2025 CPG Trends for a successful retail launch in Canada
No one would say that the Canadian retail market has gotten easier to break into in 2025. Many brands are facing challenges in sourcing ingredients and managing their supply chains without a clear picture of which competitors will be on the shelf next week. Stacking up against the competition is no longer enough. Success requires connecting with a critical audience who have an abundance of choice.
In this current climate, 85% of CPG product launches fail within their first year. Let’s discuss four key strategies the other 15% are implementing to attract a loyal client base and grow year over year.
Win loyalty by solving an everyday problem.
With so much choice, consumers need a reason to notice your product. Brands that are thriving are solving problems for Canadian consumers, such as Millsie. Millsie provides a vegan cheese experience without compromise. Traditionally, vegan cheese has fallen a little flat when it comes to taste and texture, but Millsie provides flavour and herb-infused blends that spread like dairy-based products and deliver an unforgettable taste. They’ve created a loyal customer base with their quality, taste, and by solving the taste and texture problem for vegan cheese consumers.
Brands that offer vegan, gluten-free, low-carb, and low-sugar products with natural ingredients and highlight this in their marketing are rising above the competition. They solve problems for people living with celiac, diabetes, or are looking for healthy options to feed their families. While everyone loves a story that includes grandma’s recipe, it’s imperative to also highlight the problem that your brand will solve for your customers.
Let your audience connect with your story.
Speaking of grandma’s recipes. Don’t leave that part of the story out; ensure that it’s woven into your messaging. Positioning your brand involves striking a balance between highlighting the problem you’re solving within a story that resonates with your audience. A great example of this is CARBS Sourdough Bakery. They highlight the health benefits of their sourdough snacks while intimately sharing their founder’s story. If you visit their Instagram account @carbsbakery, you’ll feel personally invited to join this brand on their journey. Their founder is front and center of the message and shares the ups and downs they face.
While putting your founder at the forefront of your brand story may not be right for you, it’s important to find that level of personal connection that you can offer your audience. What is unique about your company, your process, your team? Determine that and share it with your audience; they’ll feel personally connected to your brand and will cheer on your successes and struggles alongside your team.
“A great broker is more than a middleman; they are your partner. Giving your brand all the tools, connections, and data your company needs to make informed choices.”
Design that stands out.
How many times have you tried a new brand because it had a cool package? Many Canadian consumers will “take a chance” on a new product simply because they like the package. This could be your brand, too. The best way to accomplish this is to work with a designer who specializes in package design. A great designer will take into account your current brand while still presenting unique options for your design that help your packaging stand out. Another benefit of working with an experienced package designer is that they will know the labelling requirements your package must meet and how to incorporate them into your final product. While it can be tempting to save money by hiring an amateur during this step of your product development process, package design is one of the most impactful ways to tell your brand’s story.
A strategy that grows with your brand.
Once your product development, brand story, and package design are complete, it’s time to strategize how and where you will sell your product. Most successful brands that are on the shelves of Canadian retailers work with a broker. Your broker should provide you with a clear and easy-to-understand retail sales strategy that outlines costs and deliverables. This type of transparency empowers brands to make budget-conscious decisions that provide them with the fastest growth path.
A great broker is more than a middleman; they are your partner. Giving your brand all the tools, connections, and data your company needs to make informed choices.
If you’re ready to become part of the 15% of Canadian CPG brands that flourish in the Canadian retail market, take the time to ensure your brand incorporates your brand story, highlights the problems you solve, has impactful packaging, and that your team has a clear strategy. If you’re ready to start pitching to retailers, we’re here to help. Start with a Free Consultation, and let’s grow your brand together.
