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Natural and Organic Foods and Beverages in Canada


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Natural and Organic Foods and Beverages in Canada

Canadian consumers have embraced natural and organic foods, and that market has enjoyed consistently strong growth in the past five years.

In our new report, Natural and Organic Foods and Beverages in Canada, Packaged Facts examines the sales and demographic trends that have influenced – and will continue to affect – growth in this segment. One of these trends is the popularity of natural foods among Canadian consumers. Unlike in the U.S., where organic foods have the lion’s share of sales, in Canada natural foods take a majority slice. The natural category finally managed to surpass the organic category in 2013, comprising just over 50% of all natural and organic food and beverage sales on the strength of a typically lower price point coupled with higher Canadian consumer confidence in “natural” claims over products certified as organic.

While market growth was slightly lower at 8.7% in 2014 due to a slightly cooler Canadian economy, Packaged Facts forecasts a CAGR of over 11% between 2014 and 2019 for natural and organic food and beverage sales in Canada, with millennials and South Asian and Chinese ethic groups helping to spur growth. Product segments that will grow faster than the overall market include organic baby foods and fair trade organic coffee, as well as meats with natural and Certified Humane labels. Non-GMO labeling for both natural and organic products will also be a strong marketing tool over the forecast period.

Natural and Organic Foods and Beverages in Canada contains comprehensive data on the Canadian market for natural and organic foods and beverages, including historical (2009-2013) and forecasted (2014-2019) retail sales quantification. The report discusses key trends affecting the marketplace, trends driving growth, and consumer demographics. In addition, the report profiles major natural and organic product producers.

Report Methodology

The information in Natural and Organic Foods and Beverages in Canada is based on primary and secondary research. Primary research entailed in-depth, on-site examinations of retail outlets and interviews with companies, distributors, and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature, and corporate annual reports. Sales of packaged products are based on available sales data from publicly traded marketers of natural and organic products, estimates reported in the trade and consumer press, industry experts, and participating manufacturers and retail outlets. Consumer findings are derived from Packaged Facts’ proprietary survey conducted in May 2014 expressly for this report, which provides current data on consumers’ purchasing habits, preferences, and perspectives.

What You’ll Get in This Report

Natural and Organic Foods and Beverages in Canada makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Natural and Organic Foods and Beverages in Canada offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables, and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the natural and organic food and beverage market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for natural and organic foods and beverages in Canada, as well as projected markets and trends through 2019.

This report will help:

  • Marketing managers identify market opportunities and develop targeted promotion plans for natural and organic foods and beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for natural and organic foods and beverages.
  • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy natural and organic groceries.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers, and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope & Methodology
    • Market Size and Segmentation
      • Table Organic/Natural & All Retail Food/Beverage Sales in Canada, 2009-2013 (in percent and million dollars)
      • Market Segmentation
      • Organic Foods & Beverages Carry a Premium Price
      • Opportunities for Organic and Natural Foods and Beverages
    • Marketers
      • Mergers & Acquisitions
      • Canada's Organic Producers
        • Table Organic Operators in Canada, 2004-2011 (in number of operators)
      • Price, Unlevel Playing Field against "Natural" Top Concerns of Organic Marketers
    • Advertising & Marketing Trends
      • Natural Claims Stronger Than Organic Claims for Meats
      • Marketers Combining Organic and Natural with Free-From Claims
    • Marketing and Retail Trends
      • Consolidation Among Retailers
      • The Supermarket/Grocery Store Channel
      • Food & Beverage Sales in the Mass Merchandiser Channel
      • Natural Channel Fragmented but Strong in Canada
      • Natural & Organic Foods & Beverages in Other Channels
    • New Product Launches
      • Macro Trends in New Product Launches: Transparency & Non-GMO
      • Product Segment Trends: Snacks, Beverages, & Cereals
    • Consumer Trends
      • Many Reluctant to Pay More for Organic Groceries
      • Demographics of Organic Buyers
      • BC, Ethnic Groups, Millennials Key Growth Demographics for Organics
  • Market Projections and Opportunities
    • Key Points
    • Scope of the Report
      • Definition of "Natural" & "Organic"
    • Methodology
    • Opportunities for Organic
      • Ethnic Markets and Retailers
      • Millennials
      • Coffee
      • Baby Food
    • Opportunities for Natural
      • Meat and Protein
        • Table Relative Willingness to Pay a Premium for Organic & Natural Meat Products: By Racial/Ethnic Group, 2012 (in percent)
      • GMO Without Being Organic
    • Forecast
      • Table Canadian Retail Sales of Natural and Organic Foods and Beverages, 2014-2019 (in million dollars)
  • Market Size and Segmentation
    • Key Points
    • Methodology for Sales Estimates
    • Organic/Natural Food & Beverage Market Enjoying Strong Growth
      • Table Organic/Natural & All Retail Food/Beverage Sales in Canada, 2009-2013 (in percent and million dollars)
      • Natural a Stronger Market in Canada Compared to U.S.
    • Market Segmentation
      • Types of Organics Bought
      • Growth in Top Organic Packaged Goods Categories Slower Than Organic Market Average in Retail Channels
      • Organic Soya and Coffee Lead Organic & Natural Beverage Sales
      • Organic & Natural Dairy Products
        • Table Domestic Organic Milk Production, 2007/08-2012/13 (in hectoliters)
    • Organic Foods & Beverages Carry a Premium Price
      • Table Organic Raw Milk Premium Paid by Processors by Province, 2012 (in cents per liter)
      • Those Buying Organics Tend To Be Heavy Purchasers
    • Imports a Significant Part of Organic & Natural Sales in Canada
      • Table U.S. Tracked Organic Exports to Canada, 2011-2013 (in million $)
  • Marketers & Advertising
    • Key Points
    • Mergers & Acquisitions
      • Table Mergers & Acquisitions of Natural & Organic Food & Beverage Marketers, 2013-2014
    • Competitor Brief: Holy Crap Cereal (Sechelt, BC)
    • Competitor Brief: Liberté (St. Hubert, QC)
    • Competitor Brief: Nature's Path (Richmond, BC)
    • Competitor Brief: Organic Meadow (Guelph, ON)
    • Competitor Brief: One Degree Organic Foods (Abbotsford, BC)
    • Canada's Organic Producers
      • Little Growth in Number of Domestic Organic Operators
        • Table Organic Operators in Canada, 2004-2011 (in number of operators)
    • Advertising & Marketing Trends
      • "Think Before You Eat - Think Canada Organic!"
      • Natural Claims Stronger than Organic Claims for Meats
        • Table Meat Purchasing Factors (Excluding Price, Origin), 2012
      • Price, Unlevel Playing Field Against "Natural" Top Concerns of Organic Marketers
      • Marketers Combining Organic and Natural with Free-From Claims
        • Table Other Free-From Claims on Natural & Organic Product Announcements
      • Organic & Natural Face Uphill Battle Against GMO Products/Ingredients
    • Regulations
      • Table Allowable Canadian Organic Claims & Natural Definitions
      • Cost, Complexity Preventing Many Producers from Certifying Organic
      • Difficult for Organics to Escape Pesticide Residues
      • No Plans to Regulate Natural in Canada
  • Marketing and Retail Trends
    • Key Points
    • Consolidation Among Retailers
      • Sobeys Extends Its Grocery Holdings
      • Loblaw Branches Out by Buying Shoppers Drug Mart
    • Grocery Stores Losing Ground to Mass Merchandisers in Food Sales
      • Grocery Prices in Canada to See Only Marginal Increases in 2014
        • Table Food Price Forecast, 2014 (in percent)
    • Where Do Organic Grocery Buyers Shop?
    • The Supermarket/Grocery Store Channel
      • Table Retail Food Sales in Food & Beverage Stores, 2009-2013 (in million dollars)
      • Sobeys Stocks Certified Humane Meats
    • Food & Beverage Sales in the Mass Merchandiser Channel
      • Target's Push into Canadian Food Sector Falters
      • Walmart Driving Down the Cost of Organics … But Not in Canada
    • Natural Channel Fragmented but Strong in Canada
      • Competitor Brief: Whole Foods
    • Natural & Organic Foods & Beverages in Other Channels
      • Farmers' Markets
      • Online Grocery Sales
  • New Product Trends
    • Key Points
    • New Product Launches
      • Table New Food & Beverage Products with Natural & Organic Claims by Segment, 2013 Q1 2014 (product count)
      • Product Launches Favor Natural Over Organic
        • Table New Food & Beverage Products with Natural & Organic Claims, 2013 - Q1 2014 (by product & SKU counts)
    • Who is Introducing New Products in Canada?
    • Macro Trends in New Organic & Natural Products
      • Transparency in Ingredients
      • Stevia Over Sugar for Natural Foods & Beverages?
      • Non-GMO Interest Growing
    • Product Segment Trends
      • Snacks & Frozen Foods
      • Beverages
      • Using Natural/Organics to Improve Cereal's Outlook
      • Organic Baby Foods
      • Meats
  • Consumer Trends
    • Key Points
    • Methodology
    • Prevalence of Organic Grocery Purchasing Among Consumers
      • Not Many Consumers Are Willing to Pay More for Organic Groceries
      • Price, Lack of Faith Main Reasons for Not Buying Organic
    • Natural a More Valued Description than Organic with Consumers
    • Reasons for Buying Organic/Natural
      • Other Values that Resonate with Organic Grocery Buyers
    • Demographics of Organic Buyers
      • Table Organic Grocery Shopper Demographics, 2014 (in percent)
      • BC the Strongest Regional Demographic
      • Organic Popular with Millennials
      • Upper Middle Class a Strong Market for Organics
      • Chinese, South Asian Shoppers More Likely to Buy Organics

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