The Rising Demand for Natural Foods in Canada: Embracing Fresh Fruits and Vegetables

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Introduction

Canadians are increasingly prioritizing health, sustainability, and transparency in their food choices—especially when it comes to natural and unprocessed foods like fresh fruits and vegetables. In this article, we’ll explore shifting consumer behaviors, market growth statistics, and key opportunities for businesses looking to cater to demand in Canada’s fresh produce sector.

1. Market Growth: Canadian Fruits & Vegetables on the Rise

Canada’s fresh fruits and vegetables market is steadily growing. According to a 2024 industry report, the market value was approximately USD 4.66 billion, with projections reaching USD 6.27 billion by 2033—an estimated compound annual growth rate (CAGR) of 3.37%.

Other research similarly forecasts strong growth: Mordor Intelligence estimates the market at US $14.11 billion in 2025, rising to US $16.37 billion by 2030 at a CAGR of 3.01%.

Key growth drivers include:

• Greater health and wellness awareness

• Consumer preference for fresh, organic, and locally grown produce

• Expansion of direct-to-consumer and online grocery channels

• Government support for sustainable farming practices

2. The Health-Conscious Canadian Buyer

Health and nutritional value are crucial purchase drivers: 84% of consumers prioritize value, 62% look for nutritional benefits, and 55% actively seek organic products.

Organic produce attracts consumers mainly for health and safety reasons:

• Avoidance of pesticides or chemicals (59%)

• Overall healthiness (47%)

• GMO-free content (40%)

• Safety perception (30%)

However, price remains the top barrier to organic adoption—82% cite cost concerns, followed by perceived lack of value (39%) and distrust in organic claims (37%).

3. Canada’s Production Landscape: Import-Dependent but Shifting

Due to its climate, Canada imports much of its fresh produce; in 2024, the trade deficit for fresh and frozen fruits reached nearly $7.2 billion, with imports exceeding $8.2 billion. Despite strong export gains—strawberries (+400%), apples (+62%), and blueberries (+29%)—Canada remains a net importer.

Encouragingly, domestic production and self-sufficiency are climbing. For many produce categories, trade-dependence ratios have improved over the past decade, thanks to advances in greenhouse and vertical farming.

4. Trends: Local, Sustainable & Convenient Produce

Several trends are reshaping the market:

• Locally-grown ambition: Initiatives like Foodland Ontario promote regional agricultural products, fueling consumer demand for homegrown produce.

• Urban & community farming: Lufa Farms in Montreal is a leader in rooftop greenhouse innovation. Community-supported agriculture (CSA) also connects consumers directly with local farms.

• Ingredient transparency: Nearly 90% of Canadians support “real food” with simple, recognizable ingredients; 25% read labels thoroughly before purchase. Consumers distrust vague marketing claims and instead rely on ingredient clarity.

• Online and DTC growth: Direct-to-consumer delivery models are projected to grow the fastest, giving customers access to fresh, unprocessed produce with ease.

5. What LBS Clients Should Know

For Latin American exporters or Canadian producers supplying fresh produce, Canada’s evolving market presents ripe opportunities:

Conclusion

Canada’s market for natural, unprocessed foods continues to expand with consumer demand sharply aligned around health, sustainability, and transparency. Whether you’re a food exporter or a local producer, there’s room to leverage these trends to gain traction—and partnering with LBS can help you navigate regulatory pathways, market positioning, and supply chain opportunities.