How shoppers are buying Canadian
Canadian shoppers are making a powerful statement with their purchasing choices: buying local is more than a trend—it’s a reflection of national values. According to Kantar’s Canadian ShopperScape study, 83% of shoppers say they prioritize Canadian brands or products made in Canada. This sentiment is especially strong among boomers and Quebecers, who are leading the charge in supporting domestic goods.
The motivations behind this shift are deeply rooted in patriotism and economic solidarity. Shoppers claim supporting Canadian workers and brands, protesting U.S. tariffs and preferring the quality of local goods as top reasons for their choices. Boomers exhibit the strongest sense of national pride, with 91% agreeing that buying Canadian supports local jobs and the economy.
However, younger generations—especially generation Z—face challenges in identifying which products are truly Canadian. While boomers rely heavily on product labels and store signage, younger millennials are increasingly turning to social media and digital tools to guide their purchase decisions. This generational divide presents a unique opportunity for brands to bridge the knowledge gap through clearer packaging, influencer partnerships and digital education.
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When looking at what Canadians are buying, the ShopperScape data shows that perishables dominate. Dairy, fresh produce and meats are the top categories where shoppers actively seek local options. Generation X shows a strong preference for Canadian meats and sweet snacks, while Quebecers lean heavily into local dairy and produce. Looking ahead, shoppers across all demographics plan to increase their purchases of Canadian perishables.
The commitment to buying Canadian products extends beyond temporary economic conditions. Even if tariffs were lifted, 73% of shoppers say they would continue to prefer Canadian brands. This enduring loyalty is driven by a sense of cultural alignment, trust in quality and a desire to support the national economy.
For brands and retailers, the opportunities are clear. Emphasizing local sourcing, especially in perishables, can deepen shopper engagement. Seasonal promotions, storytelling around Canadian agriculture and limited-edition regional packs can reinforce brand loyalty. Messaging that highlights how products contribute to Canadian jobs and communities can tap into the emotional drivers behind these purchasing decisions.
To reach younger shoppers, brands must invest in digital strategies that make Canadian identity unmistakable. This includes using QR codes, social media campaigns and influencer content to educate and inspire. Meanwhile, regional tailoring—such as sustainability messaging in Quebec or premium positioning in Ontario—can further enhance relevance.
In a retail landscape shaped by global uncertainty, Canadian shoppers are finding certainty in local food choices. For brands that align with these values, the opportunity to build lasting loyalty has never been greater.
