The GCBI FMCG Industry Report covers 18 brands across packaged and processed food, beverages, confectionery, dairy, and private-label grocery brands—including Chapman's Ice Cream, Canada Dry, Purdys Chocolatier, Cavendish Farms, No Name, McCain Foods, President's Choice, Maple Leaf Foods, and others. Data reflects national consumer perception surveys conducted in both 2025 and 2026.

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This report is based on proprietary data from the Great Canadian Brand Index (GCBI).

The 2026 GCBI is based on a national survey of 3,441 Canadian adults (18+) across Canada's ten provinces (territories excluded). The sample was designed to be nationally representative of the adult population, using 2021 Census benchmarks with quotas and weighting applied across age, gender, race, and political affiliation. Respondents rated Canadian brands they were familiar with across seven core value dimensions—Friendliness, Niceness, Respectfulness, Honesty, Tolerance, Adventurousness, and Sustainability—using standardized measures transformed to a common 0–100 scale.

Brand-level estimates were generated using Bayesian shrinkage estimation to improve stability, particularly for brands with smaller respondent samples, and each brand's overall GCBI score is a composite index averaging performance across the seven dimensions. The result is an independent, nationally benchmarked measure of how Canadians perceive leading Canadian brands on the values that shape trust, reputation, and institutional standing.

Data access is available on a subscription basis. If you are interested in custom brand-level reports, please contact us for all enterprise queries.

• Chapman's Ice Cream retained the #1 position in the entire 130-brand GCBI for the second consecutive year—and leads every single GCBI dimension within the FMCG category. No other brand in any industry has achieved this across all 7 dimensions.

• No Name rose 7 category positions and 28 national positions—the clearest value-brand signal in the 2026 GCBI.

• Burnbrae Farms fell 45 national positions in a single year—one of the largest national rank drops in the entire GCBI across all industries.

• President's Choice rose 6 category positions and 27 national positions, alongside No Name—both Loblaw-owned private-label brands gaining in a cost-sensitive consumer environment.

• The FMCG category ranked 4th among all 12 GCBI industries—one of the most resilient categories in 2026.

The FMCG category story in 2026 is defined by a single theme: value is winning. No Name and President's Choice—the two most explicitly value-positioned brands in the category—both improved significantly while most branded mid-tier names declined. In a year of economic pressure on Canadian consumers, the brands that signal accessibility and value are gaining perception ground in ways that go beyond their traditional audience.

Chapman's Ice Cream is the category's defining brand—and its most analytically unusual one. It scores above 69.00 nationally, leads every dimension, is near-gender-neutral, and scores highest among low-income Canadians despite being a mass-market ice cream brand. It is the most politically cross-partisan brand in the category—rating well among Liberal, Conservative, and NDP voters alike. No other brand in the GCBI comes close to this combination of scores.

At the other end, Burnbrae Farms and Irresistables both suffered broad-based declines with no offsetting segment strength and no clear perceptual differentiator. Their simultaneous collapse in a category that otherwise held relatively well is a signal worth examining—particularly for brands that lack a clear value proposition or strong heritage identity.

• Complete brand rankings table—all 18 brands, 2025 vs. 2026, category and national positions.

• Dimension profiles: Chapman's seven-dimension sweep examined in detail; category vs. national averages.

• Regional breakdown: the Ontario–Québec gap, Prairie and Atlantic Canada patterns, and brand-level regional spreads.

• Demographic breakdown: No Name's Gen Z dominance, the income patterns by brand, and President's Choice's political gap.

• Competitive landscape: the value-versus-heritage bifurcation and which brands are most at risk.

• Five strategic implications including the long-cycle Gen Z risk for heritage FMCG brands.