Healthy and Enhanced Meat Product Research: Opportunities for Industry

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Why healthy and enhanced meat research?

The overwhelming majority of consumers are looking for products and services that complement and facilitate a healthier lifestyle.
  • Health awareness is growing among all Canadians.
  • By 2031, 25% of Canadians will be over 65 years old, compared to 14 % today
  • Health awareness is changing the type of products Canadians are purchasing
Source: Mapping your future growth: Five game changing consumer trends, October 2013, Business Development Bank of Canada (BDC).

“The $460 million Canadian gluten-free market will nearly double by 2017. Sales climbed from just $178.9 million in 2008 to $458.9 million in 2012.”
Source: Gluten-Free Foods in Canada, August 2013, Packaged Facts

“The most popular claim amongst new processed meat products in the U.S. was “microwaveable,” followed by “no additives/preservatives,
Source: Processed Meats in the United States, Market Indicator Report, March 2012, Agriculture and Agri-Food Canada (AAFC)

“Increased awareness and acceptance of sodium-reduced products by consumers will generate more requests for these products.
Source: Sodium Reduction Efforts by the Canadian Food Industry February 2013, Food and Regulatory Issues Division, AAFC

Market Trends and Food Processing in Alberta

Alberta Food and Beverage industries make up the second largest manufacturing sector in Alberta . Almost half of that was from meat products (49%)

Demand for, and production of Alberta made, and healthier, value added, and Alberta made products is increasing. See Alberta Agri-Food Products and Services Export Profile for more details.

National and provincial governments have committed to supporting innovative processes and programs. The Growing Forward 2 (GF2) directive outlines that GF2 “provides programs and services to achieve a profitable, sustainable, competitive and innovative agriculture, agri-food and agri-products industry that is market-responsive, and that anticipates and adapts to changing circumstances and is a major contributor to the well-being of canadians” See Growing Forward 2
for further information

Consumer patterns
  • The Competitiveness and Market Analysis Branch conducts food and consumer studies where you can find information on consumer trends, market analysis and intelligence, and more. Publications include:
  • Alberta Food Consumer View - insights about the Alberta Consumer, their actions and their motivational behind food purchases.
  • Consumer Corner - a vehicle to share consumer related information with Alberta’s agriculture and food industry, Agriculture and Rural Development staff, and the public. The articles in this series will include information about what consumers are buying and why they are buying it.
  • Trends in Retail - highlights emerging and important developments in the retail sector in Alberta and Canada.
Agri-food business development
  • Development Officers can provide assistance to producers and processors in the growth and sustainability of their agri-food business. Connect with a business development specialist.
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For more information about the content of this document, contact Ken Fahner.
This document is maintained by Christa Goll.
This information published to the web on July 2, 2015.
Last Reviewed/Revised on February 22, 2018.