Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Contents (CONT) | 4 | 1 |
| Consumer values and behaviour in Canada | 5 | 1 |
| Highlights of consumer values and behaviours from our 2026 survey | 5 | 1 |
| Graph - Personal traits and values | 6 | 1 |
| Canadians are concerned that the cost of everyday items are going up | 7 | 1 |
| Graph - Personal traits and values | 7 | 1 |
| Graph - Older generations feel comfortable expressing identity with friends and family | 8 | 1 |
| Graph - Over half of Canadians research the products and services they consume | 9 | 1 |
| Graph - Younger generations want products and services that are uniquely tailored to them | 10 | 1 |
| Consumers in Canada expect they will be happier than they are now | 11 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years % of respondents | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Gen Z expect they will be happier and better off financially in future | 12 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years by generation % of respondents | 12 | 1 |
| Table/Chart: Tabular Data Analysis | 12 | 1 |
| Gen Z expect they will be happier and better off financially in future (CONT) | 13 | 1 |
| While at home, consumers in Canada exercise | 14 | 1 |
| Graph - Frequency of home activities % of respondents (at least weekly) | 14 | 1 |
| Graph - Frequency of home activities by generation % of respondents (at least weekly) | 14 | 1 |
| While at home, consumers in Canada exercise (CONT) | 15 | 1 |
| Graph - Consumers in Canada prefer to cook or bake themselves | 16 | 1 |
| Over 20% of Canadians say someone else in their household cooks for them | 17 | 1 |
| Graph - Barriers to cooking at home | 17 | 1 |
| Younger consumers say they do not have time to cook | 18 | 1 |
| Graph - Barriers to cooking at home by generation % of respondents | 18 | 1 |
| Graph - 47% consumers look for healthy ingredients in food and beverages | 19 | 1 |
| 47% consumers look for healthy ingredients in food and beverages (CONT) | 20 | 1 |
| Graph - Over a quarter of Canadians want a Rating work-life balance | 21 | 1 |
| Canadians primarily desire is to earn a high salary | 22 | 1 |
| Graph - Work priorities % of respondents | 22 | 1 |
| Graph - Canadians say they maintain a clear separation between their professional and personal life | 23 | 1 |
| Graph - Note: *% who agree/strongly agree with this statement | 23 | 1 |
| Canadians say they maintain a clear separation between their professional and personal life (CONT) | 24 | 1 |
| Consumers in Canada engage in online social activities | 25 | 1 |
| Graph - Frequency of leisure activities % of respondents | 25 | 1 |
| Younger generations are more likely to engage in online social activities | 26 | 1 |
| Graph - Monthly leisure activities by generation % of respondents (at least monthly) | 26 | 1 |
| Canadians prioritise value for money when travelling | 27 | 1 |
| Graph - Most important features when planning a trip or vacation | 27 | 1 |
| Millennials are the most likely to visit all-inclusive hotels and resorts | 28 | 1 |
| Graph - Most important features when planning a trip or vacation by generation % of respondents | 28 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Most Canadians engage in walking or hiking | 30 | 1 |
| Graph - Frequency of exercise habits % of respondents | 30 | 1 |
| Younger generations engage in weight lifting/strength training | 31 | 1 |
| Graph - Weekly exercise habits by generation | 31 | 1 |
| Consumers are interested in meditation to improve wellbeing | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months % of respondents | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months by generation % of respondents | 32 | 1 |
| Consumers are interested in meditation to improve wellbeing (CONT) | 33 | 1 |
| Graph - Over half of consumers in Canada are worried about climate change | 34 | 1 |
| Consumers actively engaged in adopting more sustainable behaviours | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life by generation % of respondents | 35 | 1 |
| Consumers are motivated to use products that are designed to Rating energy consumption | 36 | 1 |
| Graph - Green behaviours and activism | 36 | 1 |
| Graph - Note: Only showing results from respondents who try to have a Rating impact on the environment | 36 | 1 |
| Graph - 30% of consumers will share their opinions on social/political issues | 37 | 1 |
| Graph - Activism in political and social issues by generation % of respondents | 37 | 1 |
| 30% of consumers will share their opinions on social/political issues (CONT) | 38 | 1 |
| Canadians enjoy discovering good deals | 39 | 1 |
| Graph - Attitudes to shopping | 39 | 1 |
| Baby Boomers tend to buy or shop more often where they have a loyalty card/membership | 40 | 1 |
| Graph - Attitudes to shopping by generation | 40 | 1 |
| Canadians are interested in acquiring items that have been previously owned | 41 | 1 |
| Graph - Shopping preferences | 41 | 1 |
| Younger generations regularly seek Rating or well-known brands | 42 | 1 |
| Graph - Shopping preferences by generation | 42 | 1 |
| Consumers subscribe to online platforms for streaming media | 43 | 1 |
| Graph - Current use of subscription services | 43 | 1 |
| Current use of subscription services (CONT) | 44 | 1 |
| Canadians expect to increase spending on groceries | 45 | 1 |
| Graph - Spending intentions over the next 12 months % of respondents | 45 | 1 |
| Graph - Younger generations are set to increase spending on health and wellness the most | 46 | 1 |
| Canadians feel at ease with their present monetary state | 47 | 1 |
| Graph - Financial status and concerns % of respondents | 47 | 1 |
| Baby Boomers are able to regularly save a portion of their income | 48 | 1 |
| Graph - I rely on financial support from friends or family | 48 | 1 |
| Over half of consumers believe their spending and saving will stay the same | 49 | 1 |
| Graph - Spending and saving intentions over the next 12 months % of respondents | 49 | 1 |
| Graph - Intentions to increase spending and savings over the next 12 months by generation % of respondents (increase) | 49 | 1 |
| Over half of consumers believe their spending and saving will stay the same (CONT) | 50 | 1 |
| Canadians take an active role in controlling the sharing of data and managing privacy settings | 51 | 1 |
| Graph - Attitudes to technology % of respondents (agree or strongly agree) | 51 | 1 |
| Older generations express discomfort with personalised advertisements | 52 | 1 |
| Graph - I freely share personal information online | 52 | 1 |
| Many consumers in Canada access social media daily | 53 | 1 |
| Table/Chart: Frequency of online activities % of respondents | 53 | 1 |
| Table/Chart: Tabular Data Analysis | 53 | 1 |
| Millennials regularly watch videos online | 54 | 1 |
| Graph - Frequency of selected online activities by generation % of respondents (at least weekly) | 54 | 1 |
| Graph - Younger generations remotely monitor or control home appliances | 55 | 1 |
| A quarter of consumers engage with companies by following or liking their social media | 56 | 1 |
| Graph - Interactions with companies online in the previous six months % of respondents | 56 | 1 |
| Generation Z are the most likely to share or retweet a product online | 57 | 1 |
| Graph - Interactions with companies online in the previous six months by generation % of respondents | 57 | 1 |
| About the authors | 58 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 59 | 1 |
| Graph - Analysts in 100 countries | 59 | 1 |
| Tailor these insights to your business | 60 | 1 |
