Intentionality to define consumer choices in 2026

Looking ahead at 2026 feels like leaning back in a roller coaster making its ascent: submitting to the peaks and valleys, twists and turns completely out of control. For the past several years, consumers and professionals alike have been searching for a sense of control amidst challenging social, economic, political and environmental forces. 

In its twelfth year publishing Canadian food and beverage trends, the 2026 Ipsos CHATS report brings to life the intentional consumer. Here’s a look at how convenience stores can keep pace. 

Author Jenny Thompson, vice-president of Ipsos Canada’s Market Strategy & Understanding division, writes: “Today's consumers aren't simply reacting to the roller coaster—they're learning to anticipate the turns, strategically lean into the curves and find moments of joy and indulgence even during the most challenging stretches.

Canadians are responding with intentionality, regaining control through more deliberate choices around value, sustainability, health and dining experiences—a collective recalibration…Consumers aren't just buying food and beverages—they are curating experiences that align with their generational values and circumstances."

Buckle up and discover three of the ways consumers are regaining a sense of control and finding a little joy in this ride.

Conscious sourcing 

Ipsos Essentials tracker tells us that Canadians reacted strongly to tariffs on goods entering the United States. "Buy Canadian" sentiments cooled over time but made an impact on consumption habits and attitudes. Food items from the grocery sector and alcoholic beverages are increasingly being reported as "Made in Canada" or "locally sourced/grown."

Convenience stores, however, are not getting their fair share of the Made-in-Canada trend. That fact is in part because c-stores’ younger consumers are less inclined to buy patriotically than, for instance, boomers, but it’s largely driven by the channel’s product mix. Fresh produce will be impacted more by this trend and, as consumption shifts away from packaged snacks to fresh meals, it becomes more important for convenience store operators to emphasize any Canadian ingredients these products contain.

Informed indulgence

Consumers are torn between price consciousness and health consciousness, and c-stores are caught in the middle. In CHATS 2026, Thompson tells us that “consumers aren't abandoning indulgence—they're becoming more strategic about when, how, and what they choose to indulge in…The continued momentum of better-for-you products represents the sweet spot between health and decadence, allowing consumers to satisfy cravings while maintaining their wellness goals.”

Older generations have commonly associated convenience with indulgence, but younger generations do not expect to compromise on health when buying from c-stores. In 2026, applicable products are required to display front-of-package labels outlining products’ high sugar, sodium and saturated fat contents. At the end of 2025, 67% of c-store customers told Ipsos such labels would impact their decision to purchase. Manufacturers must be prepared with new and innovative BFY products that don’t require the labels, aid in portion control and offer added benefits to make treats “worth it.” These types of products will help fulfill customers’ desires to indulge with intention.