81% of Canadians are ‘Actively’ (54%) or ‘Somewhat’ (27%) seeking Canadian made grocery products due to the threat of US tariffs: webSaver Research

1.) The threat of tariffs is driving shifts in Canadian consumer behaviour with 81% stating tariff threats have some influence their grocery choices, and 54.3% actively choosing Canadian products more often. Only 5.8% say it has no effect, and 1.9% don’t follow tariff news.

2.) Supporting the Canadian economy is the key driver in these shifts as 63.8% are buying Canadian products to support the local economy. 17.8% cite price concerns on imports. And only 5.6% say they already preferred Canadian brands pre-tariffs.

3.) The categories most likely for consumers to switch to Canadian products are Groceries: 33.4%, Household & Cleaning: 21.3%, Personal Care/Beauty: 19.1%, Clothing: 14.8% and Electronics: 11.4%.

4.) Price is a major deciding factor with 84.6% saying price is extremely or somewhat important in choosing Canadian. Only 4.5% are willing to pay more, regardless.

5.) There is a strong desire by Canadian consumers for promotions on Canadian products with 75.1% stating they are very likely to switch to Canadian products with better offers. 18.2% are somewhat likely, for a total of 93.3% open to change. Only 1.4% are unlikely or not at all influenced.

6.) There is high interest from Canadians for offers specifically designed to promote Canadian products and 43.7% have already used discounts on Canadian-made products. However 41.3% say they haven’t seen any but would be interested, 12.2% have seen them but not acted.

Buy Canadian Grocery Products Survey Results:

(Aggregate All Canada Data – Results can also be reported by Location, Age, Gender and Language to discern group differences)

1. Have the recent tariff threats from the U.S. influenced your purchasing decisions when shopping for everyday grocery products? (Please select one)

2. If you are choosing more Canadian-made products, what is the primary reason? (Please select one)

3. In which product categories are you most likely to switch to Canadian-made options? (Please select all that apply)

4. How important is price in your decision to choose between Canadian and imported products? (Please select one)

5. If more coupons and cashback offers were available for Canadian-made products, how likely would you be to switch from imported brands? (Please select one)

6. Have you noticed any brands or retailers promoting Canadian-made products with exclusive discounts or cashback offers? (Please select one)

Experienced CPG Brand Managers recognize how crucial it is to grasp what drives their consumers’ buying decisions for particular brands and products. One straightforward way to uncover these preferences is by using surveys and collecting their input.

webSaver Consumer Insights can also provide Brands with extended granular consumer insights by diving deeper into dozens of grocery consumption categories. This allows CPG Brand managers to better understand their consumers’ attitudes across various dimensions.

Whatever your consumer knowledge challenges webSaver can help you get the information your Brand needs to build and grow lasting consumer relationships.
Contact webSaver Market Research Solutions to find out more.

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