Scouting Report - Six Big Trends Affecting Your Game Plan

Written by Jeff Doucette | Nov 10, 2026, 3:09:28 PM

What’s shaping the way Canadians shop heading into 2027? It’s a question we’ve been hearing from brands and retailers as they plan for the year ahead.

We looked at six consumer trends, from how shoppers stretch their budgets to what makes them choose one product, pack size or retailer over another. The research is fresh off the presses, and we’re sharing it in our new Scouting Report.

Trading Down to Store Brands
More Canadians are choosing retailer brands to get better value without giving up on quality.
The Promotion-Trained Shopper
Deals, discounts and loyalty rewards continue to drive trial, choice and loyalty.
Smaller Baskets, More Trips, More Banners
Shoppers are buying fewer items per trip, shopping more often and spreading their purchases across more retailers.
Switching to Bigger Packs and Smaller Packs
Shoppers are choosing larger sizes for everyday value and smaller sizes for flexibility, trial and budget control.
Buy Canadian & Elbows Up
A growing preference for Canadian-made products and brands is shaping purchase decisions across categories.
GLP-1s and Functional Foods
Rising use of GLP-1 medications is increasing demand for high-protein, low-sugar and nutrient-rich foods.

See what’s behind each trend and what it could mean for your brand or retail strategy in 2027.

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