2025 - Winter Tire Report

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.

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).

In 1998 only 35% of Canadian drivers used winter tires. That figure has more than doubled in 2025. TRAC’s 2025 Canadian Consumer Winter Tire Study shows that winter tire usage had grown to 80%, which is a 12-point increase since 2016. Excluding Quebec, where winter tires are mandatory, 76% of the Canadian drivers will use winter tires in the 2025/2026 winter season.

Eighty-four per cent of drivers who use winter tires say that their winter tires have saved them from being involved in a potentially hazardous driving situation such as loss of control or a collision. This supports the view that drivers see winter tires as protective rather than just precautionary. These perceptions highlight drivers’ strong connection to winter tires: They view them as a safety measure that gives them greater confidence and peace of mind when navigating increasingly unpredictable winter road conditions, and not just an optional upgrade. This sense of real-world benefit is strongest among Quebec drivers and women, who are more likely to report that winter tires have directly helped them avoid hazardous driving scenarios.

While there is a strong ongoing trend in utilization of winter tires, three-in-ten motorists outside Quebec still resist equipping their vehicles with winter tires. Top reasons for not owning winter tires are:

Canadian drivers are increasingly caught between financial pressure and the realities of a changing climate. While 76% of drivers agree that extreme winter weather linked to climate change makes winter tires more important than ever, nearly one-third (32%) say rising living costs make them less likely to purchase them. This tension is most pronounced among younger and middle-aged Canadians, lower-income households, and those born outside Canada, where affordability is a growing barrier to safer winter driving.

The data reveals a clear dilemma: Canadians recognize the growing risks of severe winter conditions, yet many are forced to make compromises due to economic strain. Although most drivers still view winter tires as an important safety investment, cost-of-living pressures are reshaping decision-making, creating a gap between what drivers believe is necessary for safety and what they feel they can realistically afford.

The following findings are supported by a report from the Traffic Injury Research Foundation (TIRF; tirf.ca) citing a range of studies that show conclusively that winter tires provide superior traction, braking and cornering in all cold weather driving conditions, whether the road surface is dry, wet, icy, or snow-covered. Winter tires play a measurable role in increasing road safety and protecting drivers and traffic participants. The use of winter tires contributes to:

Canadian government agencies and road safety groups have been very receptive to the safety advantages of winter tires and continue to work toward increased awareness and driver education in this segment and continue to encourage increased winter tire usage nationwide by providing education, leadership, and guidance. TRAC’s ongoing research into usage of winter tires continues to demonstrate that:

TRAC’s role focuses on educating government leaders, interest groups, stakeholders and the public about the safety and performance benefits of winter tires; and has been participating in:

Most provinces and territories provide drivers with traveler information services. The 511 road conditions service is available in Newfoundland and Labrador, New Brunswick, Nova Scotia, Prince Edward Island, Quebec, Ontario, Manitoba, Alberta and Yukon. In Saskatchewan, the number is 1-888-335-7623 (toll-free in Canada), in British Columbia it’s 1-800-550-4997 (toll-free in North America), and in Northwest Territories it’s 1-800- 661-0750.

Canadians have many choices when it comes to winter tires. Individual driving habits and skillset, as well as vehicle type, road conditions, and local weather patterns play an important role when it comes to choosing the right winter tire. TRAC encourages drivers to research the tire option that is right for their individual needs: speak with local tire dealer or repair facility and make the decision according to your individual driving needs. Additional information and resources about the safety, performance characteristics, and the list of dedicated winter tires offered by TRAC members for the 2025 winter season can be found here.