Alex’s post highlighted the trend and desire for a sustainable lifestyle. More and more companies are naming themselves sustainable and using this as a key marketing point. In today’s day and age, it’s true that offering products of superior quality is no longer enough to stay relevant and competitive. There’s a strong focus on the brand and company values, which sometimes seems to outshine the product itself – it appears to be less about the actual differences in the products, and more about the perception of the product and company.
The tag “organic” is also associated with this lifestyle. The market for organic products has significantly expanded in the last decade. And so has the profitability that comes from these products. Marketers have been very smart in terms of product branding; the price point on sustainable items and organic foods are significantly higher than their “normal” counterparts.
Consumers’ tastes are shifting to more healthy and organic options. Even during the recession, the market for organic foods increased [1]. With food prices on the rise, the food industry will likely have a great influence on increasing Canadian GDP [1]. Canada, with an abundance of raw materials, research facilities, and water supplies, has the potential to become a world leader in this industry. The made-in-Canada label is associated with being “clean, healthy and high quality,” [1] which is certainly beneficial in aligning the Canadian brand with the increasing healthy and organic trend.
A prime example of a Canadian-made popular organic brand is Nature’s Path. With fun packaging and tasty cereals, they charge well above the Average Joe granola. They are able to do this by playing into the current “food culture” of quality and sustainably sourced ingredients and marketing the company’s values. Doing this has accumulated garnered them success. Is this “organic” and “sustainable” consumer preference just a trend – or is it a lifestyle here to stay?
[1] http://www.theglobeandmail.com/report-on-business/economy/manufacturing/canadas-food-producers-relish-taste-of-success/article2102832/page1/