Welcome!

News Feed Item

BrandSpark Global Shopper Study: How do Canadian shopping habits differ from other countries?

TORONTO, April 16, 2014 /CNW/ - BrandSpark's Global Shopper Study was released today. Following are highlights comparing consumer attitudes about food and nutrition, health, the economy, the environment, and new technology. How does Canada compare with other countries like France, Germany, the United Kingdom and the United States?

BrandSpark's Global Shopper Study reveals the drivers behind every day purchasing decisions and consumer attitudes. The survey was conducted online with more than 250,000 participants from 12 countries: Brazil, China, France, Germany, Hong Kong, Japan, Mexico, Taiwan, Turkey, the United Kingdom, the United States and 100,000 shoppers from Canada. The study was conducted between October 2013 and February 2014 with respondents aged 18 and older.

"Comparing the attitudes and habits of shoppers internationally reveals universal drivers of shopper behavior," said Robert Levy, President of BrandSpark International. "It allows BrandSpark to help marketers anticipate opportunities and challenges being faced elsewhere that may soon impact Canada."

Economic Outlook

Overall Canadians (28%) and Americans (29%) are the most optimistic, believing their families will be better off financially six months from now, with France being the least optimistic at 12% followed by the U.K. at 17%.

Economic Attitudes

Canada

France

Germany

U.K.

U.S.A.

Will your family be better off financially six

months from now?

28%

12%

20%

17%

29%

Will your family be worse off six months

from now?

11%

31%

14%

21%

16%

Attitudes Towards the Environment

Globally, the majority of shoppers (59%) believe that their daily choices have an impact on the environment with Canadians leading the pack at 77% followed by Americans at 75%. Globally, the majority of shoppers (81%) believe that it's the manufacturer's responsibility to reduce packaging. However, most consumers are still unwilling to pay more for environmentally friendly products.

Environmental Attitudes

Canada

France

Germany

U.K.

U.S.A.

Manufacturers still have a long way to go to

reduce the amount of packaging they use

84%

81%

74%

80%

77%

I believe that my daily choices can have a

positive effect on the environment

77%

59%

45%

53%

75%

I believe that many green or eco labels are

misleading

66%

50%

58%

51%

62%

Organic products are better for the

environment

46%

48%

45%

44%

48%

I am willing to pay more for products that

are environmentally friendly

39%

34%

41%

35%

41%

Attitudes Towards Health

Globally there is a consensus that smart nutrition is a major factor in preventing illness with North America leading the way – Canadians at 88% followed by Americans at 84%. Interestingly, French and German consumers differ from shoppers in English-speaking countries when it comes to actively making changes to their lifestyles to be healthier or trying to lose weight.

Health Attitudes

Canada

France

Germany

U.K.

U.S.A.

I believe there is a lot I can do with food and

nutrition to prevent illness

88%

78%

74%

69%

84%

I am well informed about nutrition

73%

48%

60%

62%

75%

I am actively making changes in my lifestyle

to be healthier

76%

45%

37%

64%

75%

I am often trying to lose weight

50%

33%

31%

47%

53%

Attitudes Towards New Products

Globally, the majority of consumers like trying new products. French and German consumers are less likely to actively seek out new products, yet they still share an appreciation of product innovation as shoppers from English-speaking countries.

New Product Attitudes

Canada

France

Germany

U.K.

U.S.A.

I like trying new products

77%

71%

65%

73%

76%

I will usually buy a new product if it

advertises it is new and improved

41%

45%

37%

38%

35%

When shopping I actively look through

stores for products that are new and different

48%

38%

37%

49%

48%

Attitudes Towards Food & Nutrition

Food product claims that shoppers consider important differ internationally. In Canada and the U.S. the most important health claims for food are no trans or saturated fats, no artificial sweeteners, flavours or preservatives. In France, consumers are more concerned about natural and GMO free (genetically modified organisms) health claims for food. In Germany consumers seek out foods that are low in fat and preservative free. And in the U.K. shoppers are concerned about foods that are low in sugar.

Top 3 "Important" Food Health Claims:



Canada

France

Germany

U.K.

U.S.A.

1

No Trans
Fatty Acids

Natural

Preservative Free

Low / Reduced

Sugar

No Trans
Fatty Acids

2

No Artificial

Sweeteners

GMO Free

Low / Reduced

Fat

Low in Saturated

Fat

No Artificial

Sweeteners

3

Low in
Saturated Fat

No Artificial

Colours or Flavours

GMO Free

Low / Reduced

Salt

Source of Essential

Nutrients

Highlights from the Mobile Personas Study:

In addition to BrandSpark's Global Shopper Study, the company just completed its second annual Mobile Personas Study. This study was developed in response to the growing importance of mobile, the need for actionable insights about Canadian shoppers and the demand for insights that address the needs of marketers, their marketing agencies and consumer brands.

Smartphones are being used in-store across multiple categories:

Home Appliances

Health & Beauty

Food & Beverage

Electronics

Clothing

Automotive

56%

56%

51%

47%

47%

47%

For a variety of different purposes:

Home Appliances

Health & Beauty

Food & Beverage

Electronics

Clothing

Automotive

Taking Pictures

Taking Pictures

Looking Up

Product Info

Comparing

Prices

Taking

Pictures

Contact Family/Friends

and Looking Up

Product Info

BrandSpark Canadian Ethnic Shopper Report

In addition, BrandSpark will soon be releasing its first annual BrandSpark Canadian Ethnic Shopper Report where BrandSpark has focused on two of Canada's most substantial ethnic segments: Chinese and South Asian Canadians.

"In an evolving multi-cultural market like Canada, we have hundreds of thousands of new Canadians arriving each year, and bringing with them their habits, preferences and brand perceptions from their birth country," added Levy. "The Ethnic Shopper Report and Global Shopper Study helps BrandSpark and marketers understand the habits of shoppers across cultures."

About the Best New Product Awards

The Best New Product Awards is North America's premier and most credible 100% consumer-voted consumer packaged goods (CPG) awards program. The program focuses on everyday products in food and beverage, health and beauty, and household categories.  The Best New Product Awards program is in its eleventh year in Canada, sixth year in the U.S., third year in Turkey and Mexico, and second year in China.

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, visit www.BrandSpark.com.

SOURCE BrandSpark International

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The best way to leverage your CloudEXPO | DXWorldEXPO presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering CloudEXPO | DXWorldEXPO will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at CloudEXPO. Product announcements during our show provide your company with the most reach through our targeted audienc...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors!
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart...
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
FinTechs use the cloud to operate at the speed and scale of digital financial activity, but are often hindered by the complexity of managing security and compliance in the cloud. In his session at 20th Cloud Expo, Sesh Murthy, co-founder and CTO of Cloud Raxak, showed how proactive and automated cloud security enables FinTechs to leverage the cloud to achieve their business goals. Through business-driven cloud security, FinTechs can speed time-to-market, diminish risk and costs, maintain continu...
DXWorldEXPO LLC, the producer of the world's most influential technology conferences and trade shows has announced the 22nd International CloudEXPO | DXWorldEXPO "Early Bird Registration" is now open. Register for Full Conference "Gold Pass" ▸ Here (Expo Hall ▸ Here)
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
The Jevons Paradox suggests that when technological advances increase efficiency of a resource, it results in an overall increase in consumption. Writing on the increased use of coal as a result of technological improvements, 19th-century economist William Stanley Jevons found that these improvements led to the development of new ways to utilize coal. In his session at 19th Cloud Expo, Mark Thiele, Chief Strategy Officer for Apcera, compared the Jevons Paradox to modern-day enterprise IT, examin...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities. In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, posited that disruption is inevitable for comp...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...