Introduction

The turkey meat industry in Canada has seen significant growth over the past few years, with increasing consumer demand for high-quality, healthy protein sources. The rise in health consciousness among Canadians, along with the popularity of turkey during holiday seasons, has propelled the market forward. This report will delve into the top 10 best-selling turkey brands in Canada, providing detailed insights into their offerings, market positions, and financial data.

Market Overview

The Canadian turkey market is valued at approximately CAD 1 billion, with a production volume of about 160 million kilograms annually. The demand for turkey has surged in recent years, primarily due to its perception as a healthier alternative to red meat. Major retailers are increasingly stocking turkey products, including whole birds, ground turkey, and specialty cuts, catering to diverse consumer preferences.

Top 10 Best-Selling Turkey Brands in Canada

1. Butterball Canada

Butterball is one of the most recognized turkey brands in Canada, known for its high-quality products and commitment to sustainability. The brand offers a wide range of turkey products, including whole turkeys, turkey breasts, ground turkey, and deli meats. In 2022, Butterball reported sales of CAD 350 million, representing approximately 35% of the total turkey market share in Canada. The brand’s focus on welfare and sustainable farming practices has garnered a loyal customer base.

2. Maple Leaf Foods

Maple Leaf Foods is another key player in the Canadian turkey industry, with a strong emphasis on quality and safety. The company offers a variety of turkey products, including seasoned whole turkeys and turkey sausages. In 2022, Maple Leaf Foods achieved CAD 1.5 billion in sales across all meat categories, with turkey accounting for about 15% of that figure. The brand is known for its innovative products, such as gluten-free turkey burgers, catering to health-conscious consumers.

3. Foster Farms

Foster Farms is a prominent brand in the Canadian turkey market, specializing in fresh, natural turkey products. The company has carved a niche in the organic segment, appealing to consumers who prioritize organic and antibiotic-free options. Foster Farms reported sales of approximately CAD 200 million in Canada in 2022, capturing around 10% of the market share. Their marketing strategies often emphasize the freshness and quality of the turkeys, which are locally sourced.

4. Perdue Farms

Perdue Farms is well-known for its commitment to animal welfare and sustainable farming practices. The brand offers a broad range of turkey products, including whole birds and various cuts. In 2022, Perdue Farms generated sales of CAD 180 million in Canada, holding a market share of about 9%. The brand has been recognized for its quality, receiving several awards for its organic and natural turkey lines.

5. The Turkey Store

The Turkey Store is a brand synonymous with convenience and quality. They specialize in pre-packaged turkey products, including marinated and seasoned options aimed at busy families. The Turkey Store reported sales of CAD 150 million in 2022, representing around 7% of the total turkey market. Their innovative packaging and easy-to-cook products have made them popular among consumers looking for quick meal solutions.

6. Jennie-O Turkey Store

Jennie-O is a well-established brand in the turkey market, known for its extensive range of healthy turkey products. The brand’s offerings include ground turkey, turkey bacon, and pre-marinated options. Jennie-O’s sales in Canada reached CAD 120 million in 2022, with a market share of approximately 6%. Their marketing campaigns often focus on health benefits, promoting turkey as a lean protein source.

7. Empire Kosher

Empire Kosher is a leading brand in the kosher turkey segment, providing high-quality kosher-certified turkey products. The company reported sales of CAD 100 million in 2022, capturing about 5% of the market share. Empire Kosher adheres to strict kosher guidelines, appealing to consumers seeking kosher dietary options. Their product range includes whole birds and various cuts tailored for holiday meals.

8. Harvey Farms

Harvey Farms is a family-owned brand that emphasizes local sourcing and traditional farming methods. They offer a range of turkey products, including free-range options. In 2022, Harvey Farms achieved sales of CAD 80 million, which accounts for about 4% of the market. Their commitment to quality and ethical farming practices has resonated with environmentally-conscious consumers.

9. Old World Gourmet

Old World Gourmet specializes in gourmet turkey products, including sausages and specialty cuts. The brand reported CAD 60 million in sales in 2022, holding a market share of approximately 3%. Old World Gourmet focuses on unique flavors and artisanal production methods, appealing to food enthusiasts looking for premium turkey options.

10. Guelph Meat Packers

Guelph Meat Packers is a regional player in the turkey market, known for its fresh and locally sourced turkey products. The company reported sales of CAD 40 million in 2022, capturing around 2% of the market share. Guelph Meat Packers emphasizes its commitment to local supply chains and community engagement, which has helped them build a strong customer base in Ontario.

Consumer Trends and Preferences

Understanding consumer trends is crucial for the turkey industry in Canada. The following trends have been observed:

Health Consciousness

The demand for healthier protein options has led to a significant increase in turkey consumption. Consumers are increasingly opting for lean meats that are lower in fat and calories. Turkey’s reputation as a healthier alternative to red meat has contributed to its growing popularity.

Convenience

Busy lifestyles have driven demand for convenient meal solutions. Pre-packaged and ready-to-cook turkey products have gained traction as consumers seek quick options without compromising on quality. Brands that offer easy-to-prepare turkey meals have seen increased sales.

Ethical Sourcing

Consumers are becoming more conscious of where their food comes from. Brands that emphasize ethical farming practices, such as free-range and antibiotic-free options, have gained a competitive edge. Transparency in sourcing and production has become a key factor in consumer purchasing decisions.

Challenges Facing the Turkey Industry

Despite the positive outlook for the turkey market, several challenges persist:

Supply Chain Disruptions

The COVID-19 pandemic highlighted vulnerabilities in the supply chain, affecting the availability of turkey products. Disruptions in transportation and production have led to fluctuations in prices and product availability.

Competition from Other Proteins

The turkey industry faces stiff competition from other protein sources, such as chicken, pork, and plant-based alternatives. Brands must continuously innovate and differentiate their products to maintain market share.

Consumer Price Sensitivity

Rising production costs can impact consumer prices, leading to price sensitivity among buyers. Brands must balance quality and pricing to remain competitive in a price-sensitive market.

Conclusion

The turkey market in Canada is characterized by a diverse range of brands offering various products to meet consumer demands. Companies like Butterball and Maple Leaf Foods dominate the market, while niche players like Empire Kosher and Harvey Farms focus on specific consumer segments. As health consciousness and convenience continue to drive consumer preferences, the turkey industry is poised for growth. However, brands must navigate challenges such as supply chain disruptions and competition to sustain their market positions.

Read: The Global Turkey Meat Industry – Market Trends, Challenges, and Future Outlook