Consumers are more interested than ever in where products come from
Happy New Year!
As we get going in 2026, we will share some insights about each of our trends that we published in December. There are several sources for trends to help you understand what is happening with consumers. They are important and we encourage you to consider how they impact your target market and your products. Our SKUFood trends are different. We focus on the entire value chain and look for insights to help you as you navigate through another year in this challenging industry.
This week we will start with our first trend which is to Leverage your Canadian content. As much as people would like to think the world might go back to where it was, as every day goes by that seems less likely. As the US continues down a path of America First and trying to assert their values on other parts of the world it has motivated Canadians to be more patriotic and make real efforts to shift their food dollars to Canadian products.
As reported in Canadian Grocer, Loblaw President Per Bank said,
“Inside our business, the consequences of tariffs are being discussed in virtually every supplier meeting we have.” On average, he added the grocer has seen sales volume decline by roughly 15% to 20% on products marked with a “T”—with some declines nearing 50% where “strong alternatives” exist.
“Volumes on products prepared in Canada increase, demonstrating the strong desire by consumers to continue supporting Canadian products and brands.”
We have to be realistic and accept that produced in Canada is also no guarantee of success. Food and beverage businesses need to communicate their Canadian content, so retailers want it on the shelf and consumers will put it in the shopping cart. You cannot assume people understand your product is Canadian and that use Canadian people to produce it or Canadian ingredients.
Consider every touchpoint
As you decide where to make investments in 2026 you should consider how you can share the Canadian attributes of your products and your business.
Your own business
Take a look internally. Make sure your employees understand what you are doing to support Canadian suppliers of ingredients, packaging etc. This is an opportunity to remind the people who work with you that you are making efforts to work with Canadian businesses which makes our entire economy stronger. Your employees might even have some ideas how you can make this happen.
Your customers
Do not assume that retailers and distributors understand where your product comes from or that you use Canadian ingredients. Be clear and make their job easy. Include it on every interaction you have with them. Examples:
Your email signature
“A proud Canadian company producing product ABC in Winnipeg, MB since 1986.”
“Product ABC is produced by over 50 people in our Canadian manufacturing facility in Montreal, QC”
“Product ABC is produced with 100% Canadian ingredients in our facility located in Burnaby, BC”
You can even change it up to keep it fresh.
Your master case
Many people in your customer’s organization see the master case. Yes it needs to be functional to get through the warehouse/distribution network but it can also be a great billboard. If you sell to Costco and discount stores, they often merchandise in the master case. Use the maple leaf and be clear that the product is Canadian.
Trade shows
Your communication should be clear that the product is produced in Canada. In the past other attributes might have been more important but this impacts volume right now. People at these shows should notice it.
Pitch decks
Your probably told them somewhere in your presentation where products were produced. This needs to move up in importance. If you compete against US products this is a valuable point of differentiation. Remember retailers do not like changing prices for tariffs or keeping products on the shelf consumers are trying to avoid.
Stores
Get into the stores. Many retailers are putting signage on the shelf to identify Canadian products. Make sure yours are there and that the signage is up where it should be. This is a huge challenge for retailers and a new cost in their business. It costs a lot of money to put signage on thousands of SKUS in hundreds of stores. Be a help, not a pain. It is easy to complain if they do not get it right. Check your products first and also the competition. If they need a Canadian flag on your product let them know. If they are putting Canadian signage on US products let them know as well. If you see a small sample of stores where there is an issue it is probably something you can resolve at store level. If it is in many stores you are on the wrong list and you need to get that changed.
Online shopping platforms
Many retailers are calling out Canadian products and Loblaw even developed a swap option for consumers. If they select a US produced product the Loblaw app will give them the option to select swap and pick from Canadian choices. Check your products (and the competition) for accuracy on these platforms. Again, they are managing thousands of SKUS so be your own advocate.
Your consumers
This really is a must have.
You can stand out on the shelf which is not an opportunity that comes along that often. You do not even have to reduce your price, you just need to make it clear to consumers your product is Canadian. You still need to play the temporary price reduction (TPR) game but every day the awareness about Canadian can impact buying decisions at regular price or TPR.
Packaging
We appreciate packaging is expensive but if there was ever a case to be made where a change could influence sales this is it. Be clear on the front of pack. Here are some great options of companies doing this now.
Social media
A very busy space but when you can penetrate the noise with a message about Canadian you might generate more sales. People are looking for some good news online these days.
Make sure your social media people are responding to comments and give your product a Canadian voice. You should also participate in platforms like Made in Canada. People have questions and you might have the answers.
Signage
Any time you have an opportunity to put signage close to your product is a win. When I was at Loblaw we used to say “signage sells”. It is true.
Include some message about Canadian in that signage. The maple leaf is a very powerful symbol that works.
Public relations
We have always maintained public relations was an opportunity for food and beverage businesses. Many of you have a great story to tell. Now is an even better chance.
Be proactive and be ready. You need to tell them your story and provide the information they need, when they need it. Just this week I did a media interview. I had to change a couple of things in my schedule to accommodate but it is worth it to leverage the exposure you can get.
We will continue each week with our 2026 trends. As always we appreciate your feedback and comments as they help us understand what is important to you and your business.
Peter
SKUFood Recipes for Success Podcast
In this episode of SKUFood Recipes for Success, we sit down with Jeff Lahey, Co-Founder & COO of Humble Chips, the brand turning organic potatoes and a sustainability-first mindset into a movement in snack food. With more than 20 years of experience across Frito-Lay, Guru Organic Energy, and Amplify Snack Brands (SkinnyPop), Jeff brings deep industry insight and a mission to create snacks that are good for consumers and the planet.
Jeff and his co-founder saw a major gap in the “better-for-you” space, plenty of snacks claimed clean ingredients, but almost none tackled the growing issue of packaging waste and plastic pollution. Their own shift toward natural and organic eating inspired the launch of Humble Chips: certified organic potato chips cooked with the skins on, seasoned with intention, and packaged in eco-friendly Plastic Neutral packaging.
In our conversation, Jeff shares how they uncovered an unmet consumer need, the complexities of sourcing organic ingredients and sustainable packaging, and how they built early momentum through authenticity, purpose, and strong retail partnerships. We dive into the realities of scaling a mission-driven snack brand, why transparent storytelling matters, and how Humble continues to put purpose over profit.
This episode goes beyond the crunch, it's a deep look at what it takes to build a brand that stands for something, leads with values, and resonates with the modern conscious consumer.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
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
After years of negotiations, pressure and revisions the Canadian Grocery Code if Conduct is in place. It is a good thing and people who were relentless about getting it done deserve credit. It is not easy to get the players to the table, let alone get them to confirm participation.
Take the time to read the details and if you believe you want to be a part sign up in advance. You want to be a part of the solution, not the company that signs up just because you have an issue you need help with.
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.