FMCG Brands in Canada

The FMCG category is dominated by a clear front-runner: Chapman’s Ice Cream. Not only is it the top-performing brand within the FMCG sector, but it also ranks #1 across the entire GCBI. Chapman’s scores exceptionally high on friendly, nice, and respectful, with similarly strong ratings in honest and tolerant. This result reflects Chapman’s long-standing image as a wholesome, family-run Canadian brand with deep community ties. But its success is not just about its product—it’s about its values. Chapman’s public stance on social issues, its inclusive hiring practices, and its vocal support for public health measures during the pandemic have all reinforced its image as a principled and morally consistent brand.

Other brands in the FMCG category also perform well, though none approach Chapman’s in terms of public affection. Brands like Red Rose Tea and Maple Leaf benefit from their legacy status in Canadian households, often associated with comfort and national identity. These brands tend to score well on friendly and nice, but their lower ratings on adventurous and sustainable suggest a perception of reliability more than innovation. This isn't necessarily a weakness in this category—Canadians seem to prefer their FMCG brands to be familiar and comforting rather than boundary-pushing or overly modernized.

One insight that emerges from the GCBI data is that, in the FMCG space, trustworthiness and humility outweigh novelty or trendiness. Canadians turn to these brands not because they are flashy, but because they’re consistent, unpretentious, and aligned with their day-to-day lives. The success of brands like Chapman’s demonstrates that in this category, being “the dependable good guy” counts for more than being bold or disruptive. The emotional relationship consumers have with brands in this sector often stems from years of quiet reliability—something that can’t be engineered overnight.

To succeed in Canada’s FMCG market, brands should focus on cultivating emotional familiarity, community presence, and ethical transparency. Canadians reward brands that stay true to their roots, speak out for good causes without being performative, and make people feel safe, supported, and understood. The GCBI shows that when it comes to fast-moving consumer goods, slow and steady—and sincere—wins the race.