Winner: Buy Canadian. The Buy Canadian movement swept the land in the wake of U.S. tariffs (and Donald Trump’s yapping about Canada becoming the 51st state). With local producers feeling the impact, Canadians started pushing to buy all that they could from homegrown businesses. American liquor was taken off shelves, grocery stores started stocking more local products, and Canadians travelled in their own backyard in record numbers instead of flying south. If there’s one thing people like more than supporting Canadian businesses, it’s sticking it to the Americans. While the initial wave of enthusiasm may have diminished slightly, many are skeptical that our relationship with our southern neighbours will ever be the same.
Runner-up: Protein. The food fad of the year dominated fast casual menus, cafes, and snack aisles around the world. Starbucks rolled out protein drinks and foams, junk food staples like Pop-Tarts and Doritos launched protein-rich options, and protein-spiked booze even made an appearance. Truly the year of the gym bro.
Runner-up: Kidults. Grown adults with paycheques and loads of childhood nostalgia helped reinvigorate the toy industry in 2025. Since the pandemic, adults have generated all of the growth in the toy sector, and now account for 28% of all toy sales globally. Demand for Labubu plushies and Pokémon collectibles was particularly high. To each their own!