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Study: BrandSpark Canadian Shopper Study

BrandSpark International has releases the results of its 12th annual Canadian Shopper Study. It provides data about the packaged goods shopping habits of approximately 65,000 Canadian consumers. According to the results, 78% of Canadian consumers enjoy trying new products, including 85% of millennial-aged respondents and 69% of seniors. In addition, 65% of respondents said they would be willing to pay more for a new product if it was better than the current options. Sixty percent believe that products identified as "new" are superior to the "old" ones.

While 60% of Canadian consumers own a smartphone or similar mobile device, they use these devices on only 13% of household shopping trips. According to the study, 84% of consumers still use paper shopping lists. Of smartphone users, 58% use them to take pictures of potential purchases, 48% compare prices between retailers and 45% use them to check digital flyers. Twenty percent of respondents reported changing a purchase decision because of information accessed via a smartphone while in a store.

In other results, 91% of respondents said they still check printed flyers at least once per month. Digital flyers are checked regularly by 62% of consumers. Eighty-seven percent said they will stock up on products when they are on sale, while 56% participate in loyalty programs and 55% said detailed product information increased their trust in a brand. Customer care and responding quickly to product issues "greatly" increase trust for 62% of consumers. High-value promotions increase their affinity for a brand for 43%. Consistent pricing does the same for 49%. Positive social activity increases trust for 64% of consumers.

"BrandSpark's research not only delivers insights about Canadian shopping habits, but our historical data allows us to forecast consumer trends," said Robert Levy, president of BrandSpark International. "This is why Canadian companies value BrandSpark’s expertise as a leader in uncovering consumer trends and helping them use this information to deliver increased sales. We know what Canadians look for in their everyday products."

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