Made in Canada

Consumer Behavior

Consumer Packaged Goods Consumer Behavior

As trade tensions persist, Canadian consumers are making their voices heard—at the checkout. Nearly half (45%) say they’re actively avoiding U.S. products or choosing Canadian-made alternatives in response to tariffs. This shift in sentiment is no longer just a headline—it’s reshaping retail performance across key categories. In Part 1 of our Made in Canada series, we explored the early signs of this consumer movement. Now, the data tells a deeper story: U.S. products are seeing year-to-date sales softness in both Food (-6.9%) and Personal Care (-4.5%) categories, while Canadian products are gaining ground—even at a premium.

In Part 2, we examined how rising national pride was fueling a “Buy Canadian” mindset. That momentum has only grown. Canadian-made food products, in particular, are thriving—winning share from U.S. competitors and driving category growth despite a 16% higher average unit price. In Personal Care, where U.S. brands dominate, Canadian options are fewer but gaining visibility through strategic advertising and display. As consumer habits solidify, the opportunity for Canadian brands to lead—and grow—has never been clearer.

Dollar Share - Food and Beverage (excl Alcohol) - National All Channel YTD 2025

Download the full Part 3 report

The Retail Ripple of Patriotic Sentiment, to explore the data behind this shift, category-level insights, and what it means for manufacturers and retailers navigating a more nationally conscious consumer landscape.  Discover how Canadian origin is not just a label—it’s a growth strategy.