NEW CANADIAN SHOPPER SCORECARD

Base your strategies on the consumers driving Canada’s economic growth.

Numerator’s New Canadian Shopper Scorecard provides a snapshot into New Canadian consumers’ purchasing behaviour across three metrics: household penetration, share of spend, and the average number of brands purchased, all indexed to the general Canadian population. These metrics help Canadian brands and retailers to identify opportunities for growth based on where and how New Canadian consumers spend their dollars today. 

Category-level behaviour among New Canadian consumers

New Canadian consumers are more likely to buy and spend more on categories related to their lifestyles (as young singles, couples, or parents) and related to scratch-cooking. They spend less on prepared and shelf-stable foods, and while they’re less likely to purchase canned foods than the average Canadian consumer, they do spend more on the canned foods category.

In key categories— those related to cooking familiar meals or caring for their family’s health and wellness— New Canadians tend to purchase more brands on average than the general Canadian consumer, offering opportunities for brands that haven’t yet engaged New Canadians significantly.

Retailer behaviour among New Canadian consumers

Among top Canadian consumer goods retailers, while Loblaws banners capture the greatest share of New Canadians’ spend, Dollarama, Walmart, Costco, and Sephora overperform with New Canadians compared to the general Canadian population. New Canadians also purchase more categories at Dollarama on average than the average Canadian consumer.

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