Canadian Consumers Are Paying Attention And Some Brands Are Standing Out

The Power of Canadian Identity in Consumer Choices 

National identity has accelerated as a significant factor in purchase decisions. Canadian consumers are increasingly conscious of which brands are aligned with Canada but also the brands that are perceived as standing up for Canadian interests, with several homegrown companies rising to the top of consumer preference lists. 

The data shows a clear pattern: brands with strong Canadian roots and visible commitments to local communities are earning consumer preference during these uncertain times.  

Top Brands Winning with the Canadian Consumer

Tim Hortons leads the pack by a significant margin, with 31% of respondents identifying it as doing "a great job promoting and supporting Canada" during trade disputes. Canadian Tire follows at 28%, while Loblaws secures 16% of consumer confidence. The iconic coffee chain's deep integration into Canadian culture and identity continues to resonate strongly with consumers. Other notable mentions include A&W and Sobeys at 7% each, demonstrating that food and beverage brands with strong Canadian associations perform particularly well in consumer perception. 

The top-ranked brands that Canadians believe have done a good job supporting Canada include: 

1. Tim Hortons 

2. Canadian Tire 

3. Loblaws  

4. Maple Leaf Foods  

5. Chapman's  

6. Canada Goose  

7. Kraft  

8. Lululemon  

9. A&W  

10. Boston Pizza  

11. Home Hardware  

12. Roots  

What This Means for Brands 

The message for businesses is clear: Canadian consumers are paying attention to which companies demonstrate authentic commitment to Canada during these times. Brands that successfully communicate their Canadian values and contributions to the national economy stand to benefit significantly. 

For brands rooted in Canada, leaning into Canadian pride (rather than anti-American sentiment) offers a positive way to connect with consumers. Meanwhile, U.S. or foreign-owned companies operating in Canada can also earn consumer trust by demonstrating their support for Canadian communities, employment, and values.  

The Path Forward 

As trade tensions continue to influence consumer behavior, brands have an opportunity to strengthen their connection with Canadian shoppers by authentically showcasing their commitment to Canada. Those that succeed will likely see continued favorability even after current trade disputes resolve. 

For Canadian consumers looking to "buy Canadian," the data suggests that millions are willing to adjust their shopping habits to support brands they believe are standing up for Canadian interests, specifically the 45+ cohort – one that is very difficult to influence as they are generally set in their ways.  
 
As a brand, product or service, consider what you can do to support Canadians and increase your consideration with Canadian consumers, and specifically those that are of high value to the future of your business.  

Want to learn more about how Canadian consumers are responding to trade tensions and which brands are best positioned to benefit? Access our full report and discover how your brand can effectively connect with Canadian consumers in this changing landscape.