- Given the choice and without additional information, more residents would choose a product labelled ‘Made in Canada’ over one that is a ‘Product of Canada’.
- However, once given definitions, opinions shift notably.
February 27, 2025
With threatened tariffs on trade with the United States, residents are clearly trying to support Canadian, with two thirds (63%) actively seeking out Canadian products when shopping, and half (53%) looking at labels to avoid products made in the United States.
However, labelling of products may not always be clear to consumers. Unaided, close to four in ten (37%) would prefer to buy a product that says it is ‘Made in Canada’, while only a quarter (23%) would choose one that says it is a ‘Product of Canada’. Four in ten would purchase either. And while most feel they understand the difference between these two terms (75% say they understand the term ‘Made in Canada’ and 63% say they understand the term ‘Product of Canada’), that doesn’t appear to be the case.
Products labelled as ‘Product of Canada’ are mandated to include at least 98% of the total direct costs of producing the item in Canada, while products that are ‘Made in Canada’, require just 51%, but less than 98% Canadian contents or labour.
When shown the definitions of the two, residents voice a clear preference to purchase products that are labelled ‘Product of Canada’ (preferred by 66% after seeing the definition), versus just one in ten who, upon seeing the definition, would prefer to buy something that says ‘Made in Canada.’ Results clearly show that residents are trying to opt for products that have a higher percentage of Canadian ingredients, materials and labour.
Results are consistent across provinces, ages, gender, income and education levels, showing a high degree of unity in Canadian residents wanting to support products that are produced to the highest degree within our borders.
The questions asked were:
In the last few weeks, which of the following, if any, have you done?
- Sought out Canadian products (e.g. at grocery stores)
- Looked at the labels of products to avoid products made in the United States
(If seeking Canadian products in first question) Which would you prefer to buy, a product that says ‘Made in Canada’, a product that says ‘Product of Canada’, neither, or you would purchase either?
(If seeking Canadian products in first question) To what extent do you understand what each of these terms mean….?
- Made in Canada
- Product of Canada
(If seeking Canadian products in first question) As you may or may not already know, the term “Product of Canada” means at least 98 per cent of the total direct costs of producing the item were incurred in Canada. The term “Made in Canada” means that more than half of the total direct costs — at least 51% but less than 98%, is Canadian. Knowing this, which product would you prefer to buy?
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between February 12 – 14, 2025 with 1,232 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. For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493.3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a non-partisan, 100% Canadian-owned, research company, certified as a Women Business Enterprise (WBE). Narrative Research provides clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
