Despite a strong desire to support local businesses, most Canadians are opting for cheaper, imported groceries, according to a recent report from PwC Canada. The “Voice of the Consumer Report” indicates that approximately 62 per cent of Canadian households choose less expensive imported products over locally sourced goods, even with a growing “buy local” sentiment influenced by trade tensions.
This pragmatic shift in purchasing habits is largely driven by widespread concerns over food insecurity. A striking 76 per cent of Canadians are perpetually worried about the escalating cost of food, a significantly higher figure than the global average of 59 per cent. This pervasive anxiety over affordability is pushing consumers to prioritize price at the checkout counter.
However, the report also highlights a fascinating dichotomy: a substantial 75 per cent of Canadians remain willing to pay a premium for locally sourced products, citing beliefs in higher quality and the desire to stimulate the domestic economy. This reveals a clear tension between Canadians’ patriotic intentions and the financial realities of their daily lives.
“This disconnect reflects the tension between Canadians’ desire to shop local and the reality of their purchasing decisions at checkout,” stated 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.”
To encourage more Canadians to choose domestic products, the PwC report suggests that a concerted effort to dismantle internal trade barriers is crucial. Swern emphasized that “Made in Canada” labels alone are insufficient to sway consumers, necessitating more efficient food supply chains from farm to table. The report outlines key applications for fostering a thriving domestic market, including incentives to accelerate domestic distribution, oversight on competitiveness and input costs, and the development of new production methods and technologies. These fundamental changes are seen as essential to aligning Canadian purchasing power with their patriotic aspirations.