The vast majority of Canadians adjust brand behaviours amid ongoing tariff threats.

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TORONTO – May 5, 2025 – As the trade standoff with the United States continues, patriotism is at an all time high and the majority of Canadians are opting to shop Canadian, even if it costs more. A new study by Leo & Dragon, a leading independent insights management consultancy, reveals that while the majority (57 per cent) say it’s important to buy Canadian, approximately three quarters have adjusted their brand behaviours and look for “Canadian” on labels (77 and 71 per cent respectively), a shift that’s expected to continue. "Canadians have always supported local companies but the trade war is accelerating that,” says Joseph Chen, Founder & CEO at Leo & Dragon. “It used to be seen as expensive to shop local, but now Canadians are putting country over price tag, willing to pay more for Canadian made products, particularly when it comes to food and beverages. Gen Xers and Boomers are leading the charge.”

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Where it’s made is more important than ownership nationality

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The Leo & Dragon study indicates that Canadian is more important than either price or quality, and more so with food and beverages than beauty or personal care. “For consumers, the ingredients in food and beverage products are easier to understand and trace to country origins than personal care or beauty products,” says Chen. “Although ownership is the top thing making a company Canadian, consumers aren’t fixated on this. About six in 10 would buy American brands that are manufactured/assembled in Canada or that support Canadian industry. Companies need to be clear about their Canadian contributions and there are lots of ways to communicate that to capture the hearts (and wallets) of Canadians.”
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Other key poll highlights:

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• 57 per cent have switched to Canadian brands
• 49 per cent have reduced American brand consumption
• 59 per cent of Canadians are willing to pay a 7 per cent premium for products that are Canadian
• 73 per cent look for “Canadian” on packaging labels, 54 per cent on-shelf signage and 47 per cent their own research
• 70 per cent agree retailers are doing a good job identifying Canadian products in store

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About the Leo & Dragon Brand Nationalist Poll
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732 Canadians aged 18 years or older who are shared, or primary grocery shoppers were surveyed using the Qfi Solutions online panel. The survey was conducted from April 14-18, 2025.
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About Leo & Dragon
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Leo & Dragon is Toronto’s leading independent insights management consultancy. It has provided foresight, insight, and market researching services to clients in retail, food & beverage, food service as well as beauty and apparel, including many multi-billion-dollar global brands. For more information, visit www.leoanddragon.com.
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For more information or an interview, please contact:
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Joseph Chen
Founder and CEO
Leo & Dragon
joseph@leoanddragon.com