Happy to Be Homemade

Even with food affordability top of mind, shoppers are still choosing to buy Canadian.

By Carly Peters

If you’re talking about food in Canada, it’s most likely about the cost.

As of writing, groceries were up 4.3 per cent compared to a year ago, and for the 16th month in a row, food rose faster than inflation overall – a streak that has steadily eaten into household budgets. Despite provincial and federal strategies to provide relief for consumers, prices aren’t expected to come down anytime soon.

While affordability remains the dominant driver of food purchasing decisions, despite some of the sticker shock at the shelves, support for Canadian products remains remarkably resilient.

“More than 60 per cent of Canadians told us they are willing to pay a premium of five to 10 per cent for Canadian-made products, and local food purchasing frequency has increased compared to six months ago,” explains Dr. Sylvain Charlebois, senior director of the Agri-Food Analytics Lab at Dalhousie University and coauthor of the lab’s spring 2026 Canadian Food Sentiment Index. “What we’re seeing is not the end of food patriotism, but rather a more pragmatic form of it. Canadians want to buy local and Canadian when they can, but persistent food inflation is forcing households to balance values with budgets.”

[callout] 45.5 per cent of respondents noted affordability is the primary factor they consider when shopping, and it outweighs the nutrition or taste of what they’re buying. [end]

While retailers should recognize that affordability remains essential, it is no longer the only story. Canadians still want local products, care about nutrition, and are paying closer attention to where their products are coming from.

[Callout] Younger Canadians, especially Gen Z, continue to show the strongest interest in buying local products, according to Dalhousie University’s spring 2026 Canadian Food Sentiment Index [end]

According to the Retail Council of Canada, for retailers, this creates an important opportunity. Canadian products, Canadian ownership, and local sourcing can be powerful differentiators, particularly when they are clearly communicated and easy for consumers to identify. However, the “Buy Canadian” message cannot stand alone, notes the organization. It needs to be supported by a strong value proposition, reliable supply, competitive pricing, and a clear reason for consumers to choose that product over another option.

Sense of place

Over the last year, Loblaw has added nearly 270 new Canadian suppliers across its banners. But beyond expanding its assortment, Canada’s largest food retailer has committed to helping showcase entrepreneurs and emerging brands to customers.

This summer, the brand will be featuring 28 suppliers from across Canada at the Calgary Stampede, where they will sample products, share their stories, and engage directly with consumers. The showcase builds on similar initiatives at the Royal Agricultural Winter Fair and at Loblaw’s flagship Maple Leaf Gardens store in Toronto.

The food retailer is also using their platforms to help customers learn more about the people and business behind the products they purchase. Earlier this year, Loblaw launched The Feed, a podcast telling the story of products on its shelves by the people who made them, and creating digital content featuring entrepreneurs, suppliers, and industry leaders who are shaping the future of retail in Canada to better serve customers.

“As a Canadian retailer, we’re proud to work with businesses in communities across the country. One of the most important things we can do is use our scale to help smaller businesses get discovered by customers. Whether it’s bringing innovative products to our shelves, showcasing entrepreneurs and emerging brands, or sharing their stories through our owned channels, we’re focused on helping customers discover great products from businesses across Canada,” says Danni Peirce, chief sourcing officer for Loblaws.

Across Pattison Food Group’s stores, you’ll see “Made in Canada” and “product of Canada” callouts featured through eye-catching signage, shelf tags, and digital screens, often paired with quick snapshots of the producers behind the products. Many locations have also introduced dedicated “Shop Local” sections or rotating features that make it easy to find homegrown brands and discover new emerging Canadian talent, and posters with QR codes that allow customers to scan and learn more directly from suppliers as they shop.

 

“Add in tastings, demos, and seasonal showcases, and it all comes together to tell the story of the freshness, quality, and community impact of choosing local, making it easier and more fun for customers to support Canadian whenever they can,” says Jainam Shah, category manager, local for Pattison Food Group. “Being a Canadian retailer today means continuing to champion local in a way that feels accessible. We know customers are facing financial pressure, so it’s about making it easier to choose Canadian through strong value, promotions, and everyday options. At the same time, we are deepening our partnerships with suppliers across the country. We’re supporting local innovation and helping build a more resilient food network that can better withstand global disruption.”

In this together

As the association representing Canada’s natural, organic and wellness industry, the Canadian Health Food Association is encouraged by the federal government’s recent commitment to invest $3.2 billion over the next decade to strengthen Canada’s food security.

“Food and beverage manufacturing is a critical part of Canada’s economy and food supply chain. We have an opportunity to process more of the food grown and harvested here at home, creating jobs, supporting local communities and strengthening Canada’s food sovereignty,” says Lynsey Walker, vice-president, marketing and communications at CHFA. “Many of our members are small- and medium-sized businesses that face challenges accessing capital and expanding their operations, so targeted investments could make a real difference.”

For many of CHFA members, “Made in Canada” is deeply personal. Much of Canada’s natural, organic and wellness industry is made up of family founded and entrepreneur-led businesses that started with a passion for creating products that support healthier lifestyles.

“When consumers choose Canadian-made products, they’re often supporting real people in their communities—local entrepreneurs, family businesses, and Canadian jobs. Many of our members have grown from a single product or small local business into brands found on shelves across the country,” says Walker, adding the focus at CHFA is helping create the connections and opportunities for those businesses to succeed—whether that’s through advocacy, industry connections, market insights, or opportunities to connect with retailers and consumers.

[callout] CHFA’s late 2025 research found that even amid cost pressures, Made in Canada emerged as one of the strongest purchase drivers in the wellness category. A separate study noted 41 per cent of Canadians were looking for a locally sourced claim. [end]

Whether it’s a grocer, supplier, or association, Charlebois notes one of the most encouraging findings from the index is the increase in trust across the food sector.

“At a time when Canadians continue to face economic uncertainty, confidence in food producers, retailers, and institutions has actually improved. That’s an important signal. It suggests consumers are not just looking for lower prices; they’re looking for reassurance, transparency, and reliability from the organizations that help put food on their tables.”

———————- Italpasta’s feature as sidebar case study ——————————

A Homegrown Case Study: Italpasta’s new in-store activation helps consumers connect to the Canadian-made story.

Pasta served with a side of patriotism. That’s what Vancouver Island shoppers saw when they entered their local Country Grocer in June.

The retailer’s 11 stores participated in Italpasta’s newest in-store activation – Fettuccineh! – a playful twist on their popular pasta format that reflected both national pride and summer entertaining. The limited-edition product featured bold, red packaging with a maple leaf design, underscoring what’s inside: pasta made with 100% high-quality Canadian wheat and a commitment to local ingredients and quality.

With consumers’ continued interest in understanding where their food comes from, displays that tell the Canadian story with quick visuals and information are likely to perform well.

“We feel these displays do, in fact, impact the customer shopping experience. In a competitive market like Vancouver Island, it’s nice to know our customers will see something different shopping at our stores compared to our competitors,” says Justin Berthold of the B.C.-based, family owned and operated retailer, which also included Fettuccineh! in their weekly flyer. “Even though customers’ first thing is to read the labels to find out where it’s made, the Canadian flag with the red colour on the package [was] the first thing they [saw]. It was a no-brainer to take part in this promotion with such a great partner like Italpasta.”

Italpasta also provided retailers with a range of flexible merchandising solutions, including end caps, pallet displays, dump bins, and shelf talkers, to help create high-visibility placements to drive shopper attention.

At Federated Co-ops across Western Canada, this provided stores an opportunity to pull products out of the pasta aisle and create a consumer experience ahead of Canada Day.

“We encouraged stores to complete the display with complementary items such as pasta sauce to inspire quick and easy meal solutions,’ explains Nicole Hanna, category manager, food department for Federated Co-operatives Limited. “When grocery end cap displays are paired with promotional pricing or complementary products, they can help shoppers solve a need rather than simply buy an item. We do see an increase in sales when displays are paired with promotional pricing because it drives awareness, trial, and makes the path to purchase easier for the customer.”

Hanna notes that today’s consumers want to know where their food comes from and actively seek to support local businesses. Having a company like Italpasta provide ready-made, in-store promotional materials and easily identifiable ‘Canadian-made’ packaging helps bridge that gap.

“Canadian-made products resonate with many shoppers, and Co-ops proudly source and offer locally made products in stores across Western Canada. Displays like Fettuccineh! are one way that retailers and suppliers can work together to highlight Canadian products and help consumers make informed choices.”

———————- Canadian Product Showcase ——————————

Made in Canada: New products that need a place on your shelf

To the max

Leclerc is famous for its Canadian-made cookies – including Celebration, the number one cookie in the country – but Quebecers know they also make a good bar. Now the rest of the country will too.

The brand is expanding its Muffinmax line across Canada. Soft and chewy, Muffinmax combines the best of muffin texture with the convenience of a bar format. Available in six flavours, including ones with fillings, Muffinmax is a source of fibre and whole grains for a healthy made-in-Canada option.

A slice of Canada

As a proudly Canadian company with Italian roots, OGGI Foods brings authentic, premium products to consumers across North America while representing Canadian innovation and entrepreneurship.

The company, seeing an opportunity to combine its award-winning, gluten-free crust with a high-protein offering, recently launched High Protein Pepperoni Pizza across major grocery retailers in Canada and the U.S. It’s a natural evolution of the OGGI brand and another example of how the Canadian company is continuing to innovate within the frozen pizza category.

A lot like it hot

The newest offering from BeeMaid will have customers buzzing – a chipotle hot honey. The co-operative, owned and operated by over 300 Western Canadian beekeepers, recently partnered with Winnipeg-based RRC Polytech’s Prairie Research Kitchen to develop the blend of smoky heat and 100 per cent pure Canadian honey.

Feel at home

Kruger Products’ commitment to Canadians has been part of its story from the beginning and remains central across the business today.

Their new Scotties Original Canadiana Design Series, scheduled to be launched later this summer, celebrates Canadian heritage, featuring six box designs inspired by Canada’s natural landscapes. This new series, created in collaboration with House & Home, is ideal for those looking to bring a sense of Canadian pride into their everyday spaces, while maintaining a cohesive and stylish look. This launch reflects the brand’s ongoing focus on combining meaningful design with functionality and delivering beautifully crafted products that are both practical and personal.

Here’s the beef

More than 60,000 Canadian farms and ranches raise beef cattle. To help grocery meat departments better understand Canadian Beef’s quality message, production systems, and environmental standards, Canada Beef created the Certified Canadian Beef Training Program for retailers. Available on the organization’s website, the modules help participants develop their expertise and build customer confidence in the beef with the leaf.

Making it here

For almost 30 years, Calgary-based Teja Food Group has supplied products across Canada and North America under its own brands and through private-label partnerships. The company is committed to creating Canadian-made – launching three new brands this year alone. Products like Made Foods Holy Fudge brownies – winner of the Alberta Food Processors Association best new snack item in 2026 – and soon-to-be-released Cocoa & Coconut Energy Bites; Bigger Bites Grab & Go line of premium sandwiches; and Let’s Pasta new Wagyu Beef, Carbonara, and Cheddar & Bacon ravioli, are just a few examples of new skus that highlight the innovation and quality of Canadian-made.

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Canadian Independents

In early June, the Federal government announced its national food security strategy – a $3.2 billion commitment to improve access to affordable food over the medium and long term, while strengthening domestic food production. The strategy also included new investments to make grocery retail more competitive; a positive step towards helping address some of the issues that independent grocers have been very vocal about.

The Canadian Federation of Independent Grocers (CFIG) was instrumental in having those concerns addressed through actionable items in the strategy.

One of those elements is the decision to expand the Ontario Food Terminal, build another two food terminals, and construct at least 10 regional food hubs, or mini terminals, across the country.

“The expansion of the Ontario Food Terminal is a recognition of just how important the terminal is to independents not only in Ontario, but in other areas of the country such as Manitoba, Quebec, and the Maritimes,” explains Gary Sands, senior vice president of public policy and advocacy with the CFIG. “About two billion pounds of product goes through the Terminal every year, and there are close to well over 4,500 independent buyers who access the Terminal. That allows them to buy direct, accessing fresh product and without the costs of buying through a wholesaler. This helps make those independents more competitive.”

Sands notes the organization also pointed out to the government that independents serve a myriad of rural, northern, and remote communities. More terminals and food hubs will reduce the distances required for transporting food to those areas, lowering costs and providing more choice outside of buying everything through a wholesaler.

“This is good for independent grocers, the industry, and for Canadians living in rural and Northern areas of the country,” says Sands. “Is the food security strategy a silver bullet that solves all of the challenges faced by independents? No. But it is a long overdue strategy by government that commits significant funding to address long-term systemic issues.”

While nothing will ever level the playing field for independent grocers, the CFIG is advocating for measures that can at least afford independents the opportunity to stay on the playing field. Sands points to the Grocery Code of Conduct, a goal that was realized through the collective voice of the organization and its membership. However, he notes to ensure the operational sustainability of members and the industry, the call to action is not over.

“Independent grocers, through CFIG, were the first in Canada to call for a Grocery Code of Conduct. But now that the goal has been realized, they need to make it work for them,” he says, adding members can’t do that if they have not signed up as members of the Code, and far too many have not. “Independent non-CFIG grocers also have to understand that we are their voice. The more members, the stronger that voice is. CFIG membership is not an expense, but an investment in their future. Independents who are members of CFIG can rightly claim to have helped make legacy changes to the industry. But there is more to be done. So to all those non-CFIG members, I say, you need us, and we need you.”

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Quotable notes about being Canadian

“For us, being a Canadian business is about more than where our products are made – it’s about the people behind the brand, the role we play in their everyday lives, and the communities we serve. Whether it’s a roll of bathroom tissue in the family home, paper towels helping clean up after dinner, or wiping tears of joy while cheering on a local team, our products are found in millions of Canadian homes every day, and that comes with a real sense of responsibility. It’s why we invest in Canadian jobs, support local, and back initiatives that bring people together.” – Susan Irving, Chief Marketing Officer, Kruger Products

“Being a Canadian retailer today means continuing to champion local in a way that feels accessible. We know customers are facing financial pressure, so it’s about making it easier to choose Canadian through strong value, promotions, and everyday options. At the same time, we are deepening our partnerships with suppliers across the country. We’re supporting local innovation and helping build a more resilient food network that can better withstand global disruption.

Beyond the products on the shelf, it’s about helping customers feel a real connection to the farmers, producers, and communities they’re supporting every time they shop Canadian.” – Jainam Shah, category manager, local for Pattison Food Group.

“Being a Canadian business means building something locally while competing on a global stage. It means creating jobs, supporting communities, partnering with Canadian suppliers, and demonstrating that world-class food products can be developed and manufactured right here in Canada.” – Raffaele Falso, Marketing & Creative Director, OGGI brand

“Canadian beekeepers contribute far more than honey. Through pollination, they support the production of many of the fruits, vegetables, and seed crops that are essential to our food system.

As conversations around food security, sustainability, and supporting Canadian businesses continue, we believe Canadian honey has an important story to tell.” – Shannon Bowden, senior brand and communications manager, BeeMaid Honey

“Choosing Canadian Beef means more than enjoying great flavour, tenderness, and juiciness. It also means supporting the Canadian farming and ranching families who raise it and contributing to the strength of Canada’s economy.” – Mathieu Par, executive director, market development, Canada Beef