Note: This report includes forecasting data that is based on baseline historical data.
Summary
In 2020, the Canadian frozen processed potatoes market was valued at US$278.6 million. From 2016 to 2020, sales of frozen processed potatoes increased by a compound annual growth rate (CAGR) of 5.8% and sales are forecast to grow by 0.5% during the 2021-2025 period, reaching US$284.6 million in 2025. McCain Foods Ltd was the largest frozen processed potatoes company in Canada in 2020, holding a market share of 78.9%, with sales valued at US$220.0 million.
Between 2016 to 2020, five (5) French fry products were launched in Canada according to Mintel. Gold Rush Frozen Foods, Les surgelés Cool et Simple and Propur were the three companies that launched new French fry products in Canada during this period.
In 2020, The United States was the largest frozen processed potatoes market in the world, with a market valued at US$2.7 billion. Sales of frozen processed potatoes increased by a CAGR of 6.0% from 2016 to 2020. Sales are forecast to grow by 3.5% during the 2021-2025 period. Kraft Heinz Co was the largest frozen processed potatoes company in the United States with a market share of 27.4%, followed by ConAgra Brands Inc (market share of 8.8%) and Lamb Weston Holdings Inc (market share of 6.3).
According to data from Mintel, twenty (20) French fry products were launched in the United States between 2016 and 2020. Kraft Heinz Foods, Kroger and Giant Eagle were the three companies with the most launches during this period.
Frozen processed potatoesFootnote 1 market in Canada
In 2020, Canada was the fifth largest frozen processed potatoes market in the world behind the United States, the United Kingdom, France and Belgium according to Euromonitor. Sales of frozen processed potatoes were valued at US$278.6 million. From 2016 to 2020, sales of frozen processed potatoes increased by a CAGR of 5.8.%. Sales are forecast to increase by 0.5% during the 2021-2025 period, reaching US$284.6 million in 2025.
| 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|
| 222.5 | 278.6 | 5.8 | 278.9 | 284.6 | 0.5 |
|
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
|||||
McCain Foods Ltd was the largest frozen processed potatoes company in Canada in 2020. During that year, the company held a market share of 78.9%, with sales valued at US$220.0 million. From 2016 to 2020, the company's sales increased by a CAGR of 5.9%. Irving Moncton Group was the second-largest frozen processed potatoes company in terms of sales with US$17.1 million. The company held a market share of 6.2% in 2020 and its sales grew by 8.5% from 2016 to 2020. The company's market share increased by 2.6% between 2016 and 2020. In 2020, sales of private labels represented 11.3% of total frozen processed potatoes sales in Canada, with sales valued at US$31.6 million.
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| McCain Foods Ltd | 175.1 | 173.3 | 179.4 | 187.8 | 220.0 | 5.9 |
| Irving Moncton Group | 12.4 | 12.7 | 13.6 | 14.5 | 17.1 | 8.5 |
| Private Label | 26.4 | 26.0 | 26.6 | 27.7 | 31.6 | 4.6 |
| Others | 8.6 | 8.3 | 8.6 | 9.0 | 9.9 | 3.6 |
|
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
||||||
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| McCain Foods Ltd | 78.7 | 78.6 | 78.6 | 78.6 | 78.9 | 0.1 |
| Irving Moncton Group | 5.6 | 5.8 | 5.9 | 6.1 | 6.2 | 2.6 |
| Private Label | 11.9 | 11.8 | 11.7 | 11.6 | 11.3 | −1.3 |
| Others | 3.9 | 3.8 | 3.8 | 3.8 | 3.6 | −2.0 |
|
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
||||||
New product launches in Canada
From 2016 to 2020, five (5) French fry products were launched in Canada according to Mintel. Among these five products, three products were of new variety/range extension, while one was a new product and the other one was a product with new packaging. Ethical - sustainable was the leading claim, followed by organic, gluten-free, low/no/reduced trans-fat and low/no/reduced allergen. Gold Rush Frozen Foods (2 products), Les surgelés Cool et Simple (2 products) and Propur (1 product) were the three companies that launched new French fry products in Canada between 2016 and 2020 according to Mintel.
| Attribute | Launch count |
|---|---|
| Top claim | |
| Ethical - sustainable (habitat/resources) | 3 |
| Organic | 2 |
| Gluten free | 2 |
| Low/no/reduced trans-fat | 2 |
| Low/no/reduced allergen | 2 |
| Top package type | |
| Flexible | 4 |
| Flexible stand-up pouch | 1 |
| Storage | |
| Frozen | 4 |
| Shelf stable | 1 |
| Top launch type | |
| New variety/range extension | 3 |
| New product | 1 |
| New packaging | 1 |
| Top companies | |
| Gold Rush Frozen Foods | 2 |
| Les surgelés Cool et Simple | 2 |
| Propur | 1 |
| Top stores | |
| Natural/health food store | 2 |
| Supermarket | 1 |
| Mass merchandise/hypermarket | 1 |
| Specialist retailer | 1 |
| Top flavours | |
| Unflavoured/plain | 3 |
| Garlic | 1 |
| Flavours unavailable | 1 |
| Total sample size | 5 |
| Source: Mintel, 2020 | |
Example of new products launch in Canada
Organic Julienne French Fries
Source: Mintel, 2020
| Company | Gold Rush Frozen Foods |
|---|---|
| Manufacturer | Gold Rush Frozen Foods |
| Brand | Gold Rush |
| Category | Side dishes |
| Sub-category | Potato products |
| Market | Canada |
| Location of manufacture | United States |
| Store name | Avril Supermarché Santé |
| Store type | Natural / health food store |
| Date published | April 2020 |
| Launch type | New variety / range extension |
| Price | Can$5.99 |
Gold Rush Organic Julienne French Fries are now available. The product is free from trans and saturated fats, gluten and GMO. It is made with natural ingredients, contains no cooking oil, and retails in a 454 gram pack featuring the Canada Organic logo and preparation instructions.
Ingredients (on pack): organic russet potatoes
Organic Sweet Potatoes French Fries
Source: Mintel, 2020
| Company | Gold Rush Frozen Foods |
|---|---|
| Manufacturer | Gold Rush Frozen Foods |
| Brand | Gold Rush |
| Category | Side dishes |
| Sub-category | Potato products |
| Market | Canada |
| Location of manufacture | United States |
| Store name | Avril Supermarché Santé |
| Store type | Natural / health food store |
| Date published | April 2020 |
| Launch type | New variety / range extension |
| Price | Can$5.99 |
Gold Rush Organic Sweet Potatoes French Fries are now available. The product is free from trans and saturated fats, gluten and GMO. It is made with natural ingredients, contains no cooking oil and retails in a 454 gram pack featuring the Canada Organic logo and preparation instructions.
Ingredients (on pack): organic sweet potatoes
French Fries Cooked with Duck Fat
Source: Mintel, 2020
| Company | Les surgelés Cool et Simple |
|---|---|
| Manufacturer | Les surgelés Cool et Simple |
| Brand | Cool & Simple |
| Category | Side dishes |
| Sub-category | Potato products |
| Market | Canada |
| Location of manufacture | France |
| Store name | Odessa Poissonnier |
| Store type | Specialist retailer |
| Date published | July 2019 |
| Launch type | New packaging |
| Price | Can$6.47 |
Cool & Simple French Fries Cooked with Duck Fat has been repackaged in a newly designed pack. The product retails in a 500 gram pack.
Ingredients (on pack): potato, duck fat, garlic, salt
Frozen processed potatoes market in the United States
The United States was the largest frozen processed potatoes market in the world in 2020. That year, sales of frozen processed potatoes were valued at US$2.7 billion. From 2016 to 2020, sales grew by 6.0% and are forecast to grow by 3.5% from 2021 to 2025. In 2025, sales of frozen processed potatoes are forecast to reach US$3.0 billion.
| 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|
| 2,191.1 | 2,766.1 | 6.0 | 2,675.3 | 3,066.2 | 3.5 |
|
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
|||||
In 2020, Kraft Heinz Co was the largest frozen processed potatoes company in the United States. The company's sales were valued at US$756.6 million and held a market share of 27.4%. From 2016 to 2020, Kraft Heinz Co's market share declined by −5.7%. In 2020, ConAgra Brands Inc was the second-largest frozen processed potatoes company in the United States in terms of sales with US$243.2 million and a market share of 8.8%. From 2016 to 2020, the company's sales declined by −2.0%. Its market share also decreased by −7.5%. Sales of private labels accounted for 32.7% of total sales of frozen processed potatoes, representing US903.3 million in value. From 2016 to 2020, sales of private labels increased by a CAGR of 9.1%. During this period, private labels' market share increased by 3.0%.
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Kraft Heinz Co | 758.0 | 733.0 | 680.3 | 692.6 | 756.6 | 0.0 |
| ConAgra Brands Inc | 264.0 | 173.7 | 193.7 | 203.2 | 243.2 | −2.0 |
| Lamb Weston Holdings Inc | 101.8 | 114.1 | 135.5 | 175.4 | 19.9 (2017-2020) | |
| McCain Foods Ltd | 58.7 | 59.5 | 60.2 | 60.7 | 69.1 | 4.2 |
| Private Label | 638.1 | 701.2 | 734.2 | 758.0 | 903.3 | 9.1 |
| Others | 472.3 | 475.0 | 554.9 | 539.6 | 618.5 | 7.0 |
|
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
||||||
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Kraft Heinz Co | 34.6 | 32.7 | 29.1 | 29.0 | 27.4 | −5.7 |
| ConAgra Brands Inc | 12.0 | 7.7 | 8.3 | 8.5 | 8.8 | −7.5 |
| Lamb Weston Holdings Inc | 4.5 | 4.9 | 5.7 | 6.3 | 8.8 (2017-2020) | |
| McCain Foods Ltd | 2.7 | 2.7 | 2.6 | 2.5 | 2.5 | −1.9 |
| Private Label | 29.1 | 31.2 | 31.4 | 31.7 | 32.7 | 3.0 |
| Others | 21.6 | 21.2 | 23.7 | 22.6 | 22.4 | 0.9 |
|
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
||||||
New product launches in United States
According to data from Mintel, twenty (20) French fry products were launched in the United States between 2016 and 2020. Unflavored/plain was the leading flavour among launched products. Launches with new packaging were the leading launch type, followed by new variety/range extension and relaunch. Kraft Heinz Foods, Kroger and Giant Eagle were the three companies with the most launches during this period. The majority of new French fry products were launched in supermarkets.
| Attribute | Launch count |
|---|---|
| Top claim | |
| Low/no/reduced trans-fat | 8 |
| Kosher | 6 |
| Economy | 5 |
| No additives/preservatives | 4 |
| Organic | 4 |
| Package type | |
| Flexible | 19 |
| Carton | 1 |
| Storage | |
| Frozen | 20 |
| Launch type | |
| New packaging | 16 |
| New variety/range extension | 3 |
| Relaunch | 1 |
| Top companies | |
| Kraft Heinz Foods | 4 |
| Kroger | 4 |
| Giant Eagle | 3 |
| Target | 2 |
| Whole Foods Market | 2 |
| Stores | |
| Supermarket | 16 |
| Natural/health food store | 2 |
| Mass merchandise/hypermarket | 1 |
| Department store | 1 |
| Flavours | |
| Unflavoured/plain | 16 |
| Flavours unavailable | 3 |
| Olive oil & salt (sea)/fleur de s el | 1 |
| Total sample size | 20 |
| Source: Mintel, 2021 | |
Example of new products launch in the United States
French Fries
Source: Mintel, 2020
| Company | Kroger |
|---|---|
| Brand | Kroger |
| Category | Side dishes |
| Sub-category | Potato products |
| Market | United States |
| Store name | Kroger |
| Store type | Supermarket |
| Date published | October 2020 |
| Launch type | New packaging |
| Price in local currency | $1.67 |
Kroger French Fries have been repackaged in a newly designed 32-ounce pack. This product is cholesterol free and contains 0 grams trans-fat per serving. The French fries are said to be is made from 100% real potatoes and of grade A quality.
Ingredients (on pack): potatoes, vegetable oil (contains one or more of the following oils: canola oil, soybean oil, cottonseed oil, sunflower oil, corn oil), contains 2% or less of (annatto (for color), caramel color, salt, sodium acid pyrophosphate (to promote color retention))
Waffle Cut French Fries
Source: Mintel, 2020
| Company | Giant Eagle |
|---|---|
| Brand | Giant Eagle |
| Category | Side dishes |
| Sub-category | Potato products |
| Market | United States |
| Store name | Giant Eagle |
| Store type | Supermarket |
| Date published | April 2020 |
| Launch type | New packaging |
| Price in local currency | $1.89 |
Giant Eagle Waffle Cut French Fries have been repackaged with a new design. The product is said to be tasty baked or fried, contains a bioengineered food ingredient and retails in a 24-ounce pack bearing preparation instructions.
Ingredients (on pack): potatoes, vegetable oil (soybean oil, canola oil), salt, annatto (color), disodium dihydrogen pyrophosphate (to retain color)
Curly Fries Seasoned French Fries Potatoes
Source: Mintel, 2020
| Company | Foodhold |
|---|---|
| Brand | Stop & Shop |
| Category | Side dishes |
| Sub-category | Potato products |
| Market | United States |
| Location of manufacture | United States |
| Store name | Stop & Shop |
| Store type | Supermarket |
| Date published | March 2020 |
| Launch type | New variety / range extension |
| Price in local currency | $2.79 |
Stop & Shop Curly Fries Seasoned French Fries Potatoes are made with real premium potatoes. This kosher certified grade A product is described as crispy and retails in a 26-ounce pack. featuring cooking directions.
Ingredients (on pack): potatoes, vegetable oil (contains one or more of the following oils (canola oil, soybean oil, cottonseed oil, sunflower oil, corn oil)), bleached enriched wheat flour (flour, niacin, reduced iron, thiamin mononitrate, riboflavin, folic acid), contains 2% or less of (caramel color, cocoa powder (processed with alkali), degermed yellow corn meal, dextrin, dextrose, garlic powder, leavening (sodium acid pyrophosphate, sodium bicarbonate), natural garlic flavor, onion powder, paprika extract (color), rice flour, salt, sodium acid pyrophosphate added to maintain color, spices, tapioca starch, modified tapioca starch, xanthan gum)
For more information
The Canadian Trade Commissioner Service:
International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.
More agri-food market intelligence:
International agri-food market intelligence
Discover global agriculture and food opportunities, the complete library of Global Analysis reports, market trends and forecasts, and information on Canada's free trade agreements.
Agri-food market intelligence service
Canadian agri-food and seafood businesses can take advantage of a customized service of reports and analysis, and join our email subscription service to have the latest reports delivered directly to their inbox.
More on Canada's agriculture and agri-food sectors:
Canada's agriculture sectors
Information on the agriculture industry by sector. Data on international markets. Initiatives to support awareness of the industry in Canada. How the department engages with the industry.
Resources
- Euromonitor International, 2021
- Mintel Global New Products Database, 2020
Customized Report Service – Frozen processed potatoes (French fries) markets in Canada and the United States
Global Analysis Report
Prepared by: Saidouba Camara, Market Analyst
© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2022).
Photo credits
All photographs reproduced in this publication are used by permission of the rights holders.
All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada.
To join our distribution list or to suggest additional report topics or markets, please contact:
Agriculture and Agri-Food Canada, Global Analysis1341 Baseline Rd, Tower 5, 3rd floor
Ottawa ON K1A 0C5
Canada
Email: aafc.mas-sam.aac@agr.gc.ca
The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein.
Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of agriculture and agri-food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document.
Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.