Buy Canadian: A consumer’s guide to patriotic shopping

The trade war may be on hold, but the “Buy Canada” sentiment generated north of the border by the threat of U.S. tariffs endures.

From coast to coast, social media users have been sharing lists of Canadian products to swap for U.S. brands. Retailers have rushed to set up signage highlighting local and domestically made merchandise.

While research shows that consumer boycotts rarely force corporations or governments to change their behaviour, some Canadian companies hope the “Buy Canada” movement will help them shore up sales or win domestic sourcing contracts as the uncertainty about the future of North American trade freezes investment or gives U.S. clients pause.

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But patriotic shopping is complicated, and not just because country of origin labelling is voluntary for many products, making it hard to decipher where, exactly, something was made.

Sometimes an effective way to support the domestic economy is to focus on Canadian brands rather than “Made in Canada” labels, experts argue.

It’s also important to bear in mind that many U.S. brands available on Canadian store shelves are, in fact, made in Canada. And even products made in the U.S. might rely heavily on Canadian farm products, natural resources or parts.

Does it make sense to avoid U.S. brick-and-mortar and online retailers whose aisles and warehouses are full of Canadian products? And, similarly, should consumers stop buying American products stocked by local independent stores?

The bottom line is that supporting Canada through consumer choices often requires research and nuance. And sometimes you’ll have to pick your battles. Here’s a guide to help you make those decisions.

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Cars and trucks

The auto sector may be the epitome of tightly integrated North American supply chains, but it still makes a difference to buy “made in Canada,” said Flavio Volpe, president of the Automotive Parts Manufacturers’ Association.

A vehicle assembly plant based in Canada not only employs Canadian workers but also tends to source from nearby suppliers, helping to support a local ecosystem of parts manufacturers, Mr. Volpe said.

Models made in Canada include blockbusters such the Toyota RAV4, the Honda CR-V and the Honda Civic. But be sure to check a car’s vehicle identification number when buying because, in some cases, there are Canadian, American and Mexican assembly plants making the same model. A 17-digit code that starts with the number 2 indicates a vehicle made in Canada. In most vehicles you’ll find the VIN on the driver’s side dashboard or doorpost.

If the type of vehicle you need isn’t made in Canada, Mr. Volpe suggests researching models made near the Canada-U.S. border. The further south the assembly plant, the lower the Canadian content will be, even within supply chains covered by the United States-Mexico-Canada Agreement, he said.

Food

That big, bold “Product of Canada” label on your maple syrup means virtually all of its production occurred here in Canada. A “Made in Canada” stamp means the last substantial transformation of the product happened in Canada, even if some ingredients are imported.

But here’s the thing: Many big-name American brands – for example, a box of Cheerios or a jar of gooey Kraft peanut butter – are often made right here in Canada with Canadian labour and, often, Canadian ingredients.

Pulling support from companies such as these doesn’t just hurt big corporations – it could impact thousands of Canadian workers and the farmers who supply these facilities.

Instead of a blanket boycott of these brands, James Vercammen, a professor of food and resource economics at the University of British Columbia, recommends focusing on choices that maximize support for Canadian companies while minimizing the risk to Canadian jobs linked to U.S. brands.

Want to send a message? Zero in on seafood and mushrooms. Canada is among the top markets for U.S. seafood after China. And U.S. was Canada’s biggest in 2021, according to Agriculture and Agri-Food Canada.

Canadian fresh mushroom producers also export to the U.S. and many are bracing for tough times. Canada exported 99 per cent of its button mushrooms to the U.S. in 2021.

Instead of reaching for canned mushrooms, many of which come from China, opt for fresh, locally grown mushrooms that can make a real difference for Canadian workers.

Another easy swap with big impact: opting for frozen vegetables grown, processed, and packaged in Canada instead of fresh vegetables imported from the U.S. For snack options, Dare Foods is a Canadian business with five manufacturing plants and 1,100 employees in Canada according to numbers provided by the company. While they have U.S. production, 90 per cent of products sold in Canada are produced here, including the famous Bear Paws. Other Canadian brands include Hardbite Potato Chips and Daiya Foods for dairy-free snacks.

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Alcohol

Good news: You won’t need to put (quite) as much effort into finding Canadian options in this category.

Wine lovers should look for the Vintners Quality Alliance label on the bottle, which guarantees that 100 per cent of the wine was made from grapes grown in the province on the label. The economic benefits of these wines remains in that province, said Michelle Wasylyshen, president and CEO of Ontario Craft Wineries.

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Wines classified as Canadian or that say “Canadian Winery” on the label may still be made from a blend of local grapes and imported wines.

A Nova Scotia “Tidal Bay” label identifies wine regulated for still white wines produced from 100 per cent Nova Scotia grapes.

Keep in mind: Okanagan Valley wineries suffered from a debilitating frost last year that wiped out crops, forcing them to source grapes in Washington State. While every other stage of production is in B.C., the wines can’t use the VQA label and instead show banners such as “Crafted in British Columbia.”

“If people say I’m not buying that...all they’re gonna do is hurt struggling B.C. wineries,” said Paul Sawler, board chair at Wine Growers British Columbia.

In the beer aisles, it’s not just the Canadian brands that contribute to local jobs – 88 per cent of beer sold here is made in Canada. CJ Hélie, president of Beer Canada, an organization representing brewers and beer consumers across Canada, said major brands such as Coors, Budweiser, Miller, Old Milwaukee, Corona, and Stella are mostly all sourced, brewed and bottled here. (An exception would be if rice is used in a recipe as Canada does not produce rice.)

Canada has loads of domestic whisky (spelled differently than “whiskey” in the U.S.) with distilleries across Canada.

Household Cleaning Products

When scanning the shelves for Canadian products in this aisle, here’s a simple tip: Don’t look straight ahead.

“Look down, look up, or glance further down the aisle,” said Markus Giesler, a marketing professor at York University’s Schulich School of Business. “Shelf space battles over who gets to be where are usually hard-fought.”

In household cleaning, among other categories, those battles have been won by U.S. brands, according to Prof. Giesler.

But that’s also why Canadians can make a big difference here.

Reach for eco-friendly brands. Canada’s vast forests make wood-based and plant-based ingredients – like pine – widely available. Our environmental standards for household chemicals are strict, driving innovation in biodegradable, non-toxic and plant-based formulas.

Brands like ATTITUDE and Simply Clean are great examples. ATTITUDE, with a factory in Sherbrooke, Quebec, develops hundreds of natural cleaning and personal care products in its Montreal lab and employs over 275 people according to the company. Simply Clean, another Canadian brand, manufactures its products in Guelph, Ontario.

Personal care products

From shampoo to shaving cream, global behemoths such as Cincinnati, Ohio-based Procter & Gamble dominate the personal care aisles.

To find Canadian brands that have been able to elbow their way onto those shelves, Vancouver-based retail consultant David Ian Gray says to look for products that target specific niches, such as Satya Organic, an Indigenous-owned maker of eczema-care products.

Another place where you can support Canadian upstarts: online. Social media buzz is often the onramp that leads homegrown brands to placement in bigger retail chains, Mr. Gray said.

Online retailers can also be a lifeline for emerging brands. “Amazon, that’s a very important channel for people to be able to get our products,” said Marcia Hilliard-Baird, CEO of Spa Dent Inc., which makes oral care products in Cambridge, Ont.

Finally, take a closer look at store-brand personal care products. While Spa Dent has its own line of products, it also works on contract as a third-party manufacturer for other companies, including large retailers. If you see a “Made in Canada” label on your no-name mouthwash, for example, you’ll know your purchase is supporting a Canadian manufacturer, said Melanie Foley, regulatory affairs and quality assurance specialist at Spa Dent.

Apparel

When it comes to clothing, focus on Canadian brands rather than country of origin labels, said Bob Kirke, executive director of the Canadian Apparel Federation.

Take Lululemon Athletica, for example. “They have a massive footprint in Vancouver, not just in terms of marketing and handling and stuff like that, they design everything,” Mr. Kirke said.

Does it matter that Lululemon clothes aren’t cut and sewn in Canada? Not really, Mr. Kirke said. Textile manufacturing has largely moved to low-cost offshore countries, and that’s unlikely to change, he said. So look for companies that have kept much of the rest of their supply chain in Canada and share such details on their website, he added.

Still, if you’re keen to shop for garments that meet the bar for “Made in Canada,” look for slow-fashion brands such as Toronto-based Encircled or Montreal outerwear maker Quartz Co.

Consumer Electronics

Consumer electronics is one of the toughest categories for shoppers to “buy Canadian.” While Canada has a thriving technology sector, it hardly plays a role in the supply chains of products such as smartphones and laptops.

If you’re in the market for a new computer or TV and set on avoiding U.S. companies, consider opting for Korean and Japanese names, said Jim Kilpatrick, Deloitte’s global supply chain and network operations leader.

Smartphones are trickier, with consumer choice often constrained by what’s on offer through telecom providers or employers mandating the adoption of specific devices for work, Mr. Kilpatrick said.

Keep in mind, also, that Apple sources climate-friendly aluminum from Quebec.

Still, if you’re an audiophile, waving the Maple Leaf is easy. “Some great Canadian names have emerged in the high-end audio space,” said Mr. Kilpatrick.

For high-quality equipment such as speakers, turntables or amplifiers, look for brands such as PSB Speakers and NAD Electronics, both members of the Lenbrook Group of Companies, or Totem Acoustic.

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Furniture and appliances

Shoppers on the market for furniture should look out for where something is designed and manufactured, more than where the materials come from.

Materials that go into Canadian furniture such as lumber are sourced from North American mills on both sides of the border and materials such as fabric and leather are sourced from around the world, said Drew Aaslepp, the industrial woodworking and cabinetmaking program co-ordinator at Humber Polytechnic.

Some of the furniture manufactured in Canada may have a slightly higher price tag. Canadian companies thrive in high-end, custom and sustainable pieces, while mass-market imports still dominate. China accounts for 37 per cent of Canada’s furniture and appliance imports, according to data provided to the Globe and Mail by Trade Data Monitor, a global trade data statistics supplier.

But here’s the good news: IKEA lovers worried about buying American-made products can rest assured. The furniture giant hasn’t manufactured in the U.S. since 2019. These days, most IKEA furniture comes from Poland, China, and Europe, with some production in Canada and Mexico.

If you’re looking to support Canadian labour in this category: EQ3 from Manitoba specializes in sleek, modern designs made locally; Quebec-based Canadel specializes in custom dining furniture. Ontario-based Stoney Creek Furniture is a major player in that province; Socco Living sells furniture and decor made largely by Canadian designers, with items such as sofas manufactured in British Columbia.

Appliances, much like cars, rely on tightly entangled supply chains. A Canadian option in this space is London, Ont.-based Danby Appliances. Another possibility for shoppers who want to avoid U.S. names is to buy South Korean or European names, said Mr. Kilpatrick.

Bye America

Cutting back on American consumer goods isn’t the only way Canadians can turn up the heat on U.S. companies and lawmakers. Richard Barichello, a professor of Food and Resource Economics at the University of British Columbia, noted that in 2023, Canada imported about US$1.7 billion worth of alcohol from the U.S. But Canadians generated around US$20.5-billion in spending and support for American jobs in 2024, according to The U.S. Travel Association – roughly 16 times more.

Streaming service providers could feel the hit even faster than brands such as Procter & Gamble. “Netflix depends on new subscriptions every month,” said Prof. Giesler. A dip in subscribers would hit their bottom much more quickly - and acutely - than a major brand noticing a slump in their frozen pizza sales.