Canadians want retailers to make it easier to buy homegrown

Looking local

With 84% of Canadians reading packages to see where products are made and three-quarters willing to pay more to buy a Canadian product over one that's made in the US, retailers already see the change in shopping habits.

According to KPMG’s release, Loblaw Companies Ltd. recently reported a 10% increase in sales of items labelled product of Canada, made in Canada or produced in Canada for the first week of February compared to the previous week.

Many respondents reported going well out of their way to support Canadian products, with poll highlights including:

• 80% say they are purposefully looking for a non-US version (e.g., if fruit is available from either the US or Peru, choosing the Peruvian version) if a Canadian product equivalent isn't available
• 89% say Canadian grocery stores should be required to give preferential shelf space to Canadian products
• 84% say they are paying more attention to the origin of where products are made by reading the labels
• 77% say they will buy Canadian products even if it costs more

Unexpected vet bills don’t have to break the bank

Spot Pet Insurance offers coverage for treatment of accidents, illnesses, prescriptions drugs, emergency care and more.

Plus, their preventative care plan covers things like routine check-ups, microchip implantation, and vaccinations, if you want to give your pet the all-star treatment while you protect your bank account.

Get A Quote

A retailer’s responsibility

Poll findings reveal consumers are paying attention to more than just labels as the vast majority (93%) hope and expect Canadian retailers are searching for non-US suppliers with 85% saying they will think twice about buying from stores that move their entire operations to the US.

"As consumers increasingly prioritize Canadian products, it is crucial for retailers to adjust their supply chain so they can continue to operate locally. This not only serves to build trust with customers by aligning to their expectations but also helps strengthen our national economy," Polyakov said. "There is also strong agreement among survey respondents that inter-provincial trade barriers must be eliminated so they can have enough product choice to continue buying Canadian."

Despite the surge of national pride, affordability remains a top concern as 86% are worried Canada will slide into a recession and 90% think governments should lower the cost of everyday essentials by reducing taxes or providing tax credits to help consumers through a tariff war.

"While it's clear Canadians will pay extra to support the home team, the impact of the rising cost of essentials is also top of mind for many," Polyakov said. "With consumers strongly expecting to see their grocery bills go up, they plan to cut back on non-essential spending, which could hit sectors like dining and entertainment hard.

Survey methodology

KPMG in Canada surveyed 1,934 Canadian adults from February 12 to 25, on Sago's AskingCanadians panel, using Methodify's online research platform. Just over half (52%) of respondents identified as female and 48% male. Regionally, 39% live in Ontario, 24% in Quebec, 13% in BC, 11% in Alberta, 7% in Saskatchewan and Manitoba and 5% in Atlantic Canada.