Snacks Are Out. Soup Is In. Why Canadian Eating Habits Are Shifting Fast

In a notable shift across North America, Canadian households, like their U.S. counterparts, are pulling back on snacks and reaching instead for pantry staples. Amid rising grocery bills and broader economic uncertainty, cooking at home is making a serious comeback. 

Take Campbell Soup Company as an example: the brand just reported its highest sales since 2020, thanks to a 15% surge in broth sales last quarter. Meanwhile, snack staples like Goldfish crackers and Cape Cod chips, long-time favorites on both sides of the border, saw a 5% drop in sales. It’s part of a bigger trend: Canadians are increasingly prioritizing meals over convenience snacks, driven by the rising cost of living and growing health awareness. 

A recent U.S. survey found that 42% of consumers are cutting back on snacks, and this pattern is clearly reflected in Canadian grocery aisles as well. From Vancouver to Halifax, shoppers are stretching their dollars, focusing on versatility, and paying more attention to what’s on the label. 

What This Means for Canadian Businesses 

1. Value and Versatility Win the Basket 

For Canadian families dealing with stubborn inflation and higher interest rates, every dollar counts. Foods that can stretch across multiple meals, like soups, canned goods, and bulk dry ingredients are outperforming convenience-focused snacks. CPG companies and retailers must respond with more value-packed, family-friendly options. 

2. Healthier Choices Aren’t Just a Trend, They’re an Expectation 

From coast to coast, there’s a noticeable shift toward clean-label, lower-sodium, and functional food products. Appetite-suppressing drugs like Ozempic are increasingly common in Canada as well, further influencing consumption habits. It’s no longer enough for products to taste good, they need to support wellness and purposefulness. 

3. Private Label Is Eating into Market Share 

Major Canadian retailers like Loblaw, Metro, and Costco (with Member’s Mark) continually improve their private label offerings, focusing on quality, affordability, and cleaner ingredients. National brands that don’t evolve risk being replaced by more transparent, budget-conscious alternatives.  National brands need to take the pulse of their consumers continuously. 

4. Marketing Needs to Reflect Real Life. 

Canadian consumers aren’t responding to indulgence messaging the way they did pre-pandemic. Today’s campaigns should emphasize value, health, and practicality: “Feed your family smart,” “Make the most of your grocery shop,” or “Simple meals, done better.” The brands that empathize with economic and health realities will earn deeper loyalty. 

Final Thought: 

This isn’t just temporary belt-tightening; it’s a behavioural shift. For Canadian CPG brands, the opportunity lies in adapting quickly: listen to changing needs, innovate with intention, and lead with value. 

In a competitive, price-sensitive market like Canada, that’s not just strategy, it’s survival. 

Are you seeing similar shifts in consumer behaviour across your industry? Let’s discuss what this means for Canadian CPG brands in 2025.