A number of Canadian grocers and other retailers made the 2022 Kantar BrandZ Top 40 Most Valuable Canadian Brands report.
Dollarama (13), Metro (20), Shoppers Drug Mart (22), Real Canadian Superstore/Atlantic Superstore (27), Canada Dry (30), Foodland (33), Sobeys (35), President’s Choice (37), and Super C (40) were just some of the companies and brands on this year’s list.
RBC retained its title as Canada’s most valuable brand, followed by TD and Bell, as banks, insurance and telecom providers led sector growth.
This year’s most successful brands kept their marketing spend intact, Kantar said, and had some sustainability initiatives.
Newcomer Canada Dry, for instance, stands out because its parent company, Keurig Dr Pepper, adopted a sustainability plan that includes specific targets for 100% recyclable or compostable packaging, use of post-consumer recycled content, and zero waste to landfills.
Shoppers Drug Mart, meanwhile, has recently strengthened its commitment to sustainable packaging, pledging to eliminate plastic bags from stores by the start of 2023, in addition to launching Quo Beauty, a vegan, cruelty-free beauty collection.
Canadian consumers rated only 13% of the top brands as “great value,” believing 50% of the brands to be high-priced, overpriced or at risk of being overpriced.
Kantar recommended those brands communicate their value better or create value-added services and experiences that justify the extra cost to consumers.
“The post-pandemic surge in brand value demonstrates just how much protection strong brands provide from crises and economic shocks,” Kantar said in a release. “The rapid growth strong brands typically see in the recovery phase creates huge opportunities for gains in market share as well. The power of brands will prove just as important in the current era of higher inflation if they also have strong perceptions of value. Brands that can demonstrate both premium positioning and value benefits will continue to grow their equity over the next year when supported by strong consumer messaging.”