From global flavours to local nuances, SIAL Canada 2025 proved to be more than a showcase—it was a strategic pulse check for the future of food. The event spotlighted both overlapping and emerging trends that will shape how brands, retailers, and suppliers navigate the Canadian market.
NIQ was on the ground with boots and insights, and at SIAL, Francis Parisien led two thought leadership sessions that unpacked the pressure points and consumer behaviours reshaping the industry, especially in Quebec.
Beyond the show floor buzz, the conversations and activations revealed where opportunity lies: in localization, packaging innovation, cross-border expansion, the rising influence of ingredient suppliers, and SMBs.
Localization in Action: Quebec-Specific Consumer Behaviour
In the PIGEON-led session, Quebec emerged as a uniquely nuanced market, where understanding local preferences is key to retail success. Small-space living in the province means freezer-friendly and pantry-stable packaging is essential, and price remains a powerful motivator, with shoppers flocking to discount stores and using flyers. We see in Quebec that shoppers follow a bit of a different pattern when purchasing groceries, including shopping throughout the week. Cultural flavour cues also matter: while honey is a common sweetener in most of Canada, maple reigns in Quebec. Products like couscous, dates, and olives are seeing strong traction, highlighting a multicultural influence on pantry staples. And in a province where language is deeply tied to trust, bilingual (French-English) packaging isn’t optional—it’s foundational. These insights tie directly into NIQ and PIGEON’s recent webinar on winning in Quebec, a must-watch for brands looking to localize with intention.
“Made in Canada” as a Loyalty Driver
Across the show floor, “Made in Canada” claims were everywhere—from packaging to booth signage—and for good reason. With 32% of Canadians saying they will boycott U.S. made products, these callouts are increasingly influencing consumer decisions, serving as shorthand for quality, local pride, and supply chain stability. In a post-COVID, tariff-conscious climate, the “Buy Canadian” movement is gaining steam, especially as trade tensions with the U.S. rise. NIQ has been tracking this trend closely, and our “Made in Canada” series (Part 1 and Part 2) breaks down how consumer sentiment is translating into purchasing behaviour—and what it means for brands navigating cross-border dynamics.
Functional Dairy and Quebec’s Cheese Culture
Dairy products commanded a central stage at SIAL, with special focus on fermented items like kefir and a spotlight on Quebec’s unrivaled cheese culture. The province accounts for 50% of all cheese production in Canada and leads in per capita consumption by a wide margin—1.5 kg more per person than the rest of the country. It’s no surprise that this appetite is fueling innovation across formats, from soft-ripened varieties to dairy-based wellness products. The takeaway? In Quebec, dairy isn’t just a category—it’s a cultural cornerstone, and brands have an opportunity to lean into that heritage with authenticity and relevance.
Packaging Evolves for Preservation and Access
As consumer needs evolve, so does packaging—and at SIAL, long-shelf-life and vacuum-packed solutions stood out as a growing trend. These innovations not only support smaller kitchens with limited storage, but also cater to freezer-first shopping habits observed in Quebec and other urban markets. Clear, bilingual labeling is another critical factor—especially in a globally diverse show like SIAL—where packaging plays a vital role in building trust and communicating value. Brands investing in accessible, storage-friendly formats are more likely to win over today’s efficiency-driven shoppers.
Global Meets Local: International Pavilions & Distribution
SIAL Canada 2025 had a truly global footprint, with show zones organized by country—including Turkey, the U.S., and Canada—creating a marketplace where local meets international. Many exhibiting brands were laser-focused on distribution, using the event to forge cross-border partnerships and explore new market entry points. For Canadian companies, the message was clear: global competition is already here, and preparedness is key. Winning on the international shelf will require supply chain agility, pricing transparency, and localized storytelling that resonates beyond borders.
Ingredient Suppliers Take the Spotlight
Unlike previous years where new product launches stole the show, this year’s spotlight was on the source: ingredient suppliers. Sauces, spices, and raw components were showcased with intention, as many brands looked to scale by partnering with manufacturers and distributors. This shift reinforces a growing opportunity for businesses across the value chain. It’s a timely moment in Canada for brands to seek a competitive edge in understanding where new product innovation is trending and how to win shelf space in a more collaborative retail environment.
Supporting Startups & Innovation
NIQ proudly continued its partnership with SIAL Innovation and the SIAL Startup competition, reaffirming our commitment to supporting emerging brands. Small and medium businesses (SMBs) are the engines of innovation in food—and this year’s entrants proved it. From sustainable packaging solutions to culturally inspired flavour formats, these up-and-coming players brought energy and ingenuity to the show. As a trusted data and insights partner, NIQ SMB Canada is helping these brands scale smarter by providing the tools they need to track trends, optimize assortments, and unlock retail partnerships.
Turning Trend into Action
SIAL Canada 2025 wasn’t just a look at where food is today—it was a blueprint for where it’s heading. From localization lessons in Quebec to global ambitions on the show floor, the message was clear: success in Canada’s food landscape will come from those who can blend innovation with cultural intelligence.
Whether you’re scaling an SMB, sourcing ingredients, or competing on the international shelf, understanding these trends is the first step. As the industry evolves, NIQ remains your partner in decoding what’s now and what’s next—helping brands turn insight into action, and ambition into growth.
