Customized Report Service – Baby snacks in Canada

Note: This report includes forecasting data that is based on baseline historical data.

Executive summary

Canada's demographic landscape presents mixed opportunities for the baby snacks market. Although the total population is growing at compound annual growth rate (CAGR) of 1.6% from 2019 to 2023, and 1.2% from 2023 to 2028, declining birth rates (−2.9% CAGR from 2019 to 2023, −1.4% from 2023 to 2028) and a shrinking population of infants (aged 0-2) indicate a smaller consumer base for baby-specific products. However, delayed parenthood, rising incomes, and increasing diversity driven by net migration create opportunities for premium, health-conscious offerings tailored to multicultural preferences.

The Canadian baby food market grew from Can$681.4 million in 2020 to Can$757.4 million in 2024 (CAGR 2.7%) and is projected to reach Can$967.7 million by 2029 (CAGR 5.0%). Prepared baby food and "Other" baby food (including snacks) are key growth drivers, with expected CAGRs of 10.5% and 8.8%, respectively, from 2024 to 2029. The rise of functional, health-focused, and plant-based snacks aligns with consumer trends prioritizing convenience, quality, and sustainability.

The market is dominated by key players such as Enfamil (20.4% market share in 2024), Good Start (15%), Heinz (14.6%), and Similac (12%). Smaller brands like Baby Gourmet and Love Child are growing. Private label brands retain a 7% market share, offering cost-effective alternatives.

Natural, organic, and GMO-free claims are increasingly important, with organic products representing a significant share of launches. Textural innovations, such as meltable or crunchy snacks, and unique flavor combinations (e.g., Carrot, Lentil and Chickpea) are reshaping consumer preferences. Brands like Cerebelly and Else Nutrition lead in health-centric offerings, appealing to modern, health-conscious parents.

Store-based retailers dominate distribution, with grocery stores capturing 62.1% of market value in 2024. Health and beauty specialists are gaining traction, growing at a CAGR of 10.9% from 2020 to 2024, while e-commerce's share remains steady at 18.2%.

Canada's baby snacks market saw fluctuating product launches from 2020 to 2024, peaking in 2022. The US$2.01 - 3.00 price range dominated, with Baby Gourmet Foods and Nestlé leading. Organic ingredients were popular, and new products featured unique flavors and soft textures. Import reliance dropped in 2024, reflecting a shift towards organic ingredients and diverse flavor combinations.

Despite challenges posed by declining birth rates, the Canadian baby snacks market remains dynamic, driven by demographic shifts, health trends, and product innovation. Opportunities lie in addressing diverse cultural preferences, enhancing product quality, and leveraging consumer demand for sustainable, functional, and convenient solutions.

 

Demographic trends

Canada's demographic trends from 2019 to 2028 present mixed prospects for the baby snacks market. While the total population is projected to grow steadily (CAGR of 1.6% from 2019 to 2023, moderating to 1.2% from 2023 to 2028), birth rates continue to decline (−2.9% CAGR from 2019 to 2023, slowing to −1.4% from 2023 to 2028), alongside falling fertility rates. The number of babies and infants (aged 0 to 2) is expected to shrink slightly (−1.2% CAGR from 2019 to 2023 and −0.2% from 2023 to 2028), signaling a reduced base for baby-specific food products. Additionally, the population of kids aged 3 to 7 shows minimal growth (0.1% CAGR from 2019 to 2023) before a forecasted decline of −0.6% from 2023 to 2028, limiting mid-term demand for toddler-focused food products.

However, the rising average age of women at childbirth (from 31.2 in 2019 to 32.2 by 2028) suggests delayed parenthood, fostering higher disposable incomes and greater spending on child-related goods and services (Euromonitor International, March 2024). Net migration, though projected to decline after a surge from 2019 to 2023, remains a key driver of population diversity and offers opportunities to tailor products to immigrant families' preferences. These trends present opportunities to focus on premium baby food offerings that emphasize quality and health benefits. Additionally, catering to immigrant families and diverse cultural preferences could unlock further growth. With Canada's large, diverse consumer base and rising income levels, the baby food market remains dynamic and attractive despite declining birth rates.

Demographic trends in Canada: historical and forecast (2019 to 2028)

Category

Unit

2019

2023

CAGR* % 2019-2023

2024

2028

CAGR* % 2023-2028

Total Population

'000

37,618.5

40,083.5

1.6

41,288.6

42,553.3

1.2

Net migration

'000

395.9

1161.7

30.9

719.4

493.4

−15.7

Average age of women at childbirth

Years

31.2

31.6

0.3

31.8

32.2

0.4

Birth rates

Per '000 population

9.9

8.8

−2.9

8.7

8.2

−1.4

Fertility rates

Children born per female

1.5

1.3

−3.5

1.3

1.2

−1.6

Babies/infants (aged 0-2)

'000

1146

1093.4

−1.2

1093.2

1081.8

−0.2

Kids (aged 3-7)

'000

2029.3

2039

0.1

2047.3

1981.8

−0.6

Source: Euromonitor International from national statistics/UN, 2024

*CAGR: Compound Annual Growth Rate

Market overview

From 2020 to 2024, retail sales of baby food in Canada grew from Can$681.4 million to Can$757.4 million at a CAGR of 2.7%. Prepared baby food showed the strongest growth, increasing from Can$118.0 million to Can$155.7 million (CAGR of 7.2%), while "Other baby food" rose from Can$77.8 million to Can$101.9 million (CAGR of 7.0%). Milk formula grew modestly at a CAGR of 1.2%, while dried baby food declined from Can$51.1 million to Can$44.9 million (CAGR of −3.2%). From 2024 to 2029, growth in the overall category is expected to accelerate, reaching Can$967.7 million (CAGR of 5.0%), driven by strong gains in prepared baby food (CAGR of 10.5%) and "Other baby food" (CAGR of 8.8%), alongside moderate increases in milk formula (CAGR of 2.0%) and a recovery in dried baby food (CAGR of 3.1%).

In 2024, baby snacks, classified under "other" baby food, experienced marginal retail volume growth despite inflationary pressures and high average unit prices. This growth was driven by increased demand for convenient, on-the-go snacks as parents resumed busy post-pandemic lifestyles (Euromonitor International, September 2024). Functional and health-focused snacks gained prominence, exemplified by the launch of Cerebelly, a premium baby food brand emphasizing nutrient-rich and developmental benefits. Additionally, plant-based baby snacks emerged as a significant trend, with brands like Else Nutrition and Nestlé's Plantastic introducing innovative offerings tailored to vegan and vegetarian families. These developments reflect a broader consumer shift toward high-quality, health-conscious, and sustainable products. The category is expected to grow further through ongoing innovation, rising health awareness, and product diversification in the forecast period (Euromonitor International, September 2024).

Retail sales of baby food in Canada in Can$ million, historical and forecast (2020 to 2029)

Category

2020

2024

CAGR* % 2020-2024

2025

2029

CAGR* % 2024-2029

Baby food

681.4

757.4

2.7

791.1

967.7

5.0

Dried baby food

51.1

44.9

−3.2

47.1

52.3

3.1

Prepared baby food

118.0

155.7

7.2

172.5

256.6

10.5

Other baby food

77.8

101.9

7.0

110.5

155.5

8.8

Milk formula

434.4

454.9

1.2

461.0

503.3

2.0

Source: Euromonitor International , 2024

*CAGR: Compound Annual Growth Rate

Note:

  1. Dried baby food: products requiring water for consumption, typically sold in packets (for example, cereals, dehydrated soups)
  2. Prepared baby food: baby products sold in jars, cans or retort flexible pouches which do not require any cooking preparation other than heating. Includes pureed food, yoghurts, chilled desserts, soup, desserts, ice cream marketed for babies
  3. Other baby food: any other products marketed for babies are included here; examples may include baby rusks, teething biscuits, baby fruit juices, baby herbal tea, etc.

In 2024, the Canadian baby food market, valued at Can$757.4 million, is led by Enfamil with a 20.4% market share, growing at a CAGR of 2.4% from 2020 to 2024. Good Start follows closely with a 15.0% share, reflecting steady growth from 2022. Heinz holds 14.6% of the market and has experienced a CAGR of 5.3%, while Similac, with 12.0% share, has seen a decline with a CAGR of −2.1%. Baby Gourmet, which has a 4.4% share, and Gerber (3.7%) have seen relatively modest changes. Love Child has a 3.0% share, reflecting its market entry after 2022. Smaller players such as PediaSure (2.2%) and Christie Mr. Christie's (2.0%) show mixed performances, with Christie growing at 7.1%. Private label brands have maintained a 7.0% share, with a CAGR of 2.1%. The "Others" category, comprising smaller or less defined brands, holds 12.7% of the market but has faced a decline with a CAGR of −16.7%. Overall, the market is dominated by a few key players, with varying growth rates across brands.

Top 15 baby food brands in Canada in 2024, by retail sales (Can$ million) and market share (%)

Brand

Company

2020

2021

2022

2023

2024

CAGR* % 2020-2024

Markert share % in 2024

Total

681.4

687.4

707.0

731.6

757.4

2.7

100.0

Enfamil

Reckitt Benckiser Group Plc (RB)

140.4

140.7

148.1

151.1

154.3

2.4

20.4

Good Start

Perrigo Co Plc

111.6

112.7

113.8

15.0

Heinz

Kraft Heinz Co

89.9

90.0

96.4

103.8

110.4

5.3

14.6

Similac

Abbott Laboratories Inc

98.8

100.3

91.5

90.0

90.9

−2.1

12.0

Baby Gourmet

Hero Group GmbH

26.8

29.5

31.3

33.3

4.4

Gerber

Nestlé SA

28.3

28.1

28.8

29.3

28.0

−0.3

3.7

Love Child

Nature's Path Foods Inc

21.2

22.5

3.0

PediaSure

Abbott Laboratories Inc

15.9

16.2

15.7

16.1

16.3

0.6

2.2

Christie Mr Christie's

Mondelez International Inc

11.8

11.9

13.2

14.6

15.5

7.1

2.0

Isomil

Abbott Laboratories Inc

14.0

14.3

14.1

14.1

14.2

0.4

1.9

Earth's Best

Hain Celestial Group Inc, The

4.0

3.8

4.0

4.4

4.5

3.0

0.6

Alsoy

Nestlé SA

3.0

3.0

3.1

3.2

3.3

2.4

0.4

Once Upon A Farm

Once Upon A Farm LLC

1.0

1.3

1.4

1.6

1.6

12.5

0.2

Baby Gourmet

Baby Gourmet Foods Inc

26.1

Enfamil

Mead Johnson Nutrition Co

Private Label

48.5

47.5

49.1

51.1

52.7

2.1

7.0

Others

199.7

203.5

100.5

87.1

96.1

−16.7

12.7

Source: Euromonitor International , 2024

*CAGR: Compound Annual Growth Rate

In Canada, the distribution of baby food products in 2024 is primarily driven by store-based retailers, with grocery retailers registering a value of Can$470.1 million (62.1% market share). Supermarkets remain the dominant channel within this segment, contributing 36.1% to the total market value, while hypermarkets follow closely with 13.2%. Non-grocery retailers, particularly health and beauty specialists, are growing rapidly, with a market value of Can$142.3 million and a share of 18.8%, reflecting a strong 10.4% CAGR from 2020 to 2024. Despite the overall growth in non-grocery channels, retail e-commerce, which accounted for an 18.2% market share, saw a slight decline with a −2.0% CAGR, totaling Can$138.1 million in 2024.

Distribution channels for baby food products in Canada, by outlet type retail value sales (Can$ millions) and market share (%)

Outlet type

2020

2021

2022

2023

2024

CAGR* % 2019-2024

Market share % in 2024

Retail Channels

681.4

687.4

707.0

731.6

757.4

2.7

100.0

Retail Offline

531.5

550.7

576.2

597.1

619.3

3.9

81.8

Grocery Retailers

431.0

434.5

444.0

457.9

470.1

2.2

62.1

Convenience Retailers

0.8

0.9

0.9

0.8

0.2

−29.3

0.0

Convenience Stores

0.4

0.4

0.4

0.3

0.2

−15.9

0.0

Forecourt Retailers

0.5

0.5

0.5

0.5

Supermarkets

245.3

246.8

256.6

266.0

273.2

2.7

36.1

Hypermarkets

87.8

88.8

92.5

96.3

100.2

3.4

13.2

Discounters

28.9

29.1

24.8

23.7

23.5

−5.0

3.1

Warehouse Clubs

17.8

17.9

15.6

15.4

15.2

−3.9

2.0

Small Local Grocers

50.2

51.1

53.6

55.8

57.7

3.5

7.6

Non-Grocery Retailers

100.4

116.2

132.2

139.2

149.2

10.4

19.7

General Merchandise Stores

6.2

6.2

6.5

6.8

6.9

2.7

0.9

Health and Beauty Specialists

94.2

109.9

125.6

132.4

142.3

10.9

18.8

Retail E-Commerce

149.9

136.7

130.8

134.6

138.1

−2.0

18.2

Total

681.4

687.4

707.0

731.6

757.4

2.7

100.0

Source: Euromonitor International, 2024

*CAGR: Compound Annual Growth Rate

Product launch analysis

In North America, baby food brands are increasingly prioritizing natural recipes to meet the growing demand for healthier and more transparent options. Parents are particularly focused on the ingredients in baby foods (Mintel, August 2024). This shift towards natural, additive-free, and organic options has led to the growth of organic and GMO-free claims, which are now common across all baby food sub-categories (Mintel, August 2024). This shift has resulted in a substantial increase in baby snack product launches in the US and Canada, which rose from 17.1% of total launches in the category to 26.6% in 2023 (Innova Market Insights, May 2024)

In Canada, the baby snacks market saw varied product launches from 2020 to 2024. The yearly product launches fluctuated, with the highest number occurring in 2022 (30 launches), followed by a dip in 2023 to just 10, before returning to 14 in 2024. Price-wise, the most frequent price group was US$2.01 - 3.00, which dominated the market across all years, peaking in 2022 with 15 launches. Companies such as Baby Gourmet Foods and Nestlé were the leading players, with Baby Gourmet launching the most products (2 in 2020, 6 in 2022, and 6 in 2024). Top claims in ingredients included organic and natural, with organic claims consistently leading the market, especially in 2022 with 27 organic product launches. The most common product types were new products and relaunches, with new varieties and packaging also seeing notable activity. In terms of flavor, banana and apple & strawberry were the most popular, though unique blends like Carrot, Lentil & Chickpea and Strawberry & Beetroot were introduced. Textures such as melt-in-the-mouth and crunchy snacks were preferred, with an increasing trend towards soft and light textures in recent years. Import data showed that a significant number of products were imported, though the reliance on imports decreased in 2024. Overall, the product launches in the baby snacks market demonstrate a shift toward organic ingredients, varied textures, and an evolving range of flavors, particularly those combining fruits and vegetables.

New product launches of baby snacks in Canada, 2020 to 2024

Product attributes

Yearly launch count

2020

2021

2022

2023

2024

Yearly product launches

14

15

30

10

14

Top five price groups in US$

2.01 - 3.00

7

4

15

1

2

3.01 - 4.00

2

2

8

5

7

1.01 - 2.00

5

9

6

0

4

5.01 - 7.00

0

0

0

3

1

4.01 - 5.00

0

0

1

0

0

Top five brands

PC Organics

0

5

6

0

0

Hot-Kid Mum-Mum Snax

3

0

2

0

0

Gerber Snacks Collations for Baby

0

0

0

3

1

Baby Gourmet Finger Foods

2

0

1

0

1

Little Bellies Tasty Textures

0

0

0

0

4

Top five companies

Baby Gourmet Foods

2

1

6

2

6

Nestlé

0

5

1

6

1

George Weston

0

5

6

0

0

Loblaws

0

5

6

0

0

Every Bite Counts

0

3

0

0

6

Top five ingredient claims

Organic

6

12

27

5

13

Natural

5

7

14

5

3

High Oleic

2

8

0

6

2

Wholegrain

2

5

2

5

1

Non GMO

0

1

1

3

1

Top four launch types

New Product

6

4

15

3

5

Relaunch

3

3

2

7

6

New Variety/Range Extension

4

7

4

0

3

New Packaging

1

1

9

0

0

Top five flavours

Banana

1

1

0

2

1

Apple and Strawberry

1

1

2

1

0

Carrot and Lentil and Chickpea

1

0

1

0

1

Blueberry

1

1

0

0

1

Strawberry and Beetroot/Red Beet

0

2

0

1

0

Top five textures

Melt (Melt-in-the-Mouth)

2

4

5

3

6

Crunchy (Crispy / Crusty / Brittle / Nutty)

0

8

6

0

3

Soft

0

1

0

1

5

Light (Delicate / Puffy)

0

4

0

1

0

Dense (Thick / Firm)

0

0

0

2

0

Import status

Imported

11

9

15

1

5

Not imported

0

0

5

3

6

Source: Mintel 2024

Product examples

Carrot Date Organic Toddler Smart Bars

Source: Mintel, 2024

Company

Cerebelly

Brand

Cerebelly

Category

Baby snacks

Store name

Metro (Canada)

Store type

Supermarket

Date published

November 2024

Product source

Physical product

Launch type

New variety / range extension

Price in local currency

Can$7.99

 

Cerebelly Carrot Date Organic Toddler Smart Bars are now available, and retail in a 120 gram pack containing five 24 gram bars. - Organic toddler bars with whole grains, veggies and fruit - Created by a Canadian, Stanford PhD in developmental neurobiology, practicing neurosurgeon and mom of three - Organic - Veggie-forward - 4 grams fibre per 24 gram bar - 7 grams whole grains, including oat and amaranth - Canadian patent pending - Smart snacks for backpacks - Recyclable pack - Child may be ready for these bars when he or she stands with support, self-feeds with fingers, and bites and chews a variety of textures - Know your nutrients - Logos and certifications: Clean Label Purity Award, USDA Organic, Non GMO Project Verified, Nut-Free, Kosher, QR code

Organic Apple & Berry Softcorn

Source: Mintel, 2024

Company

Every Bite Counts

Importer

ID Foods / I-D Foods

Brand

Little Bellies More to Explore

Category

Baby snacks

Location of manufacture

United Kingdom

Import status

Imported product

Store name

Avril Supermarché Santé

Store type

Natural / health food store

Date published

May 2024

Product source

Physical product

Launch type

New product

Price in local currency

Can$1.99

 

Little Bellies More to Explore Organic Apple & Berry Softcorn is now available, and retails in an 8 gram pack. - Puffed corn snacks - From 10 months of age - No added sugar or salt - Soft puffed corn snacks with apple and berry that melt in the mouth to encourage safe self-feeding - Organic - The More to Explore range brings new adventures in taste, shape and texture to help promote independence - Suitable for children from 10 months of age - Logos and certifications: How2Recycle, Canada Organic, EU Organic, OF&G Organic

Organic Carrot Sticks Lentil & Chickpea Puffed Snacks

Source: Mintel, 2024

Company

Baby Gourmet Foods

Brand

Baby Gourmet Finger Foods

Category

Baby snacks

Store name

Rexall

Store type

Drug store / pharmacy

Date published

May 2024

Product source

Physical product

Launch type

Relaunch

Price in local currency

Can$4.24

 

Baby Gourmet Finger Foods Organic Carrot Sticks Lentil & Chickpea Puffed Snacks have been relaunched, and retail in a 40 gram pack. - For self feeders - Free from corn, grain, rice, gluten, dairy, added sugar, added salt and artificial flavours - Purity award certified - Plant based - Serving instructions - Logos and certifications: Clean Label Project Purity Award, Canada Organic, USDA Organic, Pro-Cert Organic, Proudly Canadian Company, Certified B Corporation, QR code

Banana, Pea & Blueberry Toddler Snack Mix

Source: Mintel, 2024

Company

First Food Organics

Brand

First Food Organics Munch Mix

Category

Baby snacks

Location of manufacture

United States

Import status

Imported product

Store name

Avril Supermarché Santé

Store type

Natural / health food store

Date published

September 2020

Product source

Physical product

Launch type

New variety / range extension

Price in local currency

Can$4.79

 

First Food Organics Munch Mix Banana, Pea & Blueberry Toddler Snack Mix is suitable for toddlers aged above 12 months. This product contains no added sugar, salt, artificial colours, flavours, preservatives or GMO and retails in a 42 gram resealable pack bearing the Canada Organic logo.

Banana Berry Organic Meltable Snack with Greek Yogurt

Source: Mintel, 2024

Company

Baby Gourmet Foods

Brand

Baby Gourmet Organic Mushies

Category

Baby snacks

Location of manufacture

United States

Import status

Imported product

Store name

Jean Coutu

Store type

Drug store / pharmacy

Date published

October 2023

Launch type

Relaunch

Price in local currency

Can$4.99

 

Baby Gourmet Organic Mushies Banana Berry Organic Meltable Snack with Greek Yogurt has been relaunched with a new brand name, previously known as Baby Gourmet Mushies, and with a new look, and retails in a 23 gram pack. - For self feeders - Source of calcium - Free from gluten, added salt, artificial colours or flavours - Naturally flavoured - Good food made with love - Resealable pack - Logos and certifications: Clean Label Project Purity Award, Canada Organic, USDA Organic, Kosher, Quality Assurance International Certified Organic, Proudly Canadian Company, Certified B Corporation

Apple and Strawberry Cereal Puffs

Source: Mintel, 2024

Company

Loblaws

Brand

PC Organics

Category

Baby snacks

Location of manufacture

United States

Import status

Imported product

Store name

Provigo

Store type

Supermarket

Date published

August 2022

Launch type

New packaging

Price in local currency

Can$2.50

 

PC Organics Apple and Strawberry Cereal Puffs have been repackaged. They are made with sorghum and white rice, and are an excellent source of iron. The cereal puffs are described as a convenient snack to help encourage self-feeding. This product is designed for babies aged 12 months and above, is organic certified by QAI, and retails in a 42 gram pack bearing the Canada Organic logo.

Stage 4 Orchard Freeze Dried Fruit and Veggie Bites

Source: Mintel, 2024

Company

Walmart

Brand

Parent's Choice Organic

Category

Baby snacks

Location of manufacture

United States

Import status

Imported product

Store name

Walmart

Store type

Mass merchandise / hypermarket

Date published

April 2022

Product source

Physical product

Launch type

New variety / range extension

Price in local currency

Can$3.47

 

Parent's Choice Organic Stage 4 Orchard Freeze Dried Fruit and Veggie Bites are suitable for children aged above 12 months. This imported product is said to be made with real fruits and vegetables, is sweetened with fruit juice and is free from artificial flavours and colours. It retails in a 28 gram resealable pack bearing the Canada Organic logo.

For more information

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Resources

  • Euromonitor International, 2024
  • Euromonitor International, March 2024: Canada in 2040: The Future Demographic
  • Euromonitor International, September 2024: Baby Food in Canada
  • Global Trade Tracker, 2024
  • Innova Market Insights, May 2024, Baby Food Trends in the US and Canada
  • Mintel August 2024, A year of innovation in baby milk and food, 2024
  • Mintel Global New Products Database, 2024

Customized Report Service – Baby snacks in Canada
Global Analysis Report

Prepared by: Zhi Duo, Wang Market Analyst

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