The Canadian Natural/Organic Shopper Market Report 2021
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Description
“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
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- Market context
- COVID-19: Canadian context
- What you need to know
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Executive Summary
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- 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
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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’
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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
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- 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’
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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
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Competitive Strategies
- Private label’s push into organics helps convey value
- Figure 5: Compliments Organic Banana Apple Baby Food Puree (Canada), August 2020
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- 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
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- Figure 9: PC Organics Dark Chocolate Covered Coconut Clusters (Canada), October 2020
- Figure 10: PC Organics Pure Honey (Canada), December 2019
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- 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
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- Figure 13: Robin Hood Organic All Purpose Flour (Canada), December 2020
- Figure 14: Heinz 57 Varieties Tomato Ketchup (Canada), June 2020
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- Figure 15: Honey Stinger Naturally Flavored Honey Waffle (US), February 2021
- Figure 16: Solely Whole Organic Spaghetti Squash (US), February 2021
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- Figure 17: Annie’s Homegrown Honey Bunny Grahams (US), April 2018
- Figure 18: Nature’s Promise Kids Organic Stars Fruit Snacks (US), February 2021
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- Figure 19: No Evil Foods Pit Boss Pulled ‘Pork’ BBQ (US), May 2019
- Figure 20: Greenhouse Ketolatté Almond Butter Coffee (Canada), March 2021
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- 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
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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
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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
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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
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- Figure 26: Types of food or beverages typically purchased, by living areas, February 2021
- Natural products’ popularity exceeds organic’s
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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
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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
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- 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
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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
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- 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
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- Figure 35: Select statements on natural/organic foods/drinks (% agree), by parental status, February 2021
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- 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
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Claims that Matter Most to Canadians
- Keep it ‘simple’
- Figure 37: Claims that are important when buying food, February 2021
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- 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
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- Figure 40: Claims that are important when buying food, by gender, February 2021
- Keep it ‘simple’
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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
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- 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
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Consumer qualitative research
- Correspondence analysis
- Abbreviations and terms
- Abbreviations
- Data sources
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