2025 Winter Tire Report

About This Report

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Tire and Rubber Association of Canada’s Winter Tire Report assesses public perception and the market for winter tires in Canada. This report is made available to stakeholders in the tire and automotive industries, including tire and car manufacturers, retailers, government, road safety advocacy groups, media, and consumers.

The scope of this report applies to passenger and light truck vehicle categories only.

TRAC reviewed and analyzed a broad range of market data and research on consumer perceptions related to winter tires in order to provide recommendations on educating Canadian motorists on safety and performance benefits of winter tires.

About TRAC’s 2025 National Survey Instrument

Probe Research conducted an online survey of 1,069 Canadian drivers between October 6-11, 2025, using an online panel of Canadians. A probability sample of this size yields a margin of error of +/- 3.10%, 19 times out of 20.

Probe Research is a leading Canadian provider of public opinion and market research insights. Probe’s vision is to create knowledge by helping citizens, consumers and stakeholders better understand one another and the world around them (www.probe-research.com).

Three quarters of Canada’s drivers believe extreme weather related to climate change is making winter tires more important than ever.

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Key Findings

TRAC’s 2025 Canadian Consumer Winter Tire Study shows Canadians increasingly recognize the role winter tires play in road safety as winter conditions become more unpredictable. More than three-quarters of drivers, 76%, believe extreme weather linked to climate change has made winter tires more important than ever. This season, 80% of Canadian drivers report using winter tires, a two-point increase from 2024 and a 12-point rise since 2016. Outside of Quebec, where winter tires are mandated by law, adoption remains strong at 76%.

The study also highlights strong confidence in the real-world safety benefits of winter tires. Among winter tire users, 84% believe their tires have helped them avoid a potentially hazardous situation, including loss of control or a collision, and 70% say protecting their family is a primary motivator. At the same time, cost pressures are shaping decisions. While 81% consider winter tires a worthwhile investment despite rising living costs, 32% say they are less likely to purchase them this season due to affordability concerns.

Overall, winter tire adoption in Canada continues to trend upward, reflecting growing awareness of their proven safety value. TRAC remains committed to working with government, industry, road safety organizations and partners to promote safe winter driving and educate consumers about the critical role winter tires play in protecting Canadians on winter roads.

Link to full article: https://tracanada.ca/tire-reports/winter-tire-report-2025/