Channel Strategy Toolkit
Large Store Conventional
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
41%
are the primary grocery shopper for the household
Growing trend in apartment living
29% of Canadians live in apartments
(+5% renters & +2% owners since 2023)
Most are in small spaces (under 600sqft)
In this new living reality, bedrooms serve as a refuge for individuals
AGE OF VITALITY
Holistic approach to wellness
Consumers are focused on recovery, hydration & nutrition.
97%
Use physical exercise to support mental health
82%
Limit the amount of sugar they eat
54%
regularly take vitamins
Beverage Implications
Cater to the taste of new Canadians with a relevant beverage assortment
Promote self-care with low-sugar, hydrating products packed with added benefits. Champion “Zero as the Hero”.
Promotional programing that blends new offerings with base offering will speak to multi-gen households
Offer smaller pack sizes for a better fit for small living spaces (e.g. mini cans)
Technology
Digital In-Person
Shoppers start and end their in-person visit with digital experiences
74%
CHECK ONLINE PRICE before shopping
47%
of consumers use 3rd PARTY APPS to find deals
78%
have purchased IN-STORE in the past year
39%
of Gen Z CREATE CONTENT while shopping IN-STORE
Self-serve options like online ordering are growing in importance
Shoppers that purchase BEVERAGES ONLINE
41%
CHINESE Shoppers
25%
INDIAN Shoppers
30%
of NARTD sales are expected to be DIGITAL (+9.3 pts vs 2020)
Almost
Half
of Gen Z CREATE and MILLENIALS self checkout because they say it is faster and more enjoyable than dealing with a person
Beverage Implications
Harmonize content on digital platforms to align with key messages and purchase drivers
Leverage marketing programs to create sharable moments in store
Execute ‘Cold at Cash’ at self-checkout to capitalize on consumers’ impulse purchases
Economy
The Value Equation
Value is universal. High income shoppers are just as likely to shop Club and Discount.
54%
of Canadians report having a BUDGET +9% since 2017
79%
of consumers shop Coca-Cola in DISCOUNT GROCERY
50%
of consumers say LOYALTY PROGRAMS are an IMPORTANT factor in where they shop
Canadians look for WAYS TO SAVE BEFORE PURCHASE
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
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
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