Another year has come and gone, and in preparation for 2024, we’re looking back at the top brands of 2023 among key segments of Canadian consumers. From savoury or sweet indulgences to private label powerhouses and the brands winning with recent immigrants, these are the brands to keep an eye on this upcoming year.
Fastest Growing Brands of 2023
This year’s fastest growing brands in Canada can be summed up in two words: small indulgences. Italpasta, a Canadian-made pasta brand, topped the list, followed by three beverage brands— Arizona, Red Bull, and Powerade— and Wish Farms, a berry supplier. Snack brands like Snack Factor and Old Dutch Six also made it into the top ten, along with bread brand La Baguetterie Bakery, baking staple Eagle Brand, and affordable skincare favorite CeraVe.
- Italpasta
- Arizona
- Red Bull
- Wish Farms
- Powerade
- Snack Factory
- Old Dutch Foods
- La Baguetterie Bakery
- CeraVe
- Eagle Brands
Each of the consumer packaged goods brands on this list were purchased by at least 10% of Canadian consumers, and have the highest growth rate among all Canadian consumers.
Top Brands with New Canadians in 2023
Demographic shifts, especially immigration, are having immediate impacts on the Canadian consumer landscape— according to Numerator data, Canada’s population growth in 2022 (96% of which was due to international migration) contributed to an estimated $1.6 billion incremental annual spend on Food. New Canadians are more likely to have young families or be on the cusp of starting a family, which is reflected in the brands winning with these consumers in 2023: wholesome food brands, from Dr. Oetker to Maple Lodge Farms, beverage brands like Aquafine and Crush, and childhood nutrition brand Gerber.
- Gerber
- Mr. Clean
- Dr. Oetker
- Aquafina
- Unico
- Wonder
- Beatrice
- Maple Lodge Farms
- Crush
- Old Dutch Foods
Each of the consumer packaged goods brands on this list were purchased by at least 10% of New Canadians, were at least 1.2x as popular with New Canadians vs. other panelists and experienced at least 30% buy rate growth among New Canadians in 2023 vs. 2022.
Top Gen Z Brands of 2023
As Gen Z consumers grow in age and purchasing power, Canadian retailers and brands should monitor how their shopping behaviour, needs and preferences evolve. This year’s top Gen Z brands seem to reflect increased interest in cooking, from protein providers like Johnsonville and Sunrise Farms to packaged greens brand Earthbound Farm Organic. Candy brand Bazooka and face care brand St. Ives also made the list.
- Italpasta
- Johnsonville
- Earthbound Farm Organic
- Bazooka
- Island Farms
- St Ives
- ReaLime
- Sunrise Farms
- Rio Mare
- Minute
Each of the consumer packaged goods brands on this list was purchased by at least 10% of Gen Z buyers, was at least 1.2x as popular with Gen Z vs. other generations and experienced at least 30% sales growth among Gen Z in 2023 vs. 2022.
Top Boomers+ Brands of 2023
Boomers and older Canadian consumers have more disposable income and make more shopping trips, offering more opportunities for manufacturers and retailers to win their spend. Snacks, beverage, and Bev Al brands, from Red Bull to Smirnoff, topped the list for Boomers+ this year. Purina’s Beggin’ brand also grew with these consumers in 2023, reflecting their ability to spend more on their furry friends compared to other generations.
- Red Bull
- Christie Crispers
- A&W
- Glade
- Coors
- Beggin’
- Smirnoff
- Sparkling Ice
- Chef Boyardee
- Tums
Each of the consumer packaged goods brands on this list were purchased by at least 10% of Boomers+ buyers, were at least 1.2x as popular with Boomers vs. other generations and experienced at least 25% sales growth among Boomers+ in 2023 vs. 2022.
Top Private Label Brands of 2023
Canadian consumers worked to balance their budgets amidst ongoing inflation in 2023, contributing to the growing popularity of private label brands. Club and Dollar retailers’ own brands grew the most with Canadian consumers this year— a shift from last year’s list, which was dominated by more traditional retailers like Walmart and Loblaws.
- Dollarama
- Kirkland Signature (Costco)
- Selection (Metro)
- Irresistibles (Metro)
- No Name Naturally Imperfect (Loblaws)
- Sweet Shoppe (Dollarama)
- Carnaby (Loblaws)
- Fruitee Gummee (Dollarama)
- Gourmet D (Dollarama)
- President’s Choice Splendido (Loblaws)
Each of the Private Label brands on this list were purchased by at least 10% of Canadian consumers, and have the highest growth rate out of the Private Label brands tracked by Numerator.
Get In Touch to Learn More
Success in the new year starts with a strong foundation of consumer understanding, including which brands and categories drove growth with Canadian consumers last year. Interested in learning more about your brand or competitors’ 2023 performance? Ready to plan out a strong 2024 strategy? Reach out to our team today to get started.