aafc maple products 2015 - shermeen khan

MARKET ACCESS SECRETARIAT Global Analysis Report

Special Edition Market Intelligence

February 2015

Maple Products European Market Analysis

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Content • Executive Summary

• Maple Sugar and Maple Syrup Trade Trends

• Syrup Analysis – Europe

• Maple Food & Drink Analysis – Europe

*Unless otherwise specified, values are in C$.

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Executive Summary

Maple Sugar and Maple Syrup Trade Trends in the world

At $277.9 million in exports, Canada was the largest exporter in the world of maple sugar and syrup in 2013, with the United States ranking second with $26.4 million and Denmark third with $6.2 million.

The US is the largest import market in the world for maple sugar and maple syrup with imports of $177.1 million in 2013.

Maple Sugar and Maple Syrup Trade Trends in Canada

In 2013, six of Canada’s top ten export destination countries for maple sugar and syrup were from Europe and had a combined export value of $51.7 million. Of these six countries, exports to Germany experienced the most growth from 2009 to 2013, increasing by 32.5%, followed by France with 16.9% and the Netherlands with 8.1%.

• However, of these six European countries, France (ranked fifth) saw the highest year-over-year growth, increasing by 33.3% from $7.3 million in 2012 to $9.7 million in 2013. This was followed by Germany (12.7%), United Kingdom (11.7%), Denmark (10.6%), and the Netherlands (9.8%).

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Executive Summary

European* Syrup Analysis

Of new syrup products launched in the European market from January 2010 to June 2014, many were focused on premium, natural and healthy qualities.

Mentions of Canada in new syrup launches in Europe were fairly common, such as being Canadian or made in Canada.

European* Maple Food & Drink Analysis (not including syrups)

Maple was used in a variety of new food and drink launches in Europe from January 2010 to June 2014, from cold cereals to snack and bakery products, and beverages. The United Kingdom (UK) had, by far, the most launches in this time period.

*Note: Mintel Global New Products Database (GNPD) defines Europe as the following countries: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom and Ukraine.

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Maple Sugar and Maple Syrup Trade Trends in the World

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Ranking* Country 2009 2010 2011 2012 2013

1 United States 167,861,447 142,993,460 150,953,142 157,746,111 178,419,494

2 Japan 21,669,051 28,092,909 26,531,915 24,791,016 24,711,069

3 Germany 16,414,931 16,224,744 17,685,013 19,304,541 21,751,253

4 United Kingdom 13,069,021 9,593,150 10,619,609 10,621,064 11,867,548

5 France 8,289,540 7,580,222 8,239,246 7,268,809 9,689,555

6 Australia 8,129,652 6,883,308 6,772,623 6,905,351 8,573,116

7 Denmark 4,257,666 4,130,080 4,045,516 4,043,857 4,470,363

8 South Korea 2,066,270 2,941,053 5,657,799 5,249,253 3,840,530

9 Netherlands 2,132,899 2,244,257 1,911,183 2,099,673 2,306,320

10 Switzerland 2,115,704 2,741,707 1,928,984 2,607,005 1,662,688

World Total 252,721,944 231,298,213 242,118,344 249,382,166 277,941,694

Maple Trade Trends: Canada’s Exports

Source: CATSNET, AAFC, 2014 *Represents domestic exports. Ranking is based on 2013 data.

Maple Sugar and Maple Syrup: Canada’s Top 10 Export Destinations - C$

• The US was the top destination for the large majority of Canada’s maple sugar and syrup exports, with export growth of 6.3% from 2009 to 2013.

• Canada’s exports of maple sugar and syrup to Germany experienced the most growth from 2009 to 2013, increasing by 32.5%.

• Canada’s exports to the world increased by 10% from 2009 to 2013.

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Ranking* Country 2009 2010 2011 2012 2013

1 Canada 252,728,165 231,298,213 242,120,927 249,382,892 277,942,315

2 United States 21,831,443 20,226,059 24,629,545 21,443,732 26,392,746

3 Denmark 3,889,663 5,449,553 5,118,883 5,527,566 6,281,759

4 Germany 3,933,245 4,438,277 5,268,200 3,653,825 4,512,964

5 United Kingdom 1,210,424 1,339,247 1,153,116 1,347,568 3,235,160

6 France 2,001,518 1,823,689 2,500,709 3,052,475 3,099,775

7 Netherlands 2,063,299 1,521,454 1,844,523 1,858,325 1,785,345

8 South Africa 34,892 53,744 531,044 3,443,036 681,601

9 Austria 696,438 552,419 421,340 420,531 451,208

10 Czech Republic 52,743 94,108 150,942 137,808 395,911

World Total 290,387,845 268,480,128 285,207,961 292,183,484 326,823,529

Maple Trade Trends: World Exports by Country

• Canada is the largest maple sugar and syrup exporter in the world, with export growth of 10% from 2009 to 2013. World exports of maple sugar and syrup have grown by 12.5% from 2009 to 2013.

• While the US and France are large maple sugar and syrup importers, they are also exporters of these products, with growth of 20.9% and 54.9% respectively from 2009 to 2013.

Maple Sugar and Maple Syrup: Top 10 Exporting Countries - C$

Source: Global Trade Atlas, 2014 * Ranking is based on 2013 data.

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Ranking* Country 2009 2010 2011 2012 2013

1 United States 167,282,143 142,298,991 150,199,347 156,952,063 177,077,804

2 Japan 27,000,012 34,302,298 31,280,899 31,052,270 31,935,671

3 Germany 17,611,580 18,112,158 19,432,275 17,947,894 21,109,263

4 United Kingdom 15,758,334 12,119,042 12,458,956 13,389,493 16,855,075

5 Canada 10,311,288 8,653,277 11,316,913 8,507,958 12,053,371

6 France 9,220,253 9,169,221 9,132,589 9,003,400 11,695,578

7 Australia 8,658,552 5,855,267 9,592,232 8,760,394 10,696,102

8 Denmark 4,864,349 5,014,109 4,020,930 4,855,842 5,304,524

9 South Korea 2,592,637 3,277,333 5,212,736 6,301,057 4,525,201

10 Switzerland 3,739,550 3,209,517 2,257,420 2,862,307 3,147,206

World Total 297,661,854 266,411,278 279,999,766 288,133,355 324,391,862

Maple Trade Trends: World Imports by Country

• As the largest importer of maple sugar and syrup in the world, the US had import growth of 5.9% from 2009 to 2013.

• Japan’s imports of maple sugar and syrup have increased 18.3% from 2009 to 2013, while Germany’s imports grew by 19.9%, UK by 6.96%, France by 26.8%, Australia by 23.5%, and Denmark by 9.0%. Of the top ten importers, South Korea experienced the most growth of 74.5%.

• Overall, world imports increased by 8.98% from 2009 to 2013.

Maple Sugar and Maple Syrup: Top 10 Importing Markets – C$

Source: Global Trade Atlas, 2014 * Ranking is based on 2013 data.

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Syrup Analysis - Europe -

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Time Frame: January 2010 – June 2014

Countries/Regions: Europe*

Categories: Syrups

Mintel GNDP Search Terms

A search was performed in the Mintel Global New Products Database (GNPD) for new maple syrup introductions in the countries of Europe. An analysis of these search results can be found in the slides that follow, as well as product examples. *Note: Mintel Global New Products Database (GNPD) defines Europe as the following countries: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom and Ukraine.

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New Maple Syrup Products Launches

• Total number of maple syrup products introduced since January 2010: 61

• Launch type: 45 maple syrup launches were completely new products, while 11 had new packaging, 3 were new variety/range extensions, one product was a re-launch and another one was a new reformulation.

Source for both: Mintel, 2014

• The UK had, by far, the most maple syrup launches from January 2010 to June 2014, with 25% of new launches, followed by France and Germany with 18% each and Ukraine with 8%.

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Europe - Number of Maple Syrup Introductions by Year

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New Maple Syrup Products by Store Type

Source: Mintel, 2014

• Of new maple syrup launches, the majority were located in supermarkets (roughly 30% of maple syrup launches), followed closely by mass merchandisers. However, natural/health food stores and specialist retailers also offered some of the new maple syrup products.

• Certain store types also had a greater presence of new private label maple syrup products. Supermarkets had the highest proportion, with a quarter of new maple syrup launches in supermarkets being private label.

• In 2012, 19% of new syrup products were private label. By 2013, it rose to 25%, and for 2014 up until June, it increased to 43%.

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Europe - New Maple Syrup Products by Store Type and Private Label

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Ultimate Company Brand(s) New Syrup Products

Clarks (UK) Clarks 6

Mak-Dey (Ukraine) Solodkyy Vik 5

Aldi Group Grandessa, Back

Family 3

Citadelle Maple Syrup Producers’ Cooperative

(Canada)

Shady Maple Farms, Camp 3

Dunekacke & Wilms (Germany)

La Comtesse, Natur Wert 2

Edeka Zentrale (Germany) Edeka Bio 2

Tesco Tesco 2

Buckwud (UK) Buckwud 2

Rossman (Germany) Rossman Ener Bio 1

Total Sample ----- 24

New Maple Syrup Products by Ultimate Company

New Maple Syrup Products by Ultimate Company


• Clarks released a range of maple syrups, including original maple syrups and pure Canadian maple syrups launched in the UK.

• Mak-Dey launched a Canadian maple syrup product among its line of other syrups including cherry, peach, green apple and strawberry syrups.

• Aldi’s maple syrups included pure Canadian maple syrups, with launches in the UK and Germany.

• Citadelle’s maple syrup launches in Europe included Canadian maple syrups, two of which were organic, with launches in Ireland, the UK and Italy.

• Dunekacke & Wilms included Canadian maple syrups, including an organic syrup, with launches in Germany.

• Edeka Zentrale launched organic maple syrups in Germany, with the most recent launch being a repackaged version with an ethical claim.

• Tesco launched pure Canadian maple syrups in the UK, one of which was a light / reduced sugar variant.

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Pack Size

Price (US$)

Price Per Milliliter

(US$) Product(s) Country

100 ml $10.32 $0.13 Pure Extra Light Maple Syrup France

180 ml $4.75 $0.03 Pure Canadian Maple Syrup No. 2 Amber United Kingdom

189 ml $6.66 $0.04 Maple Syrup Italy

200 ml $5.22 $0.03 Pure Maple Syrup France

247 ml* $8.73 $0.04 Pure Canadian No. 1 Light Maple Syrup United Kingdom

250 ml $3.69 $0.01 Pure Canadian Maple Syrup United Kingdom

250 ml $3.72 $0.01 Original Canadian Maple Syrup Germany

250 ml $6.75 $0.03 Maple Syrup Finland

250 ml $10.70 $0.04 Pure Maple Syrup Poland

250 ml $21.53 $0.09 Maine Maple Syrup Norway

474 ml* $4.81 $0.01 Maple Flavoured Syrup Spain

329 ml* $7.88 $0.02 Pure Canadian Maple Syrup United Kingdom

500 ml $7.59 $0.02 Original Maple Syrup United Kingdom

700ml $3.71 $0.01 Canadian Maple Syrup Ukraine

710 ml $4.16 $0.01 Maple Flavoured Pancake Syrup Spain

New Maple Syrup Products by Pricing

• Pricing for new maple syrup product launches in Europe, from January 2010 to June 2014, varied significantly, ranging from US$0.01/ml to US$0.13/ml.

• The most expensive per unit syrup product was a maple syrup in France: a pure extra light maple syrup manufactured by La Ferme Martinette in Canada in a glass maple-leaf shaped 100 ml bottle

Source: Mintel, 2014 *Converted from ounces

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New Organic Maple Syrup Products by Pricing

• There were 26 new organic maple syrup products in Europe launched between January 2010 to June 2014

• Pricing for new organic maple syrup product launches ranged from US$0.02/ml to US$0.07/ml.

• The most expensive per unit organic maple syrup sold at $0.07/ml in Finland was a 100% pure grade A syrup made in Canada manufactured by Dutch company TerraSana, carrying kosher and vegan claims

Pack Size

Price (US$)

Price Per Milliliter

(US$) Product(s) Country

125 ml $6.02 $0.05 No. 1 Medium Organic Canadian Maple Syrup United Kingdom

180 ml $6.34 $0.04 Agave Syrup with Maple (Organic) France

187 ml $8.51 $0.05 Organic Maple Syrup Norway

250 ml $6.42 $0.03 Original Organic Maple Syrup Germany

250 ml $6.60 $0.03 Organic Maple Syrup Czech Republic

250 ml $8.69 $0.03 Pure Maple Syrup (Organic) France

250 ml $12.69 $0.05 Organic Grade A Maple Syrup Italy

250 ml $13.93 $0.06 100% Pure Maple Syrup (Organic) Ireland

250 ml $16.78 $0.07 Maple Syrup (Organic) Finland

375 ml $8.57 $0.02 Maple Syrup (Organic) Austria


• Important to note is that from 2008-2012, organic maple syrup had been displaced by agave syrup because of its low-cost.

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New Maple Syrup Products by Packaging

• Bottles were the most popular package type for maple syrup launches in Europe, with 99% of launches using this packaging. One product used a flexible stand-up pouch packaging.

• Plain glass was, by far, the most common package material for maple syrup launches, accounting for 74% of launches, followed by plastic PET accounting for 13%, and coloured glass with 8%.

• Maple syrup launches were both in grams and millilitres, ranging in size from 100 ml to 710 ml, and from 240 g to 455 g. The most commonly used pack size was 250 ml (48% of maple syrup launches), followed by 250 g (10%), and 180 ml (8%).


*By top five pack sizes

*Plastic PP (Polypropylene), Plastic PET (Polyethylene Terephthalate).

Package Material Number of Variants

Plain Glass 45

Plastic PET 8

Coloured Glass 5

Plastic PP 1

Multi laminate 1

Plastic unspecified 1

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Europe – Maple Syrup Products by Pack Size (ml/g) Europe – Maple Syrup Products by Package Material

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New Maple Syrup Products by Packaging


*By top ten pack sizes

*By top ten countries and pack sizes

• Supermarkets had the most new maple syrup products in a 250 ml size, while mass merchandise/hypermarkets and natural/health food stores also carried these sizes.

• It’s interesting to note that the majority of pack sizes were found in several types of stores. However, the 200 ml format was only found in mass merchandise/hypermarkets.

• Certain syrup sizes do seem to be more commonly used in certain countries, such as the 250 ml size which accounted for all the new maple syrup launches in Germany and in Czech Republic. However, in the UK, only a fraction of the new maple syrup launches were in a 250ml size while over a third of them were in a 180ml size.

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Europe - New Maple Syrup Products by Pack Size and Store Type

Supermarket Mass Merchandise/Hypermarket

Department Store Natural/Health Food Store

Direct Selling Drug Store/Pharmacy

Internet/Mail Order

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New Maple Syrup Products by Claims


• By claim category, health-related claims were particularly popular. Natural claims were the most used in new maple syrup launches, while ethical and environmental claims were also popular. A number of claims suitable for certain consumers were also used, such as vegetarian, vegan, kosher, diabetic and gluten-free claims.

• Organic is, by far, the most common claim used in maple syrup launches from January 2010 to June 2014, appearing on about 43% of maple syrup products. The claim ethical – environmentally friendly appeared on 13% of maple syrup products, while kosher appeared on 10% of launches.

• In both 2012 and 2013, 44% of new maple syrup products had an organic claim. Between January and June 2014, 57% of new maple syrup products had an organic claim.

Claim Category Claims

Natural 28

Ethical & environmental 14

Suitable for 9

Positioning 5

Minus 3

Convenience 1

Functional 1

New Maple Syrup Products by Type of Claim

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Product: Maple Syrup Company: Buckwud Brand: Buckwud Country: United Kingdom Store Name: Waitrose Store Type: Supermarket Date Published: August 2013 Launch Type: New Product Package Type: Bottle Package Material: Plastic PET Pack Size: 240g Price (US$): 2.53 Claims: Social Media, ethical – environmentally friendly package

*Buckwud Maple Syrup has been repackaged with a new design. It can be used for pancakes, coffee, bacon, sausages, yogurt or fruit. The product has been made with pure Canadian maple and retails in a 240g recyclable bottle, featuring the manufacturer's Facebook link.

Product: Original Organic Canadian Maple Syrup Company: Rossman Brand: Ener Bio Country: Germany Store Name: Rossman Store Type: Drugstore/Pharmacy Date Published: June 2014 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 330g Price (US$): 6.42 Claims: Organic

*Rossmann Ener Bio Original Kanadischer Ahornsyrup (Original Organic Canadian Maple Syrup) provides 273 calories per 100g. The organic product retails in a 330g pack which is sufficient for 13 servings.

Product: Organic Maple Syrup Company: Penny Markt Brand: B!O (private label) Country: Germany Store Name: Penny Markt Store Type: Supermarket Date Published: July 2012 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 250ml Price (US$): 4.46 Claims: Organic

*B!O Bio-Ahornsirup (Organic Maple Syrup) is a US Class A Canadian syrup that is organic certified and is said to have a mild and aromatic flavour.

Examples of New Maple Syrup Products

Source for all: Mintel, 2014

Product: Organic Maple Syrup Company: Edeka Zentral Brand: Edeka Bio (private label) Country: Germany Store Name: EDEKA Aktiv Markt Store Type: Supermarket Date Published: January 2014 Launch Type: New packaging Package Type: Bottle Package Material: Plain glass Pack Size: 250ml Price (US$): 6.68 Claims: Organic, ethical - environmentally friendly package

*Edeka Bio Ahornsyrup (Organic Maple Syrup) has been repackaged. The product comprises US grade A maple syrup from controlled Canadian organic cultivation. It retails in a 250ml pack which bears the World Wide Fund for Nature (WWF) logo, indicating co-operation with the manufacturer in supporting organic products.

Product: Pure Maple Syrup Company: Viands Brand: Cleary’s Country: Poland Store Name: Delikatesy Alma Store Type: Supermarket Date Published: February 2012 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 250ml Price (US$): 10.70 Claims: None

*Cleary's 100% Oryginalny Syrop Klonowy (Pure Maple Syrup) is Canada n. 2. amber colour syrup with a delicate exquisite taste recommended for desserts.

Product: Pure Canadian Maple Syrup Company: Tesco Brand: Tesco Country: United Kingdom Store Name: Tesco Extra Store Type: Mass Merchandise/Hypermarket Date Published: March 2014 Launch Type: New Product Package Type: Bottle Package Material: Plain glass Pack Size: 250g Price (US$): 6.14 Claims: Ethical – environmentally friendly package

*Tesco Pure Canadian Maple Syrup is a number one medium grade syrup. This product retails in a recyclable 250g pack.

Product: Maine Maple Syrup Company: Stonewall Kitchen Brand: Stonewall Kitchen Country: Norway Store Name: Meny Store Type: Supermarket Date Published: April 2014 Launch Type: New Product Package Type: Bottle Package Material: Plain glass Pack Size: 250ml Price (US$): 21.53 Claims: All natural product

*Stonewall Kitchen Lønnesirup fra Maine (Maine Maple Syrup) is described as a wonderful New England tradition. The pure grade A dark amber syrup is all natural, tapped locally and is recommended drizzled on Belgian waffles, French toast or breakfast fruits, and added to baked squash, apple crisp or tea. It retails in a 250ml bottle.

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Product: Maple Syrup Company: Cofradex Brand: Vertmont Country: Spain Store Name: Hipercor Store Type: Mass merchandise/ hypermarket Date Published: May 2012 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 250g Price (US$): 8.52 Claims: None

*Vertmont Jarabe de Arce (Maple Syrup) is a product of Canada which can be used on pancakes, ice cream, yogurt, waffles, muffins, cereal and fruit salads. The syrup can also be used in salad dressings and as a flavour in hot or cold drinks.

Product: Pure Extra Light Maple Syrup Company: La Ferme Martinette Brand: La Ferme Martinette Country: France Store Name: BHV Store Type: Department Store Date Published: September 2012 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 100ml Price (US$): 12.52 Claims: None

*La Ferme Martinette Pur Sirop d'Erable (Pure Extra Light Maple Syrup) is now available. This product is retailed in a maple leaf-shaped 100ml bottle.

Product: Canadian Maple Syrup Company: Citadelle Maple Syrup Producers’ Cooperative Brand: Camp Country: Italy Store Name: Simply Market Store Type: Supermarket Date Published: December 2011 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 250g Price (US$): 5.22 Claims: None *Camp Sciroppo d'Acero Canadese (Canadian Maple Syrup) is 100% pure and authentic. According to the manufacturer, maple syrup can be used as a substitute to sugar to sweeten yogurt, ice cream, pancakes and other dishes. The product retails in a 250g pack.

Product: Pure Canadian Maple Syrup Company: Marks & Spencer Brand: Marks & Spencer (private label) Country: United Kingdom Store Name: Marks & Spencer Store Type: Department store Date Published: February 2011 Launch Type: New variety/ range extension Package Type: Bottle Package Material: Plain glass Pack Size: 320g Price (US$): 7.88 Claims: Ethical - Environmentally Friendly Package.

*Marks & Spencer Pure Canadian Maple Syrup is ideal with pancakes, ice cream and waffles. This product is retailed in a 320 g pack, of which the bottle is made from 20% recycled glass, and the lid is made from 20% recycled metals.

Examples of New Maple Syrup Products continued…

Source for all: Mintel, 2014

Product: Original Maple Syrup Company: Clarks Brand: Clarks Country: United Kingdom Store Name: Morrisons Store Type: Supermarket Date Published: August 2013 Launch Type: New packaging Package Type: Bottle Package Material: Plastic PET Pack Size: 180ml Price (US$): 3.10 Claims: Low/no/reduced sugar *Clarks Original Maple Syrup is now available in a redesigned 180ml bottle, featuring a new look. The product is blended with carob fruit syrup and natural flavouring and can be used for strawberries, ice cream, porridge, salmon, sponge cakes, pancakes, milkshake and gammon. It contains 25% less sugar than golden syrup and honey.

Product: Canadian Maple Syrup Company: 1.2.3. Bio Brand: 1.2.3. Bio Country: France Store Name: Carrefour Store Type: Mass merchandise/ hypermarket Date Published: August 2011 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 250ml Price (US$): 10.64 Claims: Organic

*1.2.3 Bio Sirop d'Érable du Canada (Canadian Maple Syrup) is an organic certified, grade C, spicy syrup from Canada. The product is harvested at the end of the season which gives it its dark colour and it can be used with yogurts, fresh fruit and ice cream. It is lightly caramel flavoured.

Product: Organic Canadian Maple Syrup Company: Canadian Maple Hut Brand: Bernard Michaud Country: France Store Name: Géant Casino Store Type: Mass merchandise/ hypermarket Date Published: January 2013 Launch Type: New product Package Type: Bottle Package Material: Plain glass Pack Size: 250g Price (US$): 4.57 Claims: Organic, all-natural product

*Canadian Maple Hut Sirop d'Erable Canadien Bio (Organic Canadian Maple Syrup) is a table syrup, ideal to replace sugar in desserts, for brunches, or to add an exotic touch to meals. The product is 100% natural and retails in a 250g bottle.

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Maple Food & Drink Analysis – Europe –

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Time Frame: January 2010 – June 2014

Countries/Regions: Europe

Categories: Food and Drink (not including “syrups”)

Search Term: Maple

Mintel GNDP Search Terms

A search was performed in the Mintel Global New Products Database (GNPD) for new food and drink introductions in the countries of Europe which used the term “maple” in the product name.

As a syrup-specific analysis was already provided at the beginning of this presentation, syrups were not included in this food and drink search.

This analysis is meant to provide examples of how maple is being used and marketed in a variety of food and drink products, as well as ideas for maple ingredient opportunities in these markets. An analysis of these search results, as well as product examples, can be found in the slides that follow *Note: Mintel Global New Products Database (GNPD) defines Europe as the following countries: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom and Ukraine.

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New Maple Products

• Total number of new maple products introduced since January 2010: 155 products

• The UK had by far the most new maple product launches in Europe, with almost half (43%) of new launches, followed by Germany with 14%.

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• New launches containing maple included products across a wide range of categories.

• Sweet biscuits/cookies and cold cereals represented the most new maple launches. This included a number of products containing the word “maple” in the product name, like “Pecan & Maple Crisp Cereal” or “Maple Leaf Cookies”. Of the 38 new cold cereal and sweet biscuit/cookie maple launches, the UK market accounted for 10 in each sub-category.

• Of new pastry dishes with maple, the vast majority were quiche products. The UK market also accounted for nearly all of these launches, representing 4 of the 5 new pastry dish products.

• However, when it comes to maple snack/cereal/energy bar launches, Germany accounted for a third of the new launches. These were comprised of products such as sport, energy, granola and cereal bars.

• 2012 had the most varieties of new maple product launches, with 15 different sub-categories, led by sweet biscuits/cookies, cold cereals, cakes, pastries and sweet goods, and coffee, with 9.5% each. In 2013, cold cereals were the most popular sub-category, representing about 17% of the new maple products.

Top 20 Sub-Categories New Maple Products

Sweet biscuits/cookies 19 Cold cereals 19 Snack/cereal/energy bars 9 Cakes, pastries & sweet goods 7 Hot cereals 7 Meat products 7 Drinking yogurt & liquid cultured milk 6 Chocolate tablets 6 Popcorn 5 Pastry dishes 5 Dairy-based frozen products 5 Nuts 4 Coffee 4 Flavoured Milk 4 Toffees, caramels & nougat 4 Whisky 4 Tea 3 Chilled desserts 3 Shelf-stable desserts 3 Dressings & vinegar 3 Other sub-categories 28 Total sample 155


New Maple Products by Sub-Category

New Maple Products by Sub-Category

25

Ultimate Company Brand New Maple Products

Tesco

Tesco Tesco Finest Tesco Everyday Value Country Barn

6 4 2 1

Marks & Spencer

Marks & Spencer Seasonal Menu Marks & Spencer Food on the Move Marks & Spencer Marks & Spencer The Grill Summer of Flavour Marks & Spencer Help Shelter

4 3 2 1 1

Border Biscuits Border Biscuits Gourmet Goodness Border Biscuits Outrageously Tasty

6 4

Wal-Mart Asda Extra Special Asda Chosen By You The Butcher’s Selection at Asda

4 2 1

Unternehmensgruppe Theo Müller

Müller Müllermilch Saison Müller Rice Snack Müller Müllermilch Müller Rice

2 2 1 1

Sainsbury’s Sainsbury’s Sainsbury’s Taste the Difference

5 1

Lidl Deluxe McEnnedy American Way Oatalicious Oh So Easy Oats

2 2 1

Stollwerck Sarotti Grand Chocolat 5

Dare Foods Dare 5 Pioneer Food Group Bokomo 4 Other companies Other brands 82 Total sample - - - 155

New Maple Products by Ultimate Company New Maple Products by Ultimate Company


• Supermarkets were the main store format for new maple products launched from January 2010 to June 2014 in Europe, accounting for almost half of new maple launches.

• New maple products in supermarkets crossed a wide range of categories, from alcoholic beverages, to breakfast cereals and bakery, to desserts and ice creams, and from meals to confectionery goods.

74

32

22

6 3

2 1 1

Europe - New Maple Products by Store Type

Supermarket

Mass Merchandise/Hypermarket

Department Store

Natural/Health Food Store

Gourmet Store

Drug Store/Pharmacy

Convenience Store

Internet/Mail Order

26

New Maple Products by Store Type


• Of new maple product launches, roughly 47% of launches were located in supermarkets.

• Certain store types also had a greater presence of new private label maple products. Supermarkets had the highest proportion, with over half of new maple product launches in supermarkets being private label.

• Private labeled products represented about a third of new maple products between 2010 and 2012, but in 2013, it increased to nearly half (47%) of all products.

• Private label only represented about a third of new maple products launched between 2010 and 2012, but in 2013 and 2014 (until June), it represented almost half (47% and 40%, respectively).

18 19 29 19 12

9 11

13

17

8

0

5

10

15

20

25

30

35

40

45

2010 2011 2012 2013 2014

Europe - New Maple Products by Date Published and Private Label

Private Label

Branded

45

21 11 5 3

29

11 11 1 2 1 1 05

101520253035404550

Supe

rmar

ket

Mas

sM

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andi

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yper

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ket

Depa

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ent S

tore

Nat

ural

/Hea

lth F

ood

Stor

e

Gour

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Sto

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Drug

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harm

acy

Conv

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Stor

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Inte

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Europe - New Maple Products by Store Type and Private Label

Branded

Private Label

27

New Maple Product Products by Packaging

• Flexible packaging was the most popular package type for maple product launches in Europe, with 41% of launches using this packaging. This was followed by cartons at 12% and bottles at 11.6%.

• Unspecified plastic is, by far, the most common package material for maple product launches, accounting for 35% of launches, followed by plain glass accounting for 13.5%, and metallised film with 10%.

• Maple product launches were both in grams and millilitres, ranging in size from 100ml to 1L, and from 20g to 1.2kg. The most commonly used pack size was 175g (8.4% of maple product launches), followed by 500g (7.7%), and 200g (5.8%).

Source for both: Mintel, 2014 *By top ten package material *Plastic PP (Polypropylene), Plastic PET (Polyethylene Terephthalate). *By top ten pack sizes

Europe – Maple Syrup Products by Package Material

Package Material* Number of Variants

Plastic unspecified 54

Glass plain 21

Metallised Film 15

Plastic PET* 11

Plastic PP* 9

Board white lined 9

Metal aluminum 7

Paper plastic lined 4

Paper foil lined 4

Board plastic lined 4

13 12

9 7 7

6 5

4 4 4

0

2

4

6

8

10

12

14

175g 500g 200g 350g 50g 400g 150g 250ml 375g 40g

Europe – Maple Products by Pack Size* (ml/g)

28

New Maple Products by Claims

• The top five claims for new maple launches include an interesting mix of claims which range from lifestyle (vegetarian), to environmental, premium and health-related.

• Of all claims for new maple launches, the most common types of claims were “suitable for” (such as for consumers requiring vegetarian or vegan products), followed by ethical and environmental claims (such as fair-trade, sustainable), natural claims, positioning claims (such as premium), and minus claims (such as low/no/reduced sugar, no additives/preservatives). However, there were also 29 convenience claims used in new maple product launches (such as ease of use and microwaveable).

• In 2013, the most popular claim for maple products was environmentally friendly packaging (33.3%) followed by vegetarian (27.8%) and no additives/preservatives (22.2%).


Claim Category Claims

Suitable for 61

Ethical & environmental 58

Natural 52

Positioning 41

Minus 33

Convenience 29

Plus 11

Functional 5

New Syrup Products by Type of Claim

*By top 20 claims

54 48 33

20 14 14 13 13 11 10 10 10 9 9 8 8 7 7 7 7 0

10

20

30

40

50

60

Ethi

cal -

Env

ironm

enta

llyFr

iend

ly P

acka

ge

Vege

taria

n

No

Addi

tives

/Pre

serv

ativ

es

Prem

ium

Low

/No/

Redu

ced

Alle

rgen

Ease

of U

se

Org

anic

Low

/No/

Redu

ced

Tran

sfat

Low

/No/

Redu

ced

Suga

r

Low

/No/

Redu

ced

Fat

Seas

onal

Glu

ten-

Free

Who

legr

ain

Tim

e/Sp

eed

High

/Add

ed F

iber

GM

O-F

ree

Vega

n

No

Anim

al In

gred

ient

s

Lim

ited

Editi

on

Soci

al M

edia

Europe - New Maple Products by Claim*

29

Product: Pure Maple Soft Sweets Company: La Ferme Martinette Brand: La Ferme Martinette Category: Sugar & gum confectionery Sub-Category: Other sugar confectionery Country: France Store Name: BHV Store Type: Department store Date Published: August 2012 Launch Type: New product Package Type: Carton Package Material: Solid white board Pack Size: 100 g Price (US$): 19.95 Claims: None

*Said to be 100% made from pure maple syrup from the condensation of the sugar maple tree's sap picked up during springtime.

Examples of New Maple Products


Product: Canadian Maple Roasted Nut Collection Company: Sainsbury’s Brand: Sainsbury’s Taste the Difference (private label) Category: Snacks Sub-Category: Nuts Country: United Kingdom Store Name: Sainsbury’s Store Type: Supermarket Date Published: April 2011 Launch Type: New variety/ range extension Package Type: Flexible Package Material: Metallised film Pack Size: 200g Price (US$): 4.82 Claims: Premium, vegetarian.

*According to the manufacturer, the nuts have been tossed in rich Canadian maple syrup seasoning, then roasted to bring their full flavour. The flavourings used in this product are made from natural sources.

Product: Pecan & Maple Cereal Bars Company: Migros Brand: Farmer Crunchy (private label) Category: Snacks Sub-Category: Snack/Cereal/ Energy Bars Country: Switzerland Store Name: Migros Store Type: Supermarket Date Published: May 2014 Launch Type: New variety/range extension Package Type: Flexible Package Material: Plastic unspecified Pack Size: 189g Price (US$): 4.53 Claims: None

*Farmer Crunchy Barres de Céréales au Pécan & Erable (Pecan & Maple Cereal Bars) are now available. The product is a source of fibre and retails in a 189g pack containing nine bars.

Product: Organic Maple Syrup Flakes Company: NaturataSpielberger Brand: Naturata Category: Sweeteners & sugar Sub-Category: Other natural sweeteners Country: Finland Store Name: K-Citymarket Store Type: Mass merchandise/hypermarket Date Published: October 2011 Launch Type: New product Package Type: Flexible stand-up pouch Package Material: Unspecified plastic Pack Size: 85g Price (US$): 10.92 Claims: Organic

*Suitable for sweetening and decorating, they are processed from 100% dried maple syrup under vacuum at a very low temperature. Therefore the nutrients of the syrup are conserved in the flakes.

Product: Maple Syrup Butter Fudge Company: Lidl Brand: Deluxe (private label) Category: Sugar & gum confectionery Sub-Category: Toffees, caramels & nougat Country: Italy Store Name: Lidl Store Type: Supermarket Date Published: May 2012 Launch Type: New variety/range extension Package Type: Flexible Package Material: Paper plastic lined Pack Size: 150g Price (US$): 1.33 Claims: Ethical - environmentally friendly package, gluten-free, low/no/reduced allergen, vegetarian, premium *Deluxe Dolcetti al Burro con Sciroppo d'Acero (Maple Syrup Butter Fudge) are hand-broken, crumbly, all butter fudge made with Canadian maple syrup. The product is free from gluten and suitable for vegetarians, and retails in a partially recyclable 150g pack.

Product: Maple & Chilli Pork Steaks Company: Marks & Spencer Brand: The Grill Summer of Flavour Category: Processed fish, meat & egg products Sub-Category: Meat products Country: Ireland Store Name: Marks & Spencer Store Type: Department store Date Published: June 2014 Launch Type: New product Package Type: Flexible sachet Pack Size: 880g Price (US$): 19.41 Claims: Seasonal, low/no/reduced allergen, other (functional), ethical - environmentally friendly package, ease of use, gluten-free

*Marks & Spencer The Grill Summer of Flavour Maple & Chilli Pork Steaks are four British boneless pork steaks with maple and chilli. This ready to cook product is a source of protein, is free from gluten, and retails in an 880g recyclable pack featuring the Eat Well and FSC logos.

30

Product: Ice Cream with Caramelized Walnuts and Canadian Maple Syrup Company: Glacio Brand: Viva la Crema Category: Desserts & ice cream Sub-Category: Dairy-based frozen products Country: Russia Store Name: Utkonos Store Type: Supermarket Date Published: August 2012 Launch Type: New variety/range extension Package Type: Tub Package Material: Unspecified plastic Pack Size: 105g Price (US$): 3.57 Claims: None

*Made with fresh cream. This exclusive product retails in a 105g tub with a spoon inside.

Examples of New Maple Products continued…


Product: Maple Popcorn Company: Boots Brand: Boots Shapers (private label) Category: Snacks Sub-Category: Popcorn Country: United Kingdom Store Name: Boots Store Type: Drug store/ pharmacy Date Published: April 2012 Launch Type: New product Package Type: Flexible Package Material: Metallised film Pack Size: 20g Price (US$): 1.04 Claims: Low/no/reduced calorie, low/no/reduced transfat, no additives/preservatives, slimming, vegetarian.

*Boots Shapers Maple Popcorn consists of popped corn, lightly coated in rapeseed oil, sugar and maple syrup flavouring. The product is part of the Boots Shapers 500 calorie meal deal, and is retailed in a 20 g pack.

Product: Camomile & Maple Tea Company: Twinings Brand: Twinings Sensation Category: Hot beverages Sub-Category: Tea Country: United Kingdom Store Name: Waitrose Store Type: Supermarket Date Published: January 2013 Launch Type: New variety/range extension Package Type: Jar Package Material: Flexible sachet, carton Pack Size: 30g Price (US$): 6.57 Claims: Caffeine free, ethical - environmentally friendly package *Twinings Sensation Camomile & Maple Tea is a special blend that contains camomile flower with maple and Madagascan vanilla. The product retails in a recyclable pack of 20 enveloped teabags and bears a QR code.

Product: Walnut Maple Syrup Chocolate Tablet Company: Migros Brand: Migros Sélection (private label) Category: Chocolate confectionery Sub-Category: Chocolate countlines Country: Switzerland Store Name: Migros Store Type: Supermarket Date Published: December 2013 Launch Type: New variety/range extension Package Type: Flexible Package Material: Plastic Unspecified Pack Size: 80g Price (US$): 4.39 Claims: Premium

*Migros Sélection Maple Walnuts Chocolate is a fusion of milk and white chocolate. It also contains crunchy walnuts from South East Europe on top and syrup from North American maple trees. This premium product retails in a 80g pack.

Product: Maple Frosted Organic Flakes Company: Whole Earth Foods Brand: Tesco Everyday Value Category: Breakfast cereals Sub-Category: Cold cereals Country: Ireland Store Name: Tesco Store Type: Supermarket Date Published: August 2013 Launch Type: New variety/ range extension Package Type: Carton, Flexible Package Material: Board white lined, plastic unspecified Pack Size: 500g Price (US$): 6.42 Claims: No additives/preservatives, GMO-free, ethical - environmentally friendly package, low/no/reduced trans fat, vegetarian, economy *Tesco Everyday Value Maple & Pecan Crisp Cereal consists of oat and cereal clusters with chopped pecan nuts. The economy product retails in a recyclable 500g pack.

Product: Canadian Berries Cranberry Sauce with Maple Syrup Company: Rewe Brand: Rewe Feine Welt (private label) Category: Sauces & seasonings Sub-Category: Table sauces Country: Germany Store Name: REWE Store Type: Supermarket Date Published: March 2011 Launch Type: New product Package Type: Jar Package Material: Plain glass Pack Size: 200g Price (US$): 2.65 Claims: None

*A fruity tart sauce with Canadian cranberries and maple syrup.

31

For More Information International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice. • Overview of Trade Commissioner Services in Europe

• http://www.tradecommissioner.gc.ca/eng/offices-worldwide.jsp

• Find a Trade Commissioner • www.tradecommissioner.gc.ca/eng/find-trade-contacts.jsp

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found under Statistics and Market Information at the following link, arranged by sector and region of interest: • ats-sea.agr.gc.ca For additional information on SIAL Paris, please contact: • Ben Berry, Deputy Director Trade Show Strategy and Delivery Agriculture and Agri-Food Canada [email protected]

http://www.tradecommissioner.gc.ca/eng/offices-worldwide.jsp

http://www.tradecommissioner.gc.ca/eng/find-trade-contacts.jsp

http://ats-sea.agr.gc.ca/

mailto:[email protected]

32

Questions, Comments?

If there are any questions or comments on this report, please contact Global Analysis at [email protected] Prepared by: Shermeen Khan, Market Analyst The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada assumes no liability for any actions taken based on the information contained herein. Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of Agriculture and Agri-Food Canada, as the owner of the copyright in the document. Where the reproduction or redistribution includes data and/or graphs from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document. Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.

Visit our online library of public reports for more information on this and other markets.

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