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: 9/9/26
Top Concerns for Canadian Consumers
Canadian consumers are watching the trade conflict between Canada and the United States closely— since the United States escalated the conflict by imposing new 50% tariffs on select Canadian goods and Canada announced retaliatory counter-tariffs, 72% of Canadian consumers report following the conflict.
Attention paid to economic news and changes to immigration policy also spiked by the end of August.
Consumer Support for Canadian-Made Products
Commitment to buying Canadian strengthened in late August 2026. Almost 1 in 4 (24%) of Canadian consumers strongly agreed that they intended to buy only products made in Canada, up 5 percentage points from July 2026. Consumers who considered themselves neutral and those who didn’t intend to purchase only products made in Canada declined during the same period.
Consumer Perception of Canadian-Made Brands
Brand ownership remains the primary indicator of whether Canadians view a product as Canadian, though Canadian consumers also report increased interest in where the specific product is manufactured in August 2026.
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.