Canadian consumers have spent the last several years adapting to disruption—from inflation and rising interest rates to global instability and shifting trade dynamics. While inflation has cooled, pressure on household budgets has not.

Today, Canadian brands and retailers are facing a significant shift in consumer demand. Households are spending nearly all of their disposable income, leaving little room for discretionary purchases. Shoppers are more deliberate, more value-focused, and increasingly selective about where and how they spend.

Watch as Numerator’s Brian Ettkin, Head of Strategy and Solutions, Canada, shares a timely update on the Canadian consumer. He explores how these pressures are reshaping behaviour and what it means for brands and retailers looking to drive growth in 2026.

In this session, we cover:

• How Canadian consumers are feeling about their financial situation and how that translates into real purchase behaviour
• The shift to “value protection” mode, and what it means for brand and channel choice
• Why growth is no longer driven by the “average” consumer and how to identify the segments that matter most
• The role of trade concerns, tariffs, and patriotic spending in shaping decisions
• What it takes to re-earn demand in a market where consumers are spending carefully and selectively