The Commercial Shift: Consumer Behaviour During and After the Pandemic (Phase 2)

May 21, 2020

Leger, in partnership with lg2, is proud to present the second wave of our three-part study about how Canadian consumers’ habits and behaviours are changing due to the COVID-19 crisis. We first conducted the study at the onset of the crisis and again mid-crisis. It will be conducted a third time at the end of the crisis.

This study is the fruit of the collective expertise of Leger and lg2: on one hand, you will have a direct line to the voice of consumers with related analyses of raw data and, on the other hand, a more empathetic reading of the numbers to help identify their impact on the transformation of business dynamics. ​

To view the key findings from the first wave of this research, click here.

This study answers the following questions:

  • Which consumer behaviours have emerged, increased (in terms of frequency or spending) or, conversely, were neglected during the crisis?
  • Do consumers intend to maintain their new shopping patterns (regularly or occasionally) after the crisis or do they intend to go back to their old habits?​
  • What irritated consumers when they engaged in these new behaviours? ​
  • [NEW FOR WAVE 2] What are consumers’ attitudes towards the crisis in the different spheres of their lives: housing, food, entertainment, etc.?​
  • [NEW FOR WAVE 2] Which activities are consumers looking forward to the most?​

Our goal is to pinpoint the consumer insights that will inspire and guide you in your decision-making, because now is the time to reimagine the future.


KEY FINDINGS

> SOME SECTORS EXPERIENCED A GREATER INCREASE IN ONLINE GROWTH.

Grocery stores experienced the largest increase in online shopping in Canada.

> RESTAURANTS AND HAIR SALONS ARE​ THE PRIME DESTINATIONS ONCE THE CRISIS IS OVER.

The top three activities Canadians will engage in first when social distancing measures end (other than seeing family/friends) are going to a restaurant (40%), going to the hairdresser (38%), and going to the dentist (22%). 

> NEARLY ONE IN TWO CANADIANS HAVE TRIED AT LEAST​ ONE NEW ONLINE BEHAVIOUR DURING THE CRISIS.

While the first wave clearly demonstrated that there were opportunities for retailers to seize online, the second wave confirms this trend and explains its scope.

> FORCED TO ADAPT, CONSUMERS ARE TEMPORARILY ​ADOPTING REMOTE OR ONLINE SERVICES.​

In addition to changing Canadians’ shopping and purchasing habits, the results of this second measurement indicate that the current crisis is having a significant impact on our relationship with businesses or organizations offering services.

> LOCAL PURCHASES ARE UP SINCE THE BEGINNING OF THE CRISIS​.

Buying locally is undoubtedly one of the strong market movements driven by the current crisis.​


SURVEY METHODOLOGY

  • Web survey of 4,020 Canadians, including 2,006 in Quebec, 807 in Ontario and 1,207 elsewhere in Canada.
  • The survey was available in English and French.
  • Data collection took place from April 29 to May 6, 2020. ​
  • In order to be representative of the study population, the results were weighted according to the respondents’ socio-demographic profile based on the following variables: gender, age, mother tongue, region, presence of children in the household and level of education.  ​
  • 61 behaviours were evaluated.

INTERESTED IN LEARNING MORE ABOUT THIS STUDY?

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WATCH OUR WEBINAR

Christian Bourque, Executive Vice President, Leger and Keith Barry, Partner, Vice President, lg2, held a webinar to discuss the results of this study on May 29, 2020 from noon – 1 pm Eastern Time.

CLICK HERE TO WATCH IT

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