Know More About Canadian Consumers as They Navigate New Normals

Looking Ahead: Monthly Canadian Consumer Sentiment Survey

Numerator is conducting a monthly consumer sentiment study to help brands better understand when and how consumers plan to resume their normal lives. Each month, Numerator is surveying Canadian consumers to learn more about how they’re feeling, what they’re comfortable doing, and when they expect to return to normal behaviours and activities.

Note: Past versions of this survey look across Canadian consumers as a whole. Beginning in May, we have also started segmenting respondents based on their shared intention to receive or not receive the COVID-19 vaccine. As more Canadian consumers receive their vaccines, we’ll add views based on vaccine status.

About the Survey

Numerator’s Canadian consumer sentiment survey is fielded to roughly 1,000 consumers on a monthly basis. All consumers are active members of Numerator’s Canadian OmniPanel. We’ve broken out responses by COVID-19 vaccine intentions, based on Numerator’s Premium Vaccine Groups. These responses roll into the “Total” view, which is approximately representative of these groups within the general population. The breakouts included are as follows:

  • Will Get – Consumers who intend to get the COVID-19 vaccine when available to them. Some of these consumers have already received their vaccine.
  • Won’t Get – Consumers who do not intend to get the COVID-19 vaccine when available to them.
    *Note: The Premium Vaccine groups are static as of 4/2

Consumer Levels of Concern: Health & Economy

  • Concern about COVID-19 in Canada remained relatively stable vs. last month, when we saw a significant increase— 30% rate their level of concern as 10/10, and 60% rate it 8/10 or higher.
  • Level of concern regarding COVID-19 is significantly higher among Canadians who plan to get the vaccine, compared to those who don’t. Those not planning to get the COVID-19 vaccine are 14x more likely to say they are “unconcerned” with the virus.
  • Level of concern over the economy is even higher than COVID-19 concern— 34% rate their level of concern as 10/10, and 64% rate it 8/10 or higher. These numbers were consistent across consumer groups.

Consumer Comfort Levels

  • The average Canadian consumer is still very uncomfortable with most public / in-person activities. Levels of comfort increased slightly this month vs. last.
  • More than 50% of Canadian consumers say they’re extremely uncomfortable shopping in-store without a mask, going to a bar or club, commuting via public transportation, and flying on an airplane.
  • Level of comfort is significantly higher among those not planning to get the COVID-19 vaccine. At least one-third of these shoppers say they’re extremely comfortable shopping inside a store without a mask, eating at a restaurant, and gathering maskless with friends and family. Less than one-tenth of shoppers getting the vaccine say the same.

Returning to Normal

  • Just over 1 in 4 Canadian consumers are highly optimistic about a return to normal, with 29% rating their level of optimism 8/10 or higher, up from 26% last month.
  • Over half of consumers (60%) say they won’t feel comfortable resuming regular activities until COVID cases are down significantly in their area, up from 49% two months ago. Half say they’ll need to have received the vaccine in order to feel comfortable, 47% say their friends and family will need to have received the vaccine as well.
  • 1 in 3 consumers are skeptical of resuming pre-COVID activities, and say they will likely be one of the last to resume, while a quarter say they will resume when most others they know do. This number is higher among those planning to be vaccinated (37%) and lower among those not planning to get the vaccine (24%).
  • 1 in 5 consumers not planning to get the vaccine say they are already participating in normal activities and living their lives as they did pre-COVID, compared to 5% of consumers planning to get the vaccine.
  • Just over half of Canadian Consumers (57%) think a return to normal will happen by the end of 2021, up slightly from last month. 1 in 3 say they think this return to normal will happen more slowly than they previously anticipated.

COVID-19 Impact on Consumer Behaviour

For past insights into Canadian consumer behaviour and sentiment as it relates to the COVID-19 pandemic, check out our survey insights from March 2020 through January 2021.

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