Sweet Biscuits, Snack Bars and Fruit Snacks in Canada

PROSPECTS

Snacking trend continues to strengthen

As noted previously, Canadian consumers, especially the younger demographic, have been shifting from regular meals to meal/snacks mixes over the course of the review period. While consumers are leading increasingly busier lifestyles, the demand for on-the-go consumption and convenience, in terms of time, energy and skills needed for food preparation, is on the rise.

Snack bars experiences significant dynamism

Snack bars registered good growth in 2017-2018, with the category playing well into the snacking trend and manufacturers are shifting their product offerings with a healthier positioning to meet changing consumer demand. Specifically, although cereal bars encountered great challenges largely due to “unnatural” ingredients used in many mainstream brands, energy bars, and fruit and nut bars have enjoyed impressive growth, which gives snack bars a strong boost.

Shifting consumer preferences contribute to continued weak performance of sweet biscuits

Increasing consciousness over health and wellness has been the key factor leading to the slow growth of sweet biscuits in the past decade. As part of this trend, concerns over excessive sugar intake have mounted with the warnings from the World Health Organization and professional associations in Canada in 2015-2017.

COMPETITIVE LANDSCAPE

General Mills Canada Corp and Mondelez Canada Inc remain two leading players

General Mills Canada Corp and Mondelez Canada Inc continue to lead the category in 2018. No other single player holds double-digit value share other than the two leaders.

Smaller players enjoy strong growth momentum

Rapid growth in snack bars has attracted an expanding list of players in 2018, which is likely to continue into the forecast period. KIND Bars, for example, enjoyed exponential growth in Canada due to its rich experience in marketing, as it has been hugely successful in the US and also owing to the expansion in channel distribution since its launch in Canada in 2013.

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