Insight Alert Series
Ready to go Back to the Office during COVID-19?
Employers should focus on minimizing risk (perceived and real) around all common workplace areas. The return of Canadians to the workplace after working from home is expected to be slow and with varying degrees of discomfort across the journey.
Alcohol vs. Cannabis… A Year Later
Over a year later, more Canadians who consume both alcohol AND cannabis are stating that they do NOT expect to substitute alcohol for cannabis. This suggests that as the cannabis market continues to mature, consumers perceive cannabis and alcohol as fulfilling different needs.
Meat Consumption Post-COVID
Fewer Canadians overall have experimented with being a vegan or vegetarian during COVID-19 vs. meat consumption reduction. However, 18-34 year olds and women are more open to adopting this diet/lifestyle.
Meat Consumption Pre-COVID
30% of Canadians had already reduced meat consumption prior to COVID-19, with women, Quebec and British Columbia residents leading the way.
Younger age groups and women are more likely to be vegan or vegetarian relative to their counterparts, with no significant differences by province.
Summer Plans in Canada
WFH Personality Types
We discovered 4 Work-from-home personality types using a marketing sciences segmentation analysis through a large scale quantitative study. Understanding your employee and colleagues WFH personality can help optimize productive work relationships during the quarantines.
Which types of businesses should stay open during COVID-19?
Largest gap between the countries for public transit, taxis/ride shares and liquor stores.
THC vs. CBD
Canadian Cannabis Preferences
Among Canadian recreational cannabis consumers aged 19+, preference is clearly for products with a higher percent of THC vs. CBD. However, 1 in 4 don’t even know what type they buy.
Recreational cannabis consumers appreciate the anxiety reducing benefits of CBD without the high.
Alcohol vs. Cannabis
Among Canadian adults 19+, the incidence of consuming both alcohol and cannabis at least occasionally is 2x higher vs. that of cannabis only consumption. 30% consume neither alcohol nor cannabis.
Manitoba/ Saskatchewan has the highest incidence of cannabis only consumption and Quebec, the lowest.
Alcohol vs. Cannabis
Almost 5 months since the purchase and consumption of cannabis was legalized in Canada on October 17, 2018, 19% of Canadians are consuming it at least occasionally for recreational or medicinal purposes.
Among those who consume cannabis for either recreational or medicinal purposes, half are recreational only consumers.
What’s in Your Super Bowl?
Savoury and hearty snacks anticipated to have the greatest share of Canadians’ plates for the big event. 32% plan to eat healthier during the event this year another one-third agree that the Super Bowl is as much about the ads as it is about the game.
Super Bowl Viewing Intentions
The Super Bowl is more of a social occasion for Canadians compared for Americans, while more Americans are likely to agree that the Super Bowl is as much about the ads as it is about the game.