After observing data over the course of a full year, Environics has developed five segments that describe the shopping behaviour and purchase drivers of grocery shoppers across Canada.

Conventional shopper

This is the largest shopper group by market share at 34%, with a mix of singles, couples and families with older kids at home. Their average income is the highest, comprised of 20% people of colour and is the most health- and eco-conscious among the five groups.

The conventional shopper spends more than $1,000 on online grocery shopping, preferring home delivery to in-store pickup.

Club and Mass

Close behind at 33% of foot traffic, the Club and Mass group is more diverse (including a higher number of South Asian shoppers) and likely to have teens in the home, with average household income second only to the conventional shopper group.

The group spends an average of $750 annually online grocery shopping, though have larger basket sizes and tend to shop more meat (they prefer fresh, but also have a willingness for frozen and ready-to-eat options).

Discount

Discount shoppers are young to middle aged families with kids under nine, and a mix of different family sizes. They tend to be more diverse, with an average income 12% lower than the Canadian average.

This group spends $500 annually on online groceries, but has a preference for in-store pickup. Their most-shopped categories are household products, deli, prepared foods and home meal replacement categories.

The discount group’s share of total household spending that’s allocated to grocery is lower than others, and the group is the least likely to be swayed by a brand’s “genuineness.” However, they are interested in Canadian-made and organic products when prices permit.

Multicultural

This group is comprised of larger families, often of Indian or Chinese descent, and has a household income 5% higher than the Canadian average.

The multicultural group spends $1,000 annually on online grocery, similar to the Conventional group, but has more of a preference for in-store pickup. They are willing to pay a premium for organic and prefer the convenience of pickup. The group is also the most receptive to “brand genuineness,” and most likely to be a “consumption evangelist” that’s more enthusiastic about the shopping experience.

Dollar

The Dollar shopper group is the most vulnerable to economic shifts, tight on discretionary income and spending much less on groceries.

Dollar shoppers are younger singles and couples, or parents with kids under four. Half are people of colour, and with high immigration levels from the Caribbean, Middle East, South Korea and Iran. Average household income is 30% that of the Canadian average.

Online spending on groceries is around $250, with a strong preference for delivery, and a higher interest in the prepared foods and home meal replacement categories. Free sampling is also a key motivator compared to other groups.