Agriculture and Agri-Food Canada
www.ats.agr.gc.ca
Common menu bar links
Agri-Food Trade Service
SIAL CANADA Food Show 2010
Competitive Insights Report
May 2010
The Government of Canada has prepared this report based on primary and secondary sources of information. Readers should take note that the Government of Canada does not guarantee the accuracy of any of the information contained in this report, nor does it necessarily endorse the organizations listed herein. Readers should independently verify the accuracy and reliability of the information. This report is intended to provide a concise overview of the event, as well as observations and insights on market conditions and trends reflected in the shows, and is not intended to provide in-depth analysis which may be required by an individual reader. Although every effort has been made to ensure that the information is correct, Agriculture and Agri-Food Canada assumes no responsibility for its accuracy, reliability, or for any decisions arising from the information contained herein.
Please address any comments or suggestions you have on this report to: Cheryl Hogan – cheryl.hogan@agr.gc.ca
Table of Contents
1.0 Overview
SIAL Canada is the only international trade show in Canada and
one of the largest food and beverage exhibitions in North America. The seventh
edition of the show opened on April 21st, 2010 and ran until the 23rd. The three
day show hosted over 530 exhibitors and welcomed nearly 12,500 agri-food
professionals from over 50 different countries. Following the 2009 event, SIAL
Montreal changed its name to SIAL CANADA to better position the show as Canada's
only international trade show to gain greater recognition worldwide.
The event provided Canadian companies with an excellent platform to showcase their new and returning food and beverage products and demonstrate the progressive Canadian industry. The event featured products from approximately 27 different international markets, which created a diverse atmosphere and an extensive assortment of products. Besides Canada, the United States, Italy and Brazil had the largest number of exhibitors present. As diverse as the event was, there were still common trends present throughout the show and ones that were evident at this year's show were not particularly "new". For instance, organic and natural products were still at the forefront, as well as frozen and meal-ready options. These trends have dominated other shows as well, but put into context of the current economic climate we're seeing, the food industry is creating interesting meal ideas addressing the demands of consumers looking for convenient, yet healthy meal options at an affordable price.
Agriculture and Agri-Food Canada (AAFC) performed an evaluation of key trends that are affecting the national and international food and beverage markets by interviewing exhibitors and gathering an assortment of product information. AAFC was able to identify key trends and innovative products present at the trade show, as well as emerging developments in the industry. The department also hosted a number of Canadian Trade Commissioners and foreign buyers, to add valuable insight and business traffic to the Canadian exhibitor's experience.
2.0 Highlights
While the SIAL show is working to build an increasingly international platform, the amount of participation from the Quebec agri-food sector cannot be ignored. Quebec continues to be an essential contributor to Canada's trade, in fact, over the last 10 years the growth in Quebec exports has exceeded Canada and the world. Quebec's agri-food processing sector generated 25% of Canada's agri-food processing industry's GDP in 2008, and its agri-food market as a whole was valued at $31.3 billion. Meat and dairy products are the two main agri-food manufacturing sectors and more than half of Quebec's agri-food business sales (56%) were outside Quebec in 2008, demonstrating the important role exports play in the growth of most of Quebec's agri-food industries. The SIAL show showcased industry with considerable participation from Quebec companies and a centralized pavilion that highlighted several products that were locally produced and packaged. Aliments du Quebec and Groupe Export agroalimentaire Quebec-Canada pavilions housed the numerous Quebec companies that showcased new product innovations which addressed the current trends in the marketplace.
Common trends did prevail, despite the diverse international participation. Trends towards "healthier" food and beverage options, specialty products, flavour variations and certified organic and natural products were prominent at this year's show. Frozen and meal-ready products were also noticeable and shadowed the current and growing consumer demands for healthy, yet convenient options.
The trend of convenience appeared to lead in regard to new product launches and innovation. The industry is adapting to this expanding consumer group and creating interesting meal ideas, which are both healthy and offered at an affordable price. Specialty products and flavour variations also tie into this trend, creating more variety across the sector and helping to increase the level of international competition. Catering to all of these elements, VegPro International showcased their line of ready-to-eat salads that come complete with pre-packaged dressing and salad toppings and give consumers four different flavour options. Another company, Mets Petits choux, featured their product line called EVOLULU; transition meat and vegetable ready-meals for children which combine various flavours and provide a healthy convenient option for busy parents.
The show also displayed an emphasis on new and innovative products. For its third year running, the "Trends & Innovations: The International Showcase for Innovative Products" contest displayed the latest trends and leading innovations from the agri-food industry. The contest was open exclusively to exhibitors and products were chosen by an independent jury and labeled as a "Trends and Innovative Selection" in a large display case on the show floor. Of the 37 companies that participated in the contest, 29 were Canadian companies including 10 companies who won product awards.
Many of the products highlighted at the show complemented the overall larger trends that have been observed in the market place and at other trade shows throughout the year. Companies continue to rely on product innovation to prosper, and the result is a variety of new food and beverage options in the industry, catering to the ever-changing demands of the consumer marketplace. While the industry is still technically recovering from last year's economic struggles, the show did not disappoint in its ability to feature new and innovative products.
3.0 Featured Products
Mets Petits choux
www.metspetitschoux.com/en/index.html
Mets Petits choux, founded by a busy mother from Quebec,
presented their product line called EVOLULU, which provides on-the-go parents
with a balanced, all-natural and homemade ready-to-eat transition meal option
for children 10 months and older. These individually wrapped meals can be stored
in the freezer and are portioned so that a combination can be made to suit every
child's taste. EVOLULU is offered in eight delicious flavours, including veal
and mushrooms with a casserole of veggies and a chicken and sweet apple dish
with potatoes and carrots, and all made with no preservatives, additives, or
trans fats. Boxes, with four portions each, retail at $6.99 and can be found at
Metro and IGA stores across Quebec, as well as other distributors listed on the
company's website.
Aliments La Bourgeoise
www.labourgeoise.com/eng/index.php
Since 1992, Aliments La Bourgeoise has been providing authentic
Canadian cheese products and at this year's event they showcased a variety of
frozen cheese hors d'oeuvres that come in flavours such as goat's milk,
jalapeño, and spinach. These flavourful individual cheese appetizers are a good
source of omega-3 and calcium, and come in no trans fat and low saturated fat
options. Made from only the highest quality ingredients and real Canadian
cheese, these convenient products start retailing at $4.99. They are available
mainly in the province of Quebec but can also be found at various locations in
Canada, and can be supplied to the foodservice industry as well. More
information can be found on the company's website.
Veg Pro International
www.vegpro.com/en-ca/index.html
An innovative product launched at this year's show was Veg Pro's
Fresh Attitude, ready-to-eat salads. This product blends salad greens, dressing
and various toppings in convenient resealable packaging, for consumers
on-the-go. This Quebec company, that specializes in processing and packaging
baby lettuces and spinach, offers four different salads including a baby spinach
salad that comes complete with pineapple cubes, crunchy noodles, sliced almonds
and a creamy KRAFT barbeque ranch dressing. Each salad contains four to six
portions and includes dressings that contain no preservatives. Soon to be found
at numerous retail locations across the country and the United States, these
salads retail for $5.99. More product information is available by contacting the
company through their website.
Sublime Desserts Inc
www.sublimegourmet.com
Sublime Desserts, a company based out of Montreal, Quebec,
introduced their new product line called Bocalito, stuffed bagel dough for
on-the-go. Scrambled egg stuffed Bocalitos with mozzarella cheese and coloured
peppers, as well as a Bocalito stuffed with cream cheese are available in 320g
boxes with four portions each and made with all Canadian ingredients. With nine
grams of protein per portion, a source of omega-3, seven essential nutritional
elements and kosher certified, these stuffed Bocalitos are a great breakfast
option to start any day. Each box retails for $3.49 and can be purchased at
Metro and IGA retailers across the country. More information is available by
contacting Sublime Desserts Inc.
Abe & Mary's
www.abeandmarys.com
Abe & Mary's started crafting their homemade salad
dressings in their popular in-store salad bar and launched them into the retail
sector during this year's show. All their dressings are made with fresh,
natural ingredients and do not contain any preservatives. Their home-style
production approach ensures gourmet quality and delectable flavours, which
include balsamic, asian, lemon garlic, italian, raspberry poppy, greek and
caesar. Dressing are available in two sizes: 295ml and 355ml and retail for
$7.75 and $8.75. More information about the product can be acquired by
contacting the company directly.
W Beverage Company Inc.
www.vitamintea.ca
This brand new product, Vitamin Tea, was launched at this year's
show. W Beverage Company Inc. introduced its line of tea containing real brewed
tea leaves and all-natural spring water. These teas are among the healthiest in
the world, with each bottle containing vitamins A, B3, B5, B6, B12, C, D, and E
and 100% natural flavours. The 16oz bottles are available in six flavours
including lemon lime, kiwi strawberry and lychee mango. These refreshing, yet
healthy teas that are made in Terrebonne, Quebec, can be found soon at various
retail outlets across Canada and the United States. Contact the company through
their website for further information.
4.0 International Exhibitors
This year's SIAL Canada show had a large contingent of international exhibitors. Nearly 40% of exhibitors represented the international marketplace. In total there were 27 countries present at the show, with predominant pavilions being from the United States, France, Italy, Brazil, Taiwan, Peru and Morocco. Organic products were a common trend among the pavilions, as were cheese and meat products. Taiwan had a number of frozen and ready made fish and seafood products under their Taiwan Seafood pavilion, and Italy and Brazil had a number of alcoholic beverage booths, with the majority featuring wines. The size and presentation of many of the pavilions were impressive and many, Morocco in particular, presented a "show within a show" approach and entertained the crowd with elaborate demonstrations.
5.0 Conclusion
The SIAL Canada show provided an excellent platform for Canada's most innovative companies to demonstrate how in tune Canada's industry is with the current trends driving the international food market. Due to the increased consumer demands for healthier food and beverage options and the need for convenient meal-ready foods, growth in these market sectors are likely to continue into the foreseeable future. Canadian food and beverage companies, in particular those involved in exporting and importing products, should be aware of such trends as they often identify the future direction of the food and beverage market and reveal major opportunities for the Canadian industry.
As Canada's only international trade show, SIAL Canada will continue to serve as a key venue for offering multi-sector exhibitors and attracting important decision makers in the foodservice, food retail and food processing industries. Next year the show will be held from May 11-13, 2011 at the Metro Convention Centre in Toronto, Ontario, and will start alternating location every year between Montreal and Toronto. Ontario accounts for 35% of Canada's total retail food sales and 40% of its foodservice industry sales. This will, no doubt, create a more diverse Canadian presence among exhibitors and help to increase both national and international exposure for the show. For more information regarding the SIAL Canada show, please visit http://www.sialcanada.com.
Company Contact Information
Abe & Mary's
4175 Jean Talon West
Montréal, QC H4P 1W6
Tel : (514) 448-6223
Fax : (514) 448-6225
Email : wendy@abeandmarys.com
Website : www.abeandmarys.com
Aliments La Bourgeoise
1 072, Chemin Industriel
Saint-Nicolas, QC, G7A 1B3
Tel: (418) 831-1353 or 1(877) 881-0684
Fax: (418) 831-1453
Email: aliments@labourgeoise.com
Website: www.labourgeoise.com/eng/index.php
Mets Petits choux
400, boul. St-Martin W., suite 200
Laval (Québec) H7M 3Y8
Tel: (450) 663-4700
Fax: (450) 629-4211
Email: info@metspetitschoux.com
Website: www.metspetitschoux.com/en/contact.html
Sublime Desserts Inc
7777, boul. Thimens
St-Laurent, Québec H4S 2A2
Tel: (514) 333-0338
Fax: (514) 333-7511
Email: info@sublimedesserts.com
Website: http://www.sublimegourmet.com
and www.sublimedesserts.com
Veg Pro International
147 rue St-Paul
Sherrington, QC, J0L 2N0
Tel: (450) 454-7712 or 1(877) 613-5700
Fax: (450) 454-9944
Email: administration@vegpro.com
W Beverage Company Inc.
3563 Georges-Corbeil
Terrebonne, QC, J6X 4J5
Tel: 1 (866) 620-2610
Fax: 1(450) 696-1320
Email: info@vitamintea.ca
Website: www.vitamintea.ca
Key Sources
SIAL Canada. (2010, April) Catalogue 2010. SIAL Canada and SET Canada. 1-29
