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Canada country presentation_presentation

  1. 1. © Country Presentation Canada Updated February 2011
  2. 2. © Contents Introduction Demographics Political Outlook Economic Overview The Retail Market Top Retailers Challenges Market Share Definitions Retailers covered include:
  3. 3. © Source: CIA  Area: 9,984,670 sq. km (2nd largest in the world)  Capital City: Ottawa  National Currency: Canadian Dollar  Population (2010): 33.8 million  Population Density: 3.39 people/sq. km  Prime Minister: Stephen Harper  Ruling Party: Conservative Summary
  4. 4. © Demography: 10 Most Populated Provinces Province Capital City Population (000’s) Area sq. km Ontario Toronto 13,064 1,076,395 Québec Quebec City 7,828 1,542,056 British Columbia Victoria 4,460 944,735 Alberta Edmonton 3,670 661.848 Manitoba Winnipeg 1,220 647,797 Saskatchewan Regina 1,029 651,036 Nova Scotia Halifax 939 55,284 New Brunswick Fredericton 749 72,908 Newfoundland and Labrador St. John’s 508 405,212 Prince Edward Island Charlottetown 141 5,600 • Nearly 90% of Canadians live within 200km of the US border.
  5. 5. © Demographics Population Split by Age, 2010 (%)Population Growth Forecast (millions) Source: IGD Retail Analysis Datacentre, calculated in 2011, Statistics Canada
  6. 6. © Immigration In Canada Immigration has helped to make Canada one of the world’s richest and diverse nations. The number of immigrants entering Canada has increased significantly since the 1940’s. Over 18% of the Canadian population were foreign born at the time of the last Census (2001). In the same census, 13% of Canadians identified themselves as belonging to a visible ethnic minority. The proportion of so-called visible minorities will grow to one-third of the population by 2031. The vast majority of immigrants are arriving from China and South Asia. Almost 70% of Canadian’s are English speaking, with 15% French speaking. Everything that is sold in Canada is labelled in both English and French.
  7. 7. © The Proportion Of Immigrants Living In Canadian Provinces Province Foreign Born Population (%) Ontario 26.8 British Columbia 26.1 Alberta 14.9 Manitoba 12.1 Québec 9.9 Saskatchewan 5.0 Nova Scotia 4.6 Prince Edward Island 3.1 New Brunswick 3.1 Newfoundland and Labrador 1.6 Source: Statistics Canada
  8. 8. © Total visible minority population by province%population Source: Statistics Canada
  9. 9. © Trading In Canada Companies have to operate within a system of both federal and provincial legislation, including differing tax regimes in operation. The Canadian economy has remained relatively robust during the economic downturn, particularly its banking sector, and has returned to growth quickly. Canada is a member of the North American Free Trade Agreement (NAFTA). The US and Canada have the world’s largest trading relationship. The Canadian economy is largely tied to the US, which in 2009 absorbed 73.4% of Canadian exports. In recent years, the relationship between Canada and the US has encountered challenges following a number of moves by the US which includes placing tariffs on Canadian timber. The slow economic recovery in the US could impact the pace of recovery in Canada.
  10. 10. © Political Outlook Twelve years of Liberal government ended in January 2006 when Stephen Harper was appointed Prime Minister. However, the new conservative Government has limited room for manoeuvre as it failed to gain a majority vote. The conservative party aims to cut taxes, fight crime, increase military spending and improve the relationship with the US. Mr Harper has been criticised for the apparent switch of focus from social to economic matters. An economic stimulus package has been broadly successful in protecting the Canadian economy from the severest impacts of the recession The next national election is scheduled for 2012
  11. 11. © Economic Overview 2007 2008 2009 2010 2011 GDP (Nominal US $bn) 1,431 1,508 1,344 1,571 1,655 GDP Growth (%) 2.53 0.41 -2.48 2.13 3.55 GDP per Capita (US $) 43,525 45,353 40,006 46,404 48,524 Unemployment (%) 6.01 6.16 8.43 8.83 7.50 Food Price Inflation (%) 2.59 2.51 2.61 2.71 2.81 Consumer Price Inflation (%) 2.12 2.39 0.03 0.53 1.38 Source: IGD Retail Analysis Datacentre, calculated in 2010
  12. 12. © Grocery Retail Market Sizes 2010 Country Grocery Retail Market (US$bn) 1. USA 882 2. Brazil 290 3. Mexico 159 4. Canada 104 5. Venezuela 58 6. Argentina 49 7. Columbia 48 8. Chile 25 9. Peru 25 10. Dominican Republic 12 Top 10 North, Central & South American Markets Top 10 Global Markets Source: IGD Retail Analysis Datacentre, calculated in 2010 Country Grocery Retail Market (US$bn) 1. USA 882 2. China 790 3. Japan 360 4. India 350 5. Brazil 290 6. France 276 7. Russia 256 8. Germany 215 9. United Kingdom 215 10. Italy 172
  13. 13. © The Retail Market 2007 2008 2009 2010 2011 Consumer Spend (US$bn) 798.01 844.72 752.75 895.35 934.89 Total Retail Market (US$bn) 269.02 314.70 287.77 329.03 342.85 Total Grocery Market (US$bn) 90.15 95.60 92.71 104.35 107.70 Grocery as a % of Retail 33.5% 30.4% 32.2% 31.7% 31.4% Grocery Retail Spend / Capita (US$) 2,742 2,874 2,759 3,083 3,158 Source: IGD Retail Analysis Datacentre, calculated in 2010
  14. 14. © Retail Consumer Spend Per Capita in Canada • Consumer spend per capita is the second highest in the NAFTA behind the US, and amongst the highest in the world. Source: IGD Retail Analysis Datacentre, calculated in 2010
  15. 15. © Retail Legislation Canada has been one of the leading countries to ban the display of tobacco products. The legislation has been gradually phased in across each province and territory since 2002. Currently 12 of the 13 provinces/territories have a ban in place. In October 2009, the Council of Ministers of the Environment approved in principle a Canada-wide Action Plan for Extended Producer Responsibility and a Canada-wide Strategy for Sustainable Packaging. Extended producer responsibility (EPR) is an environmental policy approach in which a producer's responsibility for a product is extended to the post-consumer stage of a product's life cycle. Two related features of EPR policy include:  Increasing producer responsibility by shifting responsibility upstream toward the producer and away from municipalities and/or regional or provincial waste management authorities.  Providing incentives to producers to incorporate environmental considerations in the design of their products.
  16. 16. © The Grocery Retail Market – Structure By Format The majority of grocery stores in the Canadian market are supermarkets. These are typically operated under a range of banners by each of the leading operators, many of which are specific to each province. Although there are only a small number of convenience operators in Canada, Couche- Tard, based in Quebec, is North America’s second largest convenience store retailer with almost 6,000 stores, over 2,000 of which are in Canada. There are currently few hypermarket operators in the market, although Walmart continues to expand its presence with its Supercentre format. The majority of discounters operating in Canada are soft discounters, with this channel growing in importance, and a key area of development for retailers. A number of the leading retailers also operate a range of drugstore formats. Increasingly retailers from beyond the traditional grocery sector are developing food ranges including drugstores, dollar stores and general merchandise operators. Developing an offer to meet the needs of Canada’s highly diverse multi-cultural society is also a growing focus for retailers.
  17. 17. © Top Grocery Retailers 2010 Retailer Net Sales ($ CAD m) % Total Turnover Growth 2009 v 2008 No. of Stores Sales Area (sq ft 000’s) Loblaw 31,322.79 +1.9% 1,044 51,470 Sobeys 15,463.46 +1.4% 1,379 28,343 Walmart Canada 12,753.15 -3.3%* 323 43,024 Metro Inc 11,342.80 +1.3% 771 20,967 Costco Canada 10,349.55 -6.8%* 79 10,800 Shoppers Drug Mart 10296.30 +3.1% 1,310 12,186 Safeway Canada 6,096.06 -9.0%* 226 9,040 Couche-Tard (Canada) 2,085.23 -3.6%* 2,072 4,839 * At actual exchange rates Source: IGD Retail Analysis Datacentre, calculated in 2011
  18. 18. © Market Share - Canada 2008 2009 2010 Loblaw 24.8% 24.0% 23.9% Sobeys 13.7% 13.6% 13.4% Metro Inc 9.6% 9.7% 9.5% Safeway 6.7% 6.3% 6.2% Wal-Mart Canada 4.3% 6.0% 6.7% Couche-Tard 1.8% 2.0% 2.1% Canada Market Share - 2010 Couche-Tard turnover only includes goods sold in-store (ex fuel) Source: IGD Retail Analysis Datacentre, calculated in 2011
  19. 19. © Key: H = Hypermarket S/S = Superstore/Supermarket C&C = Cash and Carry H/SD = Hard/Soft Discount Banner Total net Sales ($m) Format No. of Stores Sales Area (000s sq ft) Av. Sales Area (sq ft) Atlantic Superstore, Real Canadian Superstore, 9,455 H 183 14,553 79,524 Dominion, Fortinos, Independent Grocer, Zehrs, Zehrs Great Food, Loblaws, Loblaws Great Food, Provigo, SuperValue, Valu-Mart, Atlantic SaveEasy 11,452 S/S 413 22,244 53,860 Extra Foods, No Frills, Maxi, Maxi & Cie 4,909 H/SD 380 7,234 18,988 Cash & Carry, Presto, The Real Canadian Wholesale Club 5,487 C&C 68 7,125 104,787 Source: IGD Retail Analysis Datacentre, calculated in 2011
  20. 20. © Loblaws in Montreal Source: Retail Analysis photo gallery Loblaw is Canada’s leading food and grocery retailer. In 2007, Loblaw began its three to five year turnaround plan in an attempt to “Make Loblaw The Best Again.” The plan involves implementing the three main imperatives of “Simplify, Innovate, Grow”. A key element of this strategy is to reinvigorate its store base, particularly its hypermarket format – refurbishments will continue in 2011 Loblaw is also investing significantly in its supply chain capability and focusing on driving improved levels of productivity. It’s private label ranges, no names and President’s Choice, are important levers for growth going forward, with the latter having been extended into banking and telecom services. The retailer will expand its standalone clothing store operation, Joe Fresh, this year, with six new stores
  21. 21. © Key: S/S = Superstore/Supermarket C/F = Convenience/Forecourt H/SD = Hard/Soft Discount O= Other Source: IGD Retail Analysis Datacentre, calculated in 2011 Banner Total net Sales ($m) Format No. of Store s Sales Area (000s sq ft) Av. Sales Area (sq ft) Sobeys, Thrifty Foods, Foodland, IGA, IGA Extra, Marche Bonichoix, Les Marches Tradition 13,085 S/S 900 23,909 26,565 Lawtons Drugs, Rachelle-bery 533 O 77 540 7,018 Price Chopper, FreshCo 900 H/SD 110 2,113 19,214 Needs Convenience 510 C/F 284 978 3,444 TRA Atlantic, Lumsden 435 C&C 8 801 100,223
  22. 22. © Sobey’s focus is based on being “best in food” coupled with offering outstanding customer service. In April 2008, Empire Company Limited, acquired whole ownership in Sobeys, buying all outstanding shares in the company for CAN$1.1bn. Sobeys is the second largest food retailer in Canada, benefiting from a number of strategic acquisitions including the Thrifty Foods in British Columbia, extending the retailer’s reach in the West of Canada. Although its reach is becoming increasingly national, it adopts a local approach in each of its markets. In June 2010 the retailer launched a new discount concept, FreshCo. This has a focus on fresh foods and ethnic ranges, and uses a unique layout to guide shoppers around the store. These stores replaced its existing Price Chopper format, and all conversions are scheduled for completion in 2011 Sobeys and Sobeys express in Montreal Source: Retail Analysis photo gallery
  23. 23. © Key: S/S = Superstore/Supermarket H/SD = Hard/Soft Discount O = Other Source: IGD Retail Analysis Datacentre, calculated in 2010 Banner Total net Sales ($m) Format No. of Store s Sales Area (000s sq ft) Av. Sales Area (sq ft) Metro, Metro Plus, Dominion, Loeb 7,215 S/S 379 13,072 34,491 Super C, Food Basics 3,023 H/SD 185 6,757 36,522 Brunet, Clini Plus, Pharmarcy Drug Basics 1,105 O 207 1,139 5,500
  24. 24. © Metro’s mission is to be “Canada’s best food retailer.” Metro is concentrated in Eastern Canada, and is the second largest retailer in Québec and Ontario. Metro operates a multi-format portfolio including supermarkets, discount stores and drug stores. Metro has now completed the consolidation of its supermarket stores in Ontario under the Metro banner. In 2009 Metro formed dunnhumby Canada in partnership with dunnhumby to enable it to leverage insights from shopper loyalty programmes.thr The focus in 2011 will be on leveraging the insights from this programme to drive improved business decisions in pricing, ranging and promotions Metro has also consolidated its private label offer under two key brands, Irresistible and Selection. Metro Plus and Super C in Montreal Source: Retail Analysis photo gallery
  25. 25. © Banner Total Sales ($m) Format No. of Stores Sales Area (000 sq ft) Av. Sales Area (sq ft) Wal-Mart Supercentre 7,230 H 118 19,777 167,605 Wal-Mart 5,523 GM 205 23,247 113,398 Key: H = Hypermarket C&C (Clubs) = Cash & Carry Members Club GM = General Merchandise • Wal-Mart first entered Canada in 1994 through the acquisition of 122 Woolco stores. Source: IGD Retail Analysis Datacentre, calculated in 2010
  26. 26. © On the 18 October 2006, Wal-Mart opened its first Supercentre stores in Canada. The stores are modelled on those in the US, and combine Wal-Mart's traditional general merchandise offer with a wide assortment of perishable goods, a bakery, a deli, as well as a number of fresh food counters. Developing its food offer, and in particular its fresh food ranging, is an important element of the strategy going forward. In 2011, Wal-Mart will introduce the Supecentre format into Quebec and Alberta. In 2010, the retailer began offering its own financial services, following approval from regulatory authorities to establish its own bank In August 2010 Walmart Canada announced the expansion of the range of products available under the George clothing brand with a major re-launch. Wal-Mart, British Columbia Source: Retail Analysis photo gallery
  27. 27. © Banner Total Sales ($m) Format No. of Stores Sales Area (000 sq ft) Av. Sales Area (sq ft) Costco 10,350 C&C (Clubs) 79 10,800 136,709 Key: C&C (Clubs) = Cash & Carry Members Club Entered Canada in 1985. Costco’s sales in Canada accounted for approximately 13.8% of total group sales in Fiscal 2007. Canada is Costco’s largest international market. Source: IGD Retail Analysis Datacentre, calculated in 2010
  28. 28. © Costco’s main priorities in Canada are: Continue to grow organically. Costco could open as many as 10 to 15 stores in the coming years. Plans to open 35 new stores by 2015. Adding gas stations to existing stores. Source: Retail Analysis photo gallery Costco in TorontoOntario, Quebec and British Columbia are Costco’s largest markets in Canada. Stores in these three provinces account for over 75% of the entire portfolio.
  29. 29. © Banner Total Sales ($m) Format No. of Stores Sales Area (000 sq ft) Av. Sales Area (sq ft) Shoppers Drug Mart, Shoppers Simply Pharmacy, Pharmaprix, Pharmaprix Simplement Sante, Murale 9,954 H&B 1,247 11,745 9,418 Shoppers Home Health Care 342 O 63 441 6,997 Key: H&B = Health & Beauty O = Other Source: IGD Retail Analysis Datacentre, calculated in 2010
  30. 30. © Shoppers Drug Mart, Langley BC Canada’s leading health and beauty chain. Increasing focus on developing food and grocery ranges. Format development includes larger format Shoppers Drug Mart stores and continued expansion of its Murale beauty stores. The retailer has also developed smaller format stores, namely Shoppers Simply Pharmacy - these stores are around 1,000 sq ft in size and provide a retail pharmacy format in medical buildings or clinics. Currently there are 30 locations in operation. The retailer has recently undertaken the first in a series of reductions in store operating hours as a result of the impending funding cuts to community pharmacy by the Ontario Government. A broader trial of fresh food ranges is also underway.
  31. 31. © Banner Total Sales ($m) Format No. of Stores Sales Area (000 sq ft) Av. Sales Area (sq ft) Safeway 6,096 S/S 226 9,039 40,000 Key: S/S = Superstore/Supermarket Canada remains Safeway’s only consolidated business outside of the US. Operates in Canada through Canada Safeway Limited, a subsidiary of Safeway Inc. Based in Winnipeg, Manitoba. Source: IGD Retail Analysis Datacentre, calculated in 2010
  32. 32. © Nearly a third of all stores in Canada are less than 35,000 sq.ft in size and are located in Western Canada. New store development is likely to remain fairly limited in the years ahead, as Safeway focuses on rolling out the Lifestyle concept in its core US market. 2010 saw the roll-out of an aggressive price cutting programme, reflecting a similar initiative that had been implemented in the US in 2009. Safeway utilises its private label capability to create a key point of difference, particularly in terms of its Signature café ranges and prepared foods. Many of Safeway’s Canadian stores also feature a Starbucks outlet. Safeway in Canada
  33. 33. © Key: C/F = Convenience/Forecourt • Sales in Canada accounted for 29.8% of total group turnover in 2009. Source: IGD Retail Analysis Datacentre, calculated in 2010 Banner Total Sales ($m) Format No. of Stores Sales Area (000 sq ft) Av. Sales Area (sq ft) Couche-Tard, Macs 2,085 C/F 2,072 4,840 2,336
  34. 34. © Couche-Tard’s growth in North America has been fuelled by a large number of acquisitions, which combined with new store openings has resulted in a portfolio of over 2,000 convenience and forecourt stores in Canada. Innovation and well-targeted marketing strategies have been at the centre of Couche-Tard’s growth. New product development and in-store merchandising differs according to regional preferences. A typical store now offers around 3,200 SKUs, almost twice that of a decade ago. Own brand lines have played an important role in building customer loyalty in recent years. Couche-Tard has an extensive private label assortment in coffee, energy drinks and sandwiches. The retailer is currently trialling different foodservice options in the US as it builds capability in this area.
  35. 35. © Priorities in 2011 Continued innovation in private label, national expansion of No Frills and delivering increased supply chain capability through progressing its 2012 initiatives Completing the FreshCo store conversions and re-focusing its marketing to drive its core business with emphasis on freshness and uniqueness and category management Leveraging customer insights to deliver its customer first focus, impacting products, pricing and promotional decision making Investing in its foodservice capabilities should help to drive a step-change in performance in this area Further tailoring of the offer to demonstrate its local relevance Around 40 further Supercentres will open in 2011, helping it to demonstrate its commitment to fresh produce retailing
  36. 36. © Challenges and Opportunities Focus on Fresh – A strong fresh food offer tends to feature in all of the leading chains in the Canadian market and will continue to be a key battleground going forward, especially in natural and organic ranges. Extension of the Supercentre in Canada – Wal-Mart opened its first Supercentre store in October 2006. This has since led to an even greater competition on price, particularly in Ontario, where a significant proportion of sales are now driven through the discount channel. Discounting – significant innovation is taking place within the discount sector as retailers seek to appeal to more value conscious customers, and to reach new customer groups. Growth in convenience – The Canadian convenience market is relatively underdeveloped. Apart from Couche-Tard and Sobeys’ experimental convenience stores, there are few operators in the sector. An opportunity therefore exists in the Canadian convenience sector for greater expansion. Changing demographics – Retailers are developing broader ethnic ranges to cater for the changing Canadian population. With immigration forecast to grow strongly in the future, the major retailers are seeking to replicate the success of more specialist retailers in this area.
  37. 37. © IGD Market Share Methodology IGD has a single, universal methodology to enable comparisons of market shares and consolidation levels between countries. It is calculated by comparing retailers’ sales from grocery formats with IGD’s grocery retail market size. IGD defines the grocery retail market as all food, drink and non-food products (e.g. health & beauty, pet care, clothing, DIY) sold through all retail outlets selling predominantly food in a given country.  This definition includes both modern retail formats such supermarkets and hypermarkets, and traditional retail formats such as open air markets and traditional food stores such as bakers. However, it excludes Cash & Carry operations and drugstores/pharmacies and sales tax. IGD market sizes are ‘top down’, derived from national statistical bodies wherever possible. In all other cases, the figures published in this report represent IGD estimates and are based on a consistent methodology and knowledge of local markets. For each retailer, the turnover used is total sales from grocery format, and therefore excludes non-food formats (such as DIY, electrical stores, department stores etc). IGD also exclude Cash & Carry formats and drugstores/pharmacies from this measure, to ensure the data sources are comparable;  1.Retail turnover is excluding VAT  2.Retail turnover is excluding non-food formats (e.g. furniture, electrical stores etc)  3.Cash & Carry operations are excluded  4.Where known, we have subtracted the Cash & Carry operations of players such as Carrefour and Rewe to use a pure grocery retail estimate of turnover. IGD’s market shares differ from panel-based or till-roll markets shares (e.g. from ACNielsen, TNS or IRI) due to the different methodologies; the latter are based on limited categories/retailers.
  38. 38. © For More Information Visit the Canada hub page on Retail Analysis. Use the IGD Datacentre for key macroeconomic data on Canada, plus statistics on retailers’ operations by banner and format. Visit the photo archive for images of retailers operating in Canada. Got a MyReports subscription? Try checking our International Research reports. To find out how an IGD Customised Briefing can bring you up to speed on the market and the key players, email Still can’t find what you’re looking for? Contact us or 01923 857141.