You need to see what is happening out there
The fourth quarter and more specifically the last four weeks of the year are crucial for retailers to deliver results. They need to be at their best to take advantage of holiday shoppers looking for much more than the average shop. We always want to remind people you need to find some time to get to the stores right now. Regardless of whether your product is seasonal or not it is the time to be in the stores.
Look at what products are getting off shelf displays and the messages your customers are sending to consumers. You might see some new packaging or ideas you can implement in your business. A lot of retailers will start to plan Christmas 2026 right after Christmas 2025. If you have opportunities for next year you should start talking to your customers as soon as the holidays are over.
Stores continue to focus on local and Canadian products during the holidays when merchandising space is at a premium. They want the credit for supporting local and must have the confidence these products are going to deliver sales. Local cheese at Atlantic Superstore and local non-alcoholic at Sobeys
Loblaw continues to put a lot of emphasis on President’s Choice with the Insider’s Report. Notice the mention of Flavour packed-budget backed and All the crackling glory and none of the splurge. Price and value messages. Mobile offer tied to PC Optimum points to add value to members.
Dollarama continues to dedicate several aisles to the holidays. I struggle with the paradox of choice in these stores. There is just so much and as the season goes on the display becomes more ’shopped’. Notice the pre-priced products in the confectionary section. It does reduce labour when they do not have to print labels and consumers know what it will cost in an environment where the labels do not always match the products on the shelf. Extra long holiday hours at Dollarama. They must see payback for staying open late.
The presence of leading brands in Dollarama is interesting. They started with a lot of brands we were not familiar with. As they continued to grow share the leading brands needed to get on these shelves as they were losing share. The volume must be good enough for Frito Lay to print unique priced packaging for Dollarama. We probably would not have found organic mac & cheese at Dollarama a few years back.
Sobeys using signage and merchandising to influence consumers and drive average order. They have a big commitment to this type of merchandising. These are complicated offers for consumers. It would be interesting to understand how effective they are.
Most off shelf displays seem to be direct store delivery suppliers. This allows retailers to reduce labour costs because the supplier’s staff build the displays. Retailers are also using these national brands to deliver the value message as there is still a lot of focus on the price of food. Pop and chips in the Atlantic Superstore lobby and more snacks and cookies at Sobeys.
Interesting compostable packaging from Springbrook cranberries. No doubt this package stands out in a sea of single use plastic. Would be interesting to know if consumers respond. Anne of Green Gables Chocolates from Prince Edward Island with gift baskets to drive the average order. Would it be the holidays at Sobeys without poinsettias and Quality Street?
If you have any photos of great store merchandising or interesting ideas we are always interested. Take your team to the stores, buy them a coffee and walk the store. It is the right time to be out there.
Peter
SKUFood Recipes for Success Podcast
In this episode of SKUFood Recipes for Success, we sit down with Mitchell Scott, co-founder & CEO of The Better Butchers, a Canadian brand building the next generation of meat alternatives.
Mitchell comes with deep experience in the food industry, he previously co-founded another major alternative-protein brand and now is on a mission to remove animals from the food chain while building purpose-driven CPG brands.
In our conversation, Mitchell shares how The Better Butchers uses mushroom-based proteins and mycelium technology to craft sustainable meat alternatives, how they plan to launch cultivated/fermented meat products, and how they’re positioning themselves in a rapidly evolving retail landscape.
We also dive into the lessons learned from scaling disruptive food brands, navigating investor and regulatory hurdles, and what it takes to build a brand that resonates with modern consumers who care about flavour and the planet.
This episode is for entrepreneurs and food-brands looking to build with purpose, and make meaningful impact in the supermarket aisle.
If you like what you heard leave us a comment or a review and subscribe wherever you listen to your podcasts.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
One of the best parts of my job is the opportunity to moderate peer groups for FCC. We meet once per month and discuss issues in the industry, challenges people have and opportunities. This is a great format for food and beverage entrepreneurs to talk with other people who are trying to accomplish similar goals. I have been fortunate to be part of the program since its inception. If you are interested give me a call or use this link to register.
Leveraging the opportunity for Canadian Products
We are excited to deliver this program with Food & Beverage Manitoba. So many opportunities for food businesses.
Food & Beverage Manitoba is hosting a targeted 4-part series with Peter Chapman of SKUFood to help processors navigate rapid shifts in the Canadian market. With rising trade uncertainty and growing demand for Canadian-made products, success now depends on clearly communicating your value, aligning with retailers, and building a strong sales and marketing foundation.
This series equips food and beverage companies—whether new to retail or expanding their reach—with practical tools to get products onto shelves and into carts. Three sessions are virtual, and the final full-day session is in person at FABMb. Attendance at all four sessions is required.
Jan 15 – Opportunities with Consumers (Virtual 9am-12pm)
Jan 22 – Alignment with Retailers (Virtual 9am-12pm)
Jan 29 – Developing the Retail Plan (Virtual 9am-12pm)
Feb 5 – Create a Quality Presentation (In person at FABMb, virtual option available)
Members Price all 4 sessions: $400.00 plus GST
Non-Member price all 4 sessions: $800.00 plus GST
Where is Peter speaking?
With the focus on Canadian food and beverage we wanted to share a program we have developed with Alain Bosse, the Kilted Chef. We partner to share insights about Canadian food and beverage at conferences and events. We talk about where products come from, share insights about some hidden gems and of course Chef Alain has great tips for using the products at home. This is designed to be entertaining and engaging. Not just for food industry audiences, it works for everyone.
I do have travel coming up to Toronto and Fredericton so if you want to connect or have an event in any of these locations give me a call or send me an email.