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A new KPMG survey shows that Albertans and Canadians are shifting to local products and calling on retailers to make them easier to find as U.S. tariff threats loom.
Seventy per cent of Canadians—including 11 per cent of respondents from Alberta—say they will boycott U.S. products, including groceries, if former U.S. president Donald Trump moves forward with a proposed 25-per-cent tariff on Canadian imports. Sixty-eight per cent think grocery stores should stop selling U.S. products in the event of a trade war.
Eighty-five per cent say trade war fears have pushed them to support local producers and businesses.
"We're seeing a significant shift in the shopping behaviour of Canadians, who are fired up to support local producers, artisans, and companies," said Kostya Polyakov, partner and national consumer and retail leader at KPMG in Canada. "Seventy per cent were clear—they will boycott U.S. products, with eight in 10 actively looking for non-U.S. versions of products when a Canadian one isn't available."
Retailers are already seeing the effects. Loblaw Companies Ltd. recently reported a 10-per-cent increase in sales of items labeled as product of Canada, made in Canada, or produced in Canada in early February compared to the previous week.
The poll also found:
- 93 per cent want retailers and grocery stores to identify and promote Canadian products.
- 89 per cent believe Canadian products should get preferential shelf space.
- 84 per cent are reading labels more closely.
- 77 per cent are willing to pay more for Canadian products.
Despite the shift to buying Canadian, rising costs remain a major concern, with 86 per cent worried about a recession. Ninety per cent believe governments should help by lowering the cost of essentials through tax reductions or credits.
"While it's clear Canadians will pay extra to support the home team, the impact of the rising cost of essentials is also top of mind for many," Polyakov said. "With rising grocery costs, many plan to cut back on dining and entertainment, signaling broader economic ripple effects."
KPMG in Canada surveyed 1,934 Canadian adults from Feb. 12 to Feb. 25, 2025, on Sago's AskingCanadians panel, using Methodify's online research platform. Fifty-two per cent of respondents identified as female and 48 per cent as male.
Thirty-nine per cent live in Ontario, 24 per cent in Quebec, 13 per cent in British Columbia, 11 per cent in Alberta, seven per cent in Saskatchewan and Manitoba, and five per cent in Atlantic Canada. The margin of error is +/- 2.23 percentage points, with a confidence level of 95 per cent.
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