Willingness to trial Canadian products has increased substantially since the beginning of Donald Trump’s trade war, according to a consumer-research poll from IMI.

According a poll of 1,200 Canadians this month, 41% said their “desire to sample or experience Canadian products” has increased “a lot” and 27% said their desire has increased “a little.”

The numbers revealed that 68% of respondents purchased a product specifically because it was “made in Canada.” Atlantic Canadians were most likely to buy local (73%), while Alberta was least likely (58%) and women outnumbered men 73% to 62% in their proclivity to buy Canadian.

The survey showed a 5% increase in participants who are looking at packages to see where a product is made compared with March.

Additionally, compared with February, 10% more Canadians (52%) chose not to purchase a U.S. product. The figure is highest in Quebec (62%) and lowest in Saskatchewan (42%).

IMI data also revealed that nearly 3 in 10 British Columbians and Manitobans would “avoid American products entirely” if given a chance, just above the 29% of Quebeckers and 28% of Atlantic Canadians who expressed the same sentiment.

The IMI report says the current economic conditions present a critical opportunity for companies to act on the chance to differentiate from their American counterparts. “Made in Canada” messaging, IMI says, is the simplest, most direct and most effective method to stand out.

“Proudly Made in Canada,” was seen as the most-impactful purchase-driver messaging for 64% of respondents above “Proudly Prepared in Canada (47%) and “Proudly Assembled in Canada” (37%).

“Made in Canada” is a also stronger purchase driver (55%) than “Product of Canada” (40%). “Canadianized” logos, are also much more effective purchase drivers for Tim Hortons, Canadian Tire and Boston Pizza.

IMI recommends a simple, non treated “Red Canadian Flag” is the best indicator for marketing.

The data also revealed that two thirds of Canadians “had” already or “intended” to delay any major purchase or spend because of the tariff war and economic uncertainty.