Newcomers more swayed by sampling than those born in Canada

Sampling and brand equity are more powerful purchase drivers for newcomers than those born inside Canada, according to the latest IMI research that included 230,000 data points spanning a 13-to-64 age group across Canada, the U.S., UK and Australia.

The data reveals that 57% of those born outside the country purchase from a brand after sampling their products, compared to 48% inside the country. IMI refers to the tactic as a “key lever for consumers.”

Additionally, 5% more newcomers give preference to brand equity compared to those born in Canada: 71% report that brand trust is essential, versus 67% for those born inside the country. What’s more, 66% of newcomers buy products for health reasons versus 60% of those born in Canada.

Grocery store preferences break down as follows: Superstore is equally preferred by both newcomers and those born in the country (33%); Loblaws overindexes when it comes to newcomers (31% vs. 26% born in Canada); Metro appeals more to newcomers (28% vs. 26%); and Sobeys is preferred by those born in Canada than newcomers (31% vs. 25%). Safeway, meanwhile, draws 19% of both newcomers and those born in Canada.

As to which brands and products they’re buying, 36% of newcomers have purchased a Kraft product versus 58% of those born in Canada. For Nestle, the discrepancy is less: 38% of newcomers have purchased a Nestle product compared to 35% of those born in the country.

When it comes to cleaning products, more born-in-Canada consumers have purchased Tide (39% vs. 35%), Purex (25% vs. 21%), Lysol (33% vs. 29%), Mr Clean (30% vs. 24%), Windex (37% vs. 24%) and Dawn (37% vs. 22%). For travel, 41% of newcomers versus 29% of Canadian-born respondents have purchased Air Canada products. Meanwhile, 17% of newcomers versus 20% of those born in Canada have purchased from WestJet.