Are shoppers still buying Canadian?
A year after “Buy Canadian” shifted from a cultural signal to a shopping behaviour, the movement is still visible in the grocery aisle. Kantar’s latest Canadian ShopperScape study shows 77% of Canadian shoppers claim they prioritize Canadian brands or products made in Canada. That is still a strong majority: 26% say they always or often prioritize them, while 51% do so sometimes.
The movement has not disappeared; it has become more selective, income-sensitive and practical. Shoppers are still leaning into Canadian products, but fewer are treating Canadiana as an automatic choice at any price or in every category.
Fresh categories remain the clearest point of commitment. Canadian shoppers are especially likely to prioritize domestic options in fresh fruits and vegetables, chicken and seafood, dairy products, fresh meat and frozen foods. These categories benefit from a tight connection between freshness, trust, quality and origin, with older and more affluent shoppers helping sustain preference.
READ: One year later, 'buy Canadian' sentiment remains strong
The generational story is more nuanced. Older Canadians continue to show the strongest attachment to buying Canadian, but the sentiment has softened among older millennials, generation X and boomers. Lower-income shoppers are also pulling back. These groups still value Canadian products, but affordability is pressing harder against patriotic intent. When household budgets are stretched, shoppers may support the idea of buying Canadian, while making the shelf decision more conditional.
The youngest shoppers are not rejecting Canadian brands, but they are engaging differently. Just under 20% of 18-to-24-year-olds say they always prioritize Canadian brands, and infrequent prioritization has risen among this group. Gen-Z shoppers remain defiant in protesting U.S. tariffs and avoiding U.S. brands, but they are less likely to rely on packaging cues to identify Canadian origin. Instead, word of mouth plays a larger role in shaping what feels authentically Canadian.
Younger millennials stand out as the exception. Their prioritization of Canadian products and brands remains steady versus last year, with no noticeable decline. They are also more likely to connect buying Canadian with environmental reasons, and they are using social media, loyalty programs and retailer newsletters to recognize Canadian brands. For this cohort, buying Canadian can signal sustainability, community alignment and values-based shopping.
Support for Canadian goods and brands remains the biggest driver. However, support for local businesses has lost some momentum, especially among older millennials and boomers. This matters because the movement’s first wave was powered by an emotional story: support Canadian workers, protect local businesses, respond to tariffs and show national pride. The intensity has cooled, particularly among shoppers facing high living costs and macroeconomic uncertainty.
READ: Leaders condemn Trump’s tariffs, urge strengthening Canada’s grocery industry
This divide is clearest by income. Lower-income shoppers are significantly less likely than last year to say they will keep preferring Canadian products if tariffs are called off, that Canadian products are higher quality or that they are willing to pay a premium. By contrast, affluent Canadians continue to over-index on these attitudes, and their views have not noticeably changed.
Implications for Canadian grocers and suppliers:
• “Buy Canadian” still has equity, but it needs to be easier, clearer and better connected to value. Shoppers are paying less attention to packaging labels to determine Canadian origin, especially generation Z and younger millennials. Retailers cannot assume a maple leaf or origin statement will do all the work. Shelf tags, digital filters, loyalty content, social media and clearer brand storytelling all need to reinforce the same message.
• Canadian brands still have permission to win. But the next phase of the movement will be less about symbolism and more about affordability. Shoppers need to see Canadian origin, understand why it matters and feel that choosing it still fits their budget.
This article was first published in Canadian Grocer’s August 2026 issue.
