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Canadians show a strong preference for Canadian-grown and Canadian-packaged groceries, even when they cost more. Eight in ten (80%) would choose Canadian groceries priced at $120 rather than comparable U.S. groceries priced at $100 Canadian. Compared with a year ago, results show that shoppers have not only maintained their position of wanting to support Canadian products, but the sentiment has in fact strengthened slightly.
Key Takeaways
- 80% of Canadians prefer Canadian groceries at a price premium. Eight in ten would choose Canadian groceries priced at $120 over comparable U.S. groceries priced at $100.
- Seven in ten would pay even more for Canadian products. Among those who initially chose Canadian groceries, 70% would continue to do so at $140 while the U.S. option remained $100.
- Age and gender influence grocery preferences. Older Canadians and women show stronger preferences for Canadian products at the $120 price point, while younger shoppers are less likely to maintain that preference at $140.
Grocery Choices: Canada vs. U.S
Overall percentage choosing each option at the stated grocery prices.
Among those who selected the Canadian option, seven in ten (70%) would continue to choose Canadian groceries if the price increased to $140 while the U.S. option remained $100 Canadian.
At the $120 price point, preference for the Canadian option is higher among older Canadians (aged 62 and up, 87%) compared with younger residents (aged 18 to 29, 75%), 30 to 45 (75%) or 46 to 61 (76%). Women are also more likely than men to choose the Canadian option (84% versus 77%).
At the $140 price point, younger Canadians become less likely to remain with the Canadian option (57% of those aged 18 to 29) compared with those aged 46 and up (72%). Those with household incomes of $60,000 to $99,999 are also more likely to choose the $140 Canadian option than those with household incomes of $100,000 or more (74% versus 64%). No highlighted regional differences appear for either price comparison.
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between September 21 and 28, 2026 with 1,230 Canadians, 18 years of age or older from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2021 Census, by gender, age, and region to reflect actual population distribution.
Download a PDF version with data tables
FAQs
According to a September 2026 survey by Narrative Research and The Logit Group, 80% of Canadians would choose Canadian-grown and Canadian-packaged groceries priced at $120 over comparable U.S. groceries priced at $100.
Among Canadians who initially chose the $120 Canadian grocery option, 70% would continue to choose Canadian groceries at $140 when comparable U.S. groceries cost $100.
At the $120 price point, 87% of Canadians aged 62 and older preferred Canadian groceries, compared with 75% of those aged 18 to 29. Women were also more likely than men to choose Canadian products, at 84% versus 77%.
