Official lockdowns in various provinces began in mid-March in Canada, and caused foodservice outlets to shut down with the exception of restaurants in Northwest Territories. This has led to a huge decrease in foodservice sales of edible oils, with the retail channel benefiting.
Manufacturers of edible oils have been focusing on keeping their staff and management safe as well as on meeting demand from retailers. Because of consumer stockpiling, they have fallen somewhat behind on the latter and, consequently, have not had sufficient time to conduct proper intelligence-related activities including store checks.
2020 has seen no change in regard to the leading players in edible oils. Deoleo Canada remains the biggest generator of sales, and is gaining value share due to consumers increasingly opting for brands they are highly familiar with and have trust in, given that time spent shopping has had to decrease.
Given that stockpiling means many consumers do not need to purchase edible oils as frequently as previously, and given that the foodservice channel has reopened, sales in the largest retail categories of rapeseed oil and palm oil are likely to decline in 2021. Smaller categories such as sunflower oil and corn oil, however, will continue to benefit from strengthening health and wellness trends and consumers’ desire to experiment with new formats.
Traditional sampling and in-store promotion and activation will be impossible or very limited in the foreseeable future on account of COVID-19. Greater investment in digital and online approaches is likely, with lessons being learned from Asia Pacific/China where e-commerce including mobile retailing is more advanced.
Canada’s increasingly liberal trade relations and the passing of new legislation and regulations are likely to have an impact on sales of edible oils over the forecast period. In particular, Canada has recently entered into various free trade deals with other trading powers, notably the EU, US and Asia Pacific states, which is expected to free up the country’s food exports while at the same time creating the pre-conditions for a wider range of imported products to become available within Canada.
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This report originates from Passport, our Edible Oils research and analysis database.
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