Grocery Stores Eye South Asian-Canadians

I have been telling my colleagues and clients that Grocery stores will be the next business sector that will target South Asian Canadians. And this was no rocket science. I saw following three signs for it.

1. Immigrants’ Life Cycle: Most South Asian (SA) are new immigrants. They look for products and taste from “back home” and also buy more groceries per visit because they have bigger families.
2. Developing of a critical mass: The SA- Canadians became the biggest visible minority group as per 2006 Census and have attained a critical mass with an estimated ~1.5 million people now.
3. Opening of neighborhood SA-grocery stores: More SA Grocery stores have sprung up in last few years with constant flow of customers providing an existing market to big box Grocery stores.

The above three factors collectively provide a ripe market for Grocery stores to cater, increase customer base and sales, and get loyal customers

Come 2010, we saw an attempt by big grocery stores to reach out to SA market segment, primarily with print ads and with some radio and TV advertising. I see these initial campaigns as more of a test or tactical implementation in nature rather than strategic. Only results, research and time will tell how effective these ad campaigns were in achieving the campaign objectives. Though I will provide my opinion on this soon. For now, see few of the print ads below. These ran during last few months.

Loblaws print ad No Frills Ad

Freshco /

Food Basics

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About Fazal Siddiqi
Fazal Siddiqi Writes on current marketing, branding, communications, diversity and socio-economic opportunities & challenges. He lives in Canada and works for OPAL Marketing Group.

4 Responses to Grocery Stores Eye South Asian-Canadians

  1. Peg North says:

    Ethnic Technologies, with it’s Canadian data resources, helps stores and other institutions find good locations and then market to the appropriate groups.

    Check out http://www.EthnicTechnologies.com Canadian file or contact me directly for more information.
    Peg
    PNorth@EthnicTechnologies.com
    203 400 1056

  2. Bang on. Infact I see a huge opportunity here for non FMCG brands to piggyback on,especially in trying to connect to new immigrants. I’m talking about the sabzi mandi/indian store formats that pose as a sort of South Asian meeting place.

  3. karen mccarrol says:

    Make Communication Relevant

    Ethnic Technologies is a company dedicated to support businesses and organizations by identifying, to a 90%+ degree of accuracy, the multicultural make-up of your customer, donor, prospect or loyalty club member list. For more information, please call me, Karen McCarrol, at (416) 698 2243 or by email at karen@trimarkconsultinggroup.com

  4. Hi Karen,
    I didn’t get your email.

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