SYS-CON MEDIA Authors: Jnan Dash, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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BrandSpark Global Shopper Study: How do Canadian shopping habits differ from other countries?

TORONTO, April 16, 2014 /CNW/ - BrandSpark's Global Shopper Study was released today. Following are highlights comparing consumer attitudes about food and nutrition, health, the economy, the environment, and new technology. How does Canada compare with other countries like France, Germany, the United Kingdom and the United States?

BrandSpark's Global Shopper Study reveals the drivers behind every day purchasing decisions and consumer attitudes. The survey was conducted online with more than 250,000 participants from 12 countries: Brazil, China, France, Germany, Hong Kong, Japan, Mexico, Taiwan, Turkey, the United Kingdom, the United States and 100,000 shoppers from Canada. The study was conducted between October 2013 and February 2014 with respondents aged 18 and older.

"Comparing the attitudes and habits of shoppers internationally reveals universal drivers of shopper behavior," said Robert Levy, President of BrandSpark International. "It allows BrandSpark to help marketers anticipate opportunities and challenges being faced elsewhere that may soon impact Canada."

Economic Outlook

Overall Canadians (28%) and Americans (29%) are the most optimistic, believing their families will be better off financially six months from now, with France being the least optimistic at 12% followed by the U.K. at 17%.

Economic Attitudes

Canada

France

Germany

U.K.

U.S.A.

Will your family be better off financially six

months from now?

28%

12%

20%

17%

29%

Will your family be worse off six months

from now?

11%

31%

14%

21%

16%

Attitudes Towards the Environment

Globally, the majority of shoppers (59%) believe that their daily choices have an impact on the environment with Canadians leading the pack at 77% followed by Americans at 75%. Globally, the majority of shoppers (81%) believe that it's the manufacturer's responsibility to reduce packaging. However, most consumers are still unwilling to pay more for environmentally friendly products.

Environmental Attitudes

Canada

France

Germany

U.K.

U.S.A.

Manufacturers still have a long way to go to

reduce the amount of packaging they use

84%

81%

74%

80%

77%

I believe that my daily choices can have a

positive effect on the environment

77%

59%

45%

53%

75%

I believe that many green or eco labels are

misleading

66%

50%

58%

51%

62%

Organic products are better for the

environment

46%

48%

45%

44%

48%

I am willing to pay more for products that

are environmentally friendly

39%

34%

41%

35%

41%

Attitudes Towards Health

Globally there is a consensus that smart nutrition is a major factor in preventing illness with North America leading the way – Canadians at 88% followed by Americans at 84%. Interestingly, French and German consumers differ from shoppers in English-speaking countries when it comes to actively making changes to their lifestyles to be healthier or trying to lose weight.

Health Attitudes

Canada

France

Germany

U.K.

U.S.A.

I believe there is a lot I can do with food and

nutrition to prevent illness

88%

78%

74%

69%

84%

I am well informed about nutrition

73%

48%

60%

62%

75%

I am actively making changes in my lifestyle

to be healthier

76%

45%

37%

64%

75%

I am often trying to lose weight

50%

33%

31%

47%

53%

Attitudes Towards New Products

Globally, the majority of consumers like trying new products. French and German consumers are less likely to actively seek out new products, yet they still share an appreciation of product innovation as shoppers from English-speaking countries.

New Product Attitudes

Canada

France

Germany

U.K.

U.S.A.

I like trying new products

77%

71%

65%

73%

76%

I will usually buy a new product if it

advertises it is new and improved

41%

45%

37%

38%

35%

When shopping I actively look through

stores for products that are new and different

48%

38%

37%

49%

48%

Attitudes Towards Food & Nutrition

Food product claims that shoppers consider important differ internationally. In Canada and the U.S. the most important health claims for food are no trans or saturated fats, no artificial sweeteners, flavours or preservatives. In France, consumers are more concerned about natural and GMO free (genetically modified organisms) health claims for food. In Germany consumers seek out foods that are low in fat and preservative free. And in the U.K. shoppers are concerned about foods that are low in sugar.

Top 3 "Important" Food Health Claims:



Canada

France

Germany

U.K.

U.S.A.

1

No Trans
Fatty Acids

Natural

Preservative Free

Low / Reduced

Sugar

No Trans
Fatty Acids

2

No Artificial

Sweeteners

GMO Free

Low / Reduced

Fat

Low in Saturated

Fat

No Artificial

Sweeteners

3

Low in
Saturated Fat

No Artificial

Colours or Flavours

GMO Free

Low / Reduced

Salt

Source of Essential

Nutrients

Highlights from the Mobile Personas Study:

In addition to BrandSpark's Global Shopper Study, the company just completed its second annual Mobile Personas Study. This study was developed in response to the growing importance of mobile, the need for actionable insights about Canadian shoppers and the demand for insights that address the needs of marketers, their marketing agencies and consumer brands.

Smartphones are being used in-store across multiple categories:

Home Appliances

Health & Beauty

Food & Beverage

Electronics

Clothing

Automotive

56%

56%

51%

47%

47%

47%

For a variety of different purposes:

Home Appliances

Health & Beauty

Food & Beverage

Electronics

Clothing

Automotive

Taking Pictures

Taking Pictures

Looking Up

Product Info

Comparing

Prices

Taking

Pictures

Contact Family/Friends

and Looking Up

Product Info

BrandSpark Canadian Ethnic Shopper Report

In addition, BrandSpark will soon be releasing its first annual BrandSpark Canadian Ethnic Shopper Report where BrandSpark has focused on two of Canada's most substantial ethnic segments: Chinese and South Asian Canadians.

"In an evolving multi-cultural market like Canada, we have hundreds of thousands of new Canadians arriving each year, and bringing with them their habits, preferences and brand perceptions from their birth country," added Levy. "The Ethnic Shopper Report and Global Shopper Study helps BrandSpark and marketers understand the habits of shoppers across cultures."

About the Best New Product Awards

The Best New Product Awards is North America's premier and most credible 100% consumer-voted consumer packaged goods (CPG) awards program. The program focuses on everyday products in food and beverage, health and beauty, and household categories.  The Best New Product Awards program is in its eleventh year in Canada, sixth year in the U.S., third year in Turkey and Mexico, and second year in China.

About BrandSpark International

BrandSpark International is a leading brand, marketing and product innovation research company. Its comprehensive and innovative research approach gets at the heart of how consumers think, why they act the way they do, and what clients need to do about it. With expertise in retail and leisure categories and an exclusive relationship with the Best New Product Awards, BrandSpark has a deep global perspective on the drivers of innovation unlike any other research company. For more information, visit www.BrandSpark.com.

SOURCE BrandSpark International

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