Chapman's Ice Cream retained the #1 position in the entire 130-brand GCBI for the second consecutive year—and in 2026, it extended its dominance in a way that has no precedent in the two-year dataset: it now leads every single GCBI dimension within the FMCG category. No other brand in any industry has achieved this across all seven dimensions. At 69.01, it sits 2.42 points above the next-highest brand in the category. It is near-gender-neutral, scores highest among low-income Canadians despite its mass-market pricing, and is the most politically cross-partisan brand in the FMCG category—rating well among Liberal, Conservative, and NDP voters alike. Chapman's is not competing within the FMCG category so much as operating above it.
The most commercially significant finding in the broader category is the rise of value-positioned brands. No Name rose 7 category positions and 28 national positions—the clearest value-brand signal in the 2026 GCBI—while President's Choice rose 6 positions and 27 nationally. Both are Loblaw-owned private-label brands gaining ground in a cost-sensitive consumer environment. Simultaneously, Burnbrae Farms fell 45 national positions and Irresistables fell 35—two of the largest single-year national rank drops in the entire GCBI—both broad-based declines with no offsetting demographic or regional strength. The FMCG category is bifurcating between brands with clear value or heritage identities and those caught in an undifferentiated middle ground.
The FMCG category ranked 4th among all 12 GCBI industries in 2026—one of the most resilient categories in a year defined by broad perception softening. The full GCBI FMCG Industry Report covers all 18 brands across every region and demographic, including the Gen Z data showing No Name outscoring every other FMCG brand with the youngest adult generation, President's Choice's 7.64-point political gap, and the income inversion patterns that distinguish accessible brands from aspirational ones in the packaged goods space.
Chapman's Ice Cream retained the #1 position in the entire 130-brand GCBI for the second consecutive year—and in 2026, it extended its dominance in a way that has no precedent in the two-year dataset: it now leads every single GCBI dimension within the FMCG category. No other brand in any industry has achieved this across all seven dimensions. At 69.01, it sits 2.42 points above the next-highest brand in the category. It is near-gender-neutral, scores highest among low-income Canadians despite its mass-market pricing, and is the most politically cross-partisan brand in the FMCG category—rating well among Liberal, Conservative, and NDP voters alike. Chapman's is not competing within the FMCG category so much as operating above it.
The most commercially significant finding in the broader category is the rise of value-positioned brands. No Name rose 7 category positions and 28 national positions—the clearest value-brand signal in the 2026 GCBI—while President's Choice rose 6 positions and 27 nationally. Both are Loblaw-owned private-label brands gaining ground in a cost-sensitive consumer environment. Simultaneously, Burnbrae Farms fell 45 national positions and Irresistables fell 35—two of the largest single-year national rank drops in the entire GCBI—both broad-based declines with no offsetting demographic or regional strength. The FMCG category is bifurcating between brands with clear value or heritage identities and those caught in an undifferentiated middle ground.
The FMCG category ranked 4th among all 12 GCBI industries in 2026—one of the most resilient categories in a year defined by broad perception softening. The full GCBI FMCG Industry Report covers all 18 brands across every region and demographic, including the Gen Z data showing No Name outscoring every other FMCG brand with the youngest adult generation, President's Choice's 7.64-point political gap, and the income inversion patterns that distinguish accessible brands from aspirational ones in the packaged goods space.
