Seven in 10 Canadians will boycott U.S. products and 80% of shoppers will actively look for non-American versions of products when a Canadian one is not available, according to KPMG research.

KPMG surveyed 1,934 Canadian adults in mid-February on Sago’s AskingCanadians panel using Methodify’s online-research platform. The survey was conducted before U.S. President Donald Trump imposed cross-border tariffs of 25% on goods and 10% on energy products on Tuesday morning.

And the numbers reveal that 93% of Canadians say they want retailers and grocery stores to identify and promote Canadian products. Also, 68% of respondents say that, in a trade war, grocery stores should stop selling U.S. products and produce. Eight-five percent of participants say the trade war has prompted them to support more local producers or companies.

The KPMG survey also shows that nearly nine in 10 respondents say Canadian grocery stores should be required to give preferential shelf space to Canadian products. Also, 84% of survey respondents report that they are paying more attention to the origin of where products are made by reading labels.

Furthermore, nearly a quarter of shoppers say they are willing to pay 2-5% more to make sure they are buying a Canadian product rather than one that’s made in the U.S.

Loblaw recently reported a 10% increase in sales of items labelled product of Canada, made in Canada or produced in Canada for the first week of February compared with the previous week.

“Canadians are fighting for Canada, to keep jobs and their dollars within the community,” says Kostya Polyakov, partner and national consumer and retail leader at KPMG in Canada. “But it’s not always easy at first glance to know if what they’re buying is Canadian and, increasingly, they now demand retailers make it easier for them, calling out those that don’t.”

According to Polyakov, as consumers increasingly prioritize Canadian products, it is crucial for retailers to adjust their supply chain so they can continue to operate locally.