EXCLUSIVE: Canadians switch grocery stores for better rewards and deals, survey finds
Shoppers are on the move for better deals and richer loyalty rewards. The 2025 Inmar Canadian Media Customer Survey study reveals that a whopping three in four Canadians have switched grocery stores in the past year, with 75% doing so in search of lower prices and 30% for better rewards programs.
Inmar Intelligence shared exclusively with Canadian Grocer “actionable insights” from the study, which was conducted in January among more than 1,200 grocery customers 18 years of age and older across Canada.
A focus of the survey was rewards programs, which were found to be not only effective tools for grocers in attracting new customers but also in retaining them. The preferred grocery store among 86% of Canadians has a loyalty program, with 96% of shoppers reporting they actively use it. “Brands should integrate into existing loyalty ecosystems or offer exclusive incentives to encourage repeat purchases,” recommends Inmar.
When it comes to grocery purchases, discounts are driving decisions. Almost three-quarters of Canadians (73%) base their grocery lists on available discounts. A slightly smaller percentage (68%) believe ads help them discover better deals. “Retailers and brands should prioritize personalized promotions, mobile app offers and digital-first discount strategies to increase shopper engagement,” Inmar advises.
Once in the store, visibility and ease of shopping is paramount, its research finds. Almost all Canadian shoppers (95%) want a simpler way to apply discounts, while 88% say they struggle to find products. On these points, Inmar says “strong retailer collaboration is needed to ensure optimal shelf placement, clear in-store visibility, and seamless promotions to drive trial and brand loyalty.”
“Shoppers have made it clear—they expect savings, convenience and a frictionless experience when making purchasing decisions,” says Sherif Fahmy, vice president of commercial strategy at Inmar Intelligence. “The desire for savings is stronger than ever, and shoppers actively seek out promotions that provide real value in their everyday purchases.”
READ: Canadians value grocery rewards over other loyalty programs, survey finds
“Retailers that make discounts easy to access, integrate promotions effortlessly into loyalty programs, and ensure rewards feel personalized will create meaningful interactions and ultimately be the ones that keep shoppers engaged and coming back," Fahmy adds.
This includes on digital channels, with 80% of shoppers moderately or highly interested in digital coupons. Inmar sees this as an opportunity for grocery stores to "leverage mobile-based discounts and instant savings offers to drive impulse purchases and repeat visits.”
