Canadian grocery shopping behavior is more complex than ever. Consumers don't shop at a single store. They strategically navigate multiple retailers based on loyalty programs, price-matching, and specialized needs. Our qualitative consumer research explored how Canadians use Loblaws group companies (Loblaws, No Frills, Shoppers, Joe Fresh) and competing retailers.
Qualitative Research Methodology
We used modern qualitative research methods with personas grounded in real demographic and shopping behavior data. The approach simulates focus group discussions and in-depth interviews, delivering the depth of traditional qualitative consumer research in 10 days instead of three months.
Key Finding: Multi-Channel Shopping is the Norm
Research reveals pragmatic, multi-channel grocery shopping habits. Consumers employ strategic store selection based on PC Optimum points, price-matching policies, and specialized product needs rather than patronizing a single retailer.
Shoppers visit:
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Costco for bulk purchases
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Farmers markets for fresh produce quality
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Ethnic retailers for cultural products
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No Frills and Loblaws for everyday essentials
Fragmentation challenges traditional grocery retailers to differentiate beyond price alone.
No Frills Faces Trust Erosion
A notable finding emerged regarding No Frills positioning. The qualitative research indicates a "slight decline in overall impression of No Frills over the past 12 months, driven less by sticker price and more by erosion of trust and consistency."
Specific concerns include:
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Produce quality inconsistency
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Stock availability issues
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Shrinkflation messaging that undermines consumer confidence
What Drives Grocery Store Selection?
Consumer insights research identified key decision factors:
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Proximity and convenience
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Pickup and curbside options
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Operating hours
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Checkout speed
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Perceived value (not just low prices)
Strategic Recommendations for Grocery Retailers
To reverse negative sentiment and rebuild trust, retailers should:
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Price-lock visible essentials with transparent unit pricing
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Improve fresh product availability and quality standards
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Address self-checkout bottlenecks with staffed express lanes
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Couple advertising with verifiable proof points rather than promotional messaging alone
The core challenge: restoring credibility through consistent value delivery, not messaging.
Why Modern Qualitative Research Works for Grocery Brands
Traditional qualitative research for grocery retailers can take months and cost $20,000 to $40,000. Modern qualitative consumer research delivers comparable consumer insights in 10 days, allowing retailers to test promotional strategies, store concepts, and private-label positioning before committing resources.
Need qualitative consumer research for your retail brand? Book a demo to see how consumer insights research can inform your merchandising, pricing, and customer experience strategy.