Sobeys to Unpack the New Value Equation for Shoppers at RMS Canada

As price sensitivity continues to shape shopping behavior across Canada, retailers and brands are learning that affordability alone no longer defines value. That evolving mindset will take center stage during an upcoming session at the third annual Retail Media Summit Canada, taking place Feb. 10, 2026, at the Toronto Congress Centre.

Titled “Beyond Price: The New Value Equation for Canadian Shoppers,” the session will explore how Canadians are redefining what “worth it” means in an environment marked by economic pressure, heightened scrutiny and more deliberate decision-making. While price remains a critical factor, today’s shoppers are weighing a broader mix of attributes — including quality, provenance, nutrition, convenience and overall experience — as they navigate trade-up and trade-down choices.

The session will be led by Avie Leang-Lorenzo, vice president of merchandising solutions and business intelligence at Sobeys.

The conversation is especially timely as Canadian shoppers balance inflation fatigue with rising expectations around transparency, health and experience. For brands and retail media partners, understanding these nuances is critical to aligning messaging, media and merchandising with what truly drives conversion and loyalty today.