Newly released market study: Processed Meat and Seafood in Canada

In 2015, processed meat and seafood recorded current value growth of 4% to reach sales of C$6.4 billion. Category growth was largely driven by increasing health-consciousness, with many consumers now paying more attention to nutrition. As a major source of protein, meat and seafood are regarded as important foods. Canadian consumers are increasingly gravitating towards products with a high protein content as protein is perceived to contribute to both weight loss and satiety. Demand for protein-rich foods is being seen across several consumer groups, including millennials, the elderly, vegetarians and vegans.

Competitive Landscape

The competitive landscape in processed meat and seafood remained fairly fragmented in 2015. Maple Leaf Foods Inc led the category (in GBO terms) with a 26% value share, followed by Olymel SEC/LP (7%) and Maple Lodge Farms Ltd (4%). The leading position of Maple Leaf can be attributed to its leading Maple Leaf and Schneider brands, which both held a 13% share of value sales. The company is also active in terms of new product development and marketing. For example, Maple Leaf Foods has launched a campaign urging Canadians to ditch their mobile phones in favour of another handheld device - hot dogs. The campaign is a continuation of Maple Leaf’s new "Dig In!" platform, which brings together the Maple Leaf, Schneider and Maple Leaf Prime brands under one creative umbrella for the first time.

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Industry Prospects

Processed meat and seafood is expected to register a slightly stronger performance over the forecast period compared to the review period, posting a value CAGR of 3% at constant 2015 prices, up from a CAGR of 2% over 2010-2015. The category will benefit from the growing popularity of processed seafood and chilled processed meat due to their freshness, good quality and superior taste.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Processed Meat and Seafood industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Processed Meat and Seafood industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Processed Meat and Seafood in Canada market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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