The Canadian Association of Fairs and Exhibitions.

The Canadian Association of Fairs and Exhibitions

INFORMACIÓN DEL PAÍS

Canadá es una de las naciones más ricas del mundo, con una renta per cápita alta, y es miembro de la Organización para la Cooperación y el Desarrollo Económico (OCDE) y el G8.
El país cuenta con una economía mixta, clasificada por encima de los Estados Unidos en el índice de libertad económica de la Heritage Foundation, donde también superó a la mayoría de las naciones europeas occidentales. Los mayores importadores de bienes canadienses son los Estados Unidos, el Reino Unido y Japón. En 2008, las mercancías importadas en Canadá ascendieron a más de 442,9 mil millones de dólares, de los cuales 280,8 mil millones de dólares provenían de los Estados Unidos, 11,7 mil millones de dólares de Japón y 11,3 mil millones de dólares procedían del Reino Unido.

En octubre de 2009, la tasa de desempleo de Canadá era del 8,6%. Las tasas provinciales de desempleo varían desde el 5,8% en Manitoba hasta un máximo del 17% en Terranova y Labrador. En 2008, la deuda pública del país era la más baja entre los miembros del G8. Entre 2008 y 2009, esta deuda aumentó 6.100 millones de dólares hasta un total de 463.700 millones de dólares. En el siglo pasado, el crecimiento de la fabricación, la minería y el sector de servicios transformó a la nación de una economía prácticamente rural a una más industrial y urbana. Como otras naciones del primer mundo, la economía canadiense está dominada por el sector terciario, que emplea a alrededor de las tres cuartas partes de los canadienses. Entre los países desarrollados, el país brinda una inusual importancia a su sector primario, en la que las industrias del petróleo y de la madera son dos de las más sobresalientes.

La idea de que Canadá es un producto de la explotación de su riqueza natural conforma una visión historiográfica quizás influenciada por la escuela de Annales. En este respecto la obra de H. A. Innis citada por Fohlen menciona cómo el comercio de la metrópoli fundó las líneas de comunicación a partir de las materias primas, y cómo éstas «forjaron la unidad política» de este país. La obra de K. Buckley «ha sostenido que la staple theory explicaba perfectamente el desarrollo de Canadá hasta 1920 aproximadamente pero que era necesaria una explicación distinta para el periodo reciente.» La dependencia económica canadiense de estos productos se puso de manifiesto con la llegada de la Gran Depresión de 1929; «la mayor parte de la renta nacional provenía de las exportaciones, y los dos tercios de estas exportaciones consistían en materias primas.»

Canadá es uno de los pocos países desarrollados que son exportadores netos de energía. Canadá Atlántica tiene grandes depósitos de gas natural en sus costas, y Alberta tiene reservas importantes de petróleo y gas. Las arenas de alquitrán de Athabasca le dan al país las terceras reservas de petróleo más grandes del mundo, detrás de las de Venezuela y Arabia Saudita.

La Torre del Banco Nacional de Canadá, en Montreal, uno de los centros financieros más importantes del país.

También es uno de los proveedores mundiales de productos agrícolas más importantes: las praderas canadienses son unos de los principales productores de trigo, colza y otros cereales. También es el mayor productor de zinc y uranio, y es una fuente primordial de muchos otros recursos minerales, tales como el oro, el níquel, el aluminio y el plomo. Muchas ciudades en el norte, donde la agricultura es difícil, se sustentan gracias a la cercanía de minas y aserraderos. Canadá también tiene un sector manufacturero considerable, concentrado en el sur de Ontario y Quebec, siendo las industrias automovilísticas y aeronáuticas las más importantes.

TENDENCIAS DEL CONSUMIDOR CANADIENSE.

• LA CONSCIENCIA POR EL CUIDADO DE LA SALUD SIGUE CRECIENDO ENTRE LOS CONSUMIDORES.
  
  Los consumidores canadienses han comenzado a demandar fuertemente una gama más amplia de productos naturales, libres de ingredientes artificiales y de alérgenos.
  En respuesta, los principales fabricantes han comenzado a introducir nuevos insumos funcionales buscando así fortalecer sus ofertas para atender necesidades específicas de sus consumidores, ello explica la popularidad adquirida por los “Super Jugos” elaborados a base de frutas exóticas como granada, mango, papaya, guayaba y lichi, así como el éxito en ventas que vienen mostrando los granos ancestrales como la quinua, la chía y el trigo sarraceno.
  
  
  
  
• CANADÁ DEMANDA PROTEÍNAS DE CALIDAD.
  Los consumidores canadienses ponen cada vez mayor interés en su nutrición, lo cual se verá reflejado en un sólido desempeño de las ventas de pescados y mariscos procesados , las cuales se incrementarán en más de 8% para el periodo 2015 – 2020. Asimismo, las certificaciones de pesca sostenible se están convirtiendo en un motivador de compra importante.

Fuente: http://www.siicex.gob.pe/siicex/resources/estudio/674892017radAC3F4.pdf

• FORECAST DEL GASTO CANADIENSE 2015-2020

• PRINCIPALES EXPORTACIONES NO TRADICIONALES PERUANAS A CANADÁ.

1. ESTILOS DE VIDA DE LOS CANADIENSES (LifeStyle).

Canadian Consumers in 2020: A Look into the Future

Consumers in 2020 | 04 Jan 2013

While Canada escaped the worst of the global economic downturn (thanks in large part to its abundant reserves of hydrocarbons), some consumers are struggling, with high housing costs a particular concern. As in much of the rest of the world, rising rates of obesity (among both adults and children) are a worry, while smartphone use is surging. Canada is also an ageing society, and a shortage of skilled labour has fuelled migration, forging a more multiethnic society.

CANADIAN CONSUMERS TODAY

Boomers driving premiumisation of pet care

According to a survey of Canadian retirees conducted by the Bank of Montreal during April 2012, 49% of Canadian Baby Boomers (those born between 1946 and 1964) have a pet, compared with 32% of the general population. The survey also found that 89% of Boomers considered their pets to be part of their family. The number of Canadians aged 65 years or older increased from 4.3 million to almost five million between 2006 and 2011, and it is forecast to reach 5.9 million by 2016, according to Euromonitor International data.

Writing in the Vancouver-based Times Colonist newspaper, Rosa Harris-Adler said: “US$0.99 Alpo just won't do for him [her dog Billy]. And after more than US$1,200 in vets fee for his last bout of pancreatitis, I reluctantly concur. My mutt requires the high-class stuff – that's more than US$3 a serving.” She added that “We are both ageing. The bond is strong. I don't 'own' Billy. We belong to each other.”

According to Euromonitor International data, per household expenditure on pet care in Canada will reach US$222 in 2012, up 3.6% in real terms between 2007 and 2012. Real per-household spending on premium dog and cat food rose by 9.9%, to US$31.60, over the same period.

Local smartphone brand losing out, but a hard core remains loyal

Smartphones are now a must-have for most consumers. Almost 9.9 million smartphones were sold in Canada during 2011, according to Euromonitor International data, which represented an average of 0.7 units per household. Canadian firm Research in Motion, which makes Blackberry smartphones, once dominated this market, but it has now been eclipsed by Apple and Samsung, which had respective market shares of 30% and 29.4%, in 2011. Between 2006 and 2011, Research in Motion's market share shrank from 54% to 20.5%.

Annual Volume Sales of Smartphones in Canada: 2006-2011

Thousands of units

Source: Euromonitor International from trade sources/national statistics

However, many posters on state broadcaster CBC's website came out in defence of Blackberry in a March 2012 online debate. One said: “Blackberry is practical. The Torch provides you with a little of the touch-screen experience, but still gives you a full keypad. Apple is over-rated, over-priced and over-hyped, but it is great for playing 'Angry Birds.' I will never switch until Blackberry is done. I don't need an 'i' anything to think I am cool.” According to another, “I'll stick with my tried and proven (and Canadian) BlackBerry.”

Families squeezed between static incomes and high housing costs

A significant number of Canadian consumers (particularly those with young families) are finding it difficult to make ends meet. In real terms, average gross income has been little better than static over recent years, increasing by just 0.6%, to US$54,855, for those aged between 35 and 39 years between 2008 and 2011, for example, according to Euromonitor International data.

In November 2012, the British Colombia-based Province newspaper, asked: “Why is having a family now so unaffordable compared with a generation ago?” It noted that it now takes 15 years for the average 25- to -34-year-old to save the 20% deposit required to qualify for a mortgage on the average home in British Colombia, whereas it took just five years in 1976. It added that young families were also being squeezed by high childcare costs.

• EMERGING CANADIAN CONSUMER TRENDS

Joie de vivre helps to keep Quebecers slimmer than other Canadians

Just over half (50.8%) of Canadians aged 15 years or older were either overweight (33.1%) or obese (17.7%) in 2011, according to Euromonitor International data. In 2006, this figure stood at 48.6% (32.9% overweight and 15.7% obese). Some argue that obesity is a problem related to Anglo-Saxon culture, as French-speaking Quebec has the lowest rate of obesity in the country, according to Health Canada's Canadian Community Health Survey.

This in spite of the fact that they eat desserts most frequently than other Canadians, according to a survey conducted by market research firm The NDP Group during summer 2012. It found that dessert was eaten after 112 meals annually in Quebec on average, compared to 89 in Atlantic Canada, 57 in Ontario, and 55 in the west of the country.

Dr. Arya Sharma, chair of obesity research at the University of Alberta, said: “Obesity is largely a problem of culture, and Quebec does have a very different eating culture. It comes down to mindful eating: taking time, celebrating food, sitting down at the table to eat and not eating at your desk, in your car or in front of the TV.”

Ageing population driving consumption shift from beer to wine

Although beer remains the tipple of choice for most Canadians, wine is gaining in popularity. Between 2006 and 2011, per-capita consumption of wine (among those aged 15 years or older) rose from 13.9 litres to 16.7 litres. Over the same period, per-capita consumption of beer fell from 84.1 litres to 82 litres.

Growing wine consumption is partly due to an aging population, as older consumers have more discretionary income, are increasingly interested in “the finer things in life,” and are intrigued by the alleged health benefits of moderate wine consumption.

Although Canadian wines may not be particularly well known abroad, they are steadily growing in popularity at home. According to the connoisseurs' website Vinisfera, the quality of Canadian wines has improved greatly over recent years. The main producing areas are the Okanagan Valley in British Columbia and the Ontario Valley.

Per-Capita (those aged 15+) Volume Consumption of Wine in Canada 2006-2011

Litres per-capita

Source: Euromonitor International from trade sources/national statistics

Cross-border shopping boosted by tax change

It has long been common for Canadians travelling to the USA to do some shopping there before they return home, as many products are cheaper south of the border due to lower taxes. Consumer electronics and clothing are particularly popular purchases in this regard.

Since June 2012, this trend has become more marked, after the duty-free limit for returning travellers who spent more than 24 hours abroad was raised from C$50 (US$51) to C$200. For those away for at least 48 hours, the limit was increased from C$400 to C$800. Many shoppers are using social networks to highlight the savings they have made, which are usually in the region of 10%-15%.

• CANADIAN CONSUMERS IN 2020

Linguistic shifts point to long-term social change

English and French are Canada's two official languages, but according to 2011 census data published during November 2011 by Statistics Canada, more than 20% of Canadians speak a language other than English or French at home. The top ten “immigrant” languages were found to be Punjabi, Chinese languages other than Mandarin or Cantonese, Cantonese, Spanish, Tagalog (a Filipino language), Arabic, Mandarin, Italian, Urdu and German. 58% of the population said they only spoke English at home, with 18.2% only speaking French.

Such languages as Italian, Polish and Greek, which are largely spoken by those who came to Canada in previous waves of migration and their immediate descendants, saw slight decreases. Meanwhile, many aboriginal languages are at risk of dying out: Of the more than 60 that were registered in the 2011 census, only a relatively small number (such as Cree, Ojibway, Oji-Cree and Dene) remain vibrant.

Annual net migration in Canada stood at more than 200,000 every year between 2006 and 2011, driving a 5.9% increase in population over this period, to 34.5 million, according to Euromonitor International data. This shift will have a profound long-term impact on many consumer markets in Canada, ranging from packaged food and foodservice to tourism.

Childhood obesity problem could lead to tighter regulation of food market

While the waistlines of many Canadians are expanding, it is the rising rate of childhood obesity that is the biggest worry for many, amid claims that a growing number of parents will outlive their children. Based on research conducted during the period 2009-2011 and published in September 2012, Statistics Canada found that 31.5% of those aged between five and 17 years of age were either overweight (19.8%) or obese (11.7%).

Some refer to this a public health “crisis.” In October 2012, the Ontario Medical Association unveiled a plan to adopt tactics from anti-tobacco campaigns to fight childhood obesity. These include the taxation of unhealthy food (as well as subsidising healthy foods), marketing restrictions, graphic warning labels and limits on the availability of sugary, low-nutritional-value foods in sports and other recreational facilities that are frequented by young people.

A poster on the website of state broadcaster CBC said: “Does this statistic really surprise anyone? No exercise, ride to school in the car, rarely walk anywhere, video games, fast food restaurants and texting and cell phones – need I go on?”

Smartphones steadily infiltrate daily life, but some remain resistant

With smartphones increasingly ubiquitous in Canada, they are gradually infiltrating into many different aspects of daily life. "The take up of mobile banking, mobile wallet, e-wallet, mobile apps has been extremely fast in the last two or three years," said Berkley Scott, vice-president of digital media at market research firm TNS Canada.

TNS's Mobile Life study, which was conducted during mid-2012, found that 16% of Canadians mobile users had paid for products or services “by using a mobile phone app or by holding the device up to a sensor.” It also found that 32% of Canadians were interested in using this technology, compared with 28% of respondents in the UK and 26% in the US.

However, many Canadian remain resistant to this trend. Posting on the website of state broadcaster CBC, one said: I don't own a cell phone, a smartphone, or any other kind of intrusion into my life. I'm not old and cantankerous – I was born in the 70s. I just don't need to check the internet every five seconds of my life. There's a whole world out there to enjoy. Not paying outrageous fees for a hunk of plastic in my pocket is one way I do that.”

• HISTORIC CONSUMER EXPENDITURE 

Income and Expenditure: Canada

Backed by the country’s economic expansion, Canada’s income and expenditure levels rose at a faster pace than the OECD average over the 2009-2014 period. Canada’s consumer market growth over this period was also supported by relatively fast population expansion, coupled with rapidly rising consumer credit. However, an extended period of lower global crude oil prices could have a significant, adverse impact on overall economic activity, and growth of income and spending levels in the country.

Chart 1 Analysis: Canada

Source: Euromonitor InternationaL

Chart 2 -  Overview of Income and Consumer Expenditure in Canada: 2014. 

• Chart 3 Top Gross Income Band (US$150,000+) by Age:
  2014 and 2030

Source: Euromonitor International from national statisticsNote: Data for 2030 are forecasts.

• The International Association of Fairs & Expositions.

               2.  ELECCIÓN DEL PRODUCTO

• Product Selected; Beer,

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