Sampling Builds Trust — and Consumers Are Ready for It

The Sampling Opportunity Is Now 

Our research shows an overwhelming statistic: 2 in 3 Canadians have an increased desire to sample or experience Canadian products and services since the trade and tariff conflicts began. This represents a fundamental shift in consumer behavior and creates an exceptional strategic opportunity for Canadian brands. Looking deeper at the data: 

• 69% of Canadians report their interest in Canadian products has "increased a lot" or "increased a little" since the tariff conflicts began 

• Only about 20% report no change in their sampling interest 

• A mere 3% have decreased interest in Canadian products 

This trend spans across age groups, regions, and income levels, making it truly national in reach.  

Why Consumer Engagement Through Sampling Works 

Sampling isn't just about trial—it's about building relationships. When consumers can experience your product firsthand, several key benefits emerge: 

1. Trust Development: Physical interaction with a product or service creates authentic connections that advertising alone cannot match. 

2. Reduced Purchase Barrier: Sampling eliminates risk for consumers unsure about trying new brands. Consider this for newcomers to the country as well! It’s a great way to have your brand front and center with a new cohort.  

3. Immediate Feedback: Direct consumer reactions provide invaluable insights for product refinement. 

4. Word-of-Mouth Acceleration: Positive sampling experiences lead to organic advocacy, if you deliver on the experience. 

How Consumers Want to Engage 

Our research reveals fascinating insights about consumer preferences for brand engagement: 

• 90% of consumers find being invited to see a product appropriate 

• 83% consider being approached by a brand acceptable 

• 80% are comfortable with brand interception in public spaces 

These numbers demonstrate that Canadians are not just open to sampling—they actively welcome it when executed thoughtfully. The key is creating engagement that feels invitational rather than intrusive.  

Activating Your Sampling Strategy 

Given the current consumer climate, now is the time to develop or intensify your sampling initiatives. Consider these approaches: 

Strategic Partnerships

Identify complementary Canadian brands to create joint sampling experiences that multiply impact while sharing costs. Look for partners whose values and customer base align with yours. 

Experiential Design

Move beyond traditional product handouts to create memorable sampling moments. The most effective sampling creates a story consumers want to share. 

Geographical Targeting

Our research shows some regional variations in sampling receptiveness. Customize your approach to maximize relevance in different markets across Canada. 

Digital Integration

Extend the sampling experience through digital touchpoints that encourage social sharing, provide additional product information, or offer exclusive post-sampling promotions. The key is to ensuring that it is simple and easy for people to participate. 

Building Long-Term Value 

While the current trade environment has accelerated interest in Canadian products, companies that activate in this moment can build lasting relationships. Sampling isn't merely a tactical response to market conditions—it's an investment in sustainable brand growth and consistent recruiting into your brand. 

The Time to Act Is Now 

With two-thirds of Canadians actively seeking Canadian product experiences, the opportunity for brands is clear. Whether you're a small producer or a national organization, developing a thoughtful sampling strategy can transform current consumer sentiment into enduring brand preference. 

Looking to develop an effective sampling strategy for your Canadian brand? Contact us to explore how to uncover the insight needed to create impactful sampling experiences that perform in market and build lasting customer relationships.