CANADA | Amid escalating trade tensions between the United States and Canada, a recent survey indicated Canadians were willing to pay more for locally sourced produce, dairy, and meat.
Conducted in March by Dalhousie University's Agri-Food Analytics Lab in partnership with Caddle, the survey revealed that 60.8 percent of over 9,700 respondents were open to paying five to ten percent more for Canadian food products over American alternatives.
The survey also highlighted generational differences in purchasing behaviour. Baby boomers were the most inclined to "always" pay a premium for Canadian goods. In contrast, only 25.5 percent of Generation Z respondents expressed the same willingness, often citing price as their primary concern.
In scenarios where U.S. imports became restricted, 39.6 percent of Canadians indicated they would seek imports from other countries, while 37.6 percent preferred to purchase more expensive local alternatives. Notably, 47.7 percent of respondents believed that Canadian food surpassed others in quality and safety.
"These numbers signal a clear patriotic tilt in Canadian grocery aisles. With nearly two-thirds of Canadians willing to spend more for homegrown food, the 'Buy Canadian' movement is not just symbolic. It's a consumer-driven strategy in the face of geopolitical risk," said Sylvain Charlebois, director of the Agri-Food Analytics Lab.
Regarding trust in stabilising local food prices, just over half (51.3 percent) of Canadians expressed some level of trust in grocers, while 20.3 percent were distrustful.
Janet Music, research programme manager at the lab, was quoted as saying that grocers should take this as a cue; trust is up for grabs. More than a quarter of Canadians are undecided. Clear pricing strategies and better communication during trade uncertainty can make a meaningful difference.
In response to tariff implications, Loblaw introduced a "T" symbol to identify products affected by counter-tariffs. This initiative resonated with consumers, with 60.6 percent viewing it as a "great idea."
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