Organic Beverages in Canada

PROSPECTS

Organic beverages is set to achieve healthy growth rates

All primary categories within organic beverages except for organic concentrates were able to achieve positive performances in value terms in 2018. This was mainly due to the fact that organic products are becoming integral parts of daily life for many Canadians.

Organic offerings are becoming more accessible to consumers

Distributors and retailers are expanding their organic product portfolios, thus greatly improving the accessibility and affordability for the growing consumer base. Over the last 3-4 years, the availability of organic products, including organic beverages, has expanded and these products are increasingly available in hypermarkets and discounters.

Organic coffee continues to be the most dynamic category

Organic coffee led value sales growth in 2018 with a double-digit increase, followed by organic tea, which expanded at a slightly lower rate. These products are being supported by the organic movement, active new product launches and the premiumisation trend.

COMPETITIVE LANDSCAPE

Kicking Horse Coffee Co Ltd maintains a strong position in organic coffee

Following the acquisition of the company by Luigi Lavazza SpA in 2017, BC-based Kicking Horse Coffee Co Ltd has implemented an intensive marketing campaign to further supress its traditional rivals, especially Starbucks. One of the major steps for the company was to increase the visibility and shelf space of Kicking Horse coffee beans at conventional grocery stores, while leveraging its popularity to initiate demand for organic ground coffee.

Competition is intensifying in organic tea

While organic tea offerings have been the main reason for loose leaf tea performing well in specialist, direct selling and internet retailing channels in Canada in the last few years, conventional channels such as supermarkets and discounters have just started to experience a more substantial impact from the trend. Over 2017-2018, major brands available in these kinds of modern grocery retailers, such as Celestial Seasonings Teahouse from Hain Celestial Canada, were focused on organic offerings.

Organic claims are growing in number

The growing popularity of organic products and organic certifications has gradually spread to categories that were previously unaffected. This is due to the need to cater to consumers who are very health-conscious and need assurance.

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