Channel Strategy Toolkit
Convenience & Gas
Culture
The Changing Consumer
Multiculturalism is a key contributor to population growth
97%
of all population growth is attributed to IMMIGRATION
The dual identity of new immigrants shapes their consumption patters
44% want a product inspired by home country
36% want to see companies support of charities related to culture
Gen Z influence is increasing with Gen X and Millennials
46%
live with their parents
24%
Like to try new things (over indexing vs. total population)
Canadians are tapping into their ‘KID SELVES’ sharing love of hobbies and fandoms
AGE OF VITALITY
Holistic approach to wellness
Consumers are focused on recovery, hydration & nutrition.
57%
Use physical exercise to support mental health
82%
Limit the amount of sugar they eat
37%
Say sports fandom impacts their mental health
Beverage Implications
Cater to the taste of new Canadians and drive relevant assortment like flavors.
Promotional programming that blends new offerings with base offering will speak to multi-gen households.
Promote fitness-focused self-care with low-sugar, hydrating products packed with added benefits. Champion "Zero as the Hero“.
Leverage marketing programs that speak to fandoms.
Technology
Digital In-Person
Self-serve options like online ordering are growing in importance
39%
of Gen Z have CREATED CONTENT while shopping in store
30%
of NARTD sales are expected to be DIGITAL (+9.3 pts vs 2020)
Beverage Implications
Harmonize content on digital platforms to align with key messages and purchase drivers
Leverage marketing programs to create sharable moments in store
Economy
The Value Equation
Value is more than just price. Quality & loyalty programs are important too.
54%
of Canadians report having a BUDGET +9% since 2017
50%
of consumers say LOYALTY PROGRAMS are an IMPORTANT factor in where they shop
Snacking occasions are rising - Canadians look for mood enhancers or meal substitutes.
90% of millennial women and 84% millennial men snack regularly
49%
of Gen Z use SNACKS as a REWARD
Economic pressure driven tariffs are encouraging ‘buy local’
92%
of Canadians believe TARIFFS will have a NEGATIVE EFFECT on their daily life (51% very negative)
Beverage Implications
Execute affordability plans within stores with an eye to cultural & socioeconomic demos and specific products
Use loyalty programs to support young and New Canadians
Prioritize snacking promos and drive purchase frequency
Share the Coke Canada story of impact on local jobs, communities and the economy to amplify the ‘Buy Local’ movement
Environment
Prominence of Packaging
Canadians gravitate towards price-equivalent sustainable offerings, and avoid brands and products that don’t meet sustainability expectations
Canadians expect brands to prioritize sustainability... and the onus is on us
90%
of consumers agree COMPANIES should be DOING MORE to IMPROVE SUSTAINABILITY
61%
say they want SUSTAINABLE PACKAGING
TOP 3 CONCERNS
Packaging waste is the primary concern of Canadian consumers.
Packaging waste
Waste after finished using
Resources/emissions in production
Beverage Implications
Speak to innovative packaging design geared towards reducing waste
Highlight carbon reduction initiatives that can support customer sustainability objectives
Spotlight impactful packaging with clear calls to action that resonate with consumers