TORONTO – May 12, 2025 – Canadian patriotism is at an all time high and the majority of Canadians are opting to shop Canadian even if it costs more, but opportunities still exist for non-Canadian brands says a new study by Leo & Dragon, a leading independent consumer insights management consultancy that serves billion dollar global brands. The top categories where Canadians are more open to buying foreign are beauty products (83%), personal care products (80%), and soft drinks (80%) and booze (50%).

The majority of Canadians say they’ve adjusted brand behaviours (77%). However, about 60% say they would buy American brands made in Canada or that support Canadian industry, and 41% of Canadians aren’t willing or able to pay a premium for Canadian products.

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"It’s not all doom and gloom forUS brands in Canada,” says Joseph Chen, consumer behaviour expert and founder of Leo & Dragon.  “There are categories that are less vulnerable to brand switching. Those are beauty products, personal care and soft drinks. Gen Xers and Boomers are more likely to be committed to buying Canadian, so Millennials and Gen Z may be a better target consumer for US brands.”

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Where it’s made is more important than ownership nationality

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The Leo & Dragon study indicates that dairy, and fruits & vegetables are the two most important categories for Canadians to buy Canadian (80% and 69% respectively say it’s important).  Canadians are more open to buying non-Canadian when it comes to sweet and salty snacks (approximately 75%) alongside their foreign soft drinks and beverage alcohol brands.

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“Although ownership is the top thing making a company Canadian, consumers aren’t fixated on this, especially since so many brands have production facilities in Canada that employ Canadians,” says Chen. “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. Demonstrating respect and support for Canada in these acrimonious times might be another way in.”

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Importance of buying Canadian by category

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Very or somewhat important:

80%       dairy      

69%       fresh fruits and vegetables

50%       alcohol

40%       frozen foods

25%      savoury snacks

22%      sweet snacks

20%     personal care

20%     soft drinks

17%      beauty products

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.