An Interactive Industry Leadership Report from
CATEGORY
CAPTAINS
2024
Candy & Novelties
Beer
Ready-to-Drink (RTD)
Dry Packaged Dinners
Fresh & Deli
Frozen Foods
Peanut Butter
Protein Snacks
Plant-Based
Specialty Foods
Coffee Creamers
Yogurt
TABLE OF CONTENTS
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PROTEIN SNACKS Captain: Jack Link's Canada
SPECIAL PROMOTIONAL FEATURE
CANDY & NOVELTIES Captain: Regal Confections
BEER Captain: MolsonCoors
READY-TO-DRINK Captain: MolsonCoors
Established Items
PROTEIN SNACKS
2024 CATEGORY CAPTAINS
KEY CATEGORY INFORMATION
CATEGORY DATA
Sources: 1 SimplyProtein/Maru Public Opinion online panel survey, February 8, 2023; 2 Mintel, Future of Animal Proteins, 2024; 3 Canadian Grocer GroceryIQ Study, 2024; 4 Nielsen MarketTrack. National C&G. 52 weeks to Feb. 2024. Total Meat Snacks
Source: 4 SimplyProtein/Maru Public Opinion online panel survey, February 8, 2023; 5 Convenience News article, Shifting Consumer Behaviour, May 2024
2024 CATEGORY CAPTAIN
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.
Meat Snacks encompass more than just Beef Jerky. There are many varieties of protein snacks available in the market today that offer choice in protein type, flavour, and format (jerky; meat sticks; tender bites; steaks; and more).
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.4
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.2
At the same time, there continue to be additional varieties of protein snacks available in the market today that offer shoppers choice in protein type, flavour, and format (jerky; meat sticks; tender bites; steaks; and more).
Trends in product innovation, coupled with consumers’ focus on prioritizing nutritional snacking, will continue to fuel the growth of Meat Snacks in Canada.
Meat Snacks Continue to Attract New Shoppers
More Buyers
Source: Nielsen Homescan. Market Summary. 52 weeks to Feb. 2024. Total Outlets. Total Meat Snacks
Frozen Food
Personal Care
Bread
Canned Tomatoes
Coffee
1
2
The Jerky segment delivers more that 50% of category share, making it a critical lever for driving basket size and profit growth.4
Canadians are turning to snacks with protein in their quest for healthier food options.1
When considering snacks at the store, most consumers cite protein as the most important nutritional attribute they seek.5
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.
Meat Snack Segments – Jerky is a Critical Lever in the Category
Jerky & Nuggets
With >50% of category sales volume, growth of Jerky + Nuggets formats is critical to success of the category.
Jerky items have a higher ring resulting in increased basket sizes and increased dollar profit.
Jerky is the anchor of the Meat Snacks section. Retailers must win with Jerky, while leveraging growth and breadth of consumer reach that the additional protein formats and flavours provide.
51%
11%
7%
Meat Sticks
31%
Meat & Cheese Combos
Steaks & Bars
Source: Nielsen MarketTrack. National C&G. 52 weeks to Feb. 2024. Total Meat Snacks
More $ Per Buyer
More Trips Per Buyer
3.4 Million Households
+200,000
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Nearly 1 in 4 health conscious grocery store shoppers indicated that they are interested in the protein content of the foods they purchase.3
CANDY & NOVELTY ITEMS
Source: Convenience Store News Canada - C-StoreIQ 2024
Canadians are increasingly seeking moments of indulgence and excitement in their daily lives, turning to Candy and Novelty Candy items as a source of joy and comfort.
A Growing Trend: Over One Third of Canada Convenience Store Shoppers Bought Candy in the Previous Month
As consumer preferences evolve, the demand for unique and innovative candy products is on the rise.
In 2024, 35% of Canada convenience store shoppers purchased candy in the previous month, a significant increase vs. 2023 (32%).
Vast Majority of Canada shoppers Buy candy or gum
Yes
90% of Canada shoppers report purchasing a candy or gum product in a typical month.
90%
10%
2023
A significant portion of Canadian consumers regularly purchase Candy and Novelty items, viewing them as essential treats for themselves or as gifts. This trend highlights the growing importance of the Candy and Novelty category in driving impulse sales and profit growth in the convenience and retail sectors.
The market continues to expand, offering consumers a wide variety of choices in flavour, format, and experience (gummies, sour candies, novelty items, and more). Product innovation, combined with the desire for both nostalgia and new experiences, will continue to fuel the growth of the Candy and Novelty sectors in Canada.
The Candy/Novelty category thrives on variety, offering consumers a wide range of options from classic candies to innovative novelty items that cater to different tastes and occasions.
Products that blend nostalgic flavours with contemporary twists are resonating well with consumers, creating a balance between comfort and excitement. Candy and Novelty items are often purchased as small indulgences, making them a key driver of impulse buys and incremental sales.
Convenience shoppers seek out new candy and chocolate
Almost 1 in 5 (18%) of convenience store shoppers specifically seek out new candy and chocolate when considering new products to purchase.
Why Canada Convenience Shoppers Make Impulse Purchases
The #1 reason Canada convenience shoppers cite for a recent impulse purchase is “to treat myself”; 42% made an unplanned purchase for this reason vs. 27% that made an unplanned purchase because it was “on sale.”
32%
35%
No
42%
27%
Top Reasons for Impulse Purchases at Convenience Stores
Treat Myself
On Sale
Total Sales in Candy & Gum
Total NCC* sales in the C&G channel last 52 weeks (ending May 18, 2024) was $160M.
$160,000,000
3
4
5
Source: Convenience Store News Canada - C-StoreIQ 2024.
Sources: Convenience Store News Canada - C-StoreIQ 2024; NeilsonIQ, week ending May 18, 2024.
*NCC: Non Chocolate Confections include bagged candy, novelty, pops, pressed candy, fruit chews and edible entertainment products
BEER
While Beer has been accessible in other provinces for years, Beer is officially here in convenience stores in Ontario, starting September 5, 2024.
Beer has the highest penetration in Total Beverage Alcohol
Ready to Drink (RTD)
Above Premium Beers Trending Upwards
SEGMENT SHARE OF MARKET - TOTAL BEER - NATIONAL
Source: BAC Beer Canada Market Share Data (Beer only), January 2019 - June 2024
Source: IPSOS ACT CANADA
Canadians are seeking for a healthier lifestyle. In the Beer category, total beer volume has declined year over year, however the category has seen a surge in lighter options. The Above Premium segment continues to grow, lead by shoppers searching for these alternatives. In total beverage alcohol, beer remains the highest household penetration rate amongst cider, coolers, wine, and spirits. Along with penetration rate, Beer in 2024 has on average the highest servings per drinker.
Shoppers stopping into convenience stores to purchase beer typically also buy cigarettes, chips, soft drinks, and energy drinks. Beer becomes a destination for convenience stores, with each basket per trip including beer is 20% higher than the average convenience store without beer.
Craft Beer
2019
2020
2021
2022
50%
40%
30%
20%
0%
41%
38%
37%
22%
24%
25%
26%
23%
21%
13%
12%
14%
Value Beer
Premium Beer
Above Premium Beer
Total Beverage Alcohol Beer Cider Total Cooler/PMC incl. Selzter (NET) Wine (NET) Spirits (NET)
2017 100% 68% 11% 16% 65% 51%
2018 100% 70% 11% 17% 65% 55%
2019 100% 67% 11% 16% 63% 53%
2020 100% 65% 11% 19% 62% 53%
2021 100% 63% 11% 22% 62% 53%
2022 100% 66% 9% 24% 61% 53%
2023 100% 65% 11% 24% 58% 53%
2018
68%
2017
70%
67%
65%
63%
66%
Beer Penetration
Beer has the highest servings per drinker Total Beverage Alcohol
Average Servings
Total Beverage Alcohol Beer Cider Total Cooler/PMC incl. Seltzer (NET) Wine (NET) Spirits (NET)
2017 22.4 14.3 3.6 4.3 10.8 8.9
2018 23.7 14.5 3.6 4.6 11.2 9.1
2019 21.5 12.9 3.6 4.8 11.3 8.7
2020 22.0 13.2 4.0 5.4 11.6 8.9
2021 21.6 13.0 3.9 5.6 11.3 8.9
2022 21.7 13.3 3.8 5.5 11.0 8.6
2023 21.1 14.0 3.2 4.8 10.8 7.8
13.2
13.0
14.3
14.5
12.9
14.0
13.3
15
14
13
12
beer is declining in volume, but premiumizing
READY-TO-DRINK (RTD)
The RTD category continues to grow in volume year over year. Similar to Beer, more and more Canadians are seeking for healthier options, turning to Ready-To-Drink beverages. Now that the RTD segment has existed for a few years, Seltzers/Soda make up 38% of the RTD category, with coolers, Iced Teas, Cocktails, Caesars, and all others, making up the rest of the category.
Seltzers comprise the greatest proportion of RTDs, but have declined recently in proportion of total, while Cocktails and Iced Teas have increased their proportion of RTDs
Total RTD volume is growing
Volume In HL
Source: ACD (Association of Canadian Distillers), Beer Canada Market Share Data, Provincial Point-of Sale Data Sources
While Seltzers/Soda comprise the greatest proportion of RTDs, it has recently declined slightly in proportion of the total, while Cocktails and Iced Teas are increasing their proportion of RTDs. The category has also seen 8% growth in household penetration from 2019 to 2024 from 16% to 24%.
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
500,000
RTD penetration has seen growth since 2019
RTD Penetration
Total Cooler/PMC incl. Seltzer (NET)
2017 16
2018 17
2019 16
2020 19
2021 22
2022 24
2023 24
19%
16%
17%
25
20
10
1,500,000
2,186,943
2,991,728
3,613,546
3,559,334
3,613,637
CAGR 2019 to 2023:
CAGR 2020 to 2023:
+13.4%
+6.5%
% of Total RTD
Cocktail (without Seltzer/Soda)
Iced Tea
Seltzer/Soda
Cooler
All Other
Caesar
Penetration (% Drinkers)
