Toronto has been ranked the most youthful city among 25 cities in the world in 2013 (Toronto, 2014). That is clearly an advantage, because Primark has focused the strategy on young people (under 35’s). For that reason, demographic factors are analysed in Toronto, and two major trends in psychographic segmentation are discussed. Although, “In 2020, 18.1% of total population will be over 65 years of age”(Euromonitor, 2015) and the current middle age is 40,4 years olds in Canada, Toronto’s market benefits