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: 6/26/26
Top Concerns for Canadian Consumers
Consumer concern over global events remains elevated compared to 2025 amid conflict in the Middle East, but has softened after a surge in February, when the war between the United States, Israel, and Iran officially began. Concern over tariffs with the United States decreased slightly month-over-month, continuing a gradual decline since the start of the year.
Consumer Support for Canadian-Made Products
The most committed “buy Canadian only” consumers are shrinking, but just more than half (51%) of Canadian consumers still claim they intend to only buy products made in Canada.
Consumer Perception of Canadian-Made Brands
Consumers remain flexible in how they define “Canadian,” leveraging brand ownership and manufacturing location as the top factors for reference.
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.