The mind of the modern shopper
While Canadians are still value-minded in store aisles, the desire for new products is becoming an increasingly influential factor in making purchase decisions, according to BrandSpark’s 2015 Canadian Shopper Study. The survey, done in conjuction with the voting for BrandSpark’s annual Best New Product Awards, asked over 65,000 Canadians identified as having a key role in household purchase decisions about their shopping habits. The desire for new products is strong among Canadians, with 78% saying they like trying them and 60% saying they believed new products were superior to old ones. Millennials, perhaps unsurprisingly, have the strongest interest in new products, with 85% saying they were interested in trying them, although 69% of seniors say the same. “Canadians always want to save money and get the best deals, but there’s a little more willingness to pay for that premium,” says Philip Scrutton, director of consumer insight at BrandSpark. “That’s always been there, but