Private Labels: The Consumer’s Choice

Once seen merely as a low-cost alternative, private labels are now viewed as a smart and quality-driven choice. Today, only 23% of Canadian consumers choose private label products to save money, compared with 30% in the U.S.

The image of private labels has evolved thanks to a more diverse, innovative, and consumer-focused offering. Millennials and Gen Z—who grew up with these products—are now their strongest advocates… and represent the most significant consumer segments.

To meet this growing demand, U.S. retailers have developed new premium private label lines, especially since the arrival of Lidl and Aldi, two retailers where nearly 90% of sales come from private label products. Store brands are no longer synonymous with cheap products but have become true drivers of quality and innovation.

Similarly, health and nutrition products are gaining prominence on store shelves, driven by growing demand for natural foods with simpler ingredient lists. Retailers such as Walmart, with its new BetterGoods brand, and Target, with Good & Gather, are following this trend by offering ranges that are both affordable and refined—continuing the path paved by Trader Joe’s and Wegmans, long recognized for the quality of their private label products.

According to Marie-France Gibson, retailers will continue to invest in this segment because it allows them to improve profitability, strengthen customer loyalty, and enhance brand image. In an uncertain economic climate, private labels are emerging more than ever as a strategic lever for differentiation and growth for Canadian retailers and agri-food companies.

Current Private Label Trends

Cédric and Marie-France identified seven key differentiation factors and current trends:

• Health and nutrition products: natural, minimally processed, and with short ingredient lists;
• Ethnic and multicultural offerings, inspired by Canada’s diversity;
• “Affordable indulgence” products, combining pleasure and reasonable prices;
• Family-size formats, similar to Costco’s model;
• Sustainable and eco-friendly products;
• Premiumization, with exclusive ranges and unique flavors;
• Digital innovation, offering greater transparency, traceability, and online visibility.

Join Groupe Export at PLMA Chicago

In conclusion, Marie-France Gibson emphasized the importance of visiting local stores during trade shows to observe market practices and innovations firsthand. She also encouraged PLMA Chicago participants to explore Amazon’s physical stores in Chicago, known for their competitive prices and innovative concepts.

To that effect, each year, Groupe Export organizes one of the largest Canadian pavilions at PLMA Chicago, held every November. More than forty companies will exhibit this year, in collaboration with Export Development Canada (EDC) and Inno-centre, partners of the pavilion organized by the association. Although all booths are now fully booked, it is still possible to attend as a visitor. Financial assistance from the Quebec Ministry of Agriculture, Fisheries and Food (MAPAQ) and Agriculture and Agri-Food Canada (AAFC) is also available to visitors.

L’article Private Labels: A Growth Driver in Canada est apparu en premier sur Groupe Export Agroalimentaire.

HEB Mexico: Steady Growth

With 88 stores mainly located in the northern part of the country, HEB Mexico has been experiencing sustained growth for several years. The company continues to expand by opening new outlets while also modernizing existing ones. Its model relies on two formats: HEB, focused on quality and customer experience, and Mi Tienda, aimed at more price-sensitive segments.

Beyond its physical network, HEB is also adapting to new consumption habits through its e-commerce channel, offering home delivery and in-store pickup services.

Private Labels at the Core of the Strategy

The central message from Estefania and Mirthala was clear: private labels are a key growth driver for HEB. The company develops an extensive range under its own brands, including HEB, Hill Country Fair, Mi Tienda, and Central Market. In Monterrey alone, the retailer holds nearly 40% market share.

To enrich their offering, the buyers are constantly seeking new international suppliers capable of delivering innovation, quality, and competitiveness. “We have a strong interest in Canadian products,” they stated, emphasizing that they had already met with several companies during their visit to the country.

What HEB Looks for in Suppliers

The representatives also outlined their selection criteria:

• Quality and certifications (SQF, BRC, HACCP, etc.);
• Capacity for innovation (ingredients, packaging, processes);
• Diverse assortment (different formats and flavors);
• Sustainability and ethics in the value chain;
• Competitive pricing to match Mexican purchasing power.

Current trends open promising opportunities for Canadian exporters, particularly in the segments of health products, organic, gluten-free, vegan, and protein-based snacks.es produits santé, biologiques, sans gluten, véganes et des collations protéinées.

A Gateway to Mexico

The panel ended on a positive note: HEB is eager to strengthen its ties with Canadian suppliers. For agri-food companies looking to grow internationally, Mexico represents a strategic gateway — supported by a strong, expanding retailer hungry for innovation.

L’article HEB: Growth Opportunities for Canadian Companies in Mexico est apparu en premier sur Groupe Export Agroalimentaire.

Better Understanding NielsenIQ Data

NielsenIQ data comes directly from retailers (major chains, grocery stores, pharmacies, Walmart, etc.) and reflects overall sales across the country. It helps track market trends, evaluate the performance of categories, brands, or products, and better understand consumer behavior.

From initiation to advanced analysis

The first webinar was designed for beginners and aimed to demystify NielsenIQ reports. During the session, Cédric taught participants how to read key indicators such as dollar sales, unit sales, tonnage, distribution, velocity, and market share. When properly interpreted, these metrics provide a clear picture of a product’s performance.

The exercise went beyond simply reading an Excel table. As Cédric explained, understanding the numbers also means learning how to tell a story with the data. For example, a brand may show sales growth but still lose market share if the category as a whole is growing faster.

Another key takeaway was how to calculate inflation using the data. While this figure doesn’t appear directly in reports, it can be deduced by comparing dollar sales growth with changes in units or tonnage. This simple but revealing exercise shows whether growth is truly coming from increased volume or merely from higher prices or a shift in promotional strategy. The training also highlighted the importance of distinguishing between national brand and private label data.

In short, this first module gave participants the ability to decode NielsenIQ reports and, most importantly, see them as a strategic tool. Behind every number, there’s a story to tell buyers, partners, or investors.

The second, more advanced webinar focused on transforming a simple Excel file into a true strategic compass. The goal: going beyond basic metrics to build a solid and credible diagnosis.

Using Excel-based reports, participants learned how to calculate additional indices themselves—whether to measure inflation within a category, assess performance by region (such as comparing Quebec with the rest of Canada), or analyze a specific segment to uncover hidden opportunities. Cédric recommended the “funnel” approach: start with a broad view of the category, then drill down into brands, formats, or specific UPCs to understand what drives observed trends.

Another key tool covered was regional development indices. By comparing a brand’s market share in Quebec with its national performance, companies can quickly see where they are “underdeveloped” and quantify potential opportunities. Finally, distribution analysis shed light on a frequently overlooked lever: the gap between market share and distribution share.

In short, this second module delivered an essential lesson: NielsenIQ data is not just a static snapshot of sales. When properly interpreted, it becomes a persuasive tool to convince a retailer, adjust pricing strategies, or prioritize the right formats.

Watch the Webinars to Learn More!

Would you like to access these webinars asynchronously? Groupe Export allows its members to watch them for free to deepen their knowledge!

To obtain the recording and presentation, simply contact Samira Silbermann, who will gladly provide you with access to the content.

Please note that the webinars are conducted in French.

Ready to Take Action?

Byzzer is particularly relevant for small and medium-sized enterprises seeking to validate market potential abroad, prepare a product launch, or convince a foreign buyer. The data can guide R&D, refine an export strategy, or strengthen the credibility of a pitch with partners.

NielsenIQ data goes far beyond an Excel spreadsheet! It is an essential tool for making strategic decisions and accelerating business growth.

Interested in purchasing a NielsenIQ data report? Contact your export advisor today!

L’article Understanding and Leveraging NielsenIQ Data with Byzzer est apparu en premier sur Groupe Export Agroalimentaire.

Why diversify supply sources?

Diversification is not a trend—it is a strategic necessity. As Export Development Canada (EDC) highlighted in a recent article, “diversifying your supply chain pays off”, this approach not only strengthens business resilience but also improves profitability and fosters innovation.

First, diversifying suppliers reduces risks. Natural disasters, geopolitical conflicts, strikes, and pandemics have all shown how a fragile link can jeopardize an entire production. Relying on multiple sources, located in different regions, helps absorb shocks and prevent sudden disruptions.

This diversification also provides stronger bargaining power. A company that depends on a single supplier is in a weak position when it comes to negotiating prices, timelines, or conditions. Conversely, comparing and competing suppliers restores leverage and helps secure more favorable terms.

Quality and compliance are also at stake. When markets require specific certifications—whether organic, gluten-free, or meeting certain environmental standards—having a reliable alternative is a major asset. It allows businesses to quickly replace a non-compliant supplier without compromising production.

How to diversify effectively?

If the idea is appealing, the real challenge lies in putting it into practice. According to Farm Credit Canada (FCC), supply chain risk management relies on thorough and structured preparation. The first step is to map out needs and vulnerabilities: which ingredients are critical, which suppliers provide them, and what would be the impact of a disruption?

Once this diagnosis is made, adopting a multi-supplier strategy is essential. For each key ingredient, it is recommended to have at least two to three supply sources, ideally located in different regions. This geographical diversity reduces the likelihood that a single event—whether climatic, political, or logistical—will completely halt production.

Developing strategic partnerships also plays a central role. Establishing long-term contracts with several stakeholders and cultivating trust-based relationships can ensure supply priority during times of crisis.

Finally, monitoring and innovation are indispensable. As FCC emphasizes, it is crucial to attend trade shows, stay on top of new trends, and explore emerging solutions that help avoid dependence on a single model, ensuring a robust continuity plan.

The Role of Group Export: Diversifying Your Markets and Sources

Beyond diversifying ingredients, diversifying markets is also a key strategic lever. Group Export supports its members in achieving both objectives through one of our must-attend trade shows:

FI Europe – Food Ingredients Europe

📅 From December 2 to 4, 2025
FI Europe is the world’s leading event for food ingredients. With thousands of innovative solutions—from plant-based to flavors, colorings, proteins, and sustainable alternatives—this show is a showcase for exploring and securing new sources. Key conferences will address geopolitical impacts on supply chains, next-generation sustainability strategies, applications of artificial intelligence and automation, as well as supply chain resilience strategies.

JOIN THE MISSION

Diversify or Disappear: The Real Strategic Choice

Diversifying supply sources is no longer a luxury, but an insurance policy for resilience in the face of geopolitical, climatic, and economic upheavals. By combining effective risk management with participation in strategic trade shows such as FI Europe, agri-food companies equip themselves to anticipate, secure, and innovate.

Because ultimately, the real question is not whether diversification is possible… but whether you can afford not to do it.

L’article Diversifying Supply Sources: A Reality or a Myth? est apparu en premier sur Groupe Export Agroalimentaire.

United States: A Dominant but Pressured Partner

The United States remains the world’s leading exporter of food products, with key export flows directed toward Canada, Mexico, Europe, China, South Korea, and Japan. Thanks to CUSMA, Canadian exports to the U.S. have increased by 60% since 2000, especially in sectors like bakery, confectionery, vegetables, and seafood.

However, this mutual dependency raises concerns: the U.S. industry relies heavily on ingredients imported from Canada, Mexico, and China. A quick diversification of supply chains seems unlikely, potentially opening strategic opportunities for Canadian exporters.

China: Moving Toward Agri-Food Self-Sufficiency

In response to ongoing trade tensions with the U.S., China is working to partially relocate food production within its borders. One key initiative includes ramping up domestic cheese production—along with whey, a vital byproduct. This push for food sovereignty is creating a shifting commercial landscape for international exporters.

Japan, Europe, and the UK: High-Value Markets

Japan is a top destination for Canadian products, particularly gourmet, organic, functional foods, and pork. The image of Canadian—and especially Quebec—products is excellent, associated with quality and authenticity.

In Europe, new trade agreements and strengthened collaboration with the United Kingdom are creating promising opportunities. The UK has become the second-largest export market for Quebec-made products, especially those aligned with health trends, plant-based proteins, lower sugar/calorie content, and eco-friendly single-serve packaging.

Product Trends and Emerging Consumer Behaviors

Mr. Lafougère concluded by highlighting several high-potential product categories for international expansion: chocolate, seafood, meat (with a focus on pork), dairy, and fruit. He also pointed to key market trends: the growing role of protein in all its forms, increased demand for “free-from” products (lactose, gluten, fat, additives), the influence of health-driven items like Ozempic, and rising interest in sustainability.

To receive the full PowerPoint presentation from the conference, please contact us at servicemembre@groupexport.ca. *Available exclusively to members of Groupe Export agroalimentaire.

L’article Agri-Food Trade in Transition: Trends and Insights from Christophe Lafougère est apparu en premier sur Groupe Export Agroalimentaire.

Updated by the Groupe Export team to reflect market changes—such as mergers, acquisitions, or new banners—this catalogue has become a go-to reference for many of our members. In fact, nearly 100 companies already use it and frequently tell us how valuable it is to their export strategy.

Exclusively available to members, the U.S. Store Directory is far more than a simple list: it’s a strategic asset to guide your go-to-market plans and identify the best sales channels for your products.

Directory Content

The directory, written in English, contains several relevant and essential pieces of information to help guide your business strategy, including:

• Headquarters address
• Parent company
• Number of stores
• Store locations by state
• U.S. regions covered
• Revenue
• Website
• General company profile

You would like to get the U.S. Store Directory exclusively offered to our members ?

Contact: Tanja Popovic, Export Advisor – tanjapopovic@groupexport.ca

L’article Get to Know Your Potential Buyers: A Strategic Asset for Breaking into the U.S. Market est apparu en premier sur Groupe Export Agroalimentaire.

Each year, Group Export organizes more than thirty subsidized trade shows and commercial missions worldwide. The association selects these locations based on the general interest of its members. However, many other events that facilitate business meetings are organized across all continents. For this reason, to support and assist agri-food exporting companies in selecting trade shows outside those organized in a turnkey format by the association, Group Export has created a directory of all business-to-business (B2B) trade shows worldwide, available exclusively to its members.

This catalog, available in English, offers a comprehensive overview of international trade fairs specializing in the agri-food sector, enabling companies to discover the latest trends, innovations, and market opportunities in the industry.

Wish to receive the catalog?

Contact us to learn how to obtain this free catalog.

Ask for the catalog

Not a member? You can join Group Export online directly. For more information, we encourage you to contact Catherine Dinel, Member Services Agent, at servicemembre@groupexport.ca.

L’article TRADE SHOWS CATALOG est apparu en premier sur Groupe Export Agroalimentaire.

In an increasingly globalized context, Quebec’s agri-food companies face significant challenges when it comes to expanding their distribution beyond provincial borders. During a webinar organized by the Ministère de l’Agriculture, des Pêcheries et de l’Alimentation du Québec (MAPAQ), Pierre Meunier, a consultant at Meunier Agrostratégie, shared his tips and tricks for successfully implementing a distribution strategy outside of Quebec. This article draws on his advice and explores the essential elements for developing and executing an effective distribution strategy beyond Quebec.

First, according to Mr. Meunier, companies wishing to market outside of Quebec should first analyze their successes within the province. Are these related to sales methods, products, pricing, distribution channels, or marketing communication strategies? The main objective is to identify the factors contributing to your company’s success. If the elements of your success are applicable to other markets, you already have a solid foundation to build upon!

Next, before embarking on marketing efforts, identify and assess the targeted markets. Are there markets with good potential for access, or do they seem saturated? Which markets will you target first? Proximity markets like Toronto and Boston may be excellent options to start with. What is your budget, and is it realistic? What marketing strategy will you use to ensure your integration into these markets? Will you attend a trade show to showcase your products?

During this training, Mr. Pierre Meunier also highlighted several effective market penetration strategies, as well as presenting a realistic timeline and budget for entering new sectors.

Need more information?

Contact us to receive the full training document (in french)!

Contact Mélissa Rhéaume

L’article TIPS AND TRICKS FOR SUCCESSFUL DISTRIBUTION STRATEGY OUTSIDE OF QUEBEC est apparu en premier sur Groupe Export Agroalimentaire.

To learn about upcoming roundtables offered by the Agri-Food Export Group, please visit the dedicated Training and Networking web page.

The Middle East

The Gulf Market comprises six countries—Saudi Arabia, Bahrain, the United Arab Emirates, Kuwait, Oman, and Qatar—under the Gulf Cooperation Council (GCC). This young, dynamic region, predominantly made up of expatriates, has a population of 60 million with significant financial resources and a diverse demand for food products. This economic prosperity, combined with a large and diverse expatriate population, creates opportunities for Canadian products, which are recognized for their high quality. This potential has prompted the Canadian government to launch two promotional initiatives to support local agri-food companies: promoting Canadian beef in supermarkets in Kuwait and a “Flavors of Canada” promotional campaign to showcase Canadian products in supermarkets across Saudi Arabia and the United Arab Emirates.

More specifically, the United Arab Emirates offers a diverse market with growing demand for quality products. This country, with its thriving tourism economy, recognizes the richness of Canadian products, including grains, meat, and seafood.

The Middle East presents numerous opportunities but also particular challenges specific to the region, including the need to comply with Halal certification as well as logistical issues. Indeed, during her presentation, Nathalie Doré also emphasized the importance of finding a reliable importer distributor, as chains and other food businesses prefer to conduct transactions with local institutions.

Need more information?

Contact us to receive the full training document!

Contact – Market Development Dept.

For assistance with packaging compliance for these markets, the Agri-Food Export Group offers a subsidized service in labelling and regulation.

L’article Overview of the Middle East with the Agri-Food Trade Commissioner of the Canadian Consulate General in Dubai est apparu en premier sur Groupe Export Agroalimentaire.

Undoubtedly, these types of trade agreements, such as CETA, CUSMA, and CPTPP, have a significant impact on the Canadian agri-food export sector.

• CETA, the agreement with the European Union since September 2017, eliminates or reduces trade barriers between Canada and the EU, with tariff exemptions for 98% of EU tariff lines, providing opportunities for various agri-food products.
• CUSMA, in effect since July 2020, offers Canadian businesses privileged access to over 450 million consumers in the United States, with specific benefits for the agri-food sector, including new tariff quotas and streamlined customs procedures.
• CPTPP, in effect since December 2018, represents privileged access to a market of nearly 500 million consumers in the Asia-Pacific region, with significant benefits for the Canadian agri-food sector, reducing or eliminating tariffs on many products.

In this article from L’actualité ALIMENTAIRE (in French only), an Export Advisor at Group Export provides further details on these three main agreements, as well as relevant information on other bilateral agreements.

Group Export is a key ally for your agri-food export strategies, offering collective trade show programming and financial assistance.

L’article Free Trade Agreements and the Agri-Food Sector est apparu en premier sur Groupe Export Agroalimentaire.

This initiative offers significant business opportunities for export-oriented agri-food companies. The Indo-Pacific region, which includes countries such as Australia, India, China, and Japan, represents 65% of the world’s population and is expected to generate more than 50% of global GDP by 2040. Canada, with its 25,000 kilometers of coastline on the Pacific Ocean and its reputation for quality in agri-food production, is ideally positioned to meet the growing food needs of this region.

Global Affairs Canada aims to diversify exported products and boost economic exchanges with the region. Martin Lavoie, CEO of Group Export, wrote an article on the promising opportunities in this vast territory in “L’actualité ALIMENTAIRE” (in French only).

To find upcoming trade shows, including those located in the Indo-Pacific region, please visit the Trade Shows and Commercial Activities page on our website.

L’article Canada’s Indo-Pacific Strategy est apparu en premier sur Groupe Export Agroalimentaire.

Global Economic and Trade Agreement (CETA)

Since the implementation of CETA, nearly 94% of the customs duties applicable to agri-food products that respect Canadian rules of origin have been reduced to 0%. As a result, Canadian exporters will gain preferential access over our major competitors such as the U.S. before the free trade agreement. Before the free trade agreement, customs duties for maple syrup were 8%, 15% for jams and jellies, 7.7% for processed legume products, 17.6% for sweetened and dried cranberries, 7.7% for wheat flour pasta + 21.1 euros/100 kg net… The abolition of customs duties combined with the weakness of the Canadian dollar are considerable assets to open doors for Canadian exporters.

Product adaptation

Consumers in the 27 member states of the European Union speak different languages and have very different eating habits. It is therefore necessary to ensure that the product intended for a specific market integrates with the local flavors. You also have to think about adapting your packaging, format and labeling to the standards of the target market.

The advantage of selling your products in the EU is the free movement of products and the harmonization of labelling rules. This means that once a product crosses the border of one EU member country, it can be sold in any other member country without having to go through another customs service. But in order to successfully enter the EU, it must be labeled according to European standards, which are relatively different from ours. This means revising the nutritional table, the font and language of the text, the units of measurement, the date formats, the allergens… For example, article 8 (1) of the European labeling law stipulates that the product label must contain the name of the operator responsible for the information on the product, which is in fact the operator under whose name or business name the product is marketed.  If this operator is not established in the Union, it will be the name of the importer in the Union market. This requirement, among others, obliges you to find an importer, a distributor or to register as a company in the European Union in order to also become the importer of your products in the Union. Other regulations may also affect the composition of your product or the size of your packaging.

Distribution channel

In order to define an efficient distribution channel, you need to look at the export process from all angles. The first question to ask is what is your target sales volume in the EU? Will it justify registering your company in the EU as a non-resident importer? Would it be more appropriate to go through a distributor or importer? To answer these questions, there is no magic formula and you have to keep in mind that each intermediary means an additional cost, while you try to reduce them to be the most competitive. The Group Export’s ZENiTH program, among others, can help member companies develop a strategy for deployment in the European market and identify the best approach for success.

Conquering buyers

Where can we meet buyers? What about distributors/importers? The best opportunity to meet these decision-makers is to participate in international trade shows or buyers’ events. Associations such as the Group Export or MAPAQ can help you obtain financial assistance to make your participation in these key events possible. In addition, to support you in your efforts, do not hesitate to contact the trade commissioners in Canadian embassies or the economic advisors in Quebec offices around the world. 

Private label products (PLP)

Private label products, as they are called in North America, include all goods sold under a distributor’s brand. This brand can be the name of the distributor itself or a name created exclusively for the distributor’s use.  According to Nielsen’s 2020 statistics, private label sales are growing steadily in Europe and represent a significant market share, 49.5% in Spain, 43.1% in Germany, 44% in Belgium and 31.6% in France. Private labels are an excellent way to penetrate a market at a lower cost, and without listing fees. Private label orders give access to considerable volumes that allow for economies of scale, with virtually no marketing costs. However, large European chains that wish to have a product manufactured, like many chains in the Americas, require food safety certifications. In most cases, the manufacturer must be certified SQF (Safe Quality Food), GFSI (Global Food Safety Initiative) or BRC (British Retail Consortium), which requires significant investments.

Logistics and transportation

In order to remain competitive, don’t forget to consider optimizing your supply chain. For example, limited truck size or metric conversion can have the impact of requiring more expensive special transportation. The expertise of a freight forwarder will prevent you from falling into these traps.  Remember that the free movement of goods allows your products to be transported to the four corners of the EU by land or rail with very reasonable costs and delays. 

Are you ready?

They’re complicated Europeans, you might say – but in the end they’re no more complicated than us or the Americans.  It’s just a different way of doing business. Remember, the EU is a pool of nearly 500 million consumers with some of the highest incomes in the world. But before you launch, take the time to question your ability to develop these markets. You will have to devote a significant portion of your human and financial resources before you see a return on your investment. It is sometimes wiser to start exporting to Canada and the United States, given our geographic and cultural proximity. Finally, be well informed about your target markets and use all the resources at your disposal to maximize your chances of success at a lower cost. The Group Export is at your disposal to answer your questions and guide you in your export efforts.    

[1] Monitoring EU agri-food trade: developments in 2019

L’article Exporting to the European Union – where to start? est apparu en premier sur Groupe Export Agroalimentaire.