Consumer interest in natural and organic foods returned to 2021 levels after softening in 2023, when rising food inflation likely dampened purchasing habits. While this is promising for the industry, there remains opportunity to strengthen the reputation of natural and organic products in Canada. By emphasizing their unique advantages and addressing perceived weaknesses, these categories can further solidify their appeal.
This report offers a detailed analysis of what resonates – and what doesn’t – with Canadian consumers regarding natural and organic foods. It also provides actionable insights for companies looking to refine their communication strategies and improve product development by keeping consumer preferences at the forefront.
In addition to broader market context, the report explores consumer behaviours and attitudes toward natural and organic products across various demographic groups. It includes data and analysis segmented by generation, parental status, and region to highlight nuanced differences in priorities, enabling businesses to craft more targeted strategies. To help inspire innovation, the report also showcases recent product launches, alongside detailed consumer feedback, offering a comprehensive view of the market landscape and opportunities for growth.
This report looks at the following areas:
- Analysis of reported purchase behaviour for natural and organic foods and beverages, including perceived changes.
- Exploration of consumers’ associations with natural, organic, and mainstream food and drink products.
- A review of the claims that encourage purchase decisions.
- A list of product categories where natural and organic claims have more and less influence.
- Examination of consumer attitudes, including general perceptions, trust levels, and barriers to adopting natural or organic foods and drinks.
- Detailed breakdown of consumer feedback by select demographics, such as generation, parental status, and region.
- Overview of natural and organic product launches within the Canadian market.
Many consumers are open to natural and organic products, but their value must be clearly communicated to effectively address perceived challenges.
Joel Gregoire, Associate Director of Food & Drink Reports
Market Definitions
For the purposes of this Report, Mintel has asked consumers about their behaviours and attitudes towards foods and drinks they perceive to be:
- Natural products (ie “All-natural” or “Made with Natural Ingredients”)
- Organic products
- Traditional/mainstream products (eg products that don’t specify natural or organic on package)
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want & why
-
THE MARKET
- Market drivers
- Food prices are (once again) on the rise
- Graph 1: annual change in CPI and retail food prices by month, 2019-25
- Concern over food and drink prices decline, even as they rise
- Graph 2: affected by food prices and stock shortages over the past two months, 2023-25
- While rising prices remain the top concern for Canadians, sustainability should not be overlooked
- Graph 3: issues Canadians are very concerned about, 2025
- Most consumers are concerned about tariffs affecting food and drink, and particularly produce
- Graph 4: tariff concerns by category (very concerned), 2025
- US trade tensions make buying Canadian products more important
- Will MAHA bolster the prospects for organic and natural food and drinks?
- The importance of natural and organic foods is comparable to other predominantly English-speaking countries
- Graph 5: most important factors when shopping for food across select countries, 2025
- Front-of-package labelling is on the way, but its impact on natural and organic product use remains to be seen
-
CONSUMER INSIGHTS
- Consumer fast facts
- Purchase behaviour and natural/organic products
- Taste and price make a winning recipe for foods and drinks
- Graph 6: most important considerations when choosing food and drinks (select up to five), 2025
- Many Canadians prefer natural over organic foods and drinks
- Graph 7: types of food and beverages typically purchased, 2025
- Organic and natural food consumers prioritize similar considerations
- Graph 8: most important considerations when choosing food and drink (select up to five), by types of food and beverages typically purchased, 2025
- Natural and organic food and drink usage rebounds as food inflation normalizes
- Graph 9: types of food and beverages typically purchased, natural and organic, 2021, 2023 and 2025
- Natural and organic food shoppers often stick to their purchasing habits
- Graph 10: change in food/beverage purchases with natural claims vs last year, 2025
- Graph 11: change in organic food/beverage purchases vs last year, 2025
- Associations with different types of food and beverages
- Organic and natural foods cater to distinct needs
- Differentiation creates unique opportunities to stand out
- Graph 12: associations with different types of food and drink products, March 2025
- Associations with organic/natural foods – takeaways
- Eliminating unwanted ingredients drives usage of organic/natural products
- Graph 13: factors that encourage consumers to purchase natural or organic foods/drinks over mainstream products (select up to three), 2025
- Eliminating unwanted ingredients drives usage of organic/natural products
- Prioritizing value is key to driving market penetration
- Graph 14: factors that most discourage consumers from purchasing natural or organic foods/drinks over mainstream products (select up to three), 2025
- Reasons for avoiding natural or organic options shift based on consumer preferences
- Graph 15: factors that most discourage consumers from purchasing natural or organic foods/drinks over mainstream products, by types of food and beverages typically purchased, 2025
- Claims and attributes that resonate
- Emphasize practical needs to make natural and organic products more relatable
- Graph 16: claims/attributes that most encourage consumers to choose certain foods over others (select up to five), 2025
- Key takeaways on claims and attributes that resonate with consumers
- Consumers of natural and organic foods are aligned in adjacent areas
- Graph 17: claims or attributes that most encourage consumers to choose certain foods over others (select up to five), by types of food and beverages typically purchased, 2025
- Attitudes toward natural/organic and purchase behaviours
- Is natural/organic branding the right fit?
- Graph 18: attitudes toward natural/organic foods and drinks and purchase behaviours, 2025
- Fresh food categories offer opportunity for the best returns when it comes to natural and organic positioning
- Graph 19: categories where natural/organic claims are most likely to influence purchases, 2025
- Purchase behaviour takeaways
- Trust in natural/organic foods and drinks
- Trust is a hurdle when it comes to organic or natural claims in packaged foods
- Graph 20: attitudes toward trust in natural/organic foods and drinks, 2025
- Opportunity exists to educate
- Takeaways on trust in natural/organic foods and drinks
- Perceptions of natural/organic foods
- Spoilage remains a common concern with natural and organic foods
- Graph 21: attitudes toward perceptions of natural/organic foods and drinks, 2025
- Boast strengths, or defend weaknesses?
- Natural/organic foods and drinks and generations
- Natural/organic foods and drinks and generations – key takeaways
- Younger generations are more likely to turn to organic foods and drinks
- Graph 22: types of food and beverages typically purchased, by generation, 2025
- Younger generations are more likely to turn to organic foods and drinks
- Gen Z is key in growing natural foods’ adoption
- Graph 23: change in food/beverage purchases with organic claims, by generation, 2025
- Graph 24: change in food/beverage purchases with natural claims, by generation, 2025
- Different factors shape Boomers’ and Gen Z’s choices in natural and organic foods
- Graph 25: factors that encourage consumers to purchase natural or organic foods/drinks over mainstream products (select up to three), by generation, 2025
- Focus on value to grow usage, regardless of generation
- Graph 26: factors that most discourage consumers from purchasing natural or organic foods/drinks over mainstream products (select up to three), by generation, 2025
- Tailor messaging to connect with younger and older generations
- Graph 27: claims/attributes that most encourage consumers to choose certain foods over others (select up to five), by generation, 2025
- Boomers prioritize produce when considering natural and organic claims
- Graph 28: categories where natural/organic claims are most likely to influence purchases, by generation 2025
- Gen Zs and Millennials are more likely to assign value to natural and organic foods
- Graph 29: attitudes toward natural/organic foods and value (any agree), by generation, 2025
- Natural/organic foods and drinks and parents
- Natural/organic foods and drinks and parents – key takeaways
- Fun, portability and ethics have a greater impact on parents’ food choices
- Graph 30: most important considerations when choosing food and drink (select up to five), by parental status, 2025
- Parents prioritize natural and organic food and beverages
- Graph 31: types of food and beverages Canadians typically purchase, by parental status, 2025
- Improving taste perceptions represents an opportunity for organic and natural foods
- Graph 32: factors that most discourage consumers from purchasing natural or organic foods/drinks over mainstream products (select up to three), by parental status, 2025
- Parents are more influenced by ethical claims
- Graph 33: claims/attributes that most encourage consumers to choose certain foods over others (select up to five), by parental status, 2025
- Parents’ preference for natural and organic food and beverages expands across more categories
- Graph 34: categories where natural/organic claims are most likely to influence purchases, by parental status, 2025
- Organic and natural claims have a stronger impact on parents’ purchasing decisions
- Graph 35: attitudes toward influence of organic/natural food and drinks (any agree), by parental status, 2025
- Natural/organic foods and drinks and regions
- Natural/organic foods and drinks and regions – key takeaways
- Convenience takes a backseat to freshness in Quebec
- Graph 36: most important considerations when choosing food and drink (select up to five), by region, 2025
- Organics resonate most with British Columbians, and less so with Quebecers
- Graph 37: types of food and beverages Canadians typically purchase, by region, 2025
- Quebecers are more likely to respond to concrete claims
- Graph 38: claims/attributes that most encourage consumers to choose certain foods over others (select up to five), by region, 2025
- Natural and organic categories vary in appeal across regions
- Graph 39: categories where natural/organic claims are most likely to influence purchases, by region, 2025
- Organics are a tougher sell with Prairie consumers
- Graph 40: attitudes toward natural/organic foods or drinks and purchase behaviours (any agree), by region, 2025
-
COMPETITIVE STRATEGIES
- Launch activity and innovation
- Natural ingredient claims are rising, while organic claims remain steady
- Graph 41: percent of food and drink product launches with natural or organic ingredient claims, 2020-24
- Natural ingredients in snacks have stronger appeal versus other categories
- Graph 42: distribution of product launches with natural ingredient claims by category (top 10), 2024
- Graph 43: distribution of product launches with organic ingredient claims by category (top 10), 2024
- Organic product launches
- The success of products depends on more than just their organic or natural appeal
- Guilt-free snacking that tastes great
- Bright colours, bigger appeal for organic snacks
- Organic desserts must deliver on indulgence
- Organic meal solutions should inspire creativity, not limit it
- Organic ingredients and components can add flair to meals and snacks
- Near endless possibilities for organic beverages
- Organic condiments and sauces help elevate meals
- Natural product launches
- Salty snacks and natural positioning can also be a natural fit
- Sweet treats can leverage natural positioning across a range of formats
- Natural positioning can elevate simple products across meal occasions
- Natural beverages that enhance
- Opportunities
- Is flavour a missing attribute in organic positioning?
- Educating consumers is foundational to growing usage of organics
- Differences between natural and organic
- Can organic be equated with simpler living and mindfulness?
- Leveraging immersive tech to communicate organics’ benefits
- Banners promoting natural food and drinks can help make the space more mainstream
- Can concerns over ultra-processed foods benefit natural and organic offerings?
- From certain perspectives, organics can be viewed as less sustainable
- Tech advances can help producers grow organic foods more efficiently
-
APPENDIX
- Market definition
- Consumer research methodology
- Correspondence analysis methodology
- Generations
- Abbreviations and terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
