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Countless surveys have told us that Canadians want to buy Canadian.

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They say they want to support local farmers and processors, keep dollars at home, and protect jobs. But when standing in front of the grocery shelf, good intentions often gave way to convenience and price.

That contradiction, however, seems to be fading. And geopolitics has a lot to do with it.

According to the latest NIQ retail data, sales of “Made in Canada” food products are up more than 10% year-over-year as of September 2025, while U.S.-made products are down nearly 9%. For more than six months, this trend has persisted.

In the world of consumer data, that’s not a blip — it’s a shift. Canadians aren’t just saying they want to buy Canadian; they’re actually doing it.

Turn on the television any night and there’s one recurring face —