Despite national pride, economics are still guiding Canadians’ purchasing decisions

Following another Canada Day, it seems the nation's citizens might be resting their elbows just a little – not due to a decline in national pride, but simply because of cold, hard costs. A new survey from PwC Canada shows, for example, that while Canadian consumers express a willingness to pay a premium for locally produced food, a majority (62%) would ultimately choose a lower-priced imported product over a more expensive domestic equivalent.

"This disconnect reflects the tension between Canadians' desire to shop local and the reality of their purchasing decisions at checkout," Elisa Swern, PwC Canada’s national retail and consumer leader, said in a statement.

"Canadians value local products and want to support homegrown businesses, but price remains a powerful influence, especially in today's economic climate."

Pushing for more efficient supply chains

Ongoing trade tensions with the U.S. have also increased Canadians’ preferences for locally-sourced products. Nearly half (46%) now cite domestic sourcing as their top sustainability consideration in food purchases, surpassing the global average of 40%. This trend is driven by a desire to support the local economy and access healthier, higher-quality foods. Yet, the perceived price premium of Canadian goods often undermines these intentions.

"While there's a clear desire to support the local economy, 'Made in Canada' labels alone aren't enough to sway Canadian consumers," said Swern. "This creates an imperative for Canadian retailers and consumer packaged goods companies to build more efficient food supply chains from farm to table."

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Canada’s dietary trends

While many aspire to healthier eating, their actual dietary changes appear more cautious. Fewer consumers are fully embracing alternative meats or vegetarian diets, indicating a slower, more deliberate shift toward healthier habits. This trend contrasts with global peers, as only 45% of Canadians plan to increase fresh produce consumption in the next six months, compared to 56% globally.

However, Gen Z consumers are notably more inclined toward pushing for healthier choices and expect food companies to take a leading role.

Despite prevailing food cost concerns, the research also highlights that 26% of Canadians would switch brands for added health benefits and two-thirds would pay more for additive-free or nutritionally enhanced foods.

Survey methodology

The data comes from PwC's 2025 Voice of the Consumer Insights Report, based on its analysis of 21,000 consumers from 28 countries, including 1,020 in Canada.