TARIFF SENTIMENT TRACKER
Keep pace with evolving consumer priorities.
The Numerator Tariff Sentiment Tracker provides a monthly view of tariff-driven consumer attitudes and shopping intent.
Latest Update: 10/15/26
Top Concerns for Canadian Consumers
Canadian consumers continue to closely follow the trade conflict between Canada and the United States. In late September, 64% of Canadian consumers reported following potential U.S. tariffs, down seven percentage points from late August, but still up compared to July.
Interest in economic news held steady month over month, while global events, access to healthcare, and changes to immigration policy captured slightly more attention from Canadian consumers in September.
Consumer Support for Canadian-Made Products
Commitment to buying Canadian has moderated in September. 53% of Canadian consumers agree or strongly agree that they intend to buy only products made in Canada, six percentage points below early September’s 59%, and about the same as July’s baseline.
While Canadian consumers remain largely neutral on avoiding U.S. products long-term, intent to avoid buying U.S. products remains elevated in September (32%) compared to July (30%).
Consumer Perception of Canadian-Made Brands
Brand ownership remains the primary indicator of whether Canadians view a product as Canadian, though as of September 2026, Canadian consumers report referring to signage in-store or online to determine a product’s origin slightly more often.
About the tracker
Numerator’s Tariff Sentiment Tracker leverages a monthly Numerator Verified Voices survey of roughly 1,800 Canadian consumers. Dynamic consumer segments based on consumer responses to our monthly survey are available in the Numerator Insights platform and for use in custom analyses and surveys.