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Customized report service – Canadian maple syrup

February 2020

Summary

In 2018, Canada exported Can$405.6 million worth of maple syrup around the world, with Can$353.7 million going to five main partners. Between January and July 2019, world exports of Canadian maple syrup had already reached Can$240.4 million, of which Can$209.6 million went to five main markets.

Canada exported Can$250.5 million worth of maple syrup to the United States in 2018, with the top five US destinations accounting for Can$131.8 million of that amount. By July 2019, Canadian maple syrup exports to the US had already reached Can$149.6 million, which bodes well for the rest of the year.

Between 2014 and 2018, 1,309 new products containing maple syrup were launched in the top five export markets for Canadian maple syrup, 732 of them in the United States (US).

Among the top five export markets for Canadian maple syrup, the largest number of new products containing maple syrup were launched in the bakery products category (247) between 2014 and 2018. In the US, the largest number of new products containing maple syrup were launched in the breakfast cereal category (146) during the same period.

The destination country for Canadian exports where the largest number of new products containing maple syrup between 2014 and 2018 were launched was the United States. A total of 511 products were launched in the New Variety / Range Extension category.

In the US, 305 new products containing maple syrup were launched at a price ranging from US$0.66 to US$4.65, while 261 new products with the same ingredient profile were launched at a price ranging from US$4.66 to US$8.6 between 2014 and 2018.

Between 2014 and 2018, the top five distribution channels in the top five export markets for Canadian maple syrup were supermarkets, health food / organic food stores, supermarkets/hypermarkets, online/mail orders and neighbourhood businesses. During this period, the US launched a total of 505 new products containing maple syrup in supermarkets and health food / organic food stores.

The "low/no/reduced allergens" claim was the most sought after among the new products containing maple syrup launched in the top five export markets for Canadian maple syrup: a total of 508 claims were identified. The "gluten free" claim came in second place, with 472 claims between 2014 and 2018. In the US, these claims accounted for 745 of the 980 marketing claims between 2014 and 2018.

Of the 732 new products containing maple syrup launched in the US between 2014 and 2018, 100 were launched by the 10 biggest brands: Trader Joe's, Hail Merry and Brown Cow launched 15, 12 and 11 new products, respectively, over the four-year period (2014 to 2018).

Canadian exports to the world

Total Canadian maple syrup exports increased from 6.4% between 2017 and 2018, with a value of Can$405.6 million. The US was the main destination for these exports in 2018, accounting for Can$250.5 million, while Germany, Japan, the United Kingdom and Australia bought Can$103.2 million worth, bringing total Canadian maple syrup exports to the top five countries to Can$335.1 million in 2018.

In 2019, total Canadian maple syrup exports between January and July were worth Can$240.4 million, with the top five markets accounting for Can$209.6 million of that amount.

Canadian maple syrup markets - top five countries (in $ million)
Canadian dollars 2014 2015 2016 2017 2018 2019 (July)
United States 195.7 229.2 236.3 236.1 250.5 149.6
Germany 25.9 31.0 40.0 40.7 44.9 25.3
Japan 29.6 26.3 25.8 22.9 22.2 13.0
United Kingdom 12.3 16.2 16.6 17.7 18.6 11.4
Australia 10.0 12.1 15.6 17.6 17.5 10.3
Total of top 5 countries 273.5 314.8 334.3 335.1 353.7 209.6
Total 309.6 359.5 381.4 381.3 405.6 240.4

Source: Statistics Canada - Prepared by Agriculture and Agri-Food Canada, Global Analysis

Note: A detailed breakdown and product list can be found in Appendix A.

Canadian exports to the United States

Canadian maple syrup exports to the top five American states were worth Can$131.8 million in 2018, accounting for 52.2% of all the Canadian maple syrup exported to the US.

Between January and July 2019, the top five states accounted for 54.8% of all Canadian maple syrup exports to the US, while total Canadian maple syrup exports to the US were valued at Can$149.6 million during that period.

Canadian maple syrup exports - top five US states (in $ million)
Canadian dollars 2014 2015 2016 2017 2018 2019 (July)
California 32.6 38.1 40.8 39.1 39.5 24.6
Vermont 37.5 41.4 37.1 30.1 35.9 24.8
Indiana 15.7 17.5 17.1 24.8 20.6 11.5
New Hampshire 14.7 16.5 19.2 18.7 20.2 8.7
Illinois 12.2 15.2 16.6 16.9 15.5 12.3
Total of top 5 US states 112.6 128.6 130.8 129.6 131.8 82.0
Total 195.7 229.2 236.3 236.1 250.5 149.6

Source: Statistics Canada - Prepared by Agriculture and Agri-Food Canada, Global Analysis

Note: A detailed breakdown and product list can be found in Appendix B.

Products containing maple syrup launched around the world

Between 2014 and 2018, 1,309 products containing maple syrup were launched in the top five Canadian maple syrup export markets. In 2018, 142 new products containing maple syrup were launched in the US, or 48.5% of all maple syrup products launched in the top five export markets for Canadian maple syrup.

Products containing maple syrup launched - top five countries
Country 2014 2015 2016 2017 2018 Total sample
United States 80 133 180 197 142 732
United Kingdom 21 48 57 56 66 248
Japan 38 33 24 34 25 154
Germany 16 17 20 25 32 110
Australia 6 12 7 12 28 65
Total 161 243 288 324 293 1,309

Source: Mintel, 2019

In the top five export markets for Canadian maple syrup between 2014 and 2018, the following were the five leading product categories, in decreasing order: breakfast cereal; snack products; bakery products; processed fish, meat and egg products; and ready meals and meal centres.

In the United States, the category with the largest number of products containing maple syrup launched was breakfast cereal, with 146 between 2014 and 2018, while a total of 203 new products were launched in the same category in the top five Canadian maple syrup export markets during that period.

Products containing maple syrup launched - top five countries by category
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Country Bakery products Snacks Breakfast cereals Processed fish, meat and egg products Ready meals and meal centres
United States 111 114 146 90 55
United Kingdom 27 47 26 35 54
Japan 102 10 10 0 0
Germany 5 21 11 7 7
Australia 2 20 10 6 2
Total sample 247 212 203 138 118

Source: Mintel, 2019

The top five types of products containing maple syrup launched in the top five export markets for Canadian maple syrup are New Variety / Range Extension, New Product, New Packaging, Relaunch and New Formulation.

The United States recorded the largest number of launches of new products containing maple syrup among the top five export markets for Canadian maple syrup between 2014 and 2018, with 255 new varieties / range extensions, 256 new products and 154 products in the New Packaging category. Together, the United Kingdom, Japan, Germany and Australia accounted for 455 products containing maple syrup launched in the New Variety / Range Extension and New Product categories between 2014 and 2018.

Number of products containing maple syrup launched - top five countries by launch type
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Launch type United States United Kingdom Japan Germany Australia
New Variety / Range Extension 255 120 102 43 30
New Product 256 65 19 49 27
New Packaging 154 36 5 13 6
Relaunch 65 22 28 3 1
New Formulation 2 5 0 2 1
Total Sample 732 248 154 110 65

Source: Mintel, 2019

The top five price categories of the new products containing maple syrup launched between 2014 and 2018 in the top five Canadian export markets ranged between US$0.66-US$4.65 and US$16.66-US$24.00, and 712 of these products cost between US$0.66 and US$4.65.

The United States recorded 566 new products containing maple syrup at a price ranging from US$0.66 to US$8.65 between 2014 and 2018, while the United Kingdom, Japan, Germany and Australia combined recorded 532 new products containing maple syrup in the same price category.

Products containing maple syrup launched in the top five countries - top five price ranges
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Price in US$ (Group) United States United Kingdom Japan Germany Australia
0.66-4.65 305 154 150 72 31
4.66-8.65 261 70 3 33 19
8.66-12.65 103 16 0 4 10
12.66-16.65 24 2 0 0 3
16.66-24.00 16 2 0 0 1
Total sample 732 248 154 110 65

Source: Mintel, 2019

The top five distribution channels for maple products in the top five export markets for Canadian maple syrup were supermarkets, health food / organic food stores, supermarkets/hypermarkets, online/mail orders and neighbourhood businesses.

Neighbourhood businesses were the most popular location for the launch of new products containing maple syrup. A total of 542 products containing maple syrup were launched among the top five export destinations for Canadian maple syrup between 2014 and 2018.

The US recorded 262 launches of new products containing maple syrup in supermarkets and 243 launches through the distribution channel of health food / organic food stores between 2014 and 2018.

Products containing maple syrup launched in the top five countries - top five distribution channels
Description of this image follows.
Description of above image
Country Supermarket Health food/organic food store Mass merchandise/hypermarket Online/mail order Local business
United States 262 243 87 38 2
United Kingdom 110 14 32 50 2
Japan 76 0 0 5 62
Germany 35 28 17 6 0
Australia 59 0 0 0 1
Total sample 542 285 136 99 67

Source: Mintel, 2019

Consumer products can be the subject of a countless number of claims, many of which may overlap. For example, a maple product may be gluten free, but also organic and vegan, so it is important to consider each marketing claim separately in order to obtain a comprehensive view of a product's benefits.

Between 2014 and 2018, the four main marketing claims of new products containing maple syrup launched in the top five Canadian maple syrup export markets were low/no/reduced allergens, gluten free, kosher, no additives/preservatives and GMO free.

In the US, between 2014 and 2018, 384 new products containing maple syrup were labelled "low/no/reduced allergens," 361 new products were labelled "gluten free" and 315 were labelled "kosher."

Number of products containing maple syrup launched in the top five countries by claim
Description of this image follows.
Description of above image
Marketing claim United States United Kingdom Japan Germany Australia
Low/no/reduced allergens 384 68 1 26 29
Gluten free 361 66 0 22 23
Kosher 315 9 1 4 5
No additives/preservatives 208 66 5 22 32
GMO free 294 5 6 7 8
Ethical - Environmentally friendly packaging 135 127 6 7 23
Recycling 122 126 3 3 22
Social networks 187 56 2 5 25
Organic 198 18 2 51 6
Vegan 173 50 0 33 16

Source: Mintel, 2019

Note that some products may fall into more than one claim category

Of the 732 new products containing maple syrup launched in the US between 2014 and 2018, the top 10 brands combined accounted for 100 new products. Trader Joe's came out on top, launching 15 new products containing maple syrup, while Hail Merry launched 12 new products and Brown Cow 11. Jack's Paleo Kitchen and Great Value each added 10 new products containing maple syrup to their range of products during that period.

Products containing maple syrup launched in the United States Top 10 brands
Brand 2014 2015 2016 2017 2018 Total sample
Trader Joe's 2 3 2 4 4 15
Hail Merry 2 2 0 6 2 12
Brown Cow 1 0 9 0 1 11
Jack's Paleo Kitchen 0 0 4 6 0 10
Great Value 1 0 1 6 2 10
Coco-Roons 0 5 0 4 0 9
Made in Nature Organic 0 6 3 0 0 9
Bear Naked 1 2 2 3 1 9
Jimmy Dean 3 1 2 1 1 8
Meijer 0 3 0 2 2 7
Total 80 133 180 197 142 732
Source: Mintel, 2019

Examples of products launched

Organic Maple Butter
Company Trader Joe's
Brand Trader Joe's
Category Sweet spreads
Sub-category Syrups
Market United States
Distribution type Supermarket
Launch date November 2018
Launch type New variety / Range extension
Price in local currency US$5.99
Price in Euros 5.25

Trader Joe's organic maple butter is now available. The United States Department of Agriculture (USDA)-certified organic and kosher product is described as a spreadable, creamy maple syrup. The company recommends spreading it on toast and topping it with crumbled bacon, using it as a dip for sliced apples or pretzels, or eating it by the spoonful. It is sold in 9.5-ounce (oz) jars in stores.

Naturally Hardwood Smoked Maple Bacon
Company Meijer
Brand Meijer
Category Processed fish, meat and egg products
Sub-category Meat products
Market United States
Production site United States
Import status Not imported
Store name Meijer
Distribution type Supermarket
Launch date October 2018
Launch type New variety / Range extension
Price in local currency US$4.99
Price in Euros 4.25

Meijer's naturally hardwood smoked maple bacon is now available. It has a delicious maple flavour thanks to natural and artificial flavours. Inspected and approved by the USDA, this bacon can be defrosted in the microwave and is sold in a 16-oz package that includes cooking instructions.

Chocolate Almond Butter Cups
Company Hail Merry
Distributor Hail Merry
Brand Hail Merry
Category Bakery
Sub-category Cakes, pastries and sweet goods
Market United States
Store name Walmart
Distribution type Mass merchandise / Hypermarket
Launch date September 2018
Launch type New packaging
Price in local currency US$1.98
Price in Euros 1.71

Chocolate almond butter cups have been repackaged under a new product name. This product is described as a fabulous treat that is easy to share and store because of its size. This delicious product is made with virgin coconut oil, good nut oils, creamy almond butter and a rich dark chocolate ganache that melt together in sweet and salty perfection. It is certified kosher and vegan, and does not contain any gluten, dairy products or GMOs. It has 6 grams (g) of protein and is sold in stores in a 1.76-oz package.

Appendices

(Appendix A) Canadian maple syrup exports - top five countries
Canadian dollars 2014 2015 2016 2017 2018 2019 (July)
HS 17022010 Maple sugar (Kilograms) Japan 2,314,181 1,941,960 2,293,965 3,461,242 3,320,945 1,938,051
United States 909,988 1,654,984 1,578,512 1,663,514 2,346,640 1,626,691
Germany 348,699 715,107 909,687 2,157,978 1,234,594 1,227,205
France 216,868 353,468 350,361 1,267,127 755,053 155,891
United Kingdom 493,135 226,657 232,805 563,309 163,581 4,896
Total of top 5 countries 4,282,871 4,892,176 5,365,330 9,113,170 7,820,813 4,952,734
Total 5,614,694 5,742,134 6,268,297 11,473,410 9,090,007 5,413,883
HS 17022020 Maple syrup (Kilograms) United States 194,769,775 227,512,561 234,700,829
Germany 25,540,985 30,319,963 39,133,324
Japan 27,309,392 24,381,549 23,462,103
United Kingdom 12,199,446 16,081,995 16,351,361
Australia 9,532,333 11,861,529 15,443,363
Total of top 5 countries 269,351,931 310,157,597 329,090,980
Total 304,006,729 353,765,506 375,138,998
HS 17022021 Certified organic maple syrup, not containing added flavouring or colouring matter (Kilograms) Germany 20,450,146 25,853,923 19,635,747
Japan 5,872,873 5,548,853 2,697,094
Australia 5,201,103 5,423,712 2,048,064
United Kingdom 4,104,529 4,334,539 2,666,923
Denmark 3,806,405 4,245,103 2,216,753
Total of top 5 countries 39,435,056 45,406,130 29,264,581
Total 54,582,238 62,328,537 38,692,951
HS 17022029 Maple syrup, other than organic certified, not containing added flavouring or colouring matter (Kilograms) United States 234,440,646 248,136,979 147,990,465
Germany 18,112,704 17,783,254 4,474,988
United Kingdom 13,065,571 14,069,112 8,692,685
Japan 13,610,396 13,363,268 8,355,795
Australia 12,039,015 12,020,610 8,236,788
Total of top 5 countries 291,268,332 305,373,223 177,750,721
Total 315,286,165 334,231,110 196,320,585
Source: Statistics Canada - Prepared by Agriculture and Agri-Food Canada, Global Analysis
(Appendix B) Canadian maple syrup exports - top 5 US states
Canadian dollars 2014 2015 2016 2017 2018 2019 (July)
HS 17022010 Maple sugar (Kilograms) Utah 0 5,117 7,162 118,435 1,414,224 1,192,640
California 244,124 335,851 592,567 804,297 176,514 69,187
Maryland 192,150 289,671 285,853 83,556 71,866 67,615
Illinois 80,018 111,550 112,193 302,126 213,358 149,002
New Jersey 89,346 331,792 125,559 102,922 16,354 54,395
Total of top 5 states 605,638 1,073,981 1,123,334 1,411,336 1,892,316 1,532,839
Total 909,988 1,654,984 1,578,512 1,663,514 2,346,640 1,626,691
HS 17022020 Maple syrup (Kilograms) Vermont 37,508,599 41,362,250 37,034,366
California 32,308,151 37,740,465 40,242,447
New Hampshire 14,712,505 16,468,808 19,155,333
Indiana 15,681,305 17,480,579 17,061,503
Illinois 12,100,254 15,087,989 16,528,336
Total of top 5 states 112,310,814 128,140,091 130,021,985
Total 194,769,775 227,512,561 234,700,829
HS 17022029 Maple syrup, other than organic certified, not containing added flavouring or colouring matter (Kilograms) California 38,261,192 39,367,985 24,507,152
Vermont 30,127,780 35,928,444 24,827,390
Indiana 24,765,414 20,558,648 11,479,787
New Hampshire 18,738,246 20,222,584 8,724,322
Illinois 16,610,137 15,272,117 12,192,509
Total of top 5 states 128,502,769 131,349,778 81,731,160
Total 234,440,646 248,136,979 147,990,465
Source: Statistics Canada - Prepared by Agriculture and Agri-Food Canada Global Analysis

Resources

Customized report service – Canadian maple syrup
Global Analysis Report

Prepared by: André Ajaltouny

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2020).

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