December 5, 2025 – Canadian consumer food choices are changing. This shift is influenced by both global trends and local factors. Innova Market Insights looks into what leads Canadian consumers to choose specific food and drink products. Key consumer drivers include environmental sustainability, health and wellness, and economic pressures.
Canadian Consumer Driver 1: The Environment
The health of the planet is the top concern for consumers around the world. Climate change is having a growing impact on health, food security, and the economy, reflecting current consumer food trends. As a result, brands and consumers in Canada are paying more attention to climate adaptation strategies.
Canadian Consumer Driver 2: Health and Wellbeing
An aging and growing population, rising obesity levels, and the global mental health crisis are putting more pressure on healthcare systems. For consumers, health is the second most important global concern. Increased awareness of wellness is driving demand for products high in protein and fiber, with less sugar and fat, and featuring functional ingredients. Consumers in Canada value claims like vitamin and mineral fortification, caffeine-free options, and organic ingredients in drinks and sports nutrition. Plant-based options also continue to appeal to health-conscious Canadian consumers.
Taste, Cost and Freshness
Food trends in Canada show that taste and flavor, along with price, are the main factors that influence Canadian consumers in nearly all food and drink categories. This is especially true for soft drinks, dairy, bread, and snacks. Freshness creates trust in categories such as bread, hot drinks, meat, fish, and dairy. This trust leads to repeat purchases and boosts brand loyalty.
Clean Label and Authenticity
Consumer food trends reveal that Canadian consumers value real ingredients and natural products without artificial flavors or colors. They respond positively to claims like “traditionally made” or “crafted.” They prefer premium-quality items that are locally sourced or produced, as well as non-GMO products. This leads Canadian consumers to associate transparency and safety with authenticity and trust in brands.
Variety, Novelty and Balance
Changing lifestyles and evolving taste preferences in Canada are driving consumer interest in new flavors and product formats in snacks, hot drinks, and plant-based foods. Canadian consumers want choices that offer both indulgence and health benefits. They seek a balance of enjoyment, value, and wellbeing.
Canadian Consumers Choosing Alcohol Free Over Alcohol
In Canada, more consumers are realizing the importance of moderating their alcohol intake. Budget limits, shifting lifestyles, and health concerns have contributed to a decline in alcohol consumption. At the same time, health preferences and changing tastes are boosting the popularity of non-alcoholic drinks. Key selling points include the use of real ingredients, natural content, lower sugar, no artificial flavors or colors, and traditional craftsmanship.
Health-Focused Claims in Bread & Breakfast Cereals
The main factors that influence the purchase of bread and bread products in Canada are cost, taste, and freshness. However, changes in lifestyles, health concerns, and budget limits have caused a decline in the consumption of these products. For breakfast cereals, Canadian consumers also focus on cost, taste, and brand. Important features that influence consumer choices include high fiber and protein content, less sugar, real or natural ingredients, and no artificial flavors or colors.
Clean Label Claims in Dairy
Consumer food trends reveal that Canadian consumers care about dairy products that have clear labels and high protein claims. They prefer real, natural ingredients. Many Canadians also want products with no artificial flavors or colors and reduced fat. For example, they are interested in reduced sugar and functional ingredients in spoonable and drinkable yogurts. Recently, Activia launched a spoonable dairy yogurt that offers high protein, reduced sugar, prebiotics, and probiotics.
Meal Preparation in Canada
There is a notable increase in consumption across different meal preparation categories among Canadian consumers. This includes bouillons, stocks, sauces, dips, spreads, and ready meals. Taste, flavor, and affordability are the main factors that influence buying choices. Clean label claims, like real or natural ingredients, no artificial flavors or colors, and high protein content, are becoming increasingly important. Recent product launches feature ready meals, dips, stocks, and sauces that highlight health and authenticity, such as guacamole dips and fiber-rich butter chicken sauce.
Decline in Snacks and Treats Consumption
While indulgence and high-quality ingredients appeal to Canadian consumers, most snack and treat categories have seen a clear decline. This drop mainly stems from health concerns and budget issues. However, cereal and energy bars have bucked this trend. Their popularity is increasing due to changing lifestyles and a growing demand for variety, novelty, health benefits, and nutritional claims like high protein or fiber content. A recent example is Love Good Fats’ Chewy Nutty White Chocolatey Strawberry nut bars, which boast high protein, fiber, and no additives or preservatives.
Demand for Plant-Based in Canada
Consumer demand for plant-based products in Canada is rising, especially for dairy alternatives and sports nutrition. Claims about nutrition and clean labels, like real ingredients, natural, and no artificial flavors or colors, are important factors driving interest in plant-based. Claims such as “high in protein,” “reduced sugar or fat,” and “organic” are especially sought by Canadian consumers. A recent innovation is Beyond’s plant-based burgers, which have 75% less saturated fat and contain 20 grams of protein.
What’s Next in Consumer Food Trends in Canada?
New food trends in Canada focus on consumers’ need for affordable, tasty, and fresh products. Health and nutrition matter, with more Canadians looking for foods that have less sugar or fat and more protein, fiber, and functional ingredients. As a result, brands are creating fortified dairy alternatives, protein-rich snacks, and easy-to-prepare plant-based meals. Clean label and natural options are also gaining popularity with Canadian choosing food and beverages made with real ingredients, free of artificial additives, and sourced locally or organically. Lastly, changing lifestyles and taste preferences are driving interest in new hybrid options that mix indulgence with wellness. These include limited-edition flavors and snacks that provide rich tastes along with added nutritional benefits.
This article is based on Innova’s Category Growth Drivers in Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more