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