With the recent surge of national pride following continued threats of tariffs from the US government, a recent survey reveals many Canadians want retailers to make it easier to buy local. According to KPMG in Canada, More than nine in 10 say they want stores to promote Canadian products and think grocery stores should be required to give them preferential shelf space.
"We’re seeing a significant shift in the shopping behaviour of Canadians, who are fired up to support local producers, artisans and companies," Kostya Polyakov, KPMG in Canada partner and national consumer and retail leader, said in a statement.
"Canadians are fighting for Canada, to keep jobs and their dollars within the community. But it’s not always easy at first glance to know if what they’re buying is Canadian and increasingly, they now demand retailers make it easier for them, calling out those that don’t."
In fact, nearly 70% of respondents want retailers to stop selling US products altogether.
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
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.
This article Canadians want retailers to make it easier to buy homegrownoriginally appeared on Money.ca
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