Economic realities trump national pride for consumers: PwC Canada

New research from PwC Canada highlights a growing dilemma that the Canadian consumer faces: while national pride strongly influences shopping preferences, economic considerations ultimately guide their decisions at the checkout counter.

The heart says ‘buy local’ but the mind overrules with ‘buy economical’.

While Canadian consumers express a willingness to pay a premium for locally produced food, a majority (62 per cent) would ultimately choose a lower-priced imported product over a more expensive domestic equivalent, found PwC’s 2025 Voice of the Consumer Report, which analyzed survey responses from over 1,000 Canadian consumers.

“This disconnect reflects the tension between Canadians’ desire to shop local and the reality of their purchasing decisions at checkout,” said Elisa Swern, national retail and consumer leader, PwC Canada. “Canadians value local products and want to support homegrown businesses, but price remains a powerful influence, especially in today’s economic climate.”

It is important to note that the research does not suggest that Canadian products are inherently more expensive. Rather, it reflects consumer perceptions and priorities when evaluating options. The findings underscore the need for brands to communicate the value of local products in ways that resonate with both the heart and the wallet.

Shifts in the Canada–U.S. trade and political landscape have also heightened Canadian consumers’ preference for locally sourced products. Nearly half (46 per cent) now cite domestic sourcing as their top sustainability consideration in food purchases, surpassing the global average of 40 per cent. 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.”

To read more about consumer shopping habits, brand loyalty trends and takeaways for food companies and retailers, access the detailed report here.