An Interactive Industry Leadership Report from
CATEGORY
CAPTAINS
2024
Bread
Canned Tomatoes
Coffee
Dry Packaged Dinners
Fresh & Deli
Frozen Foods
Peanut Butter
Protein Snacks
Plant-Based
Specialty Foods
Culinary Salt
Yogurt
A Canadian Grocer exclusive, click below to find data and insights that identify trends and growth opportunities in these categories:
TABLE OF CONTENTS
CULINARY SALT Captain: Windsor Salt
FRESH & DELI Captain: Tree of Life
PROTEIN SNACKS Captain: Jack Link's Canada
SPECIALTY FOODS Captain: Tree of Life
CHECK BACK FOR MORE CATEGORIES ADDED MONTHLY
SPECIAL PROMOTIONAL FEATURE
Established Items
Culinary Salt is a well-established staple category in Canada, reporting $59MM in annual sales. The category reported some decline during the pandemic, but recovered fully in 2023, showing +14% growth vs. the previous year.
Specialty/Global
Frozen Food
Personal Care
CULINARY SALT
2024 CATEGORY CAPTAINS
KEY CATEGORY INFORMATION
There are seven main segments in the Culinary Salt Category with Sea Salt, Table Salt and Pink Salt being the main segments, representing over 75% of the total market share.
Sea Salt (+5.4%) and Pink Salt (+2%) are the fastest-growing segments, reflecting rising consumer interest in natural and unprocessed food products along with awareness of the benefits of Sea/Pink Salt.
On average, Canadian consumers purchase two different types of Culinary Salt per year.
Culinary Salt Market Size, $ Sales
Types of Culinary Salt Purchased in Previous 12 Months/Most
$ Share and Variation by Salt Segment
TABLE SEA PINK KOSHER SEASONINGS PICKLING SUBSTITUTEs OTHER
Table Sea Pink Kosher Pickling Seasoned Salt Salt Substitute
$50 MM
$55 MM
$51 MM
$59 MM
2019
2020
2021
2022
2023
+10%
-7%
+0.5%
+14%
63%
46%
34%
16%
10%
42%
9%
On average, consumers have purchased
types of culinary salt in the Previous 12 Months
2.0
23.5% 35.6% 16.1% 8.3% 10.5% 3.0% 1.8% 1.2%
Sales $ Share by Segment
Source: Culinary Salt U & A Study, 2024 Q10. Which of the following types of culinary salts did you buy for your household in the past 12 months? Base: Gen Pop (n=2481)
35.6%
23.5%
16.1%
8.3%
10.5%
3.0%
1.8%
1.2%
Sea
TABLE
Pink
Kosher
Seasonings
Pickling
Substitutes
Other
2024 CATEGORY CAPTAIN
CATEGORY DATA
Sales $ Share By Segment
$ Share and variation by salt segment
BACK TO HOME PAGE
Source: Culinary Salt U & A Study, 2024
Year-Over-Year Growth
Source:
1
2
3
NEXT TO FRESH & DELI
Source: NielsenIQ, NAT GB+DR+MM, latest period ending May 18, 2024
Source : NielsenIQ, NAT GB+DR+MM, latest period ending May 18, 2024
Sources: 1 Caddle Cheese Shopping Insights, March 2023; 2 NielsenIQ, All Channels, Natl L52W period ending Dec 30, 2023; 3 Mintel Canada, Cheese, 2022
Canadians take their cheese seriously, with 86% saying that cheese is a planned purchase.1 Packaged cheese is by the far the largest segment within the category, representing a 60% dollar share or $3B and growing at +5%.2 Most consumers are making their cheese purchases at grocery stores – with an even split between channels: 48% of consumers buy at conventional grocery and 47% buy at discount. Within the grocery store, most consumers are purchasing from the dairy section, however 1/3 are also purchasing from the deli counter and another 1/3 are purchasing from dedicated cheese counters.3
Coffee Creamers
FRESH & DELI
Expanded occasions – the versatility of cheese will be its winning factor. The vast array of domestic and imported varieties fulfills all need-states and occasions.
Cheese has not been immune to ongoing pricing concerns, but the pièce de resistance of this category is its flexibility between nourishment and indulgence.
Source: NielsenIQ, All Channels, Natl L52W period ending Dec 30, 2023
Familiar flavours – flavoured cheeses are an important segment to the category, but consumers will reach for familiar before unique flavour innovation. Familiarity is a safe buying strategy, especially for specialty cheeses.
Variety for occasion – cheddar continues to hold a large share of our fridge deli drawers, but curious consumers are open to trying different varieties. Domestic artisanal brands are showcasing stellar cheeses. Meanwhile, access to imported cheese varieties from abroad allows for global exploration.
Base: 1,901 internet users who eat cheese Source: Kantar Profiles/Mintel April, 2022
Dairy section of grocery stores (i.e. where cheese is pre-packaged)
Deli counters in grocery stores
Dedicated cheese counters in grocery stores (i.e. sells artisanal cheese)
Where Cheese Is Typically Purchased
Cheese Ticks the Boxes on Both Nourishment and Indulgence
Cheese makes meals/snacks more nourishing
Cheese makes for an indulgent treat
% agree
As a category, one of cheese's biggest advantages is it meets a variety of needs. The vast majority of Canadians view cheese as being both a nourishing and indulgent option when deciding what to eat. As the category looks to grow in a heavily penetrated market, increasing frequency offers more opportunity. In this respect, cheese's versatility is its biggest asset.
NATURAL CHEESE - EXACT WEIGHT NATURAL CHEESE - EXACT WEIGHT DELI CREAM CHEESE - EXACT WEIGHT NATURAL CHEESE - RANDOM WEIGHT PROCESSED CHEESE SLICES COTTAGE CHEESE GRATED CHEESE PRODUCTS
3,073,162.1 909,617.7 353,842.6 249,813.7 248,764.4 144,349.6 100,667.7
+5% +6% +9% -7% +6% +18% -5%
433,464.0 107,491.0 74,454.3 7,187.5 49,873.1 28,905.9 10,524.7
+1% -1% 0% -9% +1% +9% -10%
Cheese Performance in Canada
$ (000)
$ Change vs YA
Units (000)
Unit Chg vs YA
90% agree
83% agree
Source: Mintel Canada, Cheese, 2022
NEXT TO PROTEIN SNACKS
BACK TO CULINARY SALT
Sources: 1 Mintel, Future of Animal Proteins, 2024; 2 Canadian Grocer GroceryIQ Study, 2024; 3 Mintel, Snacking Motivations, 2024
Within the Protein Snack category, meat snacks have continued to demonstrate consistent year-over-year growth in Canada, fueled by consumers' desire to ensure they are getting enough protein in their diet.
PROTEIN SNACKS
Meat Snacks encompass more than just Beef Jerky. Although Jerky represents over 60% of the category, we continue to innovate to provide a variety of protein types, flavours and formats (meat sticks, tender bites, steaks & combos) to meet all consumer and shopper preferences.
Canadians are turning to snacks with protein in their quest for healthier food options.
46% of Canadian consumers agree they can't get enough protein without eating animal meat.1
Consumers are increasing their snacking, with 22% snacking 3+ times a day, and 63% at least somewhat agree that a few snacks can be more satisfying than a meal.3
Trends in product innovation, coupled with consumers’ focus on prioritizing nutritional snacking, will continue to fuel the growth of Meat Snacks in Canada.
Total Meat Snacks – Trended Dollar Sales
$213 MM
$221 MM
$231 MM
$250 MM
2026*
Source: NielsenIQ. National Grocery, Drug & Mass Merchandise + Convenience WCGM. L52W period ending May 18, 2024 * Projected Sales
Although consumers face mounting expenses, they prioritize categories offering potential long-term health benefits.
Protein is considered the most important nutrient, and most Canadians think of meat as the main source of protein.
Canadians are turning to snacks with protein in their quest for healthier food options.1
Meat Snack Segments and Formats
Jerky & Nuggets
Meat Sticks
Meat & Cheese Combos
Steaks & Bars
26%
64%
6%
4%
Source: 1 SimplyProtein/Maru Public Opinion online panel survey, February 8, 2023
Source: NielsenIQ. National Grocery, Drug & Mass Merchandise + Convenience WCGM. L52W period ending May 18, 2024
NEXT TO SPECIALTY FOODS
BACK TO FRESH & DELI
Nearly 1 in 4 health conscious grocery store shoppers indicated that they are interested in the protein content of the foods they purchase.2
Meat Snacks Continue to Attract New Shoppers
Meat Snacks attracted +200,000 additional Canadian households to purchase the category in 2023.
Shoppers are spending more and putting Meat Snacks in their basket more often.
More Buyers
More $ Per Buyer
More Trips Per Buyer
3.4 Milliion Households
+200,000
Source: Nielsen Homescan. Market Summary. 52 weeks to Feb. 2024. Total Outlets. Total Meat Snacks
Meat Snacks attracted +200,000 additional Canadian households to purchase the category in 2023. Shoppers are spending more and putting Meat Snacks in their basket more often.
3.4 Million Households
SPECIALTY FOODS
Sources: 1 Stats Can; 2 Nielsen IQ Item Ranking – Oriental Sauces Plus Cooking & Baking Sauces, National excl NFLD GB+DR+MM, L52W period ending Sept 2, 2023; 3 Mintel – Internationally Inspired Foods, Canada, 2023
Source: Mintel – Internationally Inspired Foods, Canada, 2023
The Asian cooking and baking sauces segment in Canada experienced a 12% increase in sales, reflecting the growing preference for home cooking.2 Chinese cuisine is favoured, followed by Mediterranean and Latin American/Mexican dishes. African cuisine piques the interest of 45% of Canadians, followed by Korean and Caribbean flavours.3
Chinese Mediterranean Latin Am./Mexican Western European Eastern European Japanese Indian/South Asian Southeast Asian Middle Eastern Caribbean Korean African
Canada: Consumption and Interest in International Foods, 2023
Canada's shifting demographics, fueled by immigration and global connectivity, is propelling its culinary world into a vibrant tapestry of flavours. Almost 40% of new immigrants hail from Asian countries like India, the Philippines, and China, enriching Canada's food culture.1 While Canadians are increasingly embracing international cuisines for diverse experiences, new immigrants often seek comfort in dishes reflecting their cultural heritage.
Grocery stores can diversify their offerings by introducing meal kits, and frozen or fresh prepared meals, encouraging customers to explore new flavours. Fusion dishes are a welcoming gateway to international cuisine for those seeing new culinary experiences. With these trends, Canada's food landscape is set for ongoing expansion and evolution.
Source: Nielsen IQ Item Ranking – Oriental Sauces Plus Baking & Cooking Sauces, National excl NFLD GB+DR+MM, L52W period ending Sept 2, 2023
Canada: International Foods Canadians Have Not Eaten But Are Interested in Trying, 2023
Canada: Areas of Interest in International Foods, 2023
Market Size, Dollar Growth and Unit Sales
African Korean Caribbean Southeast Asian Eastern European Middle Eastern Western European Indian/South Asian Japanese Latin American/Mexican Mediterranean Chinese
Fusion dishes inspired by a mix of differnt regions
Seasoning kits inspired by a mix of differnt regions
Salty snacks seasoned with internationally inspired...
Desserts infused with internationally inspired...
Beverages
Heatable prepared foods inspired by international foods
International/internationally inspired meal kits
90.0
82.7
81.7
76.7
72.7
69.3
67.8
67.6
65.8
58.3
48.1
25.2
6.5
11.1
11.6
17.1
18.3
14.7
16.7
18.8
17.2
26.8
30.7
45.1
4.5
6.2
6.7
9.0
16.0
15.5
13.6
17.0
14.9
21.2
29.7
percent of customers
45
31
27
19
18
17
15
12
11
6
43
41
38
32
ORIENTAL SAUCES PLUS BAKING & COOKING SAUCEs
Dollar Sales
$231,827,243
+12%
59,301,806
59,936,863
Have eaten
Have not eaten, but interested in trying
Have not eaten, not interested in trying
90
83
82
77
73
69
68
66
58
48
25
4
7
9
16
14
21
30
Unit Sales
-1%
$207,449,931
BACK TO PROTEIN SNACKS
