AAFC Maple Products 2015 - Shermeen Khan

MARKET ACCESS SECRETARIAT
Global Analysis Report
Special Edition Market Intelligence
February 2015
Maple Products
European Market Analysis

2
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$.

3
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%).

4
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.

5
Maple Sugar and Maple Syrup
Trade Trends in the World

6
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.

7
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.

8
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.

10
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.

11
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%.
13
9
16 16
7
0
2
4
6
8
10
12
14
16
18
2010 2011 2012 2013 2014
Europe - Number of Maple Syrup Introductions
by Year
15
11 11
5
3 3 3
2 2 2
0
2
4
6
8
10
12
14
16
UK
France
Germany
Ukraine
CzechRepublic
Italy
Spain
Austria
Finland
Norway
Europe - Number of Maple Syrup Introductions by Country

12
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%.
19
12
2 1 1 1
6 5 1 1 1
0
2
4
6
8
10
12
14
16
18
20
Supermarket
Mass
Merchandise/Hypermarket
DepartmentStore
Natural/HealthFoodStore
DirectSelling
DrugStore/Pharmacy
Internet/MailOrder
Europe - New Maple Syrup Products by Store Type and Private Label
Branded
Private Label

13
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.

14
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
*Converted from ounces

15
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.

16
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
29
6 5
3 20
5
10
15
20
25
30
35
250 ml 250 g 180 ml 330 g 200 ml
Europe – Maple Syrup Products by Pack Size (ml/g)Europe – Maple Syrup Products by Package Material

17
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.
2
5
11
3 2 1 1 1
2
2
1
1
4
1
5
1 2
1
1
1
1
0
2
4
6
8
10
12
UK
France
Germany
Ukraine
CzechRepublic
Italy
Spain
Austria
Finland
Norway
Europe - New Maple Syrup Products by Country and Pack
Size
250 ml 250 g 180 ml 700 ml 330 g
200 ml 100 ml 125 ml 187 ml 236 ml
14
3 2 1 1 1
7
3
2
2 1
1
1
2
1
11
0
5
10
15
20
25
30
250 ml 250 g 180 ml 700 ml 330 g 200 ml 100 ml 125 ml 187 ml 236 ml
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

18
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
26
8 6 5 3 3 3 3 2 20
5
10
15
20
25
30
Organic
Ethical-Environmentally
FriendlyPackage
Kosher
FriendlyProduct
AllNaturalProduct
Low/No/ReducedSugar
Vegetarian
Premium
Gluten-Free
Low/No/ReducedAllergen
Europe – New Maple Syrup Products by Claim

19
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$): 2.53
Claims: Social Media, ethical – environmentally
friendly package
*Buckwud Maple Syrup has been repackaged with a new
design. It can be used for pancakes, coffee, bacon,
sausages, yogurt or fruit. The product has been made with
pure Canadian maple and retails in a 240g recyclable bottle,
featuring the manufacturer's Facebook link.
Product: Original Organic Canadian Maple Syrup
Company: Rossman
Brand: Ener Bio
Country: Germany
Store Name: Rossman
Store Type: Drugstore/Pharmacy
Date Published: June 2014
Launch Type: New product
Package Material: Plain glass
Pack Size: 330g
Price (US$): 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
Date Published: July 2012
Package Material:
Plain glass
Pack Size: 250ml
Price (US$): 4.46
Claims: Organic
*B!O Bio-Ahornsirup (Organic Maple Syrup) is a
US Class A Canadian syrup that is organic
certified and is said to have a mild and aromatic
flavour.
Examples of New Maple Syrup Products
Source for all: Mintel, 2014
Product: Organic Maple Syrup
Company: Edeka Zentral
Brand: Edeka Bio (private label)
Country: Germany
Store Name: EDEKA Aktiv Markt
Date Published: January 2014
Launch Type: New packaging
Pack Size: 250ml
Price (US$): 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
Date Published: February 2012
Pack Size: 250ml
Price (US$): 10.70
Claims: None
*Cleary's 100% Oryginalny Syrop Klonowy (Pure
Maple Syrup) is Canada n. 2. amber colour syrup
with a delicate exquisite taste recommended for
desserts.
Product: Pure Canadian Maple Syrup
Company: Tesco
Brand: Tesco
Store Name: Tesco Extra
Store Type: Mass
Date Published: March 2014
Pack Size: 250g
Price (US$): 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
Date Published: April 2014
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.

20
Product: Maple Syrup
Company: Cofradex
Brand: Vertmont
Country: Spain
Store Name: Hipercor
Store Type: Mass merchandise/
hypermarket
Date Published: May 2012
Pack Size: 250g
Price (US$): 8.52
Claims: None
*Vertmont Jarabe de Arce (Maple Syrup) is a
product of Canada which can be used on
pancakes, ice cream, yogurt, waffles, muffins,
cereal and fruit salads. The syrup can also be used
in salad dressings and as a flavour in hot or cold
drinks.
Product: Pure Extra Light Maple Syrup
Company: La Ferme Martinette
Brand: La Ferme Martinette
Country: France
Store Name: BHV
Store Type: Department Store
Date Published: September 2012
Pack Size: 100ml
Price (US$): 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
Date Published:
December 2011
Pack Size: 250g
Price (US$): 5.22
Claims: None
*Camp Sciroppo d'Acero Canadese
(Canadian Maple Syrup) is 100% pure and
authentic. According to the manufacturer,
maple syrup can be used as a substitute to
sugar to sweeten yogurt, ice cream,
pancakes and other dishes. The product
retails in a 250g pack.
Product: Pure Canadian Maple Syrup
Company: Marks & Spencer
Brand: Marks & Spencer (private label)
Store Name: Marks & Spencer
Store Type: Department store
Date Published: February 2011
Launch Type: New variety/
range extension
Pack Size: 320g
Price (US$): 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
Store Name: Morrisons
Launch Type: New packaging
Package Material: Plastic PET
Pack Size: 180ml
Price (US$): 3.10
Claims: Low/no/reduced sugar
*Clarks Original Maple Syrup is now available in a redesigned
180ml bottle, featuring a new look. The product is blended with
carob fruit syrup and natural flavouring and can be used for
strawberries, ice cream, porridge, salmon, sponge cakes,
pancakes, milkshake and gammon. It contains 25% less sugar
than golden syrup and honey.
Product: Canadian Maple Syrup
Company: 1.2.3. Bio
Brand: 1.2.3. Bio
Country: France
Store Name: Carrefour
hypermarket
Pack Size: 250ml
Price (US$): 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
hypermarket
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.

21
Maple Food & Drink Analysis
– Europe –

22
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.

23
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%.
9 7
4 4 2 1
22
1
1
1
1 3 1
14
1
12
3
3
2 4 2 1
17
6
1
4
1
1 2
2
1
1
4
6 2
2
1 1 1 1 1 10
10
20
30
40
50
60
70
UK
Germany
France
Ireland
Finland
Norway
Switzerland
Italy
Poland
Austria
Russia
Belgium
CzechRepublic
Denmark
Greece
Europe - New Maple Products by Country and Date Published
2014
2013
2012
2011
2010

24
• 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
0
5
10
15
20
25
30
35
40
45
50
Supermarket
Mass
DepartmentStore
Natural/HealthFoodStore
GourmetStore
DrugStore/Pharmacy
ConvenienceStore
Internet/MailOrder
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%).
*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
FriendlyPackage
Vegetarian
NoAdditives/Preservatives
Premium
Low/No/ReducedAllergen
EaseofUse
Organic
Low/No/ReducedTransfat
Low/No/ReducedSugar
Low/No/ReducedFat
Seasonal
Gluten-Free
Wholegrain
Time/Speed
High/AddedFiber
GMO-Free
Vegan
NoAnimalIngredients
LimitedEdition
SocialMedia
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
Package Type: Carton
Package Material:
Solid white board
Pack Size: 100 g
Price (US$): 19.95
Claims: None
*Said to be 100% made from pure maple syrup from the
condensation of the sugar maple tree's sap picked up during
springtime.
Examples of New Maple Products
Product: Canadian Maple Roasted Nut Collection
Company: Sainsbury’s
Brand: Sainsbury’s Taste the Difference (private
label)
Category: Snacks
Sub-Category: Nuts
Store Name: Sainsbury’s
range extension
Package Type: Flexible
Package Material: Metallised film
Pack Size: 200g
Price (US$): 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
Launch Type: New variety/range
extension
Package Material: Plastic unspecified
Pack Size: 189g
Price (US$): 4.53
Claims: None
*Farmer Crunchy Barres de Céréales au Pécan & Erable (Pecan
& Maple Cereal Bars) are now available. The product is a source
of fibre and retails in a 189g pack containing nine bars.
Product: Organic Maple Syrup Flakes
Company: NaturataSpielberger
Brand: Naturata
Category: Sweeteners & sugar
Sub-Category: Other natural sweeteners
Country: Finland
Store Name: K-Citymarket
Store Type: Mass merchandise/hypermarket
Date Published: October 2011
Package Type: Flexible stand-up pouch
Package Material: Unspecified plastic
Pack Size: 85g
Price (US$): 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
Launch Type: New variety/range extension
Package Material: Paper plastic lined
Pack Size: 150g
Price (US$): 1.33
Claims: Ethical - environmentally friendly package, gluten-
free, low/no/reduced allergen, vegetarian, premium
*Deluxe Dolcetti al Burro con Sciroppo d'Acero (Maple Syrup Butter
Fudge) are hand-broken, crumbly, all butter fudge made with
Canadian maple syrup. The product is free from gluten and suitable
for vegetarians, and retails in a partially recyclable 150g pack.
Product: Maple & Chilli Pork Steaks
Company: Marks & Spencer
Brand: The Grill Summer of Flavour
Category: Processed fish, meat &
egg products
Sub-Category: Meat products
Country: Ireland
Store Name: Marks & Spencer
Date Published: June 2014
Package Type: Flexible sachet
Pack Size: 880g
Price (US$): 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
Package Type: Tub
Package Material:
Unspecified plastic
Pack Size: 105g
Price (US$): 3.57
Claims: None
*Made with fresh cream. This exclusive product retails in a 105g
tub with a spoon inside.
Examples of New Maple Products continued…
Product: Maple Popcorn
Company: Boots
Brand: Boots Shapers (private label)
Category: Snacks
Sub-Category: Popcorn
Store Name: Boots
Store Type: Drug store/
pharmacy
Package Material: Metallised film
Pack Size: 20g
Price (US$): 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
Store Name: Waitrose
Package Type: Jar
Package Material: Flexible sachet, carton
Pack Size: 30g
Price (US$): 6.57
Claims: Caffeine free, ethical - environmentally friendly
package
*Twinings Sensation Camomile & Maple Tea is a special blend that
contains camomile flower with maple and Madagascan vanilla. The
product retails in a recyclable pack of 20 enveloped teabags and bears a
QR code.
Product: Walnut Maple Syrup Chocolate Tablet
Company: Migros
Brand: Migros Sélection (private label)
Category: Chocolate confectionery
Sub-Category: Chocolate countlines
Country: Switzerland
Store Name: Migros
Date Published: December 2013
Package Material: Plastic Unspecified
Pack Size: 80g
Price (US$): 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
range extension
Package Type: Carton, Flexible
Package Material: Board white lined, plastic unspecified
Pack Size: 500g
Price (US$): 6.42
Claims: No additives/preservatives, GMO-free, ethical -
environmentally friendly package, low/no/reduced trans fat,
vegetarian, economy
*Tesco Everyday Value Maple & Pecan Crisp Cereal consists of oat
and cereal clusters with chopped pecan nuts. The economy product
retails in a recyclable 500g pack.
Product: Canadian Berries Cranberry Sauce
with Maple Syrup
Company: Rewe
Brand: Rewe Feine Welt (private label)
Category:
Sauces & seasonings
Sub-Category:
Table sauces
Country: Germany
Store Name: REWE
Date Published: March 2011
Package Type: Jar
Pack Size: 200g
Price (US$): 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
ben.berry@agr.gc.ca

32
Questions, Comments?
If there are any questions or comments on this report, please
contact Global Analysis at infoservice@agr.gc.ca
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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