An Interactive Industry Leadership Report from
CATEGORY
CHAMPI NS
2025
Candy & Novelties
Brioche Bread
Ready-to-Drink (RTD)
Dry Packaged Dinners
Fresh & Deli
Frozen Foods
Peanut Butter
Protein Snacks
Plant-Based
Specialty Foods
Tobacco
Yogurt
TABLE OF CONTENTS
CHECK BACK FOR MORE CATEGORIES ADDED MONTHLY
PROTEIN SNACKS Captain: Jack Link's Canada
SPECIAL PROMOTIONAL FEATURE
TOBACCO Champion: Premier Manufacturing
BANANAS Champion: Chiquita
READY-TO-DRINK Captain: MolsonCoors
COLD BEVERAGES Captain: Coca-Cola Canada
THE 2026
Featuring:
SOLD
Discover the most important trends and latest data in the grocery channel by selecting any of the following key product categories below:
BRIOCHE BREAD Champion: Bakerly
THE 2025
AVOCADOS Champion: Avocados From Mexico
SPICES Champion: Simply Organic
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
Beer
Cold Beverages (NARTD)
Frozen Food
Personal Care
Bread
Canned Tomatoes
Coffee
Coffee Creamers
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
BACK TO HOME PAGE
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.”
2024
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
BRICHOE BREAD
2025 CATEGORY CHAMPIONS
CATEGORY CHAMPION
Bananas
Avocados
Spices
Market Overview (Dollar Sales):
Source: Circana L52 Wks. Ending 09-08-24, Total US Bread and Buns Brioche, Center and Perimeter Store.
CATEGORY CAPTAIN
the beer & hard beverage category Is driving trips & units while bundling baskets and providing value
DRIVE TRIPS
2/3rds
Beer & HB Trips are in C-Store
DRIVE UNITS
+5%
Unit Growth 8pp Better Than Total Store L5YR
BUILD BASKETS
Higher Basket Spend With Beer & Hard Bevs.
43%
PROVIDE VALUE
Per Unit Price Taken on Beer & HB vs. Total Store L5YR
6pp Less
THE BEER & HARD BEVERAGE CATEGORY IS RESILIENT WITH A HEALTHY OUTLOOK
2019
2020
2021
2022
+16%
+1%
+2%
+6%
Source: Circana Total US C-Store Beer and Hard Beverage Category $ Sales Annually and Forecast 2024/2025
THE BEER & HARD BEVERAGE CATEGORY IS BIG, THE #1 EDIBLE CATEGORY
Source: Circana L52 Wks. Ending 10-27-24, Total US Convenience Beer and Hard Beverages vs. Total Store by Aisle
Beer & Hard Beverages Sports/Energy Drinks Snacks Carbonated Soft Drinks Candy Water Coffee & Tea Bakery Juices Refrigerated Meals Cookies & Crackers Frozen Desserts
$26.6 B
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.
Beer & Hard Beverages
Ready to Drink (RTD)
The U.S. Brioche market continues to show promising growth in grocery, with dollar sales surging by an impressive 10% in Q3 2024 compared year over year. The Northeast leads in market share, accounting for 20% of total sales, while the South-Central region (TX, OK, AR, LA) is the fastest growing, with a +16% YoY increase in dollar sales.
Key brioche bread categories - burger buns, hot dog buns, and sliced loaves - dominate the grocery market, making up 89% of total sales. Burger buns are leading the expansion, growing by 20% YoY, further widening their gap within the category. Innovation remains key, with brands introducing seasonal flavors like Pumpkin Spice to attract shoppers looking for variety.
Despite the in-store bakery’s stronghold on the market with its authentic French brioche products made with premium quality ingredients, commercial brands in the center aisle are the fastest-growing segment with their brioche “style” offering fueling the category expansion with increased accessibility.
With demand for premium & accessible bakery options rising, brioche continues to be a staple in households nationwide, offering both indulgence and versatility.
Source: 1 – Circana L52 Wks Ending 10-27-24; Total US Convenience Beer and Hard Beverage $ Sales 2 – Circana L52 Wks Ending 10-27-24; Total US Convenience Beer and Hard Beverages vs. Total Store by Aisle 3 – Numerator L52 Wks Ending 10-20-24; Purchase Frequency (Trips) in C-Store as a % of All Channels 4 – Circana L52 Wks Ending 10-27-24; Total US Convenience & MULC Beer and Hard Beverage $ Sales 5 – Circana Total US Convenience Beer and Hard Beverage $ Sales 2019 – 2023 6 – Circana Total US Convenience Total Store and Beer and Hard Beverage Unit Sales 2019 – 2023 7 – Numerator Latest 52wks ending 8-25-2024; Spend Per Trip Beer vs. Total Store in Convenience and Gas 8 – Circana Total US Convenience Total Store and Beer and Hard Beverage Price Per Unit 2019 – 2023 9 – Circana Total US MULC Beer and Hard Beverage Category Share Change 2020 – 2024 10 – Circana Total US C-Store Beer and Hard Beverage Category $ Sales Annually and Forecast 2024/2025
The Beer and Hard Beverage category is BIG, generating over $261 billion in sales in the C-Store channel, making it the #12 edible category in the channel. In fact, two-thirds3 of all Beer and Hard Beverage trips occur in C-Stores, contributing 55%4 of the category’s off-premise sales.
The Beer and Hard Beverage category is RESILIENT, having delivered strong results over the past five years, with a +5% CAGR5 and $5.7 billion5 in absolute growth. But Beer and Hard Beverages aren’t just driving strong dollar growth; they are also supporting healthy unit trends (+9%, outpacing Total Store by 12 points)6 and larger baskets (43% larger than baskets without Beer and Hard Beverages)7. Additionally, the category has achieved these strong results while delivering value to shoppers, with price increases 6pts8 lower than the total store average.
The Beer and Hard Beverage Category is experiencing BALANCED GROWTH. It has seen volatility, including the rapid rise, fall, and stabilization of malt seltzers, the emergence of spirit-based Cocktails and Seltzers, the rise of Premiumization within Lagers, and the return to growth for Value Lagers. However, more recently, the category has stabilized, with an average segment share change of just 0.29 compared to a 1.6-point9 share change in 2020.
The Beer and Hard Beverage Category has a HEALTHY OUTLOOK, with Circana forecasting another strong year of growth, where C-Store will continue to outpace the industry!10
2026 CATEGORY CHAMPIONS
BRIOCHE BREAD
As of Q3 2024, The US market grew by 10% in grocery dollar sales compared to last year.
US Brioche Market Value
+19%
+17%
+10%
Categories
Key brioche bread categories - burger buns, hot dog buns, and sliced loaves - dominate the grocery market, making up 89% of total sales.
Brands
Despite private label’s stronghold in grocery, commercial brands are beginning to steal the spotlight as the fastest-growing segment.
+12%
Private Labels
Commercial Brands
In-Store Bakery Brands
+22%
0%
US Market – Commercial brands & in-store bakery
US Market – Categories
Burger Buns 54%
Sliced 23%
Hot Dog Buns 12%
Dinner Rolls 5%
Small Rolls 2%
Other 4%
P52W
L52W
Acocados
Highest purchase frequency among produce
Sources: 1 Insight Trends World, https://www.insighttrendsworld.com/post/insight-of-the-day-nothing-appeals-to-consumers-quite-like-bananas-survey-shows; 2 The Packer, https://www.thepacker.com/news/retail/fresh-trends-2023-banana-most-purchased-produce-item-among-consumers
Source: 1 International Fresh Produce Association, https://www.freshproduce.com/siteassets/files/reports/retail/iri/2025-february-u.s.-produce-retail-point-of-sales.pdf; 2 International Fresh Produce Association, https://www.freshproduce.com/siteassets/files/reports/retail/iri/2024-march-u.s.-produce-retail-point-of-sales.pdf
Bananas continue to dominate the produce department as America’s most-purchased fruit, maintaining their stronghold as a household staple. According to The Packer’s Fresh Trends 2023 report, 63% of consumers said they purchased bananas in the past year—more than any other fresh produce item, including apples, grapes, and potatoes. That figure climbed even higher in Fresh Trends 2024, with nearly 83% of shoppers reporting banana purchases within the past 12 months.1
While many fruit categories experience fluctuating sales, bananas stand out for their consistency. The International Fresh Produce Association reports that in February 2025, banana volumes rose +3.8% year over year, with steady dollar growth (+0.1%). Similarly, March 2024 saw gains of +2.2% in dollar sales and +1.3% in volume—an impressive feat amid broader category volatility.
Their enduring popularity stems from both value and convenience. Bananas are viewed as an affordable, accessible option that transcends income levels, while their portability and no-prep nature make them an easy grab-and-go snack. Available year-round and universally loved, bananas continue to deliver strong, stable performance for retailers—proving that sometimes the simplest fruit offers the biggest returns.
In Fresh Trends 2024, nearly 83% of U.S. consumers reported buying bananas1 – up from 63% in 20232 – making them the most purchased fresh produce item, more than potatoes, apples, tomatoes, grapes, etc.
63%
Consistent sales gains even when other fruits fluctuate
From the IFPA U.S. Produce Retail report (Feb 2025), bananas had modest dollar growth (+0.1%) but volume was up +3.8% year over year. Many fruit categories show greater volatility in either dollars or volumes.1
Affordability & Value
Bananas are often cited as an affordable fruit option; many consumers view them as good value relative to price. The fact that many buy them frequently regardless of income suggests they’re seen as a staple.1
62%
Less than $25K
$25K<$50K
$50K<$100K
58%
67%
Reported purchase based on household income*
February 2025 Fresh Fruit Volume (lbs) vs. YA
Source: 1 The Packer, https://www.thepacker.com/news/retail/fresh-trends-2023-banana-most-purchased-produce-item-among-consumers
In the Fresh Trends 2024 survey, that rose further: nearly 83% of consumers reported purchasing bananas in the past 12 months
83%
In March 2024, bananas saw +2.2% in dollar sales vs the prior year and +1.3% in pounds. Some fruits had negative or more volatile performance.2
Berries
Apples
Grapes
Mandarins
Melons
Oranges
Pineapples
Lemons
+6.9%
-0.7%
+10.2%
+3.8%
-2.1%
+6.4%
-12.8%
+11.4%
-4.9%
+6.0%
$100K+
* Annual household income
Convenience & Year-Round Availability
Bananas require no washing/slicing, come with their own peel, are portable, which enhances their appeal.1
Source: 1 Insight Trends World, https://www.insighttrendsworld.com/post/insight-of-the-day-nothing-appeals-to-consumers-quite-like-bananas-survey-shows
Source: 1 Insight Trends World, https://www.insighttrendsworld.com/post/insight-of-the-day-nothing-appeals-to- consumers-quite-like-bananas-survey-shows
Bananas are the most purchased fresh produce item in the U.S. in Fresh Trends 2023: about 63% of consumers said they bought bananas in the past year, more than potatoes, apples, tomatoes, grapes, etc.1
Source: 1 The Packer, https://www.thepacker.com/news/retail/fresh-trends-2023-banana-most-purchased-produce-item-among-consumers; 2 Insight Trends World, https://www.insighttrendsworld.com/post/insight-of-the-day-nothing-appeals-to-consumers-quite-like-bananas-survey-shows
of US consumers buy bananas
Sources: Numerator Insights Panel, Shopper Comparison and Basket Affinity 4/14/2023 – 8/11/2024. Nielsen 9/15/2024
The avocado category has become one of the most reliable engines of growth in retail, driven by a shopper base that buys with intent and spends with confidence. With household penetration at 70 percent, avocados are firmly established as a national staple.1 When avocados enter the basket, the entire trip shifts in value. Baskets surge to nearly twice their size, reaching 1.9X higher in grocery and 1.7X higher in mass.2 This level of lift positions avocados as a strategic priority for retailers focused on growing total-store performance rather than just produce.
Shoppers who buy avocados spend far more across every channel, with baskets nearly doubling in grocery and rising strongly in mass and club stores. Avocados reliably elevate total trip value and signal larger, more premium baskets.
Source: 1. Numerator Shopper Metrics, Household Penetration 7/6/24 through 6/28/25; 2. Numerator Insights Panel: Shopper Comparison & Basket Affinity: 8/14/2023 - 8/11/2024; 3 & 4. GameChanger Merchandising Test, 2024; 5. Circana W /E 11/16/2025
Space matters. Retailers that increase avocado presence on the produce floor see a 13 percent gain in unit sales3, proving that visibility converts quickly. Shoppers respond to availability and assortment, which opens the door to larger pack sizes and more frequent purchase cycles. The influence of avocados reaches far beyond produce. Their presence drives a measurable halo across key departments. Deli sales rise by 19 percent. Packaged bakery sees a 13 percent lift. Meat gains 7 percent.4 Each department benefits from the same high-value shopper who buys avocados and then builds a bigger, more premium basket around them.
Shifting shopper behavior continues to favor bags, which now account for over 30 percent of category share compared to just 23 percent in 2020.5 This growth signals rising confidence in multi-unit purchases and a desire for value and consistency.
For retailers, the opportunity is clear. Prioritize the category, expand the footprint and let the avocado shopper elevate the entire store.
Avocados Increase Spend
$40.10
$75.08
$52.14
$88.66
$104.54
$184.05
WITHOUT AVOCADOS
WITH AVOCADOS
GROCERY CHANNEL
MASS CHANNEL
CLUB STORES
1.9X HIGHER
1.7X HIGHER
1.8X HIGHER
Avocado buyers show strong pantry loading behavior across all channels, especially in e-commerce, where stock-ups dominate. Their higher share of fill up trips in club stores suggests avocados play a role in driving bigger restock missions.
Avocados & Stock Ups
30%
73.9%
20.6%
28.4%
40.1%
E-COMMERCE
49.4%
28.6%
PANTRY STOCK UPS
FILL UPS
Bagged avocados now represent more than 30% of category share, a notable increase from 23% in 2020. This shift highlights growing shopper trust in multi-unit formats and a preference for value-driven, convenient options.
Bags Are Becoming the Shopper Go-To
Sources: Circana W/E 11/16/2025
23%
2026
Bags make up more than
of category share
Household Penetration
70%
Found in most homes, avocados have reached 70% household penetration in the total U.S.
Americans Love Their Avocados
Sources: Numerator Shopper Metrics, Household Penetration 7/6/24 through 6/28/25
Source: Circana Market Advantage, MULO, VMS $ Sales, Rolling 52 weeks ending 11/02/25
More people are buying VMS as their Commitment to Health and Wellness Grows Household penetration of vitamins, minerals, and supplements (VMS) has grown in recent years, as 84% of US consumers indicate wellness is a “top” or “important” priority1 for them. Gummies are the most popular form in VMS, and driving growth of the category2. Gummies are preferred for their flavor and convenience3, and offer an easy and enjoyable way to maintain a wellness routine. Today, VMS is seen as an essential part of holistic health and wellness, with consumers planning to maintain increased spending on VMS products, which took hold beginning in 20204.
VMS $MM Sales
Total US Market – Multi-Outlet
Sources: 1. McKinsey & Company. (2025, May 29). The future of wellness trends survey 2025. Retrieved from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/future-of-wellness-trends; 2. Circana Market Advantage, MULO, 52 weeks ending 11/02/25; 3. Mass Market Retailers. (2025, October 23). Vitamin gummies lead rapid growth in U.S. supplement market. Retrieved from https://massmarketretailers.com/vitamin-gummies-lead-rapid-growth-in-u-s- supplement-market; 4. State of COVID and Its Effect on Consumer Behavior Research, September 2024. Quantitative survey among 600 vitamin, mineral, or supplement users.
Source: Circana Panel, All Outlet, VMS HHP and $/Buyer, Rolling 52 weeks ending 10/5/25
VMS Household Penetration and $/Buyer Have Grown
% HH Buying
Dollars Per Buyer
80.6
80.9
81.5
$180.24
$184.94
$189.11
Get behind the mango momentum – because 2025 is a record year for the category!1 Over the last 5 years, mango volume in the U.S. has grown 16% and dollars have grown 41%.1 Shoppers are buying more mangos, and they’re paying more for them – demonstrating the growing potential of the category.
In the 12 months ending November 2025, the U.S. sold 404 million pounds of mangos, totaling $638 million in retail sales.1 Household penetration has climbed to 40%, up five points from the previous year,2 growing as shoppers discover mangos’ versatility, value, and consistent availability.
What’s driving the rise in mango demand? It starts with flavor. The sweet, tropical taste of a mango is the #1 reason shoppers choose them.3 Ripeness is also a major purchase driver – half of shoppers are looking for mangos that are ripe and ready to eat, and ripeness is rated the #1 indicator of mango quality.3 With our customer-specific ripening programs, we’ve been able to prove that more shoppers buy more mangos when more ripe mangos are available.4
Source: 1. Circana, Total U.S. MULO+, 52 weeks ending 11/09/2025; 2. Numerator Insights, Shopper Metrics, November 2024-October 2025; 3. Mission Produce x Numerator. Mango Usage Survey. July 2025; 4. Numerator Insights. January-December 2023
Mango Shoppers Want Mangos That Are:
Source: Nielsen Answers on Demand® Total US xAOC; 52 WE 12/30/23
Source: Mission Produce x Numerator, Mango Usage Survey, July 2025
Most Shoppers – 67% – Eat Mangos Within 2 Days of Purchase
The sweet spot to merchandise mangos to those shoppers? Ripe Stages 3 & 4 – firm-ripe and ripe – delivering the flavor that keeps them coming back for more.
Spices rank #2 in organic food industry growth, soaring 350% over the past decade
Source: OTA Industry Report 2025
Source: SPINS, Seasoning Ranking Report, Category Ranking, MULO and Natural Combined, TPL & NPI , Latest 52 Weeks Ending 11/2/2025
Organic Seasonings Matter More Than Ever Over the last decade, the organic food market has grown more than 70%. This momentum is even more pronounced within the seasonings category, where organic spices have reached $705M in sales and now represent the second fastest growing segment in the organic industry. Across the total seasonings category, the organic segment is growing nearly three times faster than conventional. In bottled spices, organic is growing more than two times faster than conventional; and in extracts, organic is growing nearly five times faster than conventional. Consumers are clearly signaling their preferences, and retailers have a significant opportunity to meet that demand.
Organic matters because it supports a healthier planet and a more sustainable food system. By avoiding synthetic pesticides and fertilizers, organic farmers protect soil health, preserve nutrient-rich land, and reduce chemical runoff that pollutes waterways. These practices also strengthen biodiversity by creating thriving habitats for pollinators and wildlife.
As the movement for healthier eating escalates, consumers are choosing organic foods for many reasons, including cleaner ingredients and responsible growing practices. For retailers, the rapid acceleration of organic, especially in high interest subcategories like spices and extracts, offers a compelling way to strengthen category performance and meet evolving shopper values. Organic is not just a trend; it is a strategic investment in people, the planet, and long-term market growth.
The total organic seasonings category is growing nearly 3x faster than conventional
Organic bottled spices outpace growth of conventional spices by more than 2x
Source: SPINS, Seasoning Ranking Report, Category Ranking, MULO and Natural Combined, NPI and TPL, Latest 52 Weeks Ending 11/2/2025
Conventional Seasoning Category (TPL)
Organic baking flavors are growing nearly 5x faster than conventional
Source: SPINS, Seasoning Ranking Report, Category Ranking, MULO and Natural Combined, TPL & NPI, Latest 52 Weeks Ending 11/2/2025
Source: OTA Industry Report 2025 & SPINS, Seasoning Ranking Report, Category Ranking, MULO and Natural Combined., TPL & NPI , Latest 52 Weeks Ending 11/2/2025
Sparkling & Flavored Waters Spices Beef Beer, Cider & Flavored Malt Beverages Soft Drinks & Enhanced Drinks Spirits, Liquor & Cocktails Berries Fresh Juices/Drinks & Kombucha Condiments Pork
1 2 3 4 5 6 7 8 9 10
4,005% 350% 344% 331% 296% 229% 219% 215% 212% 208%
$165M $705M $778M $395M $703M $65M $4B $2B $605M $77M
Rank
Category
10 Yr Growth
2024 Sales
Organic Seasoning Category (NPI - Org Only Filter)
Conventional Spice & Seasoning Subcategory (TPL)
Organic Spice & Seasoning Subcategory (NPI - Org Only Filter)
6
7
8
Conventional Baking Flavors Subcategory (TPL)
12
Organic Baking Flavors Subcategory (NPI - Org Only Filter)
10
Source: SPINS, Seasoning Ranking Report, Category Ranking, MULO and Natural Combined., NPI and TPL Latest 52 Weeks Ending 11/2/2025
Source: SPINS, Seasoning Ranking Report, Category Ranking, MULO and Natural Combined., TPL & NPI, Latest 52 Weeks Ending 11/2/2025
Organic Seasonings Matter More Than Ever Over the last decade, the organic food market has grown more than 70%. This momentum is even more pronounced within the seasonings category, where organic spices have reached $705M in sales and now represent the second fastest growing segment in the organic industry. Across the total seasonings category, the organic segment is growing nearly three times faster than conventional. In bottled spices, organic is growing more than two times faster than conventional; and in extracts, organic is growing more than five times faster than conventional. Consumers are clearly signaling their preferences, and retailers have a significant opportunity to meet that demand.
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
Source: IPSOS ACT CANADA
Total Cooler/PMC incl. Seltzer (NET)
2017 16
2018 17
2019 16
2020 19
2021 22
2022 24
2023 24
19%
22%
16%
17%
24%
2017
2018
25
20
15
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
50%
40%
20%
All Other
Caesar
Penetration (% Drinkers)
Cold beverages are a key segment at Gas & Convenience. An important driver of in-store sales and shopper traffic, the broad interaction across categories and occasions is vital to helping build baskets at the channel.
Non-Alcoholic Ready-To-Drink (NARTD) Beverages are a key component to C&G success:
Cold Beverages are the 2nd largest category in C&G (after General Merch) contributing $1.2B in sales in the last 52 Weeks and providing 15% of all in-store sales.1
NARTD drives the most In-Store trips to the channel with 135.9M Trips.2
NARTD Overindexes in C&G (22.3 $ Shr3) with 3.9x the importance to Beverage dollars vs Total Scanned Sales (5.7 $ Shr1).
Purchases of NARTD Occasions at C&G heavily skew towards Meals-at-Home (Lunch/Dinner) and Relaxing/Screentime4 – capturing the majority of day parts.
11% of baskets with Alcohol contain a NARTD2 – meet all your shoppers’ beverage needs by ensuring a strong NARTD offering to complement and grow your Alcohol baskets.
Energy, Carbonated Soft Drinks, and Isotonics make up 78.5% of NARTD $ sales5 at C&G and will be instrumental to driving both dollars and units.
Sources: 1 Nielsen MarketTrack; Nat’l C&G; Total Tracked Sales; L52W to June 29, 2024; 2 Numerator; Nat’l C&G; Projected Trips; L52W to Aug 11, 2024; 3 Nielsen MarketTrack; Nat’l C&G; NARTD; L52W to June 29, 2024; 4 BEACH Occasions Dashboard Canada Small Store (excl Alc) ; Rolling 12MMT December ‘2023
Occasions
Breakfast Morning Routine Lunch / Dinner AH Lunch / Dinner AFH Snacking On the Go At Work / School AFH Working from Home Active Leisure / Exercise Home Routine Evening Routine Relaxing/Screen Time Socializing AH Socializing AFH Other
12.2%
3.0%
23.8%
1.7%
3.8%
3.6%
2.6%
10.2%
4.0%
22.4%
1.8%
0.3%
0.5%
Starting the Day
Eating
Snacking
Being Productive
Active Leisure
Routine Behaviour
Relaxing
Socializing
Other
Source: BEACH Occasions Dashboard SMALL STORE (excludes Alcoholic drinks and Tap water) • BEACH Proprietary Survey (Canada) • Rolling 12MMT December ‘2023
Themes
NARTD (All Manufacturers)
Cold Beverage Category Segments
Source: Nielsen MarketTrack; Nat’l C&G; NARTD Categories; L52W to Aug 20, 2024 vs L52W 2YA
Beverage Category Shares
Base Water
Isotonics
SS Tea
Premium Water
Energy
Soft Drinks
Sparkling Water
SS Juice
SS Coffee
Enhanced Water
Sports Nutrition
1.9
2.6
2.9
1.2
1.6
22.8
43.4
3.7
5.8
12.2
Channel Total vs. NARTD
Total Tracked Sales $ Market Share
Beverage $ Market Share
Source: Nielsen MarketTrack; Nat’l C&G; Total Tracked Sales vs NARTD; L52W to June 29, 2024
8.9
12.5
5.7
78.2
6.6
8.5
62.5
22.3
COLD BEVERAGES
NON-ALCOHOLIC READY-TO-DRINK (NARTD)
Segments & 3 Year CAGR
3 Yr. CAGR
NARTD
5.5% 6.9% 2.9% 8.0% 2.4% 5.0% -0.3% 4.7% 24.2% 10.1% -0.9% 2.7%
Cold Beverages are the 2nd largest category in C&G (after General Merch) contributing $1.2B in sales in the last 52 Weeks and providing 15% of all in-store sales1
NARTD drives the most In-Store trips to the channel with 135.9M Trips2
11% of baskets with Alcohol contain a NARTD4 – meet all your shoppers’ beverage needs by ensuring a strong NARTD offering to complement and grow your Alcohol baskets
Source: 1 Nielsen MarketTrack; Nat’l C&G; Total Tracked Sales; L52W to June 29, 2024; 2 Numerator; Nat’l C&G; Projected Trips; L52W to Aug 11, 2024; 3 Nielsen MarketTrack; Nat’l C&G; NARTD; L52W to June 29, 2024; 4 BEACH Occasions Dashboard Canada Small Store (excl Alc) ; Rolling 12MMT December ‘2023
Grocery + Mass Merch
Drug
Gen Merch + Club*
Convenience + Gas
Cold Beverage Category 3-Year CAGR
3-Yr. CAGR
NARTD Overall
