Canadian households are spreading purchases across more channels, with smaller baskets and growing demand for private-label products.

NielsenIQ data show Canadian shoppers recorded 63.6 purchase occasions in the latest 13-week period, up from 58.1, while spending per transaction fell 3.4% to $38.08. Traditional grocers still capture 47.8% of spending but lost 1.3 percentage points, as warehouse clubs, ethnic stores and online channels gained ground. Store brands now account for 24.3% of physical volume but only 18.8% of spending.

Category shifts point to a reallocation rather than a retreat from animal protein: cottage cheese volume rose 17%, while salmon fell 36%. For exporters targeting Canada, the key signal is that loyalty has become conditional — value must be credible, and demand is fragmenting across more retail channels, including ethnic and online formats that are growing fastest.