Toronto, ON, Thursday, January 25th, 2024 – Vividata, Canada’s leading media and consumer research firm, today released their latest study results. In field October 2022 – September 2023, Vividata’s SCC | Study of the Canadian Consumer | Winter 2024 is the most comprehensive cross-media, product, attitudinal and brand research study in Canada.   

 The Winter 2024 Study provides coverage on new consumer trends, such as: sources for product research before making a purchase, important features when purchasing a vehicle, sources for beauty tips and cosmetic product recommendations and reviews, 1st/2nd/3rd generation Canadians, devices used to watch live broadcast TV, online gambling, viewing of women’s hockey and more. This release also contains new psychographic statements on topics such as finance, personal care, and shopping. And new reporting on two Ontario markets – Barrie and Simcoe/Muskoka.  


The doors are officially back open on in-store shopping

The COVID-19 pandemic had initially accelerated the shift towards online sales as people sought to avoid physical stores. Now, Canadian adults are decreasingly shopping online. Vividata’s 2020 COVID-19 Study estimated 10.4 million adults shopped online on a weekly basis for various items. In Winter 2024, this has decreased to 8.6 million, even amid overall population growth from newcomers to the country. 

Experiencing a product physically is important for most consumer as 2 in 3 (67%) agree, “I like to touch and feel products before I buy them”, while just over 2 in 5 (42%) agree, “I like window-shopping and browsing in stores”.  

Source: Vividata’s SCC | Study of the Canadian Consumer Winter  2024
Base: Canadians 18+

The top three categories Canadians currently most often shop in-store are groceries (71%), clothing and apparel (66%), and cosmetics/personal care (53%). While the top categories shopped online are clothing and apparel (35%), travel (25%) and books (23%) 

While Canadians are shopping less online, most (60%) still primarily research a product or service online (e.g., a company website/app, social media, online forums, etc.) before making a purchase.


Nearly 1 in 5 Canadians are dreaming of new wheels

There is a rising demand for cars among Canadians. Nearly 6 million Canadian adults (1 in 5) intend to acquire a vehicle for their household in the next 12 months, compared to 2.4 million in Vividata’s 2020 COVID-19 Study. Gasoline vehicles remain the most in demand, with 51% of automotive intenders planning to acquire one; however, this is down from 69% in 2020.  

With growing environmental concerns and the federal government’s plan to move away from fully gas-powered cars and toward electric vehicles, the demand for hybrid vehicles (25%) and electric (22%), are up 16% and 100% since 2020.

Source: Vividata’s SCC | Study of the Canadian Consumer Winter 2019, 2020, 2021, 2022, 2023 & 2024
Base: Auto Intenders in Canada 18+ (Intend to purchase a vehicle within the next 12 months)

Most automotive intenders are in the market for a new vehicle (52%), and the top three features that catch their interest are a GPS/navigation system (27%), remote smartphone connectivity (21%), and wireless charging (20%) 

Features and environmental concerns aside, safety is the top concern when choosing a vehicle for 65% of auto intenders.  

Marketing through video streaming services is key to reaching auto intenders, as nearly 2 in 5 exclusively watch TV/video content via paid or free video streaming platforms, and they are 20% more likely to do so than the average adult.


Canadians report nearly doubling their spending on cosmetics since 2019

Research by international beauty brands suggests that amid tough economic times, cosmetics sales stay strong as shoppers substitute higher priced items for small cosmetic indulgences. Canadian consumers are showcasing a similar trend. In Winter 2024, Canadian adults spent an estimated $309,000,000 on make-up/cosmetics in an average month (self-reported). This is up from $191,000,000 per month in Winter 2019.  

Source: Vividata’s SCC | Study of the Canadian Consumer Winter 2024
Base: Monthly cosmetic purchasers in Canada 18+ (Bought make-up/cosmetics in past 30 days)

Along with an overall increase in spending, more males are purchasing make-up/cosmetics. In Winter 2019, 1% of adult men purchased make-up/cosmetics in an average month. In Winter 2024, this has reached 7%, or 1.1 million adult men. While still a small segment of the beauty and cosmetics market, this trend is projected to continue its rise amid the gender-fluid beauty ideal that is being driven by male beauty influencers, and their millions of followers. In fact, after family and friends (34%) monthly make-up/cosmetics purchasers are most trusting of product recommendations from beauty influencers (21%), especially adults under 25 (31%) Make-up/cosmetic purchasers, at 17 hours per week, also spend up to 2 hours more online via a mobile device compared to the average adult.

In terms of product features that are important to make-up/cosmetics purchasers, cruelty free (42%), hypoallergenic (35%), and fragrance free (26%) top the list.  

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