Other significant releases in the later half of 2005 include Statistics Canada's Survey of Household Spending (SHS) update.  Data is now available for the year 2004.  For highlights see:
http://www.statcan.ca/Daily/English/051212/d051212a.htm

The most cost effective way to access specific expenditure categories within this database is to use our Canadian and Provincial Market Estimate profiles.  They are now updated with the latest SHS figures.  For more information on these profiles please see our web site at: http://www.gdsourcing.com /SBDC.htm#CME

Statistics Canada has also unveiled their redesigned Canadian Community Profiles.  They are still based on 2001 Census data but the interface is more effective which bodes well for when 2006 Census figures start to get released. If you have not visited the Canadian Community Profiles recently take a look: http://www12.statcan.ca/english/profil01/CP01/Index.cfm?Lang=E

Finally in September, Statistics Canada released the Road Network File for 2005 free of charge.  It is a digital representation of Canada's national road network that contains street names, street types, street directions and address ranges.  It is available in three formats: ArcINFO®, MapInfo®, and, for the first time, Geography Markup Language.  It is the first official geographical release of the 2006 Census.

To view the release see: http://www.statcan.ca/Daily/English/050929/b050929a.htm
To access the file see: http://www.statcan.ca/bsolc/english/bsolc?catno=92-500-X

The Ethnic market in Canada continues to grow at a rapid pace.  While the rest of the Canadian population is expected to expand by 1% to 7% over the next 12 years the visible minority population will soar by a phenomenal 76% to 111%.  By Canada's 150th birthday (2017), one in five or 7.1 million  Canadians will be a member of a visible minority and immigration levels will match the heady days of the early 20th century.

This rapid growth will have the greatest effect on three of Canada's largest metropolitan areas: Toronto, Vancouver and Montréal. As was the case in 2001, almost 75% of the visible minority population in 2017 will be living in one of these three cities.  Toronto is expected to be home to 45% of the total,  Vancouver will hold an 18% share and Montréal 11%.

Visible minorities are not only a significant demographic force.  They are an economic one as well.  In 2004 visible minorities were estimated to have spent $42.3 billion on goods and services in Canada.  In Toronto, the South Asian, Chinese, Italian and Portuguese communities together account for 24% of all retail sales.

As a whole these are impressive figures promising vast business opportunities.  However the very nature of the ethnic market is that it is not a single market but rather a collection of specific submarkets that exist very much independent of one another.  Beyond simple numbers each community also has its own distinct characteristics, concerns and opportunities. Some visible minority groups have larger overall populations such as the Chinese and South Asian communities. Others, while not the largest in size, are expected to have faster growth rates (West Asian, Korean and Arab communities).  Careful market research is therefore vital to business success. 

As a starting point for researching specific ethnic markets in Canada look to the latest population projections from Statistics Canada.

Population Projections of Visible Minority Groups, Canada, Provinces and Regions, 2001 to 2017

http://www.statcan.ca/bsolc/english/bsolc?catno=91-541-XIE

A summary version of the above report is available from the latest issue of Canadian Social Trends magazine (Winter 2005): "Ethnocultural diversity in Canada: Prospects for 2017"  You can access this magazine in most major libraries.  You can also purchase an online copy: http://www.statcan.ca/bsolc/english/bsolc?catno=11-008-X20050038968

Also see the Daily release of the above report:

http://www.statcan.ca/Daily/English/050322/d050322b.htm

Another source to consult is Statistics Canada's Ethnic Diversity Survey (EDS).  This survey provides a portrait of the ethnic population by generation (1^st, 2^nd or 3^rd generation Canadians) and examines their sense of belonging to their ethnic group and their inclusion and participation in Canadian society.  The full report is called:
 

Ethnic Diversity Survey: portrait of a multicultural society

http://www.statcan.ca/bsolc/english/bsolc?catno=89-593-X

Highlights from the Daily release are located here:

http://www.statcan.ca/Daily/English/030929/d030929a.htm

The following articles from Canadian Social Trends also provide information from EDS as well as other Stats Can surveys:

South Asians in Canada: Unity through diversity
http://www.statcan.ca/english/studies/11-008/feature/11-008-XIE20050028455.pdf

Chinese Canadians: enriching the cultural mosaic

Canadian Social Trends (Spring 2005)

Blacks in Canada: A long history

http://www.statcan.ca/english/studies/11-008/feature/11-008-XIE20030046802.pdf

Visible minority neighbourhoods in Toronto, Montréal, and Vancouver (1981 - 2001)

Canadian Social Trends (Spring 2004)

Beyond the above sources, the 2001 Census also provides a wealth of information on specific ethnic and racial groups as well as immigrants by generation (1^st, 2^nd or 3^rd). There are two highlight profiles from the Census related to specific population groups that are available online:

 Profile of languages in Canada: English, French and many others

http://www12.statcan.ca/english/census01/Products/Analytic/companion/lang/contents.cfm

Canada’s ethnocultural portrait: The changing mosaic
http://www12.statcan.ca/english/census01/products/analytic/companion/etoimm/contents.cfm

You can also access 2001 Census data through the Canadian Community Profiles. These profiles allow you to look at the size of individual visible minority groups as well as the immigrant population in specific cities and towns across Canada.  You can view the newly redesigned profiles here: http://www12.statcan.ca/english/profil01/CP01/Index.cfm

2001 Census Tract Profiles allow you to examine population groups at even smaller geographical levels.   A Census Tract is a urban area of approximately 3000 people.  It is often a good representation of a local neighborhood. You can access 2001 Census Tract Profiles in most major libraries. They are available in paper as well as electronic formats. 

You can view highlight Census Tract maps online.  They contain graphical representations of total visible minority and recent immigrant population concentrations in major metropolitan areas. Start by selecting a city at the following page:

http://geodepot.statcan.ca/Diss/Maps/ThematicMaps/index_e.cfm

In keeping with the "election season" I would be amiss to neglect mentioning the Federal Electoral District Profiles that are also available free of charge at the Statistics Canada 2001 Census web site.  They profile visible minority groups as well as the immigrant population in each federal riding. While these geographical areas are often peculiar from a business market point of view the data is certainly priced right (Free!) 

See: http://www12.statcan.ca/english/census01/products/standard/fedprofile/index.cfm

Please note however that the data detail is not any better than what is available in the Canadian Community Profiles described above.

If you have a research budget you can also cross reference a number of Census variables such as income, employment and age groups with specific visible or immigrant groups. For a list of Census variables see: http://www.gdsourcing.com /CENSUS2/CensusVar.htm. For more information on custom tabulations, please contact us at contact@gdsourcing.com

Unfortunately 2001 Census data is starting to date itself, especially when you consider how quickly the visible minority population is expanding.  The 2001 Census will be updated in 2006 but ethnic results will not likely be available until the end of 2007 at the earliest. 

There are a few options to get more current information on the ethnic population in Canada.  Citizenship and Immigration Canada publishes data on new immigrants.  The Monitor provides quarterly statistics on citizenship and immigration trends. It covers permanent residents (by source country and category), foreign workers (by different skill levels and source countries), and foreign students (by level of study, source countries, destination metropolitan area). You can access the most current issue at the following address: http://www.cic.gc.ca/english/monitor/current.html

Citizenship and Immigration Canada also produces an annual overview report.  Facts and Figures 2004: Immigration Overview - Permanent and Temporary Residents  provides immigration data by category (skilled workers, entrepreneurs, self-employed, investors, live-in caregivers [nannies], refugees, family members), gender and age, source region/country, education, language ability and destination province.  The 2004 edition was released on July 31, 2005. You can access it and previous issues at: http://www.cic.gc.ca/english/research/menu-fact.html

The most current estimates related to the overall ethnic population in Canada are from the private sector. 2004 data estimates on specific ethnic groups, visible minorities and home language groups are available from the online database SuperDemographics.  Home Language refers to the language spoken in the home. This database provides postal code level data.  There is however a subscription charge to access it. See: http://www.superdemographics.com. 

The offline publication FP Markets - Canadian Demographics also provides home language estimates by individual city/town. The 2006 edition has just been released.  It will be available in major libraries and business development centres over the next few weeks.

There are also a number of private companies that provide ethnic marketing insights.   While their fees might be beyond the budget of many small businesses and new entrepreneurs you can still glean some of their insights from media releases and publicly available reports.  For example:

How to Market to the Ethnic Media

http://www.profitguide.com/sales_marketing/article.jsp?content=20051122_165504_16872

Ethnic Supermarkets Take Off in Multicultural Canada

http://www.icsc.org/srch/sct/sct0905/retail_ethnic_canada.php

Canadian Halal Meat Study

http://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/afu9886

The cultural connection

Marketing Magazine Aug 29/ Sept 5, 2005 p15,17,18

Shopping Mosaic

Marketing Magazine 17/24, 2004 p13-15

Includes brief profiles of the Chinese, South Asian, Hispanic/Latino and Black markets in Canada.

The above references were easily located through a periodical search.  As we always suggest, no research is complete without a thorough periodical search.  Search for newspaper and magazine articles related to your specific target ethnic market.  You are looking for insights into the community as well as marketing success stories.  Many local library systems now allow you to access their periodical databases via the Internet.  All you need is a valid public library card.  To find your local library system see: http://www.collectionscanada.ca/gateway/index-e.html

One of the best ways to market to ethnic communities is through ethnic specific media. The best source to find such media is the CARD MEDIA directory: Ethnic Media & Markets. It covers ethnic print media, radio stations & programs, TV stations & programs and provides basic data on the number of people by ethnic origin & major city.  It is produced twice a year and available in most major libraries.

Contact any relevant media directly.  Oftentimes they will have detailed information available to help you understand the opportunities of a specific ethnic target.  For example Fairchild TV - a television channel dedicated to Chinese programming - provides free Statistics Canada and ACNielsen Chinese Media Index data about the Chinese community in Canada, Toronto and Vancouver. See:

http://www.fairchildtv.com/english/fairchildtv.html

The best source of specific actionable ethnic market information is to consult community leaders and organizations. Identify social clubs, business groups, sports club and cultural associations where there will be marketing and sponsorship opportunities.  Take the time to establish valuable community contacts. They can often be the difference in determining whether or not your small business can establish credibility within a local community. If you understand the unique concerns and issues facing your target community, you will recognize the best business opportunities. 

The ethnic market potential over the next 12 years is too great for any business to ignore.  Take the time now to determine if these targets markets are appropriate for your own success.  Establish your company brand name within specific communities now before your competition wakes up!

Return to Table of Contents

The Source Lists come in a number of formats, namely paper, CD-ROM, electronic download and in our new Stats Link Canada online database.  The online database includes entries from 2000-2004 as well as current references from September to December 2005.  Backfile 2005 entries will be added in the first months of 2006, along with current 2006 information.

Stats Link Canada provides you with the ability to search for references in a variety of ways.  You can conduct complex searches, browse entries by subsector or take advantage of the our extensive subject index.  For a free "test drive"  see:

Sample Search: http://www.gdsourcing.com/statslinkcanada/Sample/SearchSample.asp
Sample Index: http://www.gdsourcing.com/statslinkcanada/secured/IndexFree.asp

For more information on Researching a Small Business 2005 or to place an order please see the GDSourcing web site: http://www.gdsourcing.com /gdstart.htm