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.