Library and Academic Services: Starting a Business: Target Market

Target Market

Market Size

You can use the data sources listed under the Industry Analysis page of this guide to help you determine the size of a particular industry in sales or operating revenue for your "Top-Down" estimate of market size.

Population Estimates and Projections

Annual demographic estimates: Canada, Provinces and Territories.
(Statistics Canada) Estimates of population by age and sex based on the 2011 census. Includes births, deaths, immigration, emigration and inter- and intra-provincial migration.
Annual demographic estimates: Subprovincial areas.
(Statistics Canada) Similar data for areas within provinces, including Census Metropolitan Areas.
Population Projections for Canada (2013 to 2063), Provinces and Territories (2013 to 2038)
(Statistics Canada) Detailed results by age and sex for all Canadian provinces and territories based on the latest population estimates and demographic trends.
Projections of the Diversity of the Canadian Population 2011 - 2036
(Statistics Canada) Projections of the ethnocultural composition of population for Canada, provinces and census metropolitan areas. Published 2010; estimates cover 2006 to 2031.

Health Data

2019 Community Health Assessment Report
• Winnipeg Regional Health Authority Community Health Assessment Report 2019 and WRHA Community Area Profiles - detailed health and demographic data for 13 community areas in Winnipeg.

Target Market Census Data

Census Geography and Maps

Census data is available for a variety of geographic levels in addition to Canada, the provinces and territories; for example:

Census divisions (CD). There are 21 of them in Manitoba.
Census subdivisions (CSD). Cities, towns, municipalities and other communities.
Census agglomerations (CA). Geographical units made up of more than one adjacent municipality.
Census Metropolitan Areas (CMA). Geographical units made up of a central large city and surrounding municipalities whose populations are concentrated just outside the large city's borders.
Census Tracts (CT). These are small areas within CMAs and CAs.
Forward Sortation (Postal code) Areas (FSA). These are areas containing postal codes that began with the same first three characters (e.g., R3H).
Winnipeg Neighbourhood Areas. The City of Winnipeg contracted with Statistics Canada to break down census data by Winnipeg's neighbourhoods.

Census tract map of Winnipeg CMA.
This map identifies 174 census tracts in the Winnipeg CMA and surrounding municipalities.
Census tract map of Winnipeg CMA.
This map identifies 174 census tracts in the Winnipeg CMA (Winnipeg and surrounding municipalities).

When using Winnipeg census data it is important not to confuse the Winnipeg Census Subdivision (the city itself) with the Winnipeg Census Metropolitan Area, which includes the surrounding municipalities (whose populations are concentrated just outside the Winnipeg city boundary).

2016 Census

Census Profile 2016 Census: Subprovincial geography levels: Manitoba
Select from Municipalities, Census Metropolitan Areas, Census Divisions, Federal Electoral Districts, Designated Places, Population Centres, Economic Regions, and Health Regions for Census data.
Census Profile, 2016 Census.
2016 Census of Population for various levels of geography, including provinces and territories, census metropolitan areas, communities and census tracts.
2016 Highlight Tables.
Summary data for Canada, Provinces and Territories in these areas: Population and Dwelling Count. Age and Sex, Type of Dwelling, Families, Households and Marital Status, Language and Income.
Focus on Geography Series.
Search for placenames or browse through menus and get basic 2016 census data in graphic (chart) form as well as maps.
Data Tables
Available data for geographic areas ranging from Canada and Provinces down through cities and towns to postal code (forward sortation areas) grouped by the following topic areas includes:
Aboriginal peoples; Age and sex; Education; Families, Households and marital status; Housing; Immigration and ethnocultural diversity; Income; Journey to work; Labour; Language; Language of work; Mobility and migration; Type of dwelling

Household Spending (2012 to date)

Statistics Canada This link opens in a new window
Gives key statistics on Canada’s economy, society, and environment to help inform citizens and decision-makers. Covers a wide range of subjects, including demographics, labour, education, environment, health, technology, tourism, trade, and much more.

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