Consumer Vulnerability in Canada (2020-2024)
This report presents a study examining vulnerable consumers in Canada, taking into account the impacts and factors related to the COVID-19 pandemic, rapid inflation that followed, and more recent trends between 2020 and 2024.
The concurrent and persistent impacts of these events have not previously featured extensive holistic exploration at an individual consumer level. As such, this study attempts to extend our understanding of consumer vulnerability in Canada through the generation of robust reviews, recollections and cross-sectional as well as longitudinal data on the population and regional diversities of consumer vulnerability, resiliencies and adaptations, and support opportunities across Canada.
Study Overview
From its conception, this project has been guided by three core questions (see below). These questions, and the data and analyses that have followed, target insights into key aspects of consumer vulnerability in Canada, how it has changed over time, how people have adapted, and assesses the potential implications for decision-makers and Canadians to consider. These and other questions are detailed below.
- How has consumer vulnerability in Canada changed over time (between 2020 and 2024)?
- How have vulnerable consumers in Canada adapted to market fluctuations and disruptions?
- What are the implications of consumer vulnerability in Canada?
To answer these research questions, SPARC BC employed multiple methods and sources of data:
Literature and Documentation
A systematic search and rapid review of peer-reviewed articles on topics related to the issues of vulnerable consumers and market fluctuations was carried out. Some key topics include social and economic factors relating to the COVID-19 pandemic, rapid inflation, economic recession, vulnerable populations (in Canada), essential goods and services (e.g., food, shelter, energy, transportation, etc.), and more. In total, 79 articles were reviewed and their content synthesized.
Survey of Consumers in Canada
A three-wave survey was carried out using a quota-based random selection sampling strategy to obtain national samples that reflected Statistics Canada’s 2021 Census distribution for age, gender, and geographic distribution. Data collection was completed on January 8, 2024 (Wave 1), July 4, 2024 (Wave 2), and February 1, 2025 (Wave 3). The aim of the sampling approach was to derive a large three-wave cross-sectional sample (n=10,619) as well as a reasonably robust longitudinal sample (n=2,107).
Focus Group Discussions
A series of online focus groups were carried with participants from across Canada, following each wave of the online survey. Groups were segmented by demographics or consumer vulnerability factors and included dedicated groups administered in French as well as English. Discussions attempted to provide further depth to key findings and issues emergent in the online survey and touched on the impact of market fluctuations, vulnerability factors, resiliency and adaptation, resources, support needs, and more. A total of nine focus group discussions were carried out among those who found it sometimes hard and/or very hard to pay for basics like food, housing, medical care, and heating. Discussions included three French language groups, a group of young adults, a group of parents and guardians with children, a group with physical activity limitations, a group with difficulties seeing or hearing, a group of seniors (65+), and a group with credit card debt over $10,000 as well as household income under $70,000.
Economic Analysis
Utilizing data from Environics Analytics’ catalogues, a series of microeconomic1 and macroeconomic2 analyses were conducted to provide a recent and robust background for understanding consumer vulnerability in Canada. This included examinations of national and provincial/territorial expenditure on basic needs, household credit card debt, mortgage debt and payment, household debt-to-liquid-asset ratio, rental expenditure, transportation costs, and electricity costs.
1Environics Analytics (2024). HouseholdSpend Data 2024. Accessed from Esri’s ArcGIS Online 2024.
2Environics Analytics (2024). WealthScapes Data 2024. Licensed from Environics Analytics.
Highlights
The COVID-19 pandemic and subsequent economic fluctuations have significantly impacted consumer vulnerability in Canada. Since the pandemic, there has been an increase in the proportion of Canadians who have found it difficult to pay for basic needs such as food, housing, medical care, and heating.
Consumer Vulnerability in Canada Since COVID-19
How hard has it been to pay for the very basics like food, housing, medical care, and heating?
Note: n=10,618, missing=1; before COVID-19 (before March 2020), during COVID-19 (between March 2020 and 2022), past year (2024-2025)
Survey findings found several groups in Canada to be vulnerable to economic disruptions and market fluctuations:
- Young adults (18-34 years)
- People who are unhoused
- People who are precariously housed
- Individuals with disabilities
- People with low household incomes (less than $40,000)
- Those with poor general health status
- Women
- Seniors (65+ years)
- Racialized ethnocultural groups
- Unemployed individuals
Adaptation During Economic Disruptions
Vulnerable Canadian consumers have demonstrated significant adaptation in response to economic and financial disruptions, starting with the COVID-19 pandemic. Many have had to make substantial adjustments to their financial habits and priorities.
Purchasing decisions made by households in the past 12 months (often or always
Note: n=10,619
I have utilized the food bank because my funds were tight and I would get whatever they gave me and I would clean it all up and make meals for a few days… And also being able to cook from scratch was very handy. Making the money stretch…
(Individual living with a sensory impairment)
