On November 23, key decision-makers in the Canadian food industry will gather in Toronto for GroceryConnex. Beyond the conferences and business meetings, one issue stands out: understanding a more demanding, better-informed consumer who is becoming increasingly difficult to retain. For manufacturers, distributors, and independent breweries, these discussions could provide valuable insights into the rules of the game moving forward.

The food industry is undergoing a period of repositioning. Consumers are watching their spending, retailers are seeking new ways to protect their margins, and manufacturers must convince retailers that their products deserve a spot on the shelves. In this environment, market access no longer depends solely on product quality or brand strength. It also hinges on the ability to interpret data, control costs, and respond quickly to changing shopping habits.

It is against this backdrop that GroceryConnex 2026 will take place on November 23 at the Fairmont Royal York in Toronto. Organized by Canadian Grocer, the event will bring together executives from major chains, manufacturers, retail experts, and economic analysts. The program provides an overview of the issues currently facing the sector: purchasing power, competition, artificial intelligence, on-demand delivery, and evolving consumer expectations. groceryconnex.com+1

For Quebec food and beverage companies, this event is worth paying attention to. Decisions made by major retailers directly influence market access, brand visibility, and, ultimately, suppliers’ profitability.

Consumers are no longer just looking for the best price

One of the central themes of GroceryConnex will be how retailers can win consumer preference. Jim Prins and Erich Kahner of Dunnhumby will present data from the Canadian Retailer Preference Index. The study is based on responses from more than 6,000 households and covers more than 35 food retailers. GroceryConnex 2026+1

This approach highlights a significant shift: price remains a key factor, but it does not, on its own, define the relationship between a consumer and their grocery store. Perceptions of quality, the relevance of the product assortment, loyalty programs, the in-store experience, and trust in the retailer also contribute to consumer preference.

For manufacturers, this shift has strategic implications. It is no longer enough to simply present an appealing product to a buyer. They must demonstrate how the product meets a specific need, attracts a particular customer base, or helps differentiate the retailer’s offerings.

A small local brand can thus have a relevant value proposition, provided it can substantiate it. Its origin, manufacturing method, positioning, or target audience can serve as selling points, but they must be accompanied by the ability to deliver, a viable cost structure, and sufficiently clear demand.

The Disappearance of the Middle Ground: A New Business Reality

Carman Allison, vice president of industry insights at NIQ Canada, will discuss several transformations in the food retail sector, including what he describes as the “disappearance of the middle,” the rise of artificial intelligence, and value-driven consumer spending. groceryconnex.com+1

This market polarization warrants special attention. On one hand, consumers are looking to cut costs and are turning to budget-friendly formats and promotions. On the other, some remain willing to pay more for differentiated products, a unique experience, or values they identify with.

For food companies, the middle ground is therefore becoming harder to defend. A product that is neither particularly affordable nor clearly distinctive risks lacking a competitive edge against better-positioned competitors.

This phenomenon directly affects beverages and beer. Independent breweries must contend with consumers who are becoming more selective in their purchasing decisions. Quality and originality remain important, but they must be accompanied by a clear positioning. A specialty beer must justify its price, while a brand targeting a broader market must consider its affordability, distribution, and the consistency of its offerings.

The issue, therefore, is not simply a matter of producing more or introducing more new products. It comes down to understanding which consumers a brand is meant for and what concrete value it offers them.

On-demand delivery is redefining competition

The presence of Kyra Huntington, CEO of DoorDash Canada, adds another dimension to the program. Her presentation will focus on what on-demand delivery habits reveal about the modern consumer. In particular, the company plans to examine the expansion of online orders, which no longer apply solely to prepared meals but also include groceries, beauty products, and other categories. Canadian Grocer+1

For retailers, these platforms serve as both an additional sales channel and a source of data on purchasing behavior. They provide greater insight into consumer opportunities, preferences, and expectations regarding speed.

For suppliers, they also change the way a product can be discovered. Visibility is no longer limited to an aisle or a shelf; it is also built through search results, recommendations, and promotional offers on digital platforms.

Beverage producers must therefore consider the consistency of their commercial presence. A product may be well-positioned in stores but still be hard to find online. Conversely, an effective digital presence alone does not guarantee profitable physical distribution.

This shift also raises the issue of dependence on intermediaries. Platforms offer access to new consumers, but companies must evaluate the costs, margins, and the control they retain over their customer relationships.

Artificial Intelligence Is Becoming Part of Retailers’ Strategies

Artificial intelligence is also among the topics highlighted by NIQ. Its impact on the food retail sector could extend beyond the mere automation of certain tasks. It is already influencing areas such as demand forecasting, inventory management, personalized offers, and behavioral analysis.

For retailers, the challenge is to better predict what will sell, where, and when. For manufacturers, it is becoming essential to understand how their products are evaluated and selected in an environment where business decisions are increasingly data-driven.

Small businesses do not necessarily have the same technological resources as large chains. However, they can take advantage of more accessible tools to improve their forecasts, track their sales, and prepare for discussions with buyers.

AI is no substitute for a sound business strategy. Nevertheless, it can help a company gain a better understanding of its markets and make decisions based on more than just intuition.

Major chains, as well as regional players

The program also features a panel discussion with Andrew Clarke, CEO of Calgary Co-op; Deb Craven, President of Longo’s; and Brian Bradley, President of Strong’s Market. Frank Gambioli of Loblaw will participate in a one-on-one interview moderated by Kim Furlong, President and CEO of the Retail Council of Canada. groceryconnex.com+1

The diversity of these organizations is noteworthy. The strategies of a large national group are not necessarily the same as those of a regional retailer or a cooperative. Geographic areas, customer bases, and supply chain structures influence product assortment decisions and relationships with suppliers.

For Quebec producers, this reality underscores the importance of not viewing the Canadian market as a uniform bloc. A development strategy must take into account regional characteristics, distribution networks, and the specific expectations of each retail chain.

Business opportunities are not limited to the largest players. Regional retailers can offer attractive entry points for independent brands seeking to gradually build their presence.

What Quebec Breweries and Producers Should Take Away

GroceryConnex is neither a tasting event nor a trade show dedicated to new products. It is, above all, a forum for discussion among the key players who shape the direction of the Canadian food industry. Its value lies as much in the exchanges between executives as in the scheduled conferences.

For breweries, distilleries, beverage producers, and food processors, several questions are worth exploring:

• How can a product’s commercial value be demonstrated beyond its price?
• What data do retailers expect from their suppliers?
• How can differentiation, volume, and profitability be balanced?
• What role can regional brands play in product assortment strategies?
• How are digital platforms and on-demand delivery changing the way products are discovered?

The event will also provide an opportunity to take the pulse of the Canadian economy. Douglas Porter, Chief Economist at BMO Capital Markets, will present the outlook for 2027, particularly in the context of trade relations with the United States, inflation, and economic transformations across the country. GroceryConnex 2026

Ultimately, the message that emerges from the program is quite clear: the food industry is entering a period where consumer insight is becoming a major competitive advantage. Companies capable of understanding their markets, justifying their positioning, and working effectively with retailers will be better positioned to defend their market share.

For independent producers, the challenge will be not to confuse shelf presence with sustainable success. Getting listed is one step; maintaining sales volume, protecting margins, and developing a long-term business relationship is another.

GroceryConnex 2026 will be held on Monday, November 23, at the Fairmont Royal York in Toronto. The event is nearly sold out, according to an announcement published by Canadian Grocer on November 9. Canadian Grocer

For Quebec-based companies seeking to better understand the expectations of Canadian retailers, the discussions in Toronto could offer valuable insight into the business priorities for 2027.

Information: GroceryConnex 2026 – Official Website | View the program.