2026 C-store IQ National Shopper Study: Sustainability + Buy Local Report
A steadily growing number of shoppers (72%) are likely to switch allegiance to a convenience store that demonstrates a stronger commitment to sustainability and the commitment is even higher among generation Z and millennial shoppers, according to new data from the 2026 C-store IQ National Shopper Study.
Convenience Store News Canada asked more than 2,000 c-store shoppers across the country to weigh in on sustainability issues. Every year since we’ve asked about sustainability, interest has grown—in 2025 70% of shoppers said they were “somewhat/very/extremely” likely to switch, compared to 68% in the 2024 report.
One in four shoppers are highly likely to switch, with 27% of gen Z and 30% of millennials saying they want to shop at stores that show a strong commitment to sustainability.
Shoppers say convenience stores can demonstrate their commitment through initiatives such as donating food, sourcing local products, providing community recycling bins and moving towards zero waste practices.
For the love of local
On the local front, most shoppers (53%) say they now purchase made-in-Canada products always or often, a significant increase versus a year ago at 45%. This commitment is strongest among boomers—an incredible 72% are committed to shopping Canadian, followed by gen X at 54%, millennials at 47% and generation Z at 38%.
This year, supporting the Canadian economy emerged as a top motivator, alongside trust in quality and safety.
In the wake of the ‘Elbows up’ movement, notably, 41% of Canadian shoppers cite protest purchasing as a key motivator, underscoring how country-of-origin is increasingly a values-driven choice.
