There are approximately 7.7 million ethnic consumers across Canada, accounting for 20% of the population, and Statistics Canada expects the ethnic population to almost double to 15 million by 2036. As this group grows into an increasingly dominant consumer group, retailers and manufacturers need to focus their strategies and products accordingly to ensure they connect with the right consumers at the right time.
Understanding whether consumer shopping trips are planned, reminded or made on impulse is important for retailers and manufacturers to understand, as it can help build plans to effectively reach desired consumers.
