Canada The Natural/Organic Shopper Market Report 2021
£ 3,695 (Excl.Tax)
Report Summary
“Natural and organic foods and drinks continue to grow in popularity. COVID-19 has bolstered the demand for natural and/or organic foods and drinks as health becomes a greater focus for many. In the years to come the natural/organic space will likely continue to expand and become more mainstream as health remains central and other considerations, such as the environment, become more prominent.”
-Joel Gregoire, Associate Director Food & Drink
Key issues covered in this Report
- The impact of COVID-19 on consumer behaviour and the natural/organic market.
- Differences in perceptions of and attitudes towards natural/organic foods and drinks.
- Perceived benefits and detriments of eating and drinking natural/organic foods and drinks.
- Who is more and less open to products in this space.
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Market context
- COVID-19: Canadian context
- What you need to know
-
Executive Summary
-
- Top takeaways
- Market overview
- Impact of COVID-19 on natural and organic foods and drinks
- Figure 1: Short, medium and long-term impact of COVID-19 on natural/organic foods/drinks, March 2021
- Opportunities
- Organic/natural food and drinks are well positioned as Canadians focus more on their health
- As safety takes centre stage, natural/organic foods help bring peace of mind
- Organics has a role as concern over climate change escalates
- Challenges
- Communicating value for money is key for natural/organics
- Many Canadians remain confused around the benefits of natural/organic products
- Smaller companies are more trustworthy for many Canadians
-
-
The Market – Key Takeaways
- COVID-19 widens the divide between the ‘haves’ and ‘have nots’
- Canadians have more information at hand, but are they more informed?
- Climate change will dominate the discussion over the next decade and beyond
- COVID-19 widens the divide between the ‘haves’ and ‘have nots’
-
Market Factors
- COVID-19 widens the divide between the ‘haves’ and ‘have nots’
- Canadians have more information at hand, but are they more informed?
- Climate change will dominate the discussion over the next decade and beyond
- Figure 2: Sources of greenhouse gas emissions in Canada, 2018
-
- Figure 3: Maple Leaf Foods is Carbon Neutral Now, November 2019
- Figure 4: Not Just Little Things, February 2020
- COVID-19 widens the divide between the ‘haves’ and ‘have nots’
-
Companies and Brands – Key Takeaways
- Natural/organic foods is an alternative to plant-based foods
- 2020 saw significant growth in natural and organic food and drink launches
- Private label’s push into organics helps convey value
- Natural/organic foods is an alternative to plant-based foods
-
Competitive Strategies
- Private label’s push into organics helps convey value
- Figure 5: Compliments Organic Banana Apple Baby Food Puree (Canada), August 2020
-
- Figure 6: Compliments Organic 100% Pure Amber Maple Syrup (Canada), November 2020
- Figure 7: Great Value Organic Free Range Large Size Brown Eggs (Canada), August 2020
- Figure 8: Great Value Organic Rotini Pasta (Canada), August 2020
-
- Figure 9: PC Organics Dark Chocolate Covered Coconut Clusters (Canada), October 2020
- Figure 10: PC Organics Pure Honey (Canada), December 2019
-
- Figure 11: PC Organics Ground Turmeric (Canada), January 2020
- 2020 saw significant growth in natural and organic food and drink product launches
- Figure 12: Maple Leaf Natural Sliced Turkey (Canada), January 2021
-
- Figure 13: Robin Hood Organic All Purpose Flour (Canada), December 2020
- Figure 14: Heinz 57 Varieties Tomato Ketchup (Canada), June 2020
-
- Figure 15: Honey Stinger Naturally Flavored Honey Waffle (US), February 2021
- Figure 16: Solely Whole Organic Spaghetti Squash (US), February 2021
-
- Figure 17: Annie’s Homegrown Honey Bunny Grahams (US), April 2018
- Figure 18: Nature’s Promise Kids Organic Stars Fruit Snacks (US), February 2021
-
- Figure 19: No Evil Foods Pit Boss Pulled ‘Pork’ BBQ (US), May 2019
- Figure 20: Greenhouse Ketolatté Almond Butter Coffee (Canada), March 2021
-
- Figure 21: Let There Be Hemp Original Grain-Free Hemp Chips (US), February 2021
- Sobeys’ acquisition of Farm Boy is a big bet on ‘natural’
- Figure 22: Farm Boy. It’s All About the Food., August 2020
- Private label’s push into organics helps convey value
-
Market Opportunities
- Natural/organic foods are an alternative to plant-based foods
- Figure 23: Correspondence analysis – Description of natural/organic, February 2018
- The pandemic incentivizes healthier (safer) living
- Organic is a means to promote ethics and the environment
- Natural/organic foods are an alternative to plant-based foods
-
The Consumer – Key Takeaways
- Natural products’ popularity exceeds organic’s
- Natural and organic foods’ popularity grows during COVID-19
- Supermarkets are where most Canadians shop for natural/organic products
- Health and the environment are central to the value of natural/organic products
- Keep it simple!
- Not all perceptions of natural/organic foods are positive
- Natural products’ popularity exceeds organic’s
-
Natural/Organic Purchase Behaviours
- Natural products’ popularity exceeds organic’s
- Figure 24: Types of food or beverages typically purchased, February 2021
- Demographics’ influence on usage can inform more effective targeting
- Figure 25: Types of food or beverages typically purchased, 18-44s vs over-45s, February 2021
-
- Figure 26: Types of food or beverages typically purchased, by living areas, February 2021
- Natural products’ popularity exceeds organic’s
-
Change in Shopping Behaviours during COVID-19
- Organic and natural foods’ popularity grows during COVID-19
- Figure 27: Share of consumers purchasing more versus less organic/natural products compared to before COVID-19, February 2021
- Young adults and parents drive natural and organic’s growth
- Figure 28: Share of consumers purchasing more organic/natural products compared to before COVID-19, 18-44s vs over-45s, February 2021
- Organic and natural foods’ popularity grows during COVID-19
-
Where Consumers Shop for Natural/Organic Products
- Organic and natural claims can help promote trial
- Figure 29: Share of consumers who are shopping at fewer stores to find what they need compared to before COVID-19, by age and gender, February 2021
- Supermarkets are where most Canadians shop for natural/organic products
- Figure 30: Where natural or organic foods/beverages are typically purchased, February 2021
-
- Figure 31: Where natural or organic foods/beverages are typically purchased, 18-44s vs over-45s, February 2021
- Organic and natural claims can help promote trial
-
Associations Made with Natural/Organic Products
- Health and the environment are central to the value of natural/organic products
- Figure 32: Statements on natural/organic foods/drinks (% agree), February 2021
-
- Figure 33: Natural/organic foods are worth paying more for (% agree), consumers of organic foods/drinks vs consumers of natural foods/drinks vs overall, February 2021
- Age influences perceptions towards natural/organic products
- Figure 34: Statements on natural/organic foods/drinks (% agree), by age, February 2021
-
- Figure 35: Select statements on natural/organic foods/drinks (% agree), by parental status, February 2021
-
- Figure 36: Natural/organic foods/drinks are a gimmick (% agree), Prairie Provinces vs overall, February 2021
- Health and the environment are central to the value of natural/organic products
-
Claims that Matter Most to Canadians
- Keep it ‘simple’
- Figure 37: Claims that are important when buying food, February 2021
-
- Figure 38: Claims that are important when buying food, consumers of organic foods/drinks vs consumers of natural foods/drinks vs overall, February 2021
- Younger and older shoppers have some different priorities
- Figure 39: Claims that are important when buying food, by age, February 2021
-
- Figure 40: Claims that are important when buying food, by gender, February 2021
- Keep it ‘simple’
-
Attitudes towards Natural/Organic Foods and Drinks
- COVID-19 has influenced shoppers to buy more organic/natural products
- Figure 41: “COVID-19 has influenced me to buy more organic/natural foods as I’m trying to eat healthier” (% agree), 18-44s vs over-45s, February 2021
- Not all perceptions of natural/organic foods are positive
- Figure 42: Attitudes towards natural/organic foods, February 2021
-
- Figure 43: Categories in which consumers are more likely to purchase organic and natural products, January 2018
- Smaller companies get more credit on trust and authenticity
- Figure 44: “I have more trust in the authenticity of natural/organic foods from small companies than large companies” (% agree), by age, February 2021
- COVID-19 has influenced shoppers to buy more organic/natural products
-
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Consumer qualitative research
- Correspondence analysis
- Abbreviations and terms
- Abbreviations
- Data sources
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Trusted by companies. Big and small.
