Ethnic Grocery Report: South Asian & Southeast Asian Canadians
Understanding Factors Driving Share of Wallet Among Key Canadian Demographic
Published on February 26, 2021
Did you know?
While Toronto, Vancouver and Montreal are considered to be gateway cities for newcomers to Canada, other communities across the country pull far above their weight in bringing immigrants into their folds. This includes cities like Charlottetown, P.E.I. and Regina, Saskatchewan, both of which welcomed 2.4% of their total per capita populations in 2019.
It’s little wonder, then, that stores across the country offer a wide array of international food products that cater to a range of Canadians—from the newly immigrated to second- and third-generation residents and otherwise.
How does the South & Southeast Asian population differ in grocery habits compared to the general population?
Let’s explore the key levers that drive Canadian consumers’ decision-making on international and specialty foods.
Specifically, we dive deeper into the shopping patterns and preferences of South Asian and Southeast Asian Canadian consumers, to uncover how two retail banner extensions—T&T Supermarket (a Loblaw’s company) and Voilà by Sobeys (the new online grocery arm of Empire, currently being tested in 3 markets)—deliver against purchase drivers including selection, price and quality to influence share of wallet of ethnic populations. Finally, we review our In-Store Grocery CX Tracker data—where we outlined the Net Promoter Scores (NPS) and associated attributes for 12 of the top grocery retail banners across the country—to shed additional light on how well these banners are meeting the particular needs of Canada’s South and Southeast Asian consumers.
Haven’t downloaded your free copy of Caddle’s cross-generational comparison of retail chains and their associated Net Promoter Scores (NPS)? View here!
*Disclaimer: all data presented is owned by CaddleⓇ and has a Margin of Error of 1% or lower.
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