Market insights: Get ready for Québec
Québec is unique — culturally, linguistically, and legally. Learn how to engage your audience, build trust, and comply with local regulations.
Expanding into the Québec market
Entering the Québec retail market or optimizing existing market efforts requires more than translation. It demands a deep understanding of local culture, language laws, and consumer behavior. This guide explores key steps to build a successful Québec localization strategy that helps your brand resonate and grow sustainably.
Québec at a glance
84%
of Québec residents report French as their primary language.
CA$180B
Amount of retail sales in 2024. The retail sector accounts for 6% of Québec’s GDP.
8 out of 10
residents of Québec prefer service and content in French.
8.5M
residents
Québec remains Canada’s Francophone core.
Québec consumer insights: a blend of tradition, values and local pride
In Québec, consumption is deeply intertwined with identity, tradition, and a strong sense of local pride.
Cultural identity and values
Québec’s cultural fabric is deeply rooted in its history and its geography. Nestled between English-speaking Canadian provinces and the United States, Québec stands as the heart of Francophone culture in North America. Once a French colony and later governed under British rule, the province has long fought to preserve its language and identity. Today, this legacy fuels a strong collective pride in the French language and a vibrant determination to protect and celebrate Québec’s unique culture.
Language and connection
French is not only a language in Québec, it’s a cornerstone of identity. About 84% of residents report French as their primary language (Statistics Canada). Québec culture is informal: outside work and school, people tend to use “tu” rather than the formal “vous” pronoun. This tendency reflects a culture of proximity: a desire for warmth, authenticity, and human connection in relationships and communication.
Values that shape behaviour
Gender equality, inclusivity, and democratic rights are commonly observed themes in Québec’s social and political discourse. The province has long been at the forefront of progressive social movements, and these priorities extend into the marketplace. Consumers are thoughtful and values-driven: 69% evaluate a retailer’s ethics and sustainability practices before purchasing, and 46% say they buy more online than before the pandemic (Conseil québécois du commerce de détail). Authenticity, transparency, and social responsibility are key to earning their trust and loyalty.
Communication and style
Québécois communication tends to favor directness and sincerity over corporate formality or embellishment. Messages that are clear, honest, and meaningful resonate most. In written or spoken exchanges, brands that reflect genuine care and cultural awareness will find a receptive audience.
French language requirements (Bill 101 & Bill 96)
In Québec, language laws are foundational. With identity, culture, and law tightly intertwined, how you use French in your signs, packaging, marketing, and customer-facing documents can make or break your reputation (and even your legal standing).
Disclaimer: The information provided on this page is for general informational purposes only and does not constitute legal advice.
What brands need to know when entering the Québec market
Bill 101 (Charter of the French Language) made French the official language of government, commerce, signage, workplace communications, packaging, documentation, and advertising in Québec. All material directed at consumers generally must be in French, or offer a French version that’s at least as prominent and accessible as any other language (Educaloi).
Bill 96 has recently strengthened many of those requirements. Some changes that took effect June 1, 2025 include:
French must now be markedly predominant on public signage and commercial advertising, for example, occupying at least twice the visual space of other languages in the same field of view (Stikeman Elliott).
Foreign businesses are required to provide translations of all product labels and documentation, business communication, websites and marketing materials, legal documents, and offer customer service in French (Torys).
Enforcement and penalties
The Office québécois de la langue française (OQLF) monitors compliance. Non-compliance can lead to fines ranging from $3,000 to $30,000 per violation, orders to remove or revise signage, or more serious sanctions (Educaloi).
Why this matters for brands doing business in Québec
Overlooking these rules is a legal risk and can lead to penalties and fines. Not complying can also become a reputational issue. Québécois consumers are very attuned to displays of respect for their language and identity. A brand that appears dismissive of French requirements can face backlash, reduced trust, or even boycott.
Compliance has cost and operational implications: signage redesign, packaging changes, translation/localization work, and possibly renegotiations with manufacturers or distributors.
Key provisions of Bill 96
Safeguarding French language in Québec
Applies universally within Québec, no exceptions
Affects all employers and workers, including foreign companies
Requires foreign businesses to provide French translations for all communications & services
Shopping preferences and behaviours
Québec represents one of Canada’s most distinctive and resilient retail markets. Despite periodic dips in consumer confidence, the province continues to demonstrate economic vitality and spending power. In the first quarter of 2025, Québec led the country in cardholder spending growth (up 6.3% year-over-year), a clear signal of a robust consumer base and a strong appetite for quality products and experiences (Moneris, Q1 2025 Spending Report).
Québecers also tend to be financially disciplined consumers. They save more than the Canadian average (12% of their income versus 6% nationwide), creating both stability and discretionary spending capacity (La Presse).
Key consumer behaviours and trends
Strong local loyalty
According to the CQCD’s Baromètre – L’achat local, 82% of people surveyed report that they have frequented local or neighbourhood stores as much or more since before the pandemic (Conseil québécois du commerce de détail). Many consumers also place high importance on purchasing items conceived, manufactured or assembled in Québec, or composed mostly of Québec materials (Conseil québécois du commerce de détail).
Online shopping is well-entrenched
In 2023, 74% of Québec adults made at least one online purchase. However, most of that online spend is currently going to large international players. Only about 15% of the value of online purchases in Québec was via Québec-based merchants in 2023, down from around 26% the previous year (Académie de la transformation numérique).
Values-led purchasing matters
Québec consumers show strong preferences for brands aligning with ethics, sustainability, and local presence. A notable metric: 69% of online shoppers in Québec examine a retailer’s values (such as sustainability or ethics) before deciding to purchase (Conseil québécois du commerce de détail).
Biggest opportunities for brands looking to expand into Québec
Food & grocery
Grocery and food & beverage retailers are among the largest retail subsectors by revenue and employment in Québec. Food retail remains a stable, high-volume category and accounts for a large share of retail jobs. Food-related categories (baked goods, prepared meals, snacks) present opportunities for local product lines and private-label growth (Statistics Canada).
Beauty & personal care
Health and personal care retail showed notable sales growth in recent national data and is typically resilient in slower cycles, driven by repeat purchase behavior (pharmacy, cosmetics, personal care). This makes it attractive for loyalty programs and omnichannel fulfillment (Statistics Canada).
Electronics, fashion & home goods
At a national e-commerce level, electronics, fashion (apparel) and furniture/home goods are among the leading online product categories. Québec shoppers participate strongly in online shopping (high penetration), but there is room for Québec-based merchants to capture more share through localized offers and better last-mile options (Trade.gov).
Best practices for brands looking to expand into the Québec market
Expanding into Québec isn’t simply about entering a new market. It’s about engaging with a distinct culture that values authenticity, language, and local connection. Québecers are proud of their heritage, selective about the brands they support, and quick to notice when a company treats their market as an afterthought.
1. Speak the language and localize your brand
Direct translations from English rarely resonate. Québec French has its own rhythm, idioms, and vocabulary, which are distincts from Belgian French or French from France. For example, Québecers use courriel instead of e-mail, magasiner instead of faire du shopping. Using awkward or “foreign-sounding” terms signals that your brand doesn’t quite get the market.
To connect authentically, invest in high-quality localization from your product pages and packaging to customer service scripts and marketing campaigns. The Conseil québécois du commerce de détail notes that Québecers respond most positively to content that feels culturally native, not adapted after the fact (CQCD).
2. Think local and show it
Position your brand as a local ally, not an outsider. Québecers value provenance and transparency. Clearly label Québec-made items, showcase local partnerships, and highlight regional suppliers or artisans. According to the CQCD, more than 80% of consumers prefer to buy from Québec retailers or products tied to the local economy. (CQCD, Baromètre de l’achat local)
Small cultural cues make a big difference: feature Québec-specific imagery, tailor seasonal campaigns to events like Saint-Jean-Baptiste Day (June 24), and use familiar settings and references. Campaigns that center on “Canada” often fall flat, but those made specifically for Québec build trust and affinity.
3. Build convenience around the customer
Québec shoppers are digitally savvy and expect the same convenience offered by global players. Strengthen your omnichannel fulfillment strategy by offering click-and-collect, same-city delivery, and generous return options to stay competitive (eMarketer).
4. Make your values visible
Purpose matters here. Demonstrate credibility through certifications, transparent carbon reporting, repair or recycling programs, and honest storytelling about your impact. Québec consumers have a strong radar for greenwashing. Authenticity wins every time.
5. Build trust through familiarity
Québécois culture leans toward warmth and proximity. While professionalism is expected, communication that feels human and conversational, rather than corporate, builds stronger relationships. Use local media, Québec influencers, and community touchpoints to anchor your brand in everyday life.
Above all, trust in Québec isn’t earned with a single campaign — it’s built over time through consistency, cultural awareness, and genuine investment in the province’s people and values.
Ready to leave your mark in Québec?
Get in touch to discuss your expansion strategy now and get the tools to localize with confidence.
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Hello, I’m Laëtitia! I am a translator and the founder of L2 Consulting — a freelance practice specializing in market entry, branding, and marketing for B2C companies expanding into French-speaking markets.
With over a decade of international experience across North America and Europe, I help retailers localize and grow in new markets. Drawing on expertise in translation, localization, CRM, and consulting, I’ve guided major brands in launching loyalty programs, products, and multichannel campaigns that resonate locally and perform globally.
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