From vaccine mandates during COVID-19 to misinformation from public figures, vaccines remain a constant topic in Canada’s public discourse. The issue gained renewed urgency when Canada lost its measles elimination status in 2025.
To understand how opinions have evolved, Leger Healthcare examined how Canadians’ vaccine confidence has changed over the past five years, including what drives hesitancy, where people get information, and how they judge its credibility.
From November 3rd to the 7th, we surveyed 300 healthcare professionals (HCPs)—evenly split among general practitioners, nurses, and pharmacists—as part of Leger Healthcare’s HCP QuickPulse series. Based on their feedback, we surveyed 1,521 Canadians from November 14th to the 17th through Leger’s weekly LEO Panel omnibus.
A margin of error cannot be associated with a non-probability sample in a panel survey. For comparison purposes, a probability sample of 1,537 yields a margin of error no greater than ±2.50% (19 times out of 20). With a sample of this size, the results can be considered accurate within this range. The margin of error varies for subgroups of the population, including HCPs: smaller sample sizes produce wider confidence intervals.
Report Summary
The data were clear: Canadians are confident in vaccines, but trust has declined over the last five years. Only 40% of HCPs felt very confident in their ability to address vaccine hesitancy. Given that Canadians identified their family doctor or nurse practitioner as their number one source of vaccine information, arming HCPs with clear, empathetic, and consistent information about vaccines could help reduce vaccine hesitancy over the next five years.
What Healthcare Professionals Are Seeing
Growing Hesitancy
General practitioners and nurses report the biggest net increase in vaccine hesitancy (+34–35%) while pharmacists note only a modest net increase (9%) Two factors that likely explain the difference are:
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- Patients see pharmacists only after deciding to get vaccinated.
- Pharmacists vaccinate more seniors, the most confident age group.
Vaccines That Raise the Most Concern
Most HCPs cite COVID-19 (88%) and influenza (43%) as patients’ top concerns. Public data align: 33% of Canadians are uncomfortable with the COVID-19 vaccine and 28% with the flu shot. Because Canadians cite vaccine effectiveness as their top decision factor, hesitancy may stem from doubts about how well these vaccines prevent serious illness.
Drivers of Hesitancy
HCPs pinpoint three main causes of vaccine hesitancy: safety concerns (61%), misinformation from social media influencers (53%), and mistrust in government or public health (48%).
General practitioners—Canadians’ primary vaccine information source—more often blame misinformation and logistical hurdles, whereas nurses and pharmacists point to mistrust in government.
Still, only 40% of HCPs feel very or extremely confident discussing vaccine hesitancy, revealing a clear need for better support.
What Canadians Told Us
Confidence by Age and Region
Overall, 74% of Canadians are somewhat or very confident in vaccines. Confidence rises with age—highest among those 65+—and peaks in Quebec, while the Atlantic provinces, Manitoba, and Saskatchewan trail behind.
Although 58% say their confidence is unchanged, more Canadians report a decline (26%) than an increase (14%) since 2019. Confidence fell most among adults 35–54, women, and households with children, while Canadians over 55 show modest gains.
What Drives Willingness to get a Vaccine
The factors with the most impact on Canadians’ willingness to get a vaccine are:
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- Effectiveness in preventing serious disease (38%)
- Severity of illness or risk of death (37%)
- Vaccine safety and potential long-term side effects (30%)
Canadians remain most hesitant toward COVID-19 and flu vaccines, while confidence is highest in measles, mumps, and rubella (MMR) and shingles vaccines. The greatest uncertainty surrounds human papillomavirus (HPV) and respiratory syncytial virus (RSV), each receiving many “don’t know” responses.
Parents with children in the household are more comfortable with childhood vaccines (MMR, HPV) and RSV, while adults who do not have children in the household are more comfortable with the flu, COVID-19, and shingles vaccines.
Sources of Vaccine Information
Canadians primarily consult their family doctor or nurse practitioner for vaccine information, followed by government/public health websites and pharmacists.
Those least confident in vaccines are more likely than vaccine-confident individuals to rely on religious or community organizations, alternate health providers, friends and family, US government or public health websites, and social media. Those who remain confident but have lost some trust in the last five years lean more on friends and family.
What Builds—or Erodes—Credibility
Canadians judge credibility by who delivers information and how it’s presented:
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- Most trusted voices: People with medical or scientific credentials.
- Most trusted messaging: Transparent, evidence-based information that clearly explains safety, efficacy, and side effects.
Those least confident stress consistency across sources; those whose confidence has waned value clarity and simplicity.
Who’s Hesitant—And Who’s Not
Vaccine-Hesitant Canadians tend to be:
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- Younger (18–44), renters, from diverse backgrounds (Indigenous, South Asian, Southeast Asian).
- Lower income and education, more likely in rural Alberta and the Prairies.
- Influenced by religious/community leaders, alternative health providers, and social media influencers.
Vaccine-Confident Canadians are more often:
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- 55+, homeowners, white or Chinese, with higher income and education.
- Concentrated in urban Ontario and B.C.
- Rely on family doctors, pharmacists, and public-health websites while prioritizing clear, evidence-based communication.
How to Rebuild Confidence
To support HCPs and strengthen public trust, vaccine advocates can:
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- Be clear and transparent. Present benefits and risks plainly across consistent, multilingual channels.
- Humanize messages. Pair evidence with relatable stories about protecting loved ones or reducing strain on the healthcare system.
- Encourage dialogue. Offer webinars, community forums, and judgment-free clinic Q&As.
Bottom line: Vaccine confidence in Canada is strong but fragile. Sustained trust will depend on clarity, empathy, and consistent messages shared by the people and platforms Canadians already trust.
About Leger Healthcare
Leger Healthcare is the dedicated health division of Leger. With proprietary panels of more than 500,000 patients and 35,000 healthcare professionals, Leger Healthcare delivers end-to-end research to help organizations navigate the rapidly evolving healthcare landscape.
