Insights

Nielsen TV: The Polarization of the Canadian Consumer
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Nielsen TV: The Polarization of the Canadian Consumer

When asked about the consumer product space in Canada, Carman Allison, VP of consumer insights, summarizes the overall environment in one word: challenging. In a relatively flat growth environment—at least in terms of units—retailers and manufacturers are eager to cash in on the opportunities that do exist, the occasions that are prompting consumers to spend. And when we take a closer look, we see a polarization, where some consumers are focused on discounts and others are looking for unique and premium offerings.