Three-quarters of Canadian shoppers say they are willing to pay extra for homegrown food items, yet when it comes to making a purchase, nearly two-thirds opt for a cheaper imported item over a pricier domestic one, the findings from a new report suggest.
While 75 percent of people polled by PwC Canada said they would pay a premium for locally produced food, 62 percent ultimately choose a lower-priced imported alternative.
PwC’s 2025 Voice of the Consumer Report found Canadians are considerably more inclined to select imported products compared to the global average of 56 percent choosing cheaper prices over buying local.
“This disconnect reflects the tension between Canadians’ desire to shop local and the reality of their purchasing decisions at checkout,” PwC Canada national retail and consumer leader Elisa Swern said in a press release. “Canadians value local products and want to support homegrown businesses, but price remains a powerful influence, especially in today’s economic climate.”…