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Customized Report Service – Organic market trends of corn, soya beans and wheat between Canada and the United States

July 2020

Market snapshot

In 2019, Canada exported to the United States a total of Can$36.6 million in organic soya beans at Can$15.3 million (13,990.2 metric tons (MT)), organic corn at Can$10.1 million (18,071.8MT), and organic Durum wheat at Can$11.1 million (14,000MT). When compared to the same period in 2018, both organic corn and Durum wheat reported losses (−2.8% to −15.9%), while soya beans had a growth of 33.1% in 2019.

In 2019, Quebec supplied to the US a total of $16.9 million (19,069MT) of organic soya beans and organic corn. This represents a total of 82.4% of Canadian organic soya beans at an export value of Can$12.6 million (11,827.8MT) that were specifically supplied by Quebec, and 42.0% of organic corn at a value of Can$4.2 million (7,241.2MT). Top US states that Quebec exported to for the supply of organic soya beans and corn and were New York (Can$8.4 million), Massachusetts (Can$3.7 million), and Vermont (Can$3.1 million).

Saskatchewan and Alberta were the only Canadian provinces to export organic Durum wheat (HS:10011910) to the US in 2019. Top US states that Canada supplies this wheat type to were North Dakota (Can$7.0 million), Arizona (Can$1.3 million), and Missouri (Can$1.3 million). In 2019, however, Quebec exported a total of Can$842,756 of other organic wheat to the world (top markets: Vietnam, Myanmar, Malaysia), consisting of organic red spring wheat (HS:10019921) and organic wheat and meslin (HS:10019929).

Lastly, Quebec exported to the US a total value of Can$165.1 million (193,999.1MT) in animal feed products (HS:1212, 1214, 23) in 2019, which consisted of commodities such as cereal straw and husks, lucerne (alfalfa), clover, fodder etc., and other food industry residues and wastes. In 2019, top US states that Quebec supplied animal feed products to were Vermont (Can$35.5 million), New York (Can$33.1 million), and Pennsylvania (Can$18.8 million), which decreased in value by -27.4% since the same period in 2018.

In Canada, retail sales of organic food products totaled approximately US$1.3 billion in 2019, growing at a compound annual growth rate (CAGR) of 2.6% between 2016-19 and is expected to continue to remain stable at this same CAGR from 2020-23 (pre-COVID19 estimates). In 2019, the Canadian organic soups sector had the largest sales at US$659.0 million mainly from within the shelf-stable canned soup goods category, followed by organic dairy and soy food at US$444.4 million, and organic seasonings, dressings and sauces at US$119.0 million. In 2018, top Canadian organic food companies were Campbells Soup Company (US$501.6 million) at 41.1% total sales value, Saputo Incorporated (US$231.4 million) at 19.0%, and Eden Foods, Inc. (US$48.0 million) at 3.9%.

In the US, retail sales of organic food products totaled approximately US$10.9 billion in 2019, growing at a CAGR of 1.7% between 2016-19 and is expected to grow at a CAGR of 1.2% from 2020-23 (pre-COVID19 estimates). In 2019, the organic dairy and soy food sector had the largest sales at US$3.6 billion, followed by organic meat at US$2.6 billion, and organic bakery and cereals at US$1.9 billion. In 2018, top American organic food companies were "The Danone Group", previously known as "The WhiteWave Foods Co."

Trade overview

In 2019, Canada exported a total of Can$36.6 million to the US in organic soya beans (Can$15.3 million), followed by organic corn (Can$10.1 million), and organic Durum wheat (Can$11.1 million). The values in 2019, showed that organic corn and durum wheat reported losses of −2.8% and −15.9%, respectively over the same period in 2018; while soya beans had a growth of 33.1%. In volume terms, exports were equivalent to 13,990.2MT in soya beans, 18,071.8MT in organic corn, and 14.0 MT in organic durum wheat in 2019.

Quebec exported a total of Can$16.9 million to the US in 2019: Can$12.6 million in organic soya beans (11,827.8MT), and Can$4.3 million in organic corn (7,241.2MT). These values in 2019, showed that Quebec reported an export growth of 33.4% for organic soya beans and a decrease of −10.3% for organic corn, over the same period in 2018. Canada's exports to the US of organic Durum wheat totaled Can$11.1 million and were only supplied by the provinces of Saskatchewan (Can$9.5 million) and Alberta (Can$1.6 million).

In 2019, Quebec exported Can$13.7 million of its organic soya beans (HS:12019020) to the world. Top markets were the US, Austria, Japan, Vietnam, and Thailand. Over, 92% of Quebec's export supply was destined towards the US in 2019, with a CAGR of 5.8% between 2017 and 2019. Exports to Thailand have increased over the last two years (2018-2019) at a CAGR of 173.5%, while exports to Japan have decreased by a CAGR of −29.9% over the last three years (2017-2019).

Quebec exports to the world for the supply of organic soya beans, 2017-2019 measured value in Can$ dollars
Global markets 2017 2018 2019 CAGR* % 2017-2019
United States 11,300,011 9,472,437 12,638,584 5.8
Austria 0 0 508,000 /0
Japan 594,603 156,567 292,021 −29.9
Vietnam 0 0 152,589 /0
Thailand 0 29,275 80,077 173.5
Taiwan 0 0 30,374 /0
Czech Republic 17,285 0 0 /0
Netherlands 0 35,836 0 /0
New Zealand 0 3,204 0 /0
Singapore 31,352 0 0 /0
Total - Quebec 11,943,251 9,697,319 13,701,645 7.1

Source: Statistic Canada, CATSNET analytics, 2020

*CAGR: Compound Annual Growth Rate

HS code (12019020): Certified organic soya beans, whether or not broken, other than seed for sowing

In 2019, Quebec supplied 99.1% of its organic soya beans within the US to New York, Massachusetts, Vermont, and Iowa. This represented a total of Can$12.6 million in 2019, whereby Vermont reported a significant growth of 441.6% making up for 2019 losses in Iowa (−54.1%) and Massachusetts (−1.4%) over the same period in 2018.

Quebec exports to the United States for the supply of organic soya beans, 2018-2019 measured value in Can$ dollars and volume in kilograms
US state Export value (Can$) Growth difference (%) (2019/2018) Export quantity (metric tons)
2018 2019 2018 2019
New York 4,664,177 7,906,414 69.5 4,831.6 8,290.7
Massachusetts 3,351,479 3,305,213 −1.4 2,397.4 2,236.1
Vermont 146,642 794,191 441.6 115.2 666.8
Iowa 1,120,442 514,628 −54.1 642.0 522.0
Pennsylvania 0 87,993 /0 0 92.2
California 28,278 30,145 6.6 20.0 20.0
Maine 66,757 0 −100.0 53.9 0
New Jersey 94,662 0 −100.0 99.3 0
Subtotal - Québec 9,472,437 12,638,584 33.4 8,159.3 11,827.8
Total - Canada 11,528,910 15,340,129 33.1 10,212.7 13,990.2

Source: Statistic Canada, CATSNET analytics, 2020

HS code (12019020): Certified organic soya beans, whether or not broken, other than seed for sowing (kg)

In 2019, Quebec exported Can$4.4 million of its organic corn (HS:10059010) to the world. The two markets Quebec exported to were the US and France. Almost, 96% of Quebec's export supply was destined towards the US (Can$4.2 million) in 2019, with a CAGR of 14.7% between 2017 and 2019. Exports to France has significantly increased from Can$392 dollars in 2018, to Can$179,151 in 2019. Notably over the last 3 years (2017-2019), there were negligible amounts of exports going to Ukraine, Netherlands, and Turks and Caicos Islands.

Quebec exports to the world for the supply of organic corn, 2017-2019 measured value in Can$ dollars
Global markets 2017 2018 2019 CAGR* % 2017-2019
United States 3,229,383 4,733,079 4,246,527 14.7
France 0 392 179,151 45,601.8
Total - Quebec 3,229,383 4,733,471 4,425,678 17.1

Source: Statistic Canada, CATSNET analytics, 2020

*CAGR: Compound Annual Growth Rate

HS code 10059010: Certified organic corn, other than seed for sowing

In 2019, Quebec supplied organic corn within the US (Can$4.2 million) to the state of Vermont, Pennsylvania, New York, Massachusetts, and Texas. Pennsylvania reported a growth of 118.2% and Massachusetts at 85.4%, while Vermont showed a decrease of −29.3%, followed by New York at −15.0% over the 2019/18 period. In 2019, Texas entered the trade market for organic corn, importing a total value of Can$280,232. Meanwhile, existing US states that imported organic corn in 2018 and imported zero of Quebec's supply in 2019, included the state of Michigan, Oregon, and Ohio.

Quebec exports to the United States for the supply of organic corn, 2018-2019 measured value in Can$ dollars and volume in kilograms
US state Export value (Can$) Growth difference (%) (2019/2018) Export quantity (metric tons)
2018 2019 2018 2019
Vermont 3,239,329 2,290,578 −29.3 5,630.4 3,859.7
Pennsylvania 361,298 788,479 118.2 618.7 1,386.5
New York 524,869 446,055 −15.0 996.9 824.7
Massachusetts 237,919 441,183 85.4 394.0 699.8
Texas 0 280,232 /0 0 470.5
Michigan 335,737 0 −100.0 580.6 0
Oregon 18,739 0 −100.0 35.0 0
Ohio 15,308 0 −100.0 27.9 0
Subtotal - Quebec 4,733,079 4,246,527 −10.3 8,283.5 7,241.2
Total - Canada 10,391,250 10,098,929 −2.8 18,701.2 18,071.8
Source: Statistic Canada, CATSNET analytics, 2020

Both Quebec and Canada have not exported certified organic red spring wheat (HS:10019921) or certified organic wheat and meslin (HS:10019929) to the US between 2017 and 2019. Furthermore, Saskatchewan and Alberta are the only two Canadian provinces that provide organic durum wheat (HS:10011910) to the US. In 2019, however, top International markets in which Quebec exported (organic red spring wheat and organic wheat and meslin) to at a value of Can$842,756 were Vietnam (Can$366,622), Myanmar (Can$91,444), and Malaysia (Can$71,551). All export markets for organic red spring wheat and organic wheat and meslin have been significantly growing at a total CAGR of 131.1% over the last three-year period (2017-2019).

Quebec exports to the world for the supply of organic wheat (other than durum), 2017-2019 measured value in Can$ dollars
Market (HS code) 2017 2018 2019 CAGR* % 2017-2019
Vietnam (HS:10019921) 10,320 91,400 366,622 496.0
Myanmar (HS:10019921, 10019929) 1,412 60,312 91,444 704.7
Malaysia (HS:10019921) 27,444 76,047 71,551 61.5
Thailand (HS:10019921) 2,375 20,350 68,340 436.4
China (HS:10019921) 15,105 84,874 50,712 83.2
Subtotal - top 5 markets 56,656 332,983 648,669 238.4
Total - Quebec 157,837 475,034 842,756 131.1

Source: Statistic Canada, CATSNET analytics, 2020

*CAGR: Compound Annual Growth Rate

HS code (10019921): Certified organic red spring wheat, other than seed for sowing

HS code (10019929): Certified organic wheat and meslin, other than seed for sowing

In 2019, the top three US states that both Saskatchewan and Alberta exported its organic durum wheat supply to were North Dakota, Arizona, and Missouri. Overall, in 2019 Canada's organic durum wheat exports decreased by −15.9%, with Alberta reporting losses of −28.9% and Saskatchewan with a decrease of −13.2% over the same period in 2018. Alberta's supply of organic durum wheat to North Dakota alone, reported a negative growth over this period, as well as, there was a decrease in both Alberta's and Saskatchewan's exports to Montana and Pennsylvania.

Canada's exports to the United States for the supply of organic durum wheat, 2018-2019 measured value in Can$ dollars and volume in metric tons (MT)
Top 5 - US state Export value (Can$) Growth difference (%) (2019/2018) Export quantity (metric tons)
2018 2019 2018 2019
Exports - Saskatchewan
North Dakota 5,772,324 5,967,627 3.4 6,771 7,443
Arizona 308,805 1,132,306 266.7 305 1,176
Missouri 390,679 1,123,236 187.5 492 1,314
Montana 3,060,720 599,300 −80.4 3,521 920
Pennsylvania 510,659 430,352 −15.7 878 723
Subtotal - Saskatchewan 10,999,075 9,548,296 −13.2 13,188 11,982
Exports - Alberta
North Dakota 1,178,096 997,389 −15.3 1,379 1,244
Arizona 63,025 189,246 200.3 62 196
Missouri 79,735 187,730 135.4 101 220
Montana 624,673 100,166 −84.0 719 153
Pennsylvania 104,221 71,928 −31.0 179 120
Subtotal - Alberta 2,244,839 1,595,845 −28.9 2,689 1,999
Total - Canada 13,243,914 11,144,141 −15.9 15,877 13,981

Source: Statistic Canada, CATSNET analytics, 2020

HS code (10011910): Certified organic durum wheat, other than seed for sowing (Metric tons)

In 2019, Quebec exported to the US a total value of Can$165.1 million (193,999.1MT) in animal feed products (HS:1212, 1214, 23), which consisted of commodities such as cereal straw and husks, lucerne (alfalfa), clover, fodder etc., and other food industry residues and wastes. The US was Quebec's largest export market for these products, followed by Russia (Can$6.9 million), France (Can$8.1 million), Brazil (Can$7.2 million), and China (Can$6.4 million). In 2019, top US states that Quebec supplied animal feed products to were Vermont, New York, and Pennsylvania, whereby all Quebec's exports to the US decreased in value by −27.4% (2019/18 period).

Quebec exports to the United States for the supply of animal feed, 2018-2019 measured value in Can$ dollars and quantity in kilograms (kg)
Top 5 - US state Export value (Can$) Growth difference (%) (2019/2018) Export quantity (metric tons)
2018 2019 2018 2019
Vermont 38,195,152 35,492,026 −7.1 100,755.3 67,900.8
New York 37,586,971 33,052,667 −12.1 85,915.4 80,037.4
Pennsylvania 24,643,017 19,771,374 −19.8 19,422.1 16,242.3
Illinois 67,896,930 15,705,765 −76.9 27,980.1 4,154.4
Ohio 8,185,051 10,177,528 24.3 3,813.9 5,314.8
Subtotal - Quebec to all US states 227,271,390 165,085,856 −27.4 261,183.2 193,999.1
Total - Canada 2,135,701,798 2,126,319,787 −0.4 4,241,743.5 4,317,080.6

Source: Statistic Canada, CATSNET analytics, 2020

HS codes (1212, 1214, 23): Cereal straw and husks, Lucerne (alfalfa), clover, fodder etc., and other food industry residues and wastes (kg)

Retail sales – organic foods in North America

Canada

In 2019, retail sales of organic food products in Canada totaled approximately US$1.3 billion, with organic juice beverages valuing US$10.6 million in 2018. The organic food sector has been growing at a CAGR of 2.6% between 2016-19 and is expected to continue to remain stable at this same CAGR from 2020-23 (pre-COVID19 estimates).

In Canada, the organic soups sector had the largest sales at US$659.0 million mainly from within the shelf-stable canned soup goods category, followed by sectors such as organic dairy and soy food (primarily milk) at US$444.4 million, and organic seasonings, dressings and sauces at US$119.0 million in 2019. Smaller organic sectors in order of retail size included confectionery, pasta and noodles, savory snacks, and ice cream. All segments within the organic food category have been growing at a moderate CAGR (2016-19) and are expected to continue increase at a moderate CAGR (2020-23), at the exception of the chocolate confectionery category that has decreased at a CAGR of −1.2% and is forecast to continue to decrease at a CAGR of −1.8%.

Organic food and non-alcoholic beverage products in Canada, historical and forecast retail sales value in US$ millions - fixed 2010 exchange rates
Sector Category 2016 2019 CAGR* % 2016-2019 2020[a] 2023[a] CAGR* % 2020-2023
Total - organic food 1,157.5 1,250.0 2.6 1,281.9 1,382.8 2.6
Soups Shelf-stable soup 518.9 568.8 3.1 584.8 636.1 2.8
Dried soup mixes 82.8 90.2 2.9 92.8 99.6 2.4
Subtotal - soups 601.8 659.0 3.1 677.6 735.7 2.8
Dairy and soy food Milk 307.4 310.7 0.4 311.4 315.6 0.4
Soymilk and soy drinks 44.6 49.8 3.7 51.8 58.8 4.3
Yogurt 38.8 47.9 7.2 51.4 62.0 6.5
Cream 20.5 24.4 5.9 26.0 31.2 6.3
Cheese 10.5 11.6 3.4 12.0 13.1 2.9
Butter and spreadable fats 5.1 5.8 4.6 6.1 6.8 4.0
Drinkable yogurt 0.002 0.002 6.1 0.003 0.003 2.5
Subtotal - dairy and soy food 422.0 444.4 1.7 452.5 480.7 2.0
Seasonings, dressings and sauces Wet cooking sauces 47.1 52.7 3.8 54.7 61.2 3.8
Tomato pastes and purees 43.4 48.1 3.5 50.6 56.3 3.6
Condiment sauces 12.2 13.6 3.8 14.1 15.8 3.8
Bouillons and stocks 4.2 4.6 3.2 4.6 5.1 3.4
Subtotal - seasonings, dressings and sauces 106.9 119.0 3.6 124.0 138.4 3.7
Confectionery Sugar confectionery 11.8 12.2 1.2 12.3 12.8 1.2
Chocolate 7.4 6.3 −5.3 5.9 4.5 −8.7
Subtotal - confectionery 19.2 18.5 −1.2 18.2 17.3 −1.8
Pasta and noodles Chilled pasta 2.9 3.3 3.5 3.4 3.7 3.0
Dried pasta 1.3 1.6 7.6 1.7 2.1 6.6
Subtotal - pasta and noodles 4.2 4.9 4.8 5.1 5.8 4.3
Savory snacks Potato chips 1.9 2.4 7.5 2.5 2.9 5.0
Nuts and seeds 1.1 1.3 5.3 1.4 1.5 4.3
Processed snacks 0.4 0.4 5.2 0.5 0.5 3.5
Subtotal - savory snacks 3.4 4.1 6.5 4.3 4.9 4.6
Ice cream Take-home and bulk 0.05 0.1 5.1 0.1 0.1 2.9
Total - organic non-alcoholic beverages Juices 7.9 10.6[b] 15.9 n/a[1] n/a[1]

Source: GlobalData Intelligence Center: Consumer, 2020

*CAGR: Compound Annual Growth Rate

a: Forecast period (2020-23) - pre-COVID19 estimates

b: 2018 value US$10.6 million

1: n/a: not available

United States

In 2019, retail sales of organic food products in the United States totaled approximately US$10.9 billion. The food segment category has been growing at a CAGR of 1.7% between 2016-19 and is expected to grow at a CAGR of 1.2% from 2020-23 (pre-COVID19 estimates).

The United States have a larger number of organic sectors over Canada, along with more categorical breakdowns, including organic meat, bakery and cereals and organic syrups and spreads sectors. The organic dairy and soy food sector had the largest sales at US$3.6 billion primarily from within the milk category, followed by sectors such as organic meat (mainly chilled raw packaged - processed meat) at US$2.6 billion, and organic bakery and cereals at US$1.9 billion in 2019. Smaller sectors in order of retail size included organic soups, seasonings/dressings/sauces, syrups and spreads, savory snacks, confectionery, pasta and noodles, and ice cream. Organic dairy and soy food, syrups and spreads, and ice cream have slightly decreased at negative CAGRs (2016-19) and are expected to continue to have decreased CAGRs (2020-23), except for organic ice cream with a forecast CAGR of 2.2%.

Organic food and non-alcoholic beverage products in the United States, historical and forecast retail sales value in US$ millions - fixed 2010 exchange rates
Sector Category 2016 2019 CAGR* % 2016-2019 2020[a] 2023[a] CAGR* % 2020-2023
Total - organic food 10,365.9 10,909.2 1.7 11,095.1 11,504.4 1.2
Dairy and soy food Milk 2,624.6 2,645.5 0.3 2,632.7 2,522.6 −1.4
Cream 382.2 408.0 2.2 417.2 449.0 2.5
Soymilk and soy drinks 319.2 275.0 −4.8 251.0 193.7 −8.3
Cheese 84.7 97.3 4.7 99.4 105.8 2.1
Butter and spreadable fats 66.0 69.2 1.6 70.6 74.9 2.0
Yogurt 60.0 49.4 −6.3 51.9 60.6 5.3
Dairy and soy-based desserts 37.6 18.7 −20.7 19.2 20.8 2.7
Drinkable yogurt 2.2 1.8 −6.7 1.9 2.3 5.7
Subtotal - dairy and soy food 3,576.5 3,564.8 −0.1 3,543.9 3,429.7 −1.1
Meat Chilled raw - processed 2,440.3 2,564.1 1.7 2,617.6 2,718.4 1.3
Ambient meat 62.9 66.4 1.9 67.9 70.7 1.4
Subtotal - meat 2,503.2 2,630.5 1.7 2,685.4 2,789.1 1.3
Bakery and cereals Bread and rolls 677.7 805.2 5.9 849.3 987.3 5.1
Breakfast cereals 392.7 455.4 5.1 465.7 491.7 1.8
Baking ingredients 226.6 247.2 2.9 253.3 271.1 2.3
Cereal bars 100.2 114.8 4.6 118.2 127.3 2.5
Baking mixes 100.6 84.7 −5.6 80.8 72.2 −3.6
Savory biscuits 81.0 82.7 0.7 82.8 82.8 0.0
Cookies/sweet biscuits 54.7 60.0 3.1 61.3 66.9 3.0
Dough products 16.3 18.8 4.8 19.1 20.2 1.8
Subtotal - bakery and cereals 1,649.8 1,868.8 4.2 1,930.5 2,119.5 3.2
Soups UHT soup 222.2 232.8 1.6 238.2 249.3 1.5
Shelf-stable soup 186.9 206.0 3.3 214.2 233.9 3.0
Frozen soup 67.2 71.0 1.9 72.9 76.9 1.8
Dried soup mixes 61.9 65.6 2.0 67.5 71.4 1.9
Subtotal - soups 538.1 575.4 2.3 592.8 631.5 2.1
Seasonings, dressings and sauces Bouillons and stocks 227.4 254.3 3.8 264.8 293.8 3.5
Dips 131.9 149.9 4.4 157.1 178.2 4.3
Dressings 62.5 69.8 3.7 74.1 82.5 3.6
Tomato pastes and purees 29.1 32.8 4.1 34.7 38.6 3.6
Condiment sauces 31.0 25.4 −6.4 24.1 20.1 −5.8
Herbs, spices and seasonings 2.9 3.3 5.1 3.4 3.9 4.3
Subtotal - seasonings, dressings and sauces 484.7 535.5 3.4 558.2 617.1 3.4
Syrups and spreads Sweet spreads 361.7 355.2 −0.6 354.7 323.7 −3.0
Jams, jellies and preserves 76.4 80.1 1.6 81.2 84.7 1.4
Subtotal - syrups and spreads 438.1 435.3 −0.2 435.9 408.4 −2.2
Savory snacks Processed snacks 193.6 228.6 5.7 239.9 276.5 4.8
Popcorn 46.6 73.0 16.1 82.2 113.3 11.3
Ethnic/traditional snacks 64.0 72.5 4.2 75.3 83.5 3.5
Nuts and seeds 21.8 21.3 −0.8 20.9 20.0 −1.5
Pretzels 19.5 13.5 −11.5 13.8 14.5 1.8
Potato chips 1.1 1.2 2.8 1.3 1.4 2.7
Subtotal - savory snacks 346.7 410.2 5.8 433.3 509.3 5.5
Confectionery Chocolate 293.4 320.4 3.0 329.5 358.6 2.9
Sugar confectionery 47.6 57.1 6.3 60.6 71.7 5.7
Gum 5.2 5.4 1.1 5.6 6.0 2.4
Subtotal - confectionery 346.2 383.0 3.4 395.7 436.2 3.3
Pasta and noodles Dried pasta 229.7 254.6 3.5 262.1 288.3 3.2
Dried and instant noodles 69.5 74.9 2.5 76.7 82.2 2.3
Chilled pasta 2.7 3.1 4.6 3.2 3.6 4.2
Shelf-stable pasta 2.1 2.6 7.7 2.7 3.0 3.1
Subtotal - pasta and noodles 304.0 335.2 3.3 344.7 377.1 3.0
Ice cream Take-home and bulk 178.6 170.5 −1.5 174.6 186.5 2.2
Total - organic non-alcoholic beverages Juices, iced/RTD[1] tea, nectars, still/energy and sports drinks 1,021.3 1,114.7[b] 4.5 n/a[2] n/a n/a

Source: GlobalData Intelligence Center: Consumer, 2020

*CAGR: Compound Annual Growth Rate

a: Forecast period (2020-23) - pre-COVID19 estimates

1: Ready-to-drink

b: 2018 value - US$1.1 billion

2: not available

In the United States, organic non-alcoholic beverages (juices, iced/RTD tea, nectars, still/energy and sports drinks) totaled US$1.1 billion in 2018 (estimated retail values from 2019-23 were unavailable). Over the 3-year period (2016-18), organic beverages grew at a CAGR of 4.5%.

Competitive landscape – organic foods in North America

Canada

In 2018, top Canadian organic food companies were Campbells Soup Company (US$501.6 million) at 41.1% total sales value, Saputo Incorporated (US$231.4 million) at 19.0%, and Eden Foods, Inc. (US$48.0 million) at 3.9%. Canadian organic private labels represented 5.8% in sales value at US$70.7 million in 2018.

In Canada, top organic food categories were organic soups (US$640.8 million) at 52.5% total sales value, organic dairy and soy foods (US$437.4 million) at 35.9%, and organic seasonings, dressings and sauces (US$114.6 million) at 9.4% market share in 2018.

Lassonde Industries Incorporated held 100.0% market share (US$10.6 million) in the Canadian organic non-alcoholic beverage sector, as reported by GlobalData in 2018. These retail sales were from within the company's organic juice category.

Top Canadian organic food companies retail sales by company, US$ millions and % share in 2018
Top 3 companies per category Retail sales by company Market share % in 2018
2016 2017 2018
Grand total - organic food companies 1,157.5 1,185.2 1,220.2 100.0
Campbells Soup Company 470.8 485.2 501.6 78.3
Private label 48.0 49.5 51.2 8.0
Unilever 16.9 17.3 17.8 2.8
Total - soups 601.8 620.1 640.8 100.0
Saputo Inc 229.3 229.4 231.4 52.9
Liberte Products Inc. 30.2 32.2 34.5 7.9
Nutrisoya 30.4 31.6 33.2 7.6
Total - dairy and soy foods 422.0 427.6 437.4 100.0
Eden Foods, Inc. 31.2 32.3 33.5 29.2
Sky Valley 11.2 11.6 12.1 10.6
Private label 5.3 5.5 5.7 5.0
Total - seasonings, dressings and sauces 106.9 110.5 114.6 100.0
Torie and Howard, LLC 11.8 11.9 12.0 64.1
Others 7.4 7.1 6.8 35.9
Total - confectionery 19.2 19.0 18.8 100.0
Les Aliments O'Sole Mio 1.5 1.6 1.6 35.2
Prairie Harvest 1.0 1.1 1.2 26.4
Private label 0.5 0.6 0.6 12.5
Total - pasta and noodles 4.2 4.4 4.7 100.0
Neal Brothers 1.4 1.6 1.9 47.7
Private label 0.2 0.2 0.2 6.2
Organically Yours 0.1 0.2 0.2 4.6
Total - savory snacks 3.4 3.6 3.9 100.0
Organic Meadow Inc. 0.05 0.05 0.1 100.0
Total - ice cream 0.05 0.05 0.1 100.0
Lassonde Industries Inc 7.9 9.5 10.6 100.0
Grand total - organic non-alcoholic beverages (juices) 7.9 9.5 10.6 100.0
Source: GlobalData Intelligence Center - Consumer, 2020

United States

In 2018, top American organic food companies were 'The Danone Group', previously known as 'The WhiteWave Foods Co.' (US$1.4 billion) at 13.2% total sales value, Rudi's (US$696.7 million) at 6.5%, and Organic Valley Family of Farms (US$507.1 million) at 4.7%. American organic private labels represented 12.6% in sales value at US$1.3 billion in 2018.

In the US, top organic food categories were organic dairy and soy foods (US$3.6 billion) at 33.5% total sales value, organic meat (US$2.6 billion) at 24.1%, and organic bakery and cereals (US$1.8 billion) at 16.6% market share in 2018. Categories with organic claims that are not reported in Canada but are found in the US include, organic meat, bakery and cereals, and syrups and spreads.

In 2018, top American competitors in the non-alcoholic organic beverage sector include Unilever (US$133,1 million) at 11.9% total sales value, the Dr Pepper Snapple Group (US$133.0 million) at 11.9%, Treetop (US$110.3 million) at 9.9%, and Coca-Cola (US$107.3 million) at 9.6%.

Top American organic companies retail sales by category, US$ millions and % share in 2018
Top 3 companies per category Retail sales by company Market share % in 2018
2016 2017 2018
Grand total - organic food companies 10,365.9 10,549.0 10,757.4 100.0
The Danone Group[1] 1,373.1 1,388.1 1,423.5 39.5
Private label 1,053.1 1,026.8 1,021.9 28.4
Organic Valley Family of Farms 454.9 480.8 507.1 14.1
Total - dairy and soy foods 3,576.5 3,605.5 3,602.7 100.0
Butterball, LLC 71.6 77.9 85.3 3.3
Bumble Bee 28.1 28.8 29.7 1.1
Others 2,368.7 2,397.0 2,438.6 94.2
Total - meat 2,503.2 2,538.6 2,588.7 100.0
Rudi's 618.0 654.2 696.7 39.0
PepsiCo 142.3 145.2 147.6 8.3
Post Holdings, Inc. 119.4 125.7 128.2 7.2
Total - bakery and cereals 1,649.8 1,720.1 1,786.4 100.0
Campbells Soup Company 121.5 124.3 121.6 21.4
The Hain Celestial Group Inc. 110.8 112.1 113.9 20.1
Amy's Kitchen, Inc. 63.1 63.7 64.5 11.4
Total - soups 538.1 549.4 567.5 100.0
B&G Foods, Inc. 88.7 95.1 102.0 19.7
Campbells Soup Company 88.6 93.6 99.0 19.1
PepsiCo 84.7 88.5 92.7 17.9
Total - seasonings, dressings and sauces 484.7 500.5 518.4 100.0
The J.M. Smucker Company 272.9 292.2 315.6 73.7
Bionaturae, LLC 23.9 24.4 25.0 5.8
Mediterranean Organics 13.8 14.0 14.4 3.4
Total - syrups and spreads 438.1 419.9 428.4 100.0
PepsiCo 61.5 66.5 69.5 18.0
Sage Valley 34.1 35.7 37.7 9.8
Popcorn - Indiana 20.6 24.0 28.7 7.4
Total - savory snacks 346.7 365.7 386.5 100.0
Mondelez International, Inc 75.9 77.4 79.4 21.5
The Hershey Company 45.7 47.4 49.3 13.4
Pure organic 33.6 34.9 36.5 9.9
Total - confectionery 346.2 356.6 369.2 100.0
Private label 65.8 68.2 70.9 21.9
Barilla 27.4 28.6 29.8 9.2
The Hain Celestial Group Inc. 16.0 16.7 17.4 5.4
Total - pasta and noodles 304.0 313.4 324.2 100.0
Blue Marble Ice Cream 61.0 63.3 66.1 35.7
Oregon Ice Cream Co. 47.5 49.3 51.4 27.8
Private label 2.6 2.6 2.5 1.4
Total - Ice cream 178.6 179.3 185.3 100.0
Unilever 108.9 130.0 133.1 11.9
Dr Pepper Snapple Group 122.0 126.2 130.1 11.7
Treetop 115.0 112.5 110.3 9.9
Grand total - non-alcoholic organic beverages 1,021.3 1,079.8 1,114.7 100.0

Source: GlobalData Intelligence Center - Consumer, 2020

1: Previously, "The WhiteWave Foods Co." in 2016-17

Product launch and trend analysis

Organic soybean and other soy products

Mintel indicates that there were 2,079 new soybean or other soy products (2,016 were certified organic products), launched into the North American retail stores between the period of January 2015 and April 2020 (including new variety/range extension, packaging, formulation or relaunched). Canada launched 407 new products and the United States introduced 1,672 new products. In particularly, out of a total sample of 2,079, Canada domestically manufactured 325 of these soy products and the United States manufactured 544 products. The top three other manufacturers for these products were Italy (21), France (12), and South Korea (11).

Number of (organic) soybean or other soy products launched in North America, total product item count (2,079); (January 2015 to April 20, 2020)
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2015 2016 2017 2018 2019 2020 (January to April 20)
United States (1,672) 252 392 359 275 307 87
Canada (407) 68 81 58 83 84 33

Source: Mintel, 2020

The top three North American companies to launch new organic soybean or soy products over the last 5 years (January 2015 - April 20, 2020) were Clif Bar and Company (140), Nature's Path Foods (73), and Kroger (43). Top brands were America's Simple Truth Organic (36), Trader Joe's (29), and Tofurky (27). Whereby, more specifically the top brands launched in Canada were Nature's Path Organic (16), Tofurky (14) and Marchés TAU (11). Top brands launched in the US for soybean or soy products were Simple Truth Organic (36), Trader Joe's (29) and Luna (22).

Most organic soybean or soy products were distributed within supermarkets by 43.5%, natural/health food stores (24.4%), and mass merchandise/hypermarkets (13.7%). Other distribution launch types included internet/mail order, club/department/gourmet/drug/convenience stores, and specialist retailers. The largest sub-category was snack/cereal/energy bars by 19.0%, followed by sweet biscuits/cookies at 5.4%, meat substitutes at 11.0%, and dairy-based frozen products at 4.8%.

Among these 2,079 North American soy-based products, 2,016 were certified as being organic products (otherwise only contained at least one organic ingredient on packaging label). Other top ingredient claims were soy derived (1,980), sugar-based (1,515), and natural products (1,216). Top flavours included chocolate, unflavoured/plain, peanut butter, dark/black chocolate, almond, vanilla/vanilla bourbon/vanilla Madagascar, coconut, sea salt/fleur de sel, caramel/caramelized, and beef.

These North American soy-based products most often came in a cup/tub format (3.6%), followed by liquid format (2.7%), powder format (2.2%), in a sandwich format (0.96%), and in a stick format (0.91%). Top package types consisted of flexible/stand-up pouch, tub, carton, tray, skinpack and bottle packaging standards.

Launch analysis of (organic) soybean and other soy products in North America, displaying by attribute type and product item count (January 2015 to April 20, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New variety/range extension (826), new product (557), new packaging (510), relaunch (176), new formulation (10)
Top companies Clif Bar and Company (140), Nature's Path Foods (73), Aldi Group (62), Kroger (45), Whole Foods Market (35), Chobani (33), Aldi (33), Hain Celestial Group (32), Kellogg (31), Oregon Ice Cream (30)
Top brands launched Simple Truth Organics (36), Trader Joe's (29), Tofurky (27), Luna (26), Clif Bar (25), Nature's Path Organic (24), Kashi (23), Lily's (22), Chobani Flip (21), Gardein (19)
Store launch type Supermarket (905), natural/health food store (508), mass merchandise/hypermarket (285), internet/mail order (85), club store (74), department store (72), gourmet store (45), drug store/pharmacy (42), specialist retailer (7), convenience store (6)
Sub-category Snack/cereal/energy bars (395), sweet biscuits/cookies (216), meat substitutes (112), dairy based frozen products (100), non-individually wrapped chocolate pieces (81), cakes/pastries and sweet goods (69), cold cereals (67), prepared meals (66), chocolate tablets (66), meat snacks (66)
Ingredient claim Organic (2,016), soy derived (1,980), sugar based (1,515), natural (1,216), palm oil derived (493), source of dietary fibre (304), fat free (222), coconut oil derived (192), non GMO* (191)
Flavour component Chocolate (349), unflavoured/plain (227), peanut butter (131), dark/black chocolate (125), almond (99), vanilla/vanilla bourbon/vanilla Madagascar (82), coconut (72), sea salt/fleur de sel (64), caramel/caramelized (62), beef (62)
Format type Cup/tub (74), liquid (57), powder (45), sandwich (20), stick (19)
Package type Flexible (1,064), flexible stand-up pouch (239), Tub (202), carton (148), tray (88), skinpack (81), bottle (73), jar (54), flexible sachet (45), aerosol (20)
Total sample size 2,079

Source: Mintel, 2020

*GMO: Genetically modified organism

Organic corn products

Mintel indicates that there were 3,862 new products that contained either corn, corn syrup, corn starch or soluble corn fibre as an ingredient (3,585 were certified organic products), launched into North American retail stores between the period of January 2015 and April 20, 2020 (including new variety/range extension, packaging, formulation or relaunched). Canada launched 593 new products and the United States introduced 3,269 new products.

In particularly, out of a total sample of 3,862, Canada domestically manufactured 261 of these organic corn products and the United States manufactured 1,033 products. The top three other manufacturers for these products were Italy (60), Mexico (33), and Austria (19).

Number of (organic) corn products launched in North America, total product item count (3,862); (January 2015 to April 20th, 2020)
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2015 2016 2017 2018 2019 2020 (January-April 20)
United States (3,269) 443 659 649 688 634 196
Canada (593) 116 90 99 105 146 37

Source: Mintel, 2020

The top three North American companies to launch new organic corn products over the last 5 years (January 2015 - April 20, 2020) were Canada's Nature's Path Foods (97), and America's Hain Celestial Group (92), and Kroger (90). Whereby, top brands were all American brands including Spicely Organic Spices (83), Simple Truth Organic (75), and Annie's Homegrown (70). Top brands launched in Canada were Nature's Path Organic (14), PC Organics (14) and GoGo Quinoa (13).

Most organic corn products were distributed within supermarkets by 44.4%, natural/health food stores (23.2%), and mass merchandise/hypermarkets (12.5%). Other distribution launch types from largest to smallest included club stores, internet/mail order, department/specialist retailer stores, and drug/gourmet/convenience stores. The largest sub-category was corn-based snacks by 9.3%, followed by cold cereals at 5.5%, sweet biscuits and cookies at 4.5%, and bread and bread products at 4.2%.

Among these 3,862 North American corn products, 3,585 were certified as being organic products (otherwise only contained at least one organic ingredient on packaging label). Other top ingredient claims were sugar-based (2,132), natural (1,766), soy derived (634), and vegetable based (445). Top flavours included unflavoured/plain, chicken, chocolate, strawberry, sea salt/fleur de sel, apple, vegetable, cheddar cheese, vanilla- bourbon/Madagascar, and honey.

These North American corn products most often came in a cup/tub format (2.3%), followed by powder format (1.1%), and liquid format (0.96%). Top package types consisted of flexible/stand-up pouch, tub, carton, tray, and bottle packaging standards.

Launch analysis of (organic) corn products in North America, displaying by attribute type and product item count (January 2015 to April 20, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New variety/range extension (1,606), new product (1,077), new packaging (805), relaunch (351), new formulation (23)
Top companies Nature's Path Foods (97), Hain Celestial Group (92), Kroger (90), Organic Spices (83), General Mills (82), Aldi Group (81), Meijer (73), H-E-B (59), Annie's Homegrown (50), Aldi (48)
Top brands launched Spicely Organic Spices (83), Simple Truth Organics (75), Annie's Homegrown (70), True Goodness by Meijer Organic (62), Funko's Funko (44), Nature's Path Organic (38), Late July Snacks (34), Simply Balanced (33), Trader Joe's (32), O Organics (31)
Store launch type Supermarket (1,714), natural/health food store (897), mass merchandise/hypermarket (481), club store (191), internet/mail order (163), department store (97), specialist retailer (83), drug store/pharmacy (65), gourmet store (45), convenience store (5)
Sub-category Corn-based snacks (359), cold cereals (211), sweet biscuits/cookies (172), bread and bread products (163), snack/cereal/energy bars (154), prepared meals (149), wet soup (147), baking mixes and ingredients (128), dairy based frozen products (107), cakes/pastries and sweet goods (96)
Ingredient claim Organic (3,585), sugar based (2,132), natural (1,766), soy derived (634), vegetable based (445), palm oil derived (364), wholegrain (337), soybean oil derived (313), non GMO* (296), whole wheat (294)
Flavour component Unflavoured/plain (647), chicken (216), chocolate (216), strawberry (132), sea salt/fleur de sel (129), apple (105), vegetable (96), cheddar cheese (92), vanilla/vanilla bourbon/vanilla Madagascar (90), honey (85)
Format type Cup/tub (87), powder (44), liquid (37), bags (29), stick (29), sandwich (17), cubed (16), shredded (12)
Package type Flexible (2,078), flexible stand-up pouch (447), Tub (349), carton (256), tray (186), bottle (162),flexible sachet (90), jar (84), can (69), skin pack (41)
Total sample size 3,862

Source: Mintel, 2020

GMO*: Genetically modified organism

Organic wheat products

Mintel indicates that there were 4,436 new wheat products (4,101 were certified organic products), launched into the North American retail stores between the period of January 2015 and April 2020 (including new variety/range extension, packaging, formulation or relaunched). Canada launched 896 new products and the United States introduced 3,540 new products. In particularly, out of a total sample of 4,436, Canada domestically manufactured 491 of these organic wheat products and the United States manufactured 1,044 products. The top three other manufacturers for these products were Italy (274), China (42), and France (28).

Number of (organic) wheat products launched in North America, total product item count (4,436); (January 2015 to April 20, 2020)
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2015 2016 2017 2018 2019 2020 (January-April 20)
United States (3,540) 547 730 647 737 705 174
Canada (896) 141 152 126 188 224 65

Source: Mintel, 2020

The top three American companies to launch new organic wheat products over the last 5 years (January 2015 - April 20, 2020) were Aldi Group (115), Organic Spices (99), and Kroger (90) and the top Canadian companies were George Weston (32), Loblaws (29), and Nature's Path Foods (23). Whereby, top brands launched in America were Spicely Organic Spices (88), Simple Truth Organic (75), Annie's Homegrown (73) and top brands launched in Canada were PC Organics (28), Tofurky (15) and Bioitalia (15).

Most organic wheat products were distributed throughout North America within supermarkets by 43.5%, natural/health food stores (26.3%), and mass merchandise/hypermarkets (10.9%). Other distribution launch types in order from largest to smallest distribution frequency included club stores, internet/mail order, department stores, specialist retailers, and gourmet/drug/convenience stores. The largest sub-category was pastas by 9.6%, followed by bread and bread products at 9.3%, sweet biscuits/cookies at 7.6%, baking mixes and ingredients at 5.8%, and cold cereals at 5.7%.

Among these 4,436 North American wheat products, 4,101 were certified as being organic products (otherwise only contained at least one organic ingredient on packaging label). Other top ingredient claims were sugar-based (2,375), natural products (1,638). Soy derived (887), whole wheat (748) and enriched (511). Top flavours included unflavoured/plain, chocolate, chicken, cheese (cheddar), honey, vegetable, cinnamon, apple, roasted or toasted.

These North American wheat products most often came in a cup/tub format (1.3%), followed by powder format (1.1%), and sandwich format (0.63%). Top package types consisted of flexible/stand-up pouch, carton, tub, tray, flexible sachet, skin pack, bottle, jar and can packaging standards.

Launch analysis of (organic) wheat products in North America, displaying by attribute type and product item count (January 2015 to April 20, 2020)
Attribute type Top 10 attribute claims (product item count)
Launch Type New variety/range extension (826), new product (557), new packaging (510), relaunch (176), new formulation (10)
Top companies Clif Bar and Company (140), Nature's Path Foods (73), Aldi Group (62), Kroger (45), Whole Foods Market (35), Chobani (33), Aldi (33), Hain Celestial Group (32), Kellogg (31), Oregon Ice Cream (30)
Top brands launched Simple Truth Organics (36), Trader Joe's (29), Tofurky (27), Luna (26), Clif Bar (25), Nature's Path Organic (24), Kashi (23), Lily's (22), Chobani Flip (21), Gardein (19)
Store launch type Supermarket (1,930), natural/health food store (1,167), mass merchandise/hypermarket (485), club store (204), internet/mail order (175), department store (121), specialist retailer (103), gourmet store (82), drug store/pharmacy (54), convenience store (3)
Sub-category Pasta (426), bread and bread products (412). Sweet biscuits/cookies (337), baking mixes and ingredients (256), cold cereals (254), snack/cereal/energy bars (223), wheat and other grain based snacks (180), savory biscuits/crackers (166), meal kits (151), prepared meals (150)
Ingredient claim Organic (4,101), sugar based (2,375), natural (1,638), soy derived (887), wholewheat (748), enriched (511), palm oil derived (452), wholegrain (444), vegetable based (397), soybean oil derived (392)
Flavour component Unflavoured/plain (1,126), chocolate (271), chicken (217), cheddar cheese (128), honey (114), vegetable (110), cheese (106), cinnamon (104), apple (99), roasted/toasted (91)
Format type Cup/tub (58), powder (48), sandwich (28), liquid (11), stick (9)
Package type Flexible (2,438), flexible stand-up pouch (554), carton (436), Tub (257), tray (231), flexible sachet (99), skinpack (93), bottle (90), jar (72), can (67)
Total sample size 4,436
Source: Mintel, 2020

Product examples – Canada

Organic Crispy Sweet Potato Fries
Source: Mintel, 2020
Company Russet House
Brand Russet House
Sub-category Side dishes/potato products
Country Manufactured in Canada, not imported
Related claims Kosher, organic, gluten free, low/no/reduced allergen
Store name/type Costco, club store
Launch type New product
Date published May 2019
Price Can$10.99, US$8.25
Related ingredients Organic sweet potates, organic refined soybean oil, corn starch and rice flour

These straight cut fries are said to be an excellent source of vitamin A and produced with a unique steam blanching process that enhances the full sweet flavours of an organic sweet potato.

Creamy Broccoli Soup
Source: Mintel, 2020
Company Hain Celestial
Brand Imagine Organic
Sub-category Wet soup
Country Manufactured in Canada, not imported
Related claims No additives/preservatives, organic, vegetarian, gluten, GMO and dairy free
Store name/type Provigo, supermarket
Launch type New variety/range extension
Date published March 2020
Price Can$4.99, US$3.72
Related ingredients Organic broccoli, potatoes, celery and onions, organic corn starch, leeks, garlic and sunflower oil

The certified organic and vegetarian product can be prepared in the microwave, and comprises of broccoli and vegetable stock, seasoned with garlic and spices. This soup is said to bring the taste of gourmet, it is a source of fibre, and free from GMOs, dairy, gluten, artificial colours, flavours and preservatives.

Strawberry Multigrain Cereal Bars
Source: Mintel, 2020
Company Hain Celestial Group
Brand Healthy Valley Organic
Sub-category Snacks/cereal/energy bars
Country Market United States, manufactured in Canada
Related claims Kosher, organic, antioxidant, GMO free
Store name/type Mariano's, supermarket
Launch type New packaging
Date published April 2019
Price US$5.19
Related ingredients Organic enriched wheat flour, organic wheat starch and wheat bran

These soft-baked multigrain bars are made with organic ingredients like wheat, oats and strawberries. They are said to be made for a delicious snack, on-the-go breakfast or afternoon treat.

Product examples – United States

Meatless Italian-Style Tofu Sausage with Sun-Dried Tomatoes & Basil
Source: Mintel, 2020
Company Tofurky
Brand Tofurky
Sub-category Processed meat substitutes
Country Market Canada, manufactured in United States
Related claims Kosher, vegan/no animal ingredients, GMO free
Store name/type IGA, supermarket
Launch type New variety/range extension
Date published June 2018
Price Can$6.99, US$5.29
Related ingredients Organic tofu (water, organic soybeans, magnesium chloride, calcium chloride), shoyu sauce (water, soybeans, wheat, salt, culture), organic soy flour

This vegan product is free from meat and GMO, and is also, kosher certified.

Wholegrain Rice & Corn Lightly Sweetened with Pomegranite Juice
Source: Mintel, 2020
Company Nature's Path Foods
Brand Nature's Path Organic Whole O’s
Sub-category Breakfast cereals/cold cereals
Country Market and manufactured in the United States, not imported
Related claims Kosher, low/no/reduce fat, organic, gluten free, wholegrain, low/no/reduced allergen, vegan/no animal ingredients, GMO free
Store name/type Kroger, supermarket
Launch type Relaunch
Date published January 2020
Price US$3.49
Related ingredients Organic brown rice flour, organic corn flour, cane sugar and pomegranate juice concentrate

Nature's Path Organic Whole O's Wholegrain Rice and Corn Lightly Sweetened with Pomegranate Juice have been relaunched with a new packaging design and brand name, previously known as Nature's Path Organic Gluten Free Selections Whole O's. They are carefully created with a few simple ingredients including non-GMO yellow corn and organic brown rice, and lightly sweetened with pomegranate juice. This low-fat crunchy cereal has been harvested without chemical pesticides and fertilizers and contains 19 grams whole grains per serving. It is USDA organic and kosher certified and is free from gluten.

Blue Corn Tortilla Chips
Source: Mintel, 2020
Company RW Garcia
Brand RW Garcia
Sub-category Corn-based snacks
Country Marketed and manufactured in the United States
Related claims Kosher, organic, gluten free, low/no/reduced allergen, GMO free
Store name/type Stop & Shop, supermarket
Launch type New packaging
Date published December 2019
Price US$3.00
Related ingredients Organic blue stone ground corn, sunflower seed oil and sea salt

This product is said to be made using the highest quality organic stone ground blue corn, oil and sea salt. This product is kosher certified and is free from gluten and GMO.

Conclusion

Far outlasting global lockdowns, COVID-19's impact on the economy could shrink global merchandise trade by between 13%-32%, as the majority of governments shut down their borders along with industries in response to the pandemic (analyst views, GlobalData consumer, 20 | April, 2020). Consumer demand for healthier and environmentally safe premium products with the continued desire for a full, impactful flavor, may continue to rise during these tough economic times; as consumers continue to adjust their eating habits at home and have more time to prepare balanced, wholesome, 'guilt-free' (sugar-free, natural, and better-for-you claim) meals. However, for those affected by economic difficulties (even if government support packages come into effect), there will be a need for low-priced, larger bulk pack size products that provide high value-for-money.Footnote 1

Due to global logistics being disrupted by the availability of staff, ingredients and materials, some firms are switching production to alternative categories and are struggling to keep up with demand to meet consumer preferences. Direct-to-consumer (D2C) delivery options facilitated by online technology and service partners are becoming key in this new global pandemic. Additionally, social and corporate responsibility are also important factors for manufacturers to consider, while continuing to maintain valued brand equity in their products, where consumers believe that brands should help them in their daily lives and not exploit the present situation. Involving and engaging consumers in these new strategies can help initiate and achieve these upcoming adjustments in business processes.Footnote 1

Furthermore, reported changes in consumer views are changing often on a weekly basis, due to the uncertainties on the outcome of the COVID-19 situation. The 'new normal' is still unknown at this point, however, surveys are showing that consumers are being mindful on their spending habits (albeit social responsibility), and are often taking a simpler outlook on what they need, while stopping to buy what they feel they do not need. Staple foods that are showing increases in retail sales value are in food categories such as frozen alternatives, pasta and noodles, syrups and spreads, soups, bakery items, and pulses etc. While foods being chosen as non-essential and that are decreasing in sales at the moment include, soft and hot non-alcoholic drinks, alcoholic beverages such as beer/cider/wine and spirits, baby milks, meat, confectionery (especially chocolate), certain dairy, oils and fats categories (to name a few). Overall, the top three key factors currently influencing consumer buying habits are familiarity (59%), time and money constraints (58%), and the impacts on health and well-being (58%) - (GlobalData, April 28, 2020).

Resources

Customized Report Service – Organic market trends of corn, soya beans and wheat between Canada and the United States
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

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