CANADIAN BRANDS TO WATCH
Brands to Watch in Canada in 2026
Rethink your 2026 growth strategy with a deep understanding of the brands that won with Canadian consumers in 2025— and why. Numerator’s annual Brands to Watch in Canada lists highlight the high-performing brands that experienced noteworthy growth in the Canadian market as a whole or overperformed with select consumer groups, from New Canadians to Gen Alpha households, in the past year.
Fastest Growing Brands of 2025
In 2025, amid ongoing macroeconomic uncertainty, Canadian consumers embraced emerging consumer trends, from better-for-you and functional beverages to protein-packed brands, and chose to treat themselves with affordable indulgences like Airall air fresheners and Amos Sweets (the only brand that made both our Canadian and U.S. Brands to Watch in 2026 lists). Oikos Pro led the way as Numerator’s fastest growing brand of 2025, followed by Fuze, a naturally flavored iced tea brand launched by Coca-Cola in December 2024. Taco Bell’s taco kits and sauces (produced with Kraft Heinz) grew exponentially after the 2024 launch, and consumers turned to MAG Mayonnaise, a high-quality Canada-made (produced in Quebec) mayonnaise.
- Oikos Pro (Danone)
- Fuze (Coca-Cola)
- Christie Oreo Cakesters (Mondelez International)
- Taco Bell (Grocery) (Kraft Heinz)
- Lucky Koi
- Amos Sweets (Shenzhen Amos Sweets & Foods Co., Ltd.)
- Consalo Family Farms
- MAG Mayonnaise (Groupe MAG)
- Airall
- Más+ by Messi (Más+ Next Generation Beverage Co.)
Fastest Growing "Big Brands" of 2025
The trend towards small (and often better-for-you) indulgences carried over into our list of the fastest-growing big brands of 2025. Smartfood popcorn and Fruitropic dried fruit, two better-for-you treats, made the top ten, along with brands from snack and candy giants Nestle and Cadbury. Chapman’s Premium, a Canada-made premium ice cream brand, topped the list, but better-for-your-wallet brands Giant Value (Giant Tiger’s own brand) and Biskwi, sold predominantly at Dollarama, also made the cut.
- Chapman’s Premium (David Chapman’s Ice Cream, Ltd.)
- Kit Kat Chunky (Nestle)
- Smartfood (Frito-Lay, Inc.)
- Dr Pepper (Keurig Dr. Pepper)
- Kellogg’s Eggo (Kellanova)
- Giant Value (Giant Tiger)
- Allen’s (Lassonde Industries, Inc.)
- Cadbury Mini Eggs (Mondelez International)
- Biskwi
- Fruitropic (Infin8 Brands)
Top Brands for New Canadian Households 2025
New Canadians remain one of the consumer cohorts driving growth in Canada amid restrained retail spending. New Canadians are younger (79% of new permanent residents in ‘23 were under 40 years old), more likely to have children, more likely to be vegetarian or vegan, and more likely to have attended university than Canadian-born consumers. The brands growing with New Canadian households correspond to their identities as young families— family-friendly dinner options like McCain Tasti Taters and Olivieri Skillet, as well as better-for-you snacks like Angie’s BOOMCHICKAPOP and iÖGO Creamy, overperform with New Canadian households. Two egg brands, GoldEgg and locally-sourced Conestoga Farms (Ontario), overperform with New Canadians, and skincare brand Biore, which includes pore strips, cleansers, sunscreen, and moisturizers, is the top growing brand for New Canadian households.
- Bioré (Kao Corporation)
- McCain Tasti Taters (McCain Foods Ltd.)
- Cadbury Mini Eggs (Mondelez International)
- GoldEgg (Star Egg Co)
- Canada Dry Zero (Keurig Dr. Pepper)
- Conestoga Farms (L.H. Gray & Son Limited/Gray Ridge Egg Farms)
- Angie’s BOOMCHICKAPOP (Conagra Brands)
- iÖGO Creamy (Lactalis American Group)
- Olivieri Skillet (Riviana Foods)
- Great Value Organic (Walmart)
Top Brands for Gen Alpha Households 2025
Gen Alpha consumers may still be small, yet their impact on the market is increasingly mighty. Top brands in households with at least one Gen Alpha child reflect known trends for these families, including strong social media influence and an affinity for snacks and sweets. Quebec-made mayonnaise brand MAG Mayonnaise is the only brand that shows up on two of our lists— beyond winning with Gen Alpha households, it’s also one of the fastest-growing brands in Canada overall.
- Sour Patch Kids (Mondelez International)
- MAG Mayonnaise (Groupe MAG)
- Renuzit (Armaly Sponge Company)
- Joyya (Saputo Inc.)
- Werther’s Original (Storck)
- Palmer (RM Palmer)
- Twigz
- Cheery Chews (Infin8 Brands)
- GoldEgg (Star Egg Co)
- Celsius Vibe (Celsius Holdings)
Top Brands for Affluent Canadian Households 2025
Despite differences in income, Canadian consumers across ‘lifestyles’ (an approximation of purchasing power based on income, household size, and location) have pulled back their retail spending as consumers grapple with a high cost of living. Nevertheless, alcoholic beverages brands performed well with affluent Canadian households in 2025— five out of the ten top brands for affluent Canadians were BevAlc brands. Health-conscious brands also won: high-protein Natrel Plus and GoodLeaf Farms microgreens made the list too.
- Glade Plugins (SC Johnson)
- Aperol (Campari Group)
- Mike’s Hard Freeze (Mark Anthony Group)
- Chippy (Private Label)
- Jackson-Triggs (Arterra Wines)
- Bodacious (wine) (Arterra Wines)
- Plastico
- GoodLeaf Farms
- Natrel Plus (Agropur Cooperative)
- Moosehead
Top Brands for Struggling Canadian Households 2025
While two BevAlc brands (Bask WIne and Molson Canadian) won with struggling Canadian households in 2025, these households were more likely to purchase small, indulgent treats like Hershey’s Milk Chocolate, Maynards Wine Gums, and Dare Wagon Wheels. Notably, high-protein Gay Lea Nordica and Inspired Greens superfood powder also made our list, echoing the shift to health-conscious products displayed by affluent Canadian households in 2025.
- Inspired Greens
- Great Canadian Meat
- Earth Fresh
- Bask Wine
- Mountain Dew Zero
- Molson Canadian
- Hershey’s Milk Chocolate
- Maynards Wine Gums
- Dare Wagon Wheels
- Gay Lea Nordica
Methodology: Rankings are based on verified household purchase data and apply a minimum 2025 household penetration threshold of 5% or 15% for our “big brands” list. Brands are ranked by growth in household penetration and sales from 2025 to 2026 with additional relative-growth criteria applied for select shopper group rankings.
