Canada Private Label Food and Drink Market Report 2024
Rising food costs have elevated store brands' profile, but their value extends well beyond price.
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- Key issues covered in this Report
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Executive summary
- Consumer trends: key takeaways
- Market predictions
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Consumer Insights
- Consumer fast facts
- Store brand usage
- Graph 1: purchase store brands when food and drink shopping, new Canadians vs overall, 2024
- Graph 2: percentage of foods and drinks purchased that are store brands, 2024
- Graph 3: percentage of foods and drinks purchased that are store brands, by generation, 2024
- Graph 4: percentage of foods and drinks purchased that are store brands, by financial situation, 2024
- Graph 5: percentage of foods and drinks purchased that are store brands, new Canadians vs overall, 2024
- Graph 6: change in store brand purchases vs a year ago, 2024
- Graph 7: change in store brand purchases vs a year ago, by financial situation, 2024
- Reasons for increased store brand purchases
- Graph 8: reasons for purchasing more store brand products, 2024
- Graph 9: categories in which shoppers are most willing to sacrifice on quality to save (top three), 2022
- Graph 10: reasons for purchasing more store brand products, by generation, 2024
- Reasons for unchanged or reduced store brand purchases
- Graph 11: reasons for purchasing the same or fewer store brand products, 2024
- Graph 12: reasons for purchasing the same or fewer store brand products, by generation, 2024
- Graph 13: reasons for purchasing the same or fewer store brand products, by financial situation, 2024
- Graph 14: reasons for purchasing the same or fewer store brand products, new Canadians vs overall, 2024
- Brand trust
- Graph 15: trustworthiness in quality by brand (top two box), excludes those unaware of brands, 2024
- Graph 16: trustworthiness in quality by brand (ranked by very trustworthy), 2024
- Graph 17: trustworthiness in quality by brand (top two box), by region, 2024
- Graph 18: trustworthiness in quality by brand (top box), new Canadians vs overall, 2024
- Attitudes toward quality tiers
- Graph 19: attitudes toward store brands and tiering, 2024
- Graph 20: attitudes toward store brands and tiering (any agree), by generation, 2024
- Attitudes toward store brands’ impact on purchase behaviours
- Graph 21: attitudes toward store brands’ impact on purchase behaviours, 2024
- Graph 22: more likely to shop at a grocery store if they carry a specific store brand (any agree), new Canadians vs overall, 2024
- Graph 23: attitudes toward store brands’ impact on purchase behaviours (any agree), by generation, 2024
- Attitudes toward store brands versus name brands
- Graph 24: attitudes toward store brands vs name brands, 2024
- Graph 25: attitudes toward store brands vs name brands (any agree), by generation, 2024
- Attitudes toward changes in perceptions
- Graph 26: change in perceptions of variety and quality of store brands vs name brands, 2024
- Graph 27: the variety of store brands have improved vs name brands (any agree), by generation, 2024
- Interest in innovation by category
- Graph 28: categories where consumers would you like to see a wider variety of new store brand products, 2024
- Graph 29: categories where consumers would you like to see a wider variety of new store brand products, by generation, 2024
- Graph 30: categories where consumers would you like to see a wider variety of new store brand products, new Canadians vs overall, 2024
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Competitive strategies
- Launch activity and innovation
- Graph 31: percent of food and drink launches that are private label, 2015-23
- Graph 32: percent of private label products launched by ultimate company (top 10), 2023
- Graph 33: percent of private label products launched by ultimate company (top five in 2023), 2015-23
- Graph 34: percent of private launches by category, 2023
- Graph 35: percent of private launches by category, 2023
- Graph 36: percent of private launches by category, 2023
- Graph 37: percent of private label launches by brand, 2023
- Marketing and advertising
- Opportunities
- Graph 38: loyalty program membership, 2021
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The Market
- Market drivers
- Graph 39: 12-month change in the Consumer Price Index and retail food prices, 2019-24
- Graph 40: perception of how financial situation will change over the next 12 months, 2024
- Graph 41: perception of change in financial situation versus a year or so ago, 2024
- Graph 42: inflation-related issues consumers have been affected by over the past two months, 2023-24
- Graph 43: annual immigration target, 2024-2026
- Graph 44: top places of birth of recent immigrants, 2021
- Graph 45: environmental issues of concern when buying food and drink, 2021
- Graph 46: sought after benefits from healthy/better-for-you foods, 2023
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Appendix
Rising food costs have elevated store brands’ profile, but their value extends well beyond price. Addressing different aspects of value is critical to success.
Joel Gregoire, Associate Director of Food & Drink Reports
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