MONTHLY CONSUMER SENTIMENT STUDY

See how Canadian consumers feel about the economy & COVID.

Numerator’s monthly Consumer Sentiment Study provides ongoing insights to help brands better understand how consumers are faring in today’s increasingly dynamic marketplace. From inflation to the ongoing pandemic, consumers are facing multiple disruptions to their everyday lives and routines. Check back each month to keep a pulse on how consumers are feeling about the economy, the pandemic and other emerging market influences.

Last Update: 11/22/2023

Concern regarding world events remains up in November.

While personal finances remained the top concern in October, nearly a fifth of Canadian shoppers say they are most concerned about world events, up significantly from September. Overall concern regarding the Canadian economy held steady this month, while COVID-19 concern declined.

Rising prices remain the top economic concern.

Concern regarding the economy remains high, with 61% of Canadian consumers rating their level of concern as 8/10 or higher. Primary concerns among all groups continue to be rising prices of goods & services, while worries around retirement savings and the economy also grew this month.

Consumers remain uncomfortable with discretionary spending in November.

72% of Canadians say they’re uncomfortable splurging on premium items while 70% are uncomfortable taking money out of personal savings/retirement accounts.

Pandemic concern decreased in November.

Overall concern regarding COVID-19 dropped in November, with 21% of consumers saying they were highly concerned. Specific concerns regarding COVID-19 have also decreased across the board.

About the Survey

Beginning in February of 2021, Numerator’s Canadian Consumer Sentiment survey has been fielded to roughly 1,000 consumers on a monthly basis. All consumers are active members of Numerator’s Canadian OmniPanel.