June 30, 2025 – Once driven primarily by value, Canadian food and beverage store brands are now gaining traction across a broader range of categories as consumer perceptions around quality begin to shift. Fresh, bakery and core staples remain the foundation, but opportunities are emerging to move up the value curve.
The main challenge facing private label in Canada is the limited market share and slower pace of innovation compared to other mature regions. With just 19% of retail sales and launches, private label remains underdeveloped in categories where branded products dominate through quality, variety and innovation. Recent declines in launches further highlight the need for strategic focus to grow relevance and sustain momentum.
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