PricewaterhouseCoopers (PwC) Canada’s 2025 “Voice of the Consumer” report covers Canadian consumers’ shopping habits, brand loyalty trends, product sourcing, dietary habits, the importance of efficient supply chains and healthy food options, and other takeaways for food companies and retailers.
According to a press release from PwC, 76 percent of over 1000 Canadian consumers surveyed expressed concerns regarding food costs, compared with the 59 percent global average. The research also revealed that 75 percent said they would pay a premium for locally produced food.
However, PwC’s new report showed that 62 percent of Canadians would end up selecting cheaper imported products over pricier domestic counterparts.
“This disconnect reflects the tension between Canadians’ desire to shop local and the reality of their purchasing decisions at checkout,” said Elisa Swern, PwC Canada’s national retail and consumer leader, in the press release. “Canadians value local products and want to support homegrown businesses, but price remains a powerful influence, especially in today’s economic climate.”
In its press release, PwC noted that its study did not suggest that domestic products were inherently priced higher. Instead, PwC said its research reflected Canadian consumers’ perceptions and priorities when weighing options and illustrated why brands need to emphasize the value of local products in a manner that addresses both national pride and economic considerations.
Trade context
With the uncertainty pervading the Canada–US trade and political landscape as a backdrop, PwC shared that 46 percent of Canadian consumers polled deemed local sourcing their foremost sustainability consideration when buying food due to a desire to support the domestic economy and receive healthier and higher-quality products, compared with the 40 percent worldwide average.
However, PwC noted that the perceived price premium of Canadian goods prevented consumers from actualizing these plans.
In its press release, PwC suggested that Canada’s food and groceries industry could thrive if it:
- prioritized efficiency and automation to enhance operations, speed up distribution, manage increasing input costs, and ensure competitiveness
- innovated and collaborated on new production methods, technologies, and business models to promote transparency across the value chain
- built deeper partnerships among growers, retailers, and food processors to assist in scaling domestic supply chains and tackling the consumers’ rising demand for domestic products
“While there's a clear desire to support the local economy, 'Made in Canada' labels alone aren't enough to sway Canadian consumers,” Swern said in PwC’s press release. “This creates an imperative for Canadian retailers and consumer packaged goods (CPG) companies to build more efficient food supply chains from farm to table.”
PwC expected these suggestions to help reduce waste and costs, improve product quality, and foster trust with environmentally conscious consumers. PwC noted that 63 percent of these consumers were willing to pay a premium for information on a product’s source.
Dietary habits
PwC’s new report also showed a slower and more careful trend toward healthier habits among Canadian consumers. Among those polled, many wanted to eat healthier, but fewer shifted fully toward meat alternatives or vegetarian diets.
In its press release, PwC shared that only 45 percent of Canadian consumers surveyed intended to increase fresh produce consumption within the next six months, as opposed to the 56 percent global average. However, PwC noted that Gen Z consumers were significantly more likely to seek healthier choices.
PwC’s recent research also revealed that 26 percent of Canadians surveyed would switch to a different brand if doing so would benefit their health, while two-thirds would pay a premium for additive-free or nutritionally enhanced food products.
In its press release, PwC urged food companies to try to ensure Canadian consumers can afford healthier offerings by searching for operational savings and making wise choices for ingredients.