The Rise of the Brown Dollar: How South Asian Canadians Are Reshaping the CPG Landscape in 2025

In 2025, multiple reports and brand moves have confirmed a major market shift: South Asian consumers are now one of the most influential drivers of growth in Canada’s consumer packaged goods (CPG) sector. 

Here’s a detailed look at what the latest insights are telling us: 

What the Data & Market Are Showing

 

1. Pringles breaks the “festive-only” mold 

Pringles Canada is expanding its multicultural product offerings beyond seasonal promotions. Its latest year-round launch of South Asian–inspired flavors (like masala and spicy tamarind) targets the community as a core consumer group, not a temporary audience. This marks a significant shift in CPG strategy, where ethnic diversity is part of product planning, not an afterthought.  

2. Cultural Intelligence 2025 Poll: Identity, Affordability, and Belonging 

The poll reveals that visible-minority Canadians, led by South Asians, are especially responsive to brands that balance economic value with cultural recognition. They’re paying attention to whether companies genuinely reflect their values and offer affordability during economic uncertainty.  

3. Buying Canadian is big with South Asians leading the charge 

While traditionally seen as more brand-loyal, younger South Asian Canadians are now increasingly choosing Canadian-made products due to economic nationalism, tariff concerns, and rising inflation. A Retail Insider report from April 2025 shows this group is actively switching to local brands, not just out of necessity, but out of pride.  

4. “Buy Canadian” Dairy Preferences Cross Cultural Lines 

Even in specific product categories like dairy, South Asian shoppers are aligning with broader Canadian sentiments, favoring local sourcing and national origin even as they seek halal, lactose-free, or ghee-based alternatives.  

What This Means for Businesses in CPG, Retail, and Marketing 

1. Multicultural strategy must be long-term, not seasonal. 

If your brand only engages South Asian communities around Diwali or Ramadan, you’re leaving long-term value on the table. Pringles shows how to embed multicultural relevance into the year-round product mix. 

2. Blend culture with national values. 

South Asian shoppers are deeply connected to their heritage and their Canadian identity. Positioning your brand at the intersection of cultural relevance and “buy Canadian” trust can yield significant loyalty. 

3. Segment meaningfully, don’t generalize. 

The South Asian umbrella includes Tamil, Punjabi, Bengali, Gujarati, and Urdu-speaking communities, spanning generations and migration timelines. One-size-fits-all marketing won’t work. Smart brands will micro-segment and localize messaging. 

4. Economic context matters more than ever. 

With inflation, tariffs, and global uncertainty, younger immigrant consumers are more open to brand-switching, especially if a brand offers familiarity, affordability, and a sense of belonging. 

5. Inclusive product innovation is a competitive advantage. 

Whether it’s spice blends, vegetarian staples, halal-certified snacks, or ghee-based dairy, there is a rising demand for culturally aligned, high-quality offerings. The opportunity is to innovate with these consumers, not just for them. 

If you're in CPG, now’s the time to lead, not lag, on multicultural strategy. The Brown Dollar isn’t a trend. It’s the future of Canadian consumer behavior.