From shelf-stable to frozen: How online retailers are evolving

Natura Market, founded in 2016, has grown over the years to become a trusted site for Canadians searching for all things health and wellness. Offering over 500 brands, with new products being added daily, the Canadian e-commerce retailer has focused on curating an assortment of natural and specialty foods. Its selection offers both Canadian and imported brands, bringing in some of the most sought-after healthy brands not widely available in Canada.

Recently, Natura has expanded beyond its range of shelf-stable products to carry refrigerated and frozen foods, giving Canadians access to a wider collection of health-conscious products than before. The expanded selection spans from breakfast staples and frozen entrées to bakery items, better-for-you desserts, and ice creams. Products are sorted by category, brand, and diets such as gluten-free, dairy-free, low-sugar, vegan, keto, paleo, and more, making it easier for customers to find exactly what they need without having to go to multiple retailers.

For many Canadians, access to these kinds of products has been a major obstacle. The availability of specialty health foods is often limited to large cities, underserving smaller communities. Shoppers even face limited options within cities, depending on specialty stores or expensive U.S shipments with long delays. It has been particularly challenging for customers to have access to frozen and refrigerated goods, creating a gap between customer demand and availability. By offering nationwide shipping for refrigerated and frozen goods, Natura Market aims to bridge that gap, giving customers from coast to coast access to the same level of variety. For families managing allergies, individuals following specific diets or anyone simply looking for fresher, cleaner options, this expansion aims to reduce barriers.

For both Canadian and international brands, the move also creates new opportunities. Independent producers now have a platform to easily distribute refrigerated or frozen specialty items nationwide. At the same time, Natura Market acts as a gateway for imported products, giving Canadian consumers direct access to trending and innovative items from abroad. For shoppers, this means earlier access to products that reflect global health and wellness trends, from plant-based innovations in the U.S. to reduced-sugar snacks from Europe, items that often take years to reach Canadian store shelves.

Customers across Canada can choose from an ever-growing selection of options thanks to nationwide delivery, regardless of whether they are maintaining a strict gluten-free or dairy-free lifestyle, experimenting with keto or paleo, or simply curious to try trendy new products. Items that were once difficult or expensive to source are becoming more readily available online.

Natura Market's entry into refrigerated and frozen foods demonstrates the critical role e-commerce is playing in changing food accessibility in Canada, as consumer demand for niche products keeps rising. By bridging the gap between demand and availability, Natura is making a wider range of foods available to Canadians regardless of location. Canadians, no matter where they live, can now discover fresh, innovative foods that fit their diets, lifestyles, and values, all delivered straight to their door.