Noah Malcolm turns the weekly shop into folk-pop fun on ‘Groceries’

Noah Malcolm finds humour in rising prices and supermarket routines on his infectious new single, ‘Groceries’.

The Canadian singer-songwriter, who comes from Prince Edward Island, moves between folk, roots, indie and classic pop. His songwriting often explores nostalgia, family, faith, queerness and matters of the heart, but ‘Groceries’ finds inspiration in something far more ordinary: the weekly food shop.

Driven by a light, skippy groove, the track follows Malcolm through the aisles in a stream-of-consciousness style. Everyday observations and playful details sit alongside a pointed look at large grocery chains, the cost-of-living crisis and the frustrations of late-stage capitalism.

Despite the subject matter, ‘Groceries’ never feels weighed down. Malcolm keeps the song bright, witty and easy to enjoy, turning a familiar chore into a catchy folk-pop moment. Its tongue-in-cheek delivery gives listeners plenty to smile about while still tapping into the financial pressures affecting many people.

The idea began with a melody Malcolm found himself humming during his own shopping trips. Writing an entire song around buying groceries initially seemed ridiculous, which made it exactly the kind of idea he wanted to explore.

“The idea of writing an actual song around that seemed silly. Right up my alley,” he explains.

Malcolm first performed the song at the 2024 JUNO Wavemakers competition in Charlottetown. When hundreds of people shouted back the line, “I’m going to get groceries!”, it became clear that the song had struck a nerve. Before its official release, it had already grown into one of the most anticipated and engaging parts of his live set.

Its popularity even inspired a run of ‘I’m Going To Get Groceries’ tote bags. The first batch sold out as Malcolm toured across Canada and the UK, showing just how quickly the song’s simple but relatable idea connected with audiences.

That response adds to an already impressive run for the multi-instrumentalist. Malcolm has won four Music PEI Awards, a 2025 East Coast Music Award and the inaugural Q Music Award for Song of the Year. Between 2023 and 2025, he performed across Canada, including appearances with the PEI Symphony and at JUNOfests in Halifax and Vancouver.

In spring 2026, he brought his music to the UK, where he performed and co-wrote with other creatives while making his debut at Manchester Folk Festival. His songwriting work has also led to collaborations with names including David Archuleta, Guy Chambers, Derek Hoffman, Kellie Loder, Logan Richard, Maggie Andrew, Jennarie and Moira & Claire.

With ‘Groceries’, Noah Malcolm proves that inspiration can be found almost anywhere. Funny, tuneful and sharply observed, the single turns shopping lists, high prices and supermarket frustration into a folk-pop bop made for singing along.