Grocery Shopping in 2025: What Canadians Are Really Telling Us

As we navigate 2025, it’s clear that Canadian grocery shoppers are not just adapting; they’re reshaping the landscape. The recent Canadian Grocer article, “New brands, recipes, and habits: how grocery shoppers are standing up,” provides a powerful snapshot of this transformation. Coupled with the latest research from Dalhousie University, NIQ, and others, a few key trends stand out, and each presents a clear opportunity for businesses ready to listen. 

Price Sensitivity is Driving Loyalty and Disloyalty 

According to both Canadian Grocer and a national survey from Caddle, Canadians are making buying decisions based on discounts more than ever. Nearly 60% actively seek marked-down products, and many are switching retailers based on flyer deals and loyalty points. Brands and retailers must double down on value-based messaging. They should invest in dynamic pricing, real-time discounting apps, and clearer in-store signage to meet customers where their wallets are. 

The Rise of “Smart” Shopping 

Today’s shopper is strategic. Over 64% of Canadians report having significantly changed their shopping habits. They buy in bulk, plan meals more rigorously, and rely on loyalty programs and couponing apps to stretch their budgets. If you’re in retail tech, create tools that simplify meal planning and budget tracking. If you’re a grocer, emphasize content and signage that support these behaviours in-store and online.

Private Labels & Local Goods are Winning Shelf Space 

With economic pressures and rising tariffs on U.S. imports, private labels and Canadian-made products are more appealing than ever. One Business Insider article noted a patriotic uptick in purchasing local brands, especially after recent trade tensions. Focus on making Canadian-made products your centerpiece. Whether you're sourcing or marketing, leverage “Made in Canada” as both a trust signal and a competitive advantage.

“Conscious Consumption” is Here to Stay 

NIQ reports that 2025 is the year of conscious consumption: shoppers are buying only what they need, focusing on reducing food waste, and preferring sustainable packaging and wellness-oriented products. Over 47% say they’re cooking more from scratch—less convenience, more control. Businesses should emphasize innovative package design, launch food waste reduction campaigns, and develop content that empowers mindful cooking and eating. 

The Grocery Store is a Content Hub

Consumers are now using grocery stores not just to shop but for inspiration. The Canadian Grocer article notes that customers are discovering new recipes, habits, and even brand identities right from the aisles. Consider turning your store into a storytelling platform. Think of in-store QR code recipe hubs, digital sampling campaigns, or short-form video content that ties products to lifestyle. 

Final Thoughts 

What we’re witnessing isn’t just a post-pandemic adjustment—it’s a values-driven reset. Canadian grocery shoppers are conscious, calculated, and more informed than ever. If we’re going to earn their loyalty, we must meet them with purpose, empathy, and innovation. 

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