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Natural and Organic Foods and Beverages in Canada

  • September 2014
  • -
  • Packaged Facts
  • -
  • 118 pages

Sales of natural and organic foods and beverages have enjoyed strong, consistent growth over the last five years in Canada, maintaining a compound annual growth rate of 9.4% between 2009 and 2013 and reaching sales of $5,260 million. 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.

Table Of Contents

Natural and Organic Foods and Beverages in Canada
Chapter 1 Executive Summary
Scope and Methodology
Market Size and Segmentation
Table 1-1 Organic/Natural and All Retail Food/Beverage Sales in Canada, 2009-2013(in percent and million dollars)
Market Segmentation
Organic Foods and Beverages Carry a Premium Price
Opportunities for Organic and Natural Foods and Beverages
Marketers
Mergers and Acquisitions
Canada's Organic Producers
Table 1-2 Organic Operators in Canada, 2004-2011 (in number of operators)
Price, Unlevel Playing Field against “Natural” Top Concerns of Organic Marketers
Advertising and 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 and Beverage Sales in the Mass Merchandiser Channel
Natural Channel Fragmented but Strong in Canada
Natural and Organic Foods and Beverages in Other Channels
New Product Launches
Macro Trends in New Product Launches: Transparency and Non-GMO
Product Segment Trends: Snacks, Beverages, and Cereals
Consumer Trends
Many Reluctant to Pay More for Organic Groceries
Demographics of Organic Buyers
BC, Ethnic Groups, Millennials Key Growth Demographics for Organics
Chapter 2 Market Projections and Opportunities
Key Points
Scope of the Report
Definition of “Natural” and “Organic”
Methodology
Opportunities for Organic
Ethnic Markets and Retailers
Millennials
Illustration 2-1: Peanut Butter and Co's Advertisement for Dark Chocolate Dreams Natural Peanut Butter
Coffee
Baby Food
Illustration 2-2: Love Child's new power yo'rridge organic baby food combining yogurt and grains with pureed fruits.
Opportunities for Natural
Meat and Protein
Table 2-1 Percentage of Ethnic Groups Willing to Pay Premiums for Organic and Natural Meat Products, 2012 (in percent)
GMO Without Being Organic
Forecast
Table 2-2 Canadian Retail Sales of Natural and Organic Foods and Beverages, 2014-2019 (in
million dollars)
Chapter 3 Market Size and Segmentation
Key Points
Methodology for Sales Estimates
Organic/Natural Food and Beverage Market Enjoying Strong Growth
Table 3-1 Organic/Natural and All Retail Food/Beverage Sales in Canada, 2009-2013 (in percent and million dollars)
Figure 3-1 Canadian Natural and Organic Foods and Beverages Market, 2009-2014P (in million $)
Natural a Stronger Market in Canada Compared to U.S.
Figure 3-2 Natural vs. Organic Sales in Canada and the U.S., 2009-2014P (in percent)
Market Segmentation
Figure 3-3 Canadian Retail Sales of Natural and Organic Foods and Beverages by Product Segment, 2013 (in percent)
Types of Organics bought
Figure 3-4 Types of Organic Groceries Purchased (Excluding Fruits and Vegetables), 2014 (in percent)
Growth in Top Organic Packaged Goods Categories Slower Than Organic Market Average in Retail Channels
Organic Soya and Coffee lead Organic and Natural Beverage Sales
Organic and Natural Dairy Products
Table 3-2 Domestic Organic Milk Production, 2007/08-2012/13 (in hectoliters)
Organic Foods and Beverages Carry a Premium Price
Figure 3-5 Price Premium Charged for Organic Foods, 2012 (in percent)
Table 3-3 Organic Raw Milk Premium Paid by Processors by Province, 2012 (in cents per liter)
Those Buying Organics Tend to Purchase a Lot
Figure 3-6 Amount of Organic Groceries Purchased per Week, 2014 (in percent)
Figure 3-7 Comparison of Weekly Organic and All Food and Beverage Purchases, 2014 (in percent)
Imports a Significant Part of Organic and Natural Sales in Canada
Table 3-4 U.S. Tracked Organic Exports to Canada, 2011-2013 (in million $)
Chapter 4 Marketers and Advertising
Key Points
Mergers and Acquisitions
Table 4-1 Mergers and Acquisitions of Natural and Organic Food and Beverage Marketers, 2013-2014
Competitor Brief: Holy Crap Cereal (Sechelt, BC)
Competitor Brief: Liberte (St. Hubert, QC)
Illustration 4-1: Liberte's 2.5% Plain Organic Yogurt
Competitor Brief: Organic Meadow (Guelph, ON)
Competitor Brief: One Degree Organic Foods (Abbotsford, BC)
Illustration 4-2: One Degree Organic Foods' Ancient Whole Wheat Bread
Canada's Organic Producers
Figure 4-1 Certified Organic Farms by Region and Product, 2011 (in percent and number of farms)
Little Growth in Number of Domestic Organic Operators
Table 4-2 Organic Operators in Canada, 2004-2011 (in number of operators)
Advertising and Marketing Trends
Illustration 4-3: Blue Goose Pure Food's “Certified Humane” whole chicken
“Think Before You Eat - Think Canada Organic!”
Natural Claims Stronger than Organic Claims for Meats
Table 4-3 Meat Purchasing Factors (Excluding Price, Origin), 2012
Price, Unlevel Playing Field Against “Natural” Top Concerns of Organic Marketers
Figure 4-2 Market Challenges for Organic Businesses, 2012 (in percent)
Marketers Combining Organic and Natural with Free-From Claims
Table 4-4 Other Free-From Claims on New Natural and Organic Product Announcements, 2013
Illustration 4-4: Hain Celestial's Imagine Natural Creations Brand Hearty Beef Barley Soup
Organic and Natural Face Uphill Battle Against GMO Products/Ingredients
Regulations
Table 4-5 Allowable Canadian Organic Claims and Natural Definitions
Cost, Complexity Preventing Many Producers from Certifying Organic
Difficult for Organics to escape Pesticide Residues
No Plans to Regulate Natural in Canada
Chapter 5 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
Figure 5-1 Retail Food Sales in Canada by Channel, 2009 and 2013 (in percent)
Grocery Prices in Canada to See Only Marginal Increases in 2014
Table 5-1 Food Price Forecast, 2014 (in percent)
Where do Organic Grocery Buyers Shop?
Figure 5-2 Organic and Non-Organic Shopping by Channel, 2014 (in percent)
The Supermarket/Grocery Store Channel
Table 5-2 Retail Food Sales in Food and Beverage Stores, 2009-2013 (in million dollars)
Sobeys Stocks Certified Humane Meats
Food and 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 and Organic Foods and Beverages in Other Channels
Farmers' Markets
Illustration 5-1: Calgary Farmers' Market Summer 2014 Ad Campaign
Online Grocery Sales
Chapter 6 New Product Trends
Key Points
New Product Launches
Table 6-1 New Food and Beverage Products with Natural and Organic Claims by Segment, 2013 (by product count)
Product Launches Favor Natural Over Organic
Table 6-2 New Food and Beverage Products with Natural and Organic Claims, 2013 (by product and SKU counts)
Who is Introducing New Products in Canada?
Illustration 6-1: Whole Foods Market's 365 Everyday Value Classic Vanilla flavored Organic Animal Cookies
Illustration 6-2: Annie's Homegrown Organic Cinnamon Graham Cracker
Macro Trends in New Organic and Natural Products
Transparency in Ingredients
Illustration 6-3: Theo Chocolate Sea Salt 70% dark chocolate bar
Stevia over Sugar for Natural Foods and Beverages?
Illustration 6-4: Maverick Brands' line of CoCo libre coconut waters
Non-GMO Interest Growing
Illustration 6-5: Beanitos Restaurant Style White Bean chip
Product Segment Trends
Snacks and Frozen Foods
Illustration 6-6: Amy's meatless Italian sausage and mushroom Italiano Pizza
Illustration 6-7: DeeBee's SpecialTea Foods' Organic TeaPops
Illustration 6-8: Mama Chia's Chia Squeeze vitality snack
Beverages
Illustration 6-9: Aronia juice in 300 ml glass bottle by Golijska Aronia Inc
Illustration 6-10: Oviva maple water
Using Natural/Organics to Improve Cereal's Outlook
Illustration 6-11: Holy Crap breakfast cereal in a single serve cup
Illustration 6-12: Lotus Fine Foods quinoa granola cereals
Illustration 6-13: Sexcereal male and female cereal formulations
Organic Baby Foods
Illustration 6-14: Baby Gourmet's Beetberry flavor Squoosh
Illustration 6-15: Little Duck Organics Tiny Fruits
Meats
Illustration 6-16: Schneiders Country Naturals Angus Burgers
Illustration 6-17: Pillar's Simply Free Smoked Breakfast Ham
Chapter 7 Consumer Trends
Key Points
Methodology
Prevalence of Organic Grocery Purchasing Among Consumers
Figure 7-1 percentage of Certified Organic and Natural Food and Beverage Purchasers, 2014
Figure 7-2 Types of Certified Organic Groceries Purchased, 2014 (in percent)
Not Many Consumers are Willing to Pay More for Organic Groceries
Figure 7-3 Foods for which Consumers are Willing to Pay a Premium, 2014 (in percent)
Price, Lack of Faith Main Reasons for not buying organic
Figure 7-4 Reasons Shoppers do not Buy Certified Organic Groceries, 2014 (in percent)
Natural a more Valued Description than Organic with Consumers
Figure 7-5 Consumer Perceptions of Organic and “All Natural” Foods and Beverages, 2014(in percent)
Reasons for Buying Organic/Natural
Figure 7-6 Psychographics of Organic Grocery Purchasers, 2014 (in percent)
Other Values that Resonate with Organic Grocery Buyers
Figure 7-7 Food/Shopping Choices that Resonate with Organic Grocery Purchasers, 2014 (in percent)
Demographics of Organic Buyers
Table 7-1 Organic Grocery Shopper Demographics, 2014 (in percent)
BC the Strongest Regional Demographic
Figure 7-8 Certified Organic Grocery Shoppers by Region, 2014 (in percent)
Organic Popular with Millennials
Figure 7-9 Certified Organic Grocery Buyers by Age, 2014 (in percent)
Upper Middle Class a Strong Market for Organics
Figure 7-10 Certified Organic Grocery Shoppers by Income, 2014 (in percent)
Chinese, South Asian Shoppers More likely to Buy Organics
Figure 7-11 Certified Organic Grocery Shoppers by Ethnic Group, 2014 (in percent)

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