives
Ready to cook
38% are willing to spend money to save time
Non-GMO (genetically
modified organism)
62% also say they trust labels that say non-GMO
Sustainably produced or
raised
43% also say they are eco-conscious and buy sustainably-
Free range produced items
0% 5% 10% 15% 20% 25%
14% also choose travel destinations based on the quality of
food/dining
Eating and dietary habits survey highlights
Gen Z Gen X
▪ Typically eat snacks at home (45%) ▪ Say they eat meals at the same time each day
▪ Say their typical mealtimes vary day to day (43%), and that their typical mealtimes varied
depending on their schedule (35%) from day to day according to their
schedule (24%)
▪ Typically eat snacks while watching TV/
streaming video content (43%) ▪ Say that "health and nutritional properties" is
an influential food and beverage product
▪ Someone else in their household typically
feature (35%)
cooks for them (23%)
▪ Actively monitor what thet eat to manage
▪ Regularly reheat or prepare a ready meal
their weight (36%)
(43%)
▪ Look for healthy ingredients in food and ▪ Say they eat meals at the same time each day
beverages (46%) (57%), and that they typically snack at home
▪ Closely read nutrition labels of food and (4%)
beverages (34%) ▪ Not liking cooking is a barrier topreparing
▪ Snack during the day in between meals food for themselves (16%)
(34%) ▪ Say they are diabetic (14%)
▪ Order food for takeaway or pick up ready- ▪ East snacks while watching TV/Streaming
made food to eat at home at least weekly (47%)
(30%)
Working life
31
Working life
Reflecting continuing changes in the contemporary workplace,
many workers, especially younger workers, are now expressing new
employment expectations. 36% of respondents, including 42% of
Millennials, say they expect to be able to work from home in future,
while 28% say they expect to be able to have flexible start/finish
times. Many of these modern workers are now focusing more on
finding time for those out-of-work activities that satisfy their strong
personal and/or family goals: 32% say it is important to have a job
that allows for a strong work-life balance.
At the same time, ongoing economic uncertainty and volatile job
markets compel many workers to continue to strive to achieve a
range of more traditional career objectives: 34% say it is a priority
to have job security and 39% say it is important to earn a high
salary. This includes 41% of Gen Z.
Many in the workforce have a strong entrepreneurial streak. 13%
say they expect to start their own company in future and 18% say
they expect to be self-employed. Some value the self-sufficiency
provided by other non-traditional employment tracks: 10% say they
expect to work on a contract or freelance basis in future, with 11%
having more than one job.
32
Expectations of high levels of employee health and safety apparent across generations
Work priorities by generation
n = 987, % of total respondents
Of overall respondents that ranked prioritising health and safety at
work in their top three priorities:
76% take health and safety precautions when they leave home
29% donate to non-profits and charities supporting the environment
57% feel they can make a difference to the world through their
choices and actions
Of those that cite having responsibility and challenging work among

their top three priorities:
44% prefer to take charge and lead others
30% feel under constant pressure to get things done
14% expect to have more than one job
Among those that place working for themselves among their top
three priorities:
8% want to work where they feel comfortable expressing their identity
▪ To receive workplace benefits such as free food or time or space to play video games 23% are actively involved in political and social issues
▪ To work for a company that takes ethical and social responsibilities seriously 36% say being active in a community is important for them
▪ To have responsibility and challenging work
▪ To work for a company that prioritises employee health and safety
▪ To work with people like me
▪ Feel comfortable expressing their identity
33
Conditions that allow for a strong work-life balance are important for many
Desire for flexible working conditions Work priorities
n = 987, % of respondents n = 987, % of respondents by parent status
To have a job that allows for a strong
work or life balance
To work close to home
To be able to work from home
To work close to home

To have a job that allows for
a strong work or life balance To set my own work hours
To work for myself

To be able to work from 0% 10% 20% 30% 40%
home Non-parent or parent of grown children Parent with children ages 0-17 in home
Younger generations are more Working close to home is highly

To set my own work hours focused on fitting their working lives sought after by consumers seeking
around their lifestyles, with 20% of to improve their work-life balance,
Gen Z saying they want to set their with 34% ranking this in their top
own working times. three. Working close to home is
To work for myself mostly prioritised by Baby boomers
(38%) and Gen X (38%).
0% 20% 40% Although work-life balance Among respondents who prioritise

is a high priority, only 41% say they working from home, 48% report
Canada Global have a strict boundary between working from home at least once a
fielded January – February 2023 their work and personal life. week.
34
Salaries and job security remain important job considerations

Work priorities by generation Additional priorities and expectations among overall
n = 987, % of total respondents
respondents:
To earn a high salary Only 10% expect to work on a contract or freelance

basis.
To have a job security
38% expect to be better off financially in the future.
To receive good training

41% say they have strict work-life boundaries.
To work for a good manager
17% would like to have responsibility and challenging
work.
To work for a successful company
36% say it is important that other people think they are
To have the opportunity to work or travel doing well.
abroad
To be promoted quickly 8% expect to work abroad in future.
To work for an innovative company 66% also use technology to improve their day-to-day life.
0% 10% 20% 30% 40% 50%
Gen Z Millennials Gen X Baby Boomers 38% prefer to take charge and lead others.
35
Many see their future working lives fitting more easily around their lifestyles
Expectations of future work life Expectations of future work life by generation
n = 768, % of total respondents n = 768, % of total respondents
50%
Work from home
40%
Have flexible start and finish times 30%
Work part-time 20%
10%
Be self-employed
0%
Work past the typical retirement Work from home Have flexible start Be self-employed Start my own Work part-time
age and finish times company
Retire before the typical retirement
age Generation Z Millennials Generation X Baby Boomers
Start my own company Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
Have more than one job at the 40% of female respondents expect Of those that expect to retire before
same time
to work from home in the future, the typical retirement age, 9% also
Work on contract or freelance
compared to 32% of males. 27% of say they will quit the labour market
Change industries females also look forward to having to care for dependents.
flexible start and finish times as well.
Work abroad in a different country
Study or train to advance in my
current career 36% of Baby Boomers expect to Among respondents who say they
Leave the workforce to stay home
and care for dependents work past the typical retirement expect to work in a different
Study or train for a different career
age, 28% say they expect to work industry in future, 14% say they will
part-time and 11% said they expect study or train for a different career,
0% 20% 40% to work on contract or freelance 22% expect to start their own
Canada Global basis. company, and 24% to be self-
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, employed.
Working life survey highlights
Gen Z Gen X
▪ Say they want to work with people like them ▪ Prioritise a job that allows for a strong work-life
(17%) balance (43%), and provides job security (41%)
▪ Expect to earn a high salary (41%) ▪ Want to work for a company that prioritises
▪ Expect to have more than one job at the same employee health and safety (16%)
time in the future (21%) ▪ Want to work for a good manager (29%)
▪ Prioritise having the opportunity to work or ▪ Expect to work from home in the future (34%)
travel abroad (12%)
▪ Say they expect to receive good training (20%)
▪ Expect to have flexible start and finish times in the ▪ Expect to work past the typical retirement age
future (31%) (36%)
▪ Say they have a strict boundary between their ▪ Expect to work part-time in future (28%)
work (or school) and personal life (46%)
▪ Want a job in future where they can work close
▪ Say they prefer to be in charge and lead others to home (38%)
(48%)
▪ 33% want to have job security
▪ Say they want to work for a company that takes
ethical and social responsibilities seriously (9%)
Health and wellness
38
Health and wellness

The pandemic focused consumers' attention on their health and
fitness, with more emphasis on regular physical exercise together
with the adoption of activities to improve their mental health and lift
their mood. In 2023, 65% of consumers in Canada said they regularly
participated in physical exercise and 60% that they regularly take
health supplements/vitamins.
In a drive to better monitor their health and fitness, consumers are
continuing to adopt tech-based solutions, such as using fitness
wearables, smart watches and other health-monitoring devices. As
consumers are relying more on technology to achieve their health
goals, the share of respondents that say they own a fitness
wearable/health tracking device has reached 16%. Similarly, 13% say
they regularly visit health-related or medical websites.
Many consumers are making greater efforts to improve their health
by paying more attention to their diets. 32% of consumers said they
are monitoring what they eat to manage their weight and 13% said
they are reducing their alcohol consumption. In addition, 37% of
consumers said they seek out foods that have additional health and
nutritional properties, with 52% of these consumers saying they
would be willing to pay more for these features.
39
A high percentage of consumers use exercise to maintain their health and wellness
Frequency of exercise routines Frequency of health-related habits
n = 800, % of total respondents n = 1,003, % of total respondents
Walk or hike for exercise Vitamin/health supplement frequency
Exercise
Weight lifting/strenght training
Participation in stress-reduction activities
Run or jog 0% 20% 40% 60% 80% 100%
Participate in other intensive physical Almost every day 1-2 times a week 1-2 times a month
activities Less than once a month Never
Practice yoga/tai chi Home exercise has become more Walking or hiking for exercise
popular because of the pandemic, remains the most prevalent form of
Cycle or ride a bike with 63% of respondents saying physical activity, with 70% of
they still regularly exercise at home, respondents saying they walk or
Take a group fitness class including 12% who take an online hike at least weekly. Of those that
fitness class at least weekly. An on- walk or hike for exercise daily, or
Participate in other individual sports site fitness facility is considered a almost every day, 22% also choose
(eg, tennis, boxing, rowing, skiing) desirable home feature for 10% of a travel destination based on the
Millennials and 11% of Gen Z. availability of nature and outdoor
Participate in team sports (eg
football) activities.
60% of respondents take vitamins 25% of Canadians regularly run or
0% 50% 100%
and/or supplements at least weekly, jog for exercise. This includes 32%
compared to 50% globally. Baby of males and 17% of females. Gen
Almost every day 1-2 times a week boomers, especially women Baby X are the most likely to use a fitness
1-2 times a month Less than once a month boomers, are more likely to tracking device when they run.
Never regularly take vitamins or
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, supplements, compared to other
fielded January – February 2023 cohorts.
40
A growing number of consumers focusing on improving their mental wellbeing

Mental wellbeing and stress-reduction activities over the previous six
months Additional insights from health and well-being attitudes and
n = 495, % of total respondents behaviours
60% of Canadians say they are trying to find ways to simplify

their lives and 20% said that using the internet adds a great
deal to their daily stress levels. Of those who have participated
in stress-reduction activities over the previous six months, 52%
say they feel they will be healthier in future than they are now.
Of the 36% of respondents who said they have practised yoga

over the previous six months to reduce stress, 51% agreed/
strongly agreed that spiritual beliefs were an important part of
their lives.
36% of respondents opted for herbal remedies to cope with

stress. Among those that used herbal remedies, 24% say they
are influenced to buy foods that are 100% organic and 37% by
foods that are all natural.
▪ Meditation ▪ Sleep aids Consumers are becoming more aware of the benefits of being
▪ Massage ▪ Spa visit physically active. 65% of respondents said they engage in
▪ Yoga ▪ Participate in physical activity
▪ Herbal remedies (eg lavender, ▪ Therapy or counselling physical activities at least weekly. 41% of respondents said
chamomile tea) they felt they would be healthier in future than they are now.
41
Consumers look for food attributes that they feel will benefit their health
Influential product features for healthy food and drinks
n = 1,003, % of total respondents
Health and nutritional properties

40% 38%
trust labels that describe products
trust labels that say “All natural’
with “No artificial ingredients"
All natural
Free range
100% organic 40% 37%

trust labels that say “100%
trust labels that say “Free range”
organic”
0% 10% 20% 30% 40%
Willing to pay more for this feature
Influential product feature
42
Consumers continue to adopt technology solutions to manage their health and fitness
Use of technology to support health Additional insights on tech-based health attitudes
n = 464, % of respondents
An increasing number of consumers are turning to

Use an app to track my health or fitness at tech-based solutions to help them monitor and
least weekly improve their physical wellbeing. 66% of overall
respondents say they use technology to improve their
day-to-day life.
Experience of the pandemic is leading 68% of

Visit health-related or medical sites at least respondents to take health and safety precautions
weekly
when they leave their homes.
27% of Canadians (compared to 32% globally) regularly

use an app to track their health and fitness. Among this
Fitness wearables/health tracking device group, 31% say they share their data to
ownership receive personalised and targeted offers/deals.
65% of respondents said they regularly engage in

0% 10% 20% 30% 40%
physical exercise. Of these respondents, 14% expect to
Baby Boomers Gen X Millennials Gen Z increase their spending on new technology in future.
Health and wellness survey highlights
Gen Z Gen X
▪ Have used sleep aids (37%) and therapy and ▪ Feel that label definition of “natural” means
counselling to help reduce stress (34%) chemical free (50%)
▪ Participate in intensive physical activities (23%), ▪ Regularly cycle or ride a bike (25%)
as well as team (13%) and individual sports (14%) ▪ Take health supplements/vitamins every week
▪ Trust in labels that describe products as vegan (62%)
(45%) ▪ Say they are willing to pay more for free range
▪ Look for healthy ingredients in the foods they products (8%), and “all natural” products (13%)
eat (46%)
▪ Regularly participate in intensive physical ▪ Regularly walk or hike for exercise (79%)
activities (23%) ▪ Actively monitor what they eat to control their
▪ Are cutting back on consumption of meat (20%) weight (33%)
▪ Participate in stress-reduction activities at least ▪ Say that non-GMO is an influential food feature
weekly (27%) (25%)
▪ Use meditation to reduce stress (42%), use ▪ Say that they define organic products as
herbal remedies (39%) and practise yoga (41%) chemical free (50%), respecting animal welfare
(42%) and not containing artificial additives
(39%)
Shopping and spending habits
45
Shopping and spending

Rising costs and squeezed household budgets are driving growing
price sensitivity among consumers and prompting many to focus
more on value. 28% of respondents say they intend to increase their
visits to discount stores in future, while 23% say they intend to buy
more less expensive second-hand or previously-owned products. To
make further savings, 22% say they already regularly seek private
label and low-cost products.
Despite consumers’ enthusiasm for low cost and greater value,
many shoppers still consider a number of other factors when faced
with purchase decisions. For example, premium products are still in
demand, with 33% saying they would rather buy fewer, but higher
quality things and brand is also an important consideration: 19% say
they regularly seek strong/well-known brands.
A growing number of consumers are using augmented reality (AR)
or virtual reality (VR) to enhance their in-store shopping
experiences and 9% look for personalised and tailored shopping
experiences. The share of those that say they shop in-store for
innovative shopping experiences reached 8% in 2023.
46
Cost-of-living crisis motivating consumers to find ways to manage their budgets

Shopping preferences Future spending habits by generation
n = 1,003, % of respondents n = 793, % of respondents
40%
I like to find bargains
20%
I tend to buy more items or shop
more often at stores or websites
where I have a loyalty 0%
card/membership or a store credit Increase visits to discount stores Increase purchase of second-hand Increase purchase of private
card or previously owned products label/store brand goods
Generation Z Millennials Generation X Baby Boomers
I try to lead a minimalist lifestyle and
do not buy new items unless Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January – February 2023
necessary
Pressured by rising prices for food, energy, fuel and other products, consumers are
looking for ways to better manage their household spending, with cost-cutting a key
priority. 55% of respondents, including 71% of Baby Boomers, said they like to find
I regularly seek private label and low-
cost products
bargains. Meanwhile, 28% expect to increase their visits to discount stores, this
includes 30% of female Gen X.
28% of Canadian consumers, including 32% of Baby Boomers, said they try to
I avoid going shopping whenever lead minimalist lifestyles and do not buy new items unless necessary. Of those that
possible say they do this, 25% disagreed with the statement “I am financially secure”.
78% of Canadian consumers said they feel that the cost of everyday items they buy is
0%
20% 40% 60% going up. Of those that agree with this statement, 32% said they buy more items or
Canada Global
shop more often at stores or websites where they have a loyalty card/ membership
fielded January – February 2023 or a store credit card.
47
Despite pressure on household budgets consumers want good quality products

Shopping attitudes by generation Additional insights of shopping attitudes from
n = 1,003, % of respondents
overall respondents
Regularly buy themselves small treats -
products or services – as they feel they
deserve them 35% say the often make impulse purchases.
Like to browse in stores even if they do not

62% say that 'seeing or trying' before purchasing is the
need to buy anything
reason they prefer to buy in store.
Like to visit shopping malls

59% go shopping for leisure at least monthly.
Would rather buy fewer, but higher quality

things
41% say they are willing to pay more for high quality
apparel and footwear and 31% for high quality home care
products.
Regularly seek strong or well-known brands
9% say they typically rely on brand or social media

Don't mind buying items that will not last for accounts when they are deciding what to buy.
a long time if they are inexpensive
0% 10% 20% 30% 40%
Generation Z Millennials Generation X Baby Boomers 66% say they look for good value when buying clothing and
footwear.
48
Consumers seek out products with clear labels

Shopping habits and preferences
n = 1,003, % of respondents Of overall respondents who have these shopping
habits and preferences:
Seek products with easy to understand 20% say that getting advice from sales people is one of the
labels main reasons they shop in store.
Regularly buy gifts for my family and/or

friends 31% said they enjoy spending their money, rather than save it.
Seek niche brands that are hard-to-find or

unique
13% say that innovative shopping experiences is one of the
main reasons they shop in store.
Look for personalised and tailored

shopping experiences
69% said they want products and services that are uniquely
tailored to them.
Pick their travel destinations based on the
quality of shopping there
0% 10% 20% 30% 40%
38% expect to increase their spending on travel or vacations
Generation Z Millennials Generation X Baby Boomers over the next 12 months.
49
Consumers are becoming more mindful of the impact of their purchasing habits
Conscious shopping attitudes and behaviours by generation
n = 1,003, % of respondents Additional insights from shopping habits
Buying “pre-loved” items is a top conscious-shopping

preference. 20% of this group also say they prefer to buy
products and services from purpose-driven brands and
companies.
27% of consumers who say they try to shop in locally-owned

stores, 40% say that being active in the community is important
to them.
36% of consumers, including 30% of Millennials, say they like to

repair their items instead of buying new ones. 26% of these
consumers also say that they donate to charities and non-profits
supporting the environment.
▪ Buying eco-conscious/ethically-conscious products makes me feel good

▪ I am willing to buy second-hand or previously-owned items 26% of respondents, including 34% of Baby Boomers, say they
▪ I am willing to rent items for specific occasions or a set time period instead of buying them try to purchase locally-sourced products and services. 31% of
▪ I like to repair my items instead of purchasing new ones these consumers also say they prefer to buy from brands that
▪ I try to purchase locally-sourced products and services support social and political issues that are aligned with their
▪ I try to shop in locally-owned stores values.
50
Consumers embrace the circular economy and support brands that share their values
Frequency of circular buying and selling habits Ethical shopping habits by generation
n = 1,003, % of respondents n = 588, % of respondents
Buy second-hand/previously-owned products
Sell used or second-hand
items
Buy sustainably-produced items
Buy used or second-hand Buy products and services from purpose-driven

brands/companies
items 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Donate used items to a 71% of respondents, including 16% of consumers tend to buy
charity or non-profit 71% of Gen X and 67% of products or services from purpose-
Millennials, donate used items driven brands/companies. Among
Share/swap items or
to a charity or non-profit at least this group, 83% feel that they make a
services on an annual basis. difference to the world through their
choices and actions.
Consumers in Canada buy used Of those that say they buy
Rent items, rather than
buy or second-hand items at a sustainably produced goods, 26% are
higher rate than the global willing to pay more for
0% 50% 100%
average, with 15% buying pre- environmentally/ ethically conscious
At least weekly 1-3 times a month
loved items at least monthly, home care products, and 20% for
Once every few months 1-2 times a year compared to 15% globally. Men apparel and footwear, and 29% for
Rarely Never are more likely than women to environmentally conscious or eco-
buy second-hand items (15% vs friendly food.
fielded January – February 2023 15%).
51
Consumers engaging more with companies and brands through social media channels
Shopping attitudes by generation
n = 1,003, % of respondents Additional insights from shopping attitudes
“Follow” or “like” a company’s social media feed or post
Among the 25% of respondents who say they
like to be actively engaged with brands,
Write a review for a product or service at least monthly 75% of Gen X reported wanting to engage with
brands to influence product innovation.
Talk to a company’s customer service representative through
a social media platform
Receive a thank you discount or offer for referring someone 15% of overall respondents say they provide
via social media to do business with the company feedback on a product or service via a social
media post. Among those that provide
feedback, 35% write an online review for a
Share a purchase you made with your social network
product or service (at least monthly).
Share or retweet a company’s social media feed or post

14% of consumers like to talk to a company
through their social media platform. Among
Buy something via a social media platform
those that do this, 57% say they will extensively
research products and services before they buy.
Provide feedback on a product or service to a company via a
social media post
10% of consumers, including 18% of Gen Z and
Share or retweet a product 12% of Millennials, said they recently bought
0% 10% 20% 30% 40% something via a social media platform. Among
those that did this, 29% also say they share
Generation Z Millennials Generation X Baby Boomers their purchases with their social networks.
52
Data privacy is a concern, but technology is key to enhancing the shopper journey
Use of tech to enhance or simplify the shopping Attitudes to technology
experience (at least weekly) n = 1,003, % of respondents
n = 1,003, % of respondents 60%
Read consumer reviews 50%

online 40%
30%
20%
10%
Buy an item online
0%
Feel that Actively manage Feel comfortable Prefer to Share data in Feel comfortable Freely share
targeted ads data sharing and sharing personal communicate order to receive sharing personal personal
based on online privacy settings data with online rather personalised data with private information
searches and according to my government than face to face and targeted companies online
purchase history preferences institutions or by phone offers/deals
Use a price comparison invade privacy
website Canada Global
Use AR or VR to enhance a
shopping experience
0% 20% 40% 60%
Of those that say they buy something online at Over the previous 12 months, 31% of respondents
Gen Z Millennials Gen X Baby Boomers least weekly, 42% say the reason they shop online reported buying beauty, personal and health
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, is to get the best price, and 47% said it was for the care items online and 38% said they had bought
fielded January – February 2023 offer of free delivery. apparel, footwear and personal accessories.
53
Consumers are focusing their attention on spending on essentials and trying to save more
Future spending intentions Intentions to increase savings and spending by generation
n = 576, % of respondents n = 953, % of respondents
Groceries Putting more money aside into savings
Transportation
Health and Wellness Overall spending

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Housing or accomodation
Medical costs
21% of respondents, including 30% of
Travel or Holidays 34% of consumers, including 47% of
Gen Z, expect to increase their spending
Gen Z, expect to increase their savings
on education over the next 12 months.
Education over the next 12 months, overall, only
Among these consumers, 25% say they
30% expect to decrease their spending
expect to study or train to advance
Novelty experiences on overall purchases of products
their career or to change their career in
and services over the same period.
future.
Clothing and footwear
22% of consumers (28% of Gen Z) Consumers continue to spend more on
New technology intend to increase their spending on essential items. 40% of consumers
travel/holiday over the next 12 months. expect to increase spending
0% 50% 100% Despite economic challenges, taking on groceries and 25% expect to
Increase Stay the same Decrease time to recharge and create memories increase spending on housing or
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, is considered vital for many. accommodation.
54
Most generations have concerns around their current financial situation

Consumer Finance
n = 1,003, % of respondents
I am concerned about my current financial
situation
I have enough money readily available to

Among consumers who say they Of consumers who say they are
cover an unexpected emergency are concerned about their comfortable with their current
financial situation, 45% say they financial circumstances, 66%
I am comfortable with my current financial extensively research the products also reported buying used or
situation they consume, and 70% say they second-hand items over the
look for value when buying food. previous 12 months.
I am able to regularly save a portion of my
income
I have more debt than savings (excluding

home mortgage/repayments)
I rely on government financial support or

subsidies
I rely on financial support from friends or Consumers are looking for Even though 78% of consumers
family alternative ways to invest, with are concerned that prices of
9% putting their money in everyday items they buy are
I sometimes rely on credit cards, account
overdrafts, other consumer borrowing to…
collectibles (art, antiques, rare going up, 31% are willing to
0% 20% 40% 60% items) and 5% in luxury items. spend money to save time.
Generation Z Millennials
Generation X Baby Boomers
Shopping and spending survey highlights
Gen Z Gen X
▪ Buy used or second-hand items (66%) ▪ Say that best price is an online shopping
motivator (49%), along with free shipping (54%),
▪ Expect to be increasing their savings over the next immediate purchase (15%)
12 months (47%)
▪ Seek private label or low-cost products (21%)
▪ Like to find bargains (41%)
▪ Are concerned about their current financial
▪ Rent items, rather than buy (23%), like to browse situation (34%)
stores even though they don't need to buy
anything (35%)
▪ Have trust in advertisements from a
company/brand (36%)
▪ Trust friends and family recommendations (63%), ▪ Seek value for money when buying apparel and
as well as independent consumer reviews (53%) personal accessories (76%)
▪ Sell used second-hand items (46%), share/ swap ▪ Seeing and trying before they buy as an in-store
items or services (49%) shopping motivator (69%)
▪ Look for personalised and tailored shopping ▪ Try to shop in locally-owned stores (41%)
experiences (38%) ▪ Repair their items instead of purchasing new
ones (49%)
CONSUMER LIFESTYLES IN CANADA
For Further Insight please contact
Jennifer Elster Jacques Olivier

Lifestyles Insight Manager Consumers Consultant
[email protected] [email protected]
• linkedin.com/in/jennifer-elster-58338722 • linkedin.com/in/jacques-olivier-64b328107/
• @ElsterJennifer
Jana Rudė Anjali Jain

Consumer Insight Manager Consumers Consultant
[email protected] [email protected]
• linkedin.com/in/Jana-Rude/ • linkedin.com/in/anjalijain007/
• @JanaRude
Aistė Kriaučiūnaitė Kristina Balčiauskaitė

Survey Consultant Senior Economies and Consumers Research Manager
[email protected] kristina.balč[email protected]
• linkedin.com/in/aiste-kriauciunaite/ • linkedin.com/in/balciauskaite
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Consumer Lifestyles in Canada

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The data included in this report is accurate according to

Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Personal traits and values

Home life and leisure time

Eating and dietary habits

Health and wellness

Shopping and spending

Consumer landscape in Canada 2023

Personal traits and values

Consumers under pressure and reviewing their priorities

"Time for myself" remains a high priority

There is increased focus on opportunities to travel since travel

47% of consumers are dedicating time to their favourite

Spending time with friends is a top priority for 28% of

Identity, status and values reflected in consumer attitudes and behaviour

Feel comfortable expressing their 60%

Consumers appreciate innovation and look for new experiences

Younger consumers have a more positive outlook on their future

I will work less

Personal traits and values survey highlights

Millennials Baby Boomers

Home life and leisure time

Exercise is an especially popular home activity (64% females vs

52% of respondents who said that they engage in their

Of the 31% of respondents who said that they work from

Socialise with friends in 80%

Take a class or attend a 20%

Take a day trip 0%

Ideal home features vary widely among generations

Access to green spaces is valued especially by Baby Boomers

21% of respondents who said that proximity to public

23% of respondents who said that suburban location is

Number of domestic and international leisure trips in the previous 12 months

Did not take this type of trip Baby boomers Gen Z

Home life and leisure time survey highlights

Millennials Baby Boomers

Eating and dietary habits

15% of overall consumers 16% of consumers (compared to 25%

23% of Gen Z, 13% of Gen X and 19% of Baby Boomers said

Lack of cooking skills is another major obstacle to cooking at

▪ I do not cook very well ▪ I prefer to order food for delivery

Order food for home delivery

Consumers make their food choices based on perceived health benefits

Eating and dietary habits survey highlights

Millennials Baby Boomers

Of those that cite having responsibility and challenging work among

To work close to home

To work for myself

Younger generations are more Working close to home is highly

0% 20% 40% Although work-life balance Among respondents who prioritise

Salaries and job security remain important job considerations

To earn a high salary Only 10% expect to work on a contract or freelance

To receive good training

To be promoted quickly 8% expect to work abroad in future​.

Working life survey highlights

Millennials Baby Boomers

To be promoted quickly 8% expect to work abroad in future.

A growing number of consumers focusing on improving their mental wellbeing