Dollarama has long been viewed as a discount retailer, but new research suggests it has evolved into something much more significant: a mainstream shopping destination for Canadian consumers.
In our latest report, Decoding the Dollarama Opportunity for CPG Suppliers, we explored the retailer's growth, shopper behaviour, and opportunities for brands looking to win in Canada's evolving retail landscape.
Here are a few insights that stood out.
Nearly Every Canadian Household Shops at Dollarama
One of the most surprising findings from our research was Dollarama's household penetration.
An incredible 96% of Canadian shoppers surveyed reported shopping at Dollarama within the past two months. That's on par with Walmart and ahead of many traditional grocery banners. In Quebec, that figure reaches 100%.
For brands, this highlights an important reality: Dollarama is no longer a niche channel. It has become a routine shopping destination for Canadians across the country.
Dollarama Appeals to Every Income Level
Another common misconception is that Dollarama primarily serves lower-income households.
Our research found otherwise.
Household penetration remained remarkably consistent across all income groups, with 95-96% of households reporting a recent Dollarama visit regardless of income level.
Value isn't just appealing during challenging economic times. Canadians across the income spectrum are actively seeking convenience, affordability, and smart purchases.
Canadians Are Shopping Dollarama More Often
Consumer behaviour is also moving in Dollarama's favour.
When asked how their shopping habits changed between 2024 and 2025, 37% of Canadians reported shopping at Dollarama more frequently, compared to just 13% who said they were shopping there less often.
This suggests that Dollarama's growth is being driven by more than inflation alone. For many consumers, Dollarama has become a permanent part of their shopping routine.
The Biggest Opportunity for CPG Brands
Perhaps the most interesting finding was where shoppers believe Dollarama still has room to improve.
While shoppers rated Dollarama highly for convenience, value, and accessibility, Grocery and Health & Beauty emerged as two categories where stronger national brand partnerships could improve shopper perceptions of assortment and product quality.
This presents a significant opportunity for CPG suppliers looking to reach millions of Canadian shoppers through a channel that continues to expand its footprint and influence.
Download the Full Report
These insights only scratch the surface.
The full report explores:
• Dollarama's growth strategy and expansion plans
• Shopper demographics and purchasing behaviour
• Category performance and conversion rates
• Regional shopping differences across Canada
• Emerging opportunities for CPG brands
Download the complete report to discover why Dollarama may be one of the most important retail channels Canadian brands should be watching right now.
