Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on entertaining at home
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- Figure 1: Short, medium and longer-term impact of COVID-19 on entertaining at home, November 2020
- Opportunities
- Even during a pandemic, Canadians still host their friends and family
- Consumers are looking for help with hosting
- Hosts know they will need to entertain differently, but they want to limit new measures
- Challenges
- COVID-19 has had a direct impact on entertaining at home
- Behaviour will not go completely back to normal once the pandemic ends
The Market – Key Takeaways
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- Major factors for this industry are completely outside its control
- Opportunities have arisen during these unique times
Market Factors
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- Governments are limiting the number of guests at gatherings
- Canadian weather will have a major impact on entertaining
- Demand for outdoor entertaining caused some supply shortages
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- Figure 2: Salt Shack Backyards Instagram post, July 2020
- A national ban on single-use plastics as demand rises
- The restaurant industry’s challenges could help entertaining at home
- Economic factors could motivate hosts to treat themselves and guests
- Digital tech has supported virtual get-togethers
- Impact of COVID-19 on entertaining at home
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- Figure 3: Short, medium and longer-term impact of COVID-19 on entertaining at home, November 2020
Market Opportunities
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- Product: certain items will become standard for hosts in the future
- Price: budget options are welcome, but there’s a unique opportunity for luxury
- Promotion: safety and responsibility will be key messages
- Place: as temperatures drop, consumers will look for indoor solutions
Companies and Brands – Key Takeaways
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- Messaging needs to be careful about social distancing regulations
- Some brands have shifted into the virtual social gathering industry
Competitive Strategies
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- Wayfair hints at outdoor gatherings in colder weather
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- Figure 4: Wayfair Canada Instagram post, September 2020
- Figure 5: Wayfair Canada Instagram post, September 2020
- Alcohol companies use delivery to keep homes stocked
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- Figure 6: Steamwhistle Brewing Instagram post, June 2020
- Figure 7: The Wine Shops Instagram post, May 2020
- Digital companies capitalize on more virtual get-togethers
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- Figure 8: The Game of Things Twitter post, April 2020
- Figure 9: Jackbox Games Twitter post, September 2020
The Consumer – Key Takeaways
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- Hosting behaviours since the start of COVID-19
- How purchase behaviours will adapt to COVID-19
- What the winter holidays will look like
- Influences for entertaining at home
- How people feel about entertaining at home
Hosting Behaviour since the Start of COVID-19
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- Two in five consumers hosted guests since social distancing started
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- Figure 10: Hosting behaviour since start of COVID-19 social distancing protocols, August 2020
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- Figure 11: Hosting behaviour since start of COVID-19 social distancing protocols, by age, August 2020
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- Figure 12: Hosting behaviour since start of COVID-19 social distancing protocols, by concern about exposure to COVID-19, August 2020
- Consumers had many reasons to host in 2020
- Food plays an important role in entertaining at home
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- Figure 13: Occasions hosted since start of COVID-19 social distancing protocols, August 2020
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- Figure 14: Occasions hosted since start of COVID-19 social distancing protocols, by household income, August 2020
- Special occasions provide a glimpse of what colder months will look like
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- Figure 15: Special occasions hosted since start of COVID-19 social distancing protocols, by age, August 2020
- COVID-19 is the biggest barrier to entertaining at home
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- Figure 16: Reasons for not hosting since start of COVID-19 social distancing protocols, August 2020
How Purchase Behaviours will Adapt to COVID-19
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- Hand sanitizer will be common at future gatherings
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- Figure 17: Hosting products more inclined to buy compared to before COVID-19, August 2020
- Disposable, single-use products will be used throughout events
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- Figure 18: Hosting products more inclined to buy compared to before COVID-19, by concern about exposure to COVID-19, August 2020
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- Figure 19: Coca-Cola Canada Instagram post, February 2016
- Figure 20: Coca-Cola Instagram post, May 2019
- Figure 21: Molson Canadian Instagram post, May 2018
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- Figure 22: Lindt Canada Instagram post, May 2020
- Considering the environmental impact of disposables
- Some consumers will invest in outdoor products
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- Figure 23: Outdoor products more inclined to buy compared to before COVID-19, by new vs not new Canadians, August 2020
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- Figure 24: Outdoor products more inclined to buy compared to before COVID-19, by age, August 2020
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- Figure 25: Play Anywhere | Spikeball, February 2019
- Figure 26: Outdoor products more inclined to buy compared to before COVID-19, those hosting outdoors later into autumn this year vs overall, August 2020
What the Winter Holidays will Look Like
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- Most consumers expect to get together for winter holidays
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- Figure 27: Holiday gatherings should be skipped entirely, August 2020
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- Figure 28: No new measures are necessary for holiday gatherings, August 2020
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- Figure 29: Necessary measures for winter holiday gatherings, by concern about exposure to COVID-19, August 2020
- How consumers will adapt for winter holiday gatherings
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- Figure 30: Try to spend more time outside during holiday gatherings, August 2020
- Winter holiday gatherings will be smaller this year
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- Figure 31: Planning tactics expected for winter holiday gatherings, August 2020
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- Figure 32: Mealtime tactics expected for winter holiday gatherings, August 2020
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- Figure 33: Mealtime tactics expected for winter holiday gatherings, by gender and kids in household, August 2020
- Consumers will make purchases specifically in response to the pandemic
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- Figure 34: Products expected for winter holiday gatherings, August 2020
Influences for Entertaining at Home
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- Three quarters of consumers depend on inspiration for hosting
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- Figure 35: Sources of inspiration/ideas for hosting, August 2020
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- Figure 36: Any source of inspiration/ideas for hosting, by age, August 2020
- Word-of-mouth is the leading source
- How companies can influence hosts
- Consumers are looking for help with their gatherings
- First stop: the internet
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- Figure 37: Online sources of inspiration/ideas for hosting, August 2020
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- Figure 38: Social media sources of inspiration/ideas for hosting, by age, August 2020
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- Figure 39: Solo Cup Instagram post, August 2020
- Figure 40: Pinterest usage for inspiration/ideas for hosting, by age and gender, August 2020
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- Figure 41: Social media sources for inspiration/ideas for hosting, August 2020
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- Figure 42: Michaels Stores Facebook post, October 2020
- Retailers have little impact on hosting behaviours
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- Figure 43: Party City Canada Instagram post, October 2020
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- Figure 44: Williams Sonoma Instagram post, October 2020
How People Feel about Entertaining at Home
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- Consumers are feeling both excited and stressed
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- Figure 45: Feelings about hosting guests, by concern about exposure to COVID-19, August 2020
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- Figure 46: Excited about hosting guests, by age, August 2020
- Caution will continue even after the pandemic is over
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- Figure 47: Cautious about gatherings after COVID-19, Asian Canadian vs overall, August 2020
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- Figure 48: Quebec: cautious about gatherings after COVID-19, by primary language, August 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Abbreviations and terms
- Abbreviations
- Terms
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