As the North American plant-based sector matures, the spotlight is turning to Canada—not just for its innovation, but for its collaborative approach to growth. In a recent blog post titled “Unlocking the Future of Plant-Based Foods: Innovation, Collaboration, and Growth,” Leslie Ewing, Executive Director of Plant-Based Foods of Canada (PBFC), shares a compelling vision for what the retail environment needs to look like in 2025 and beyond. 

The central message? Success in this next phase of plant-based food growth will not be achieved in isolation—it will require strategic partnerships across the entire value chain. Retailers, manufacturers, investors, and policymakers all have a role to play. 

“Success today isn’t about going it alone—it’s about working together to build a stronger, more resilient industry,” Ewing writes. 

At the heart of this strategy is a renewed focus on the consumer. Where early plant-based products may have been driven by science and novelty, today’s market demands emotional and cultural resonance. According to Ewing, the next generation of products must deliver indulgence, nutrition, and familiarity—drawing from international cuisines and tapping into rising health trends like fiber-forward foods and GLP-1-aligned eating patterns. 

For retailers in Canada and across North America, this means building plant-based sets that reflect these shifting desires. It’s not just about filling shelves—it’s about curating an experience that meets customers where they are in their health and sustainability journeys. 

Premium Meets Value: A Dual Strategy for Retail 

Ewing highlights a key dynamic in today’s grocery landscape: consumers are increasingly polarized in their spending. They are willing to pay for premium, high-quality products, while simultaneously seeking value in their everyday staples. 

For plant-based brands and retailers, this requires a dual-tier strategy: 

• Premiumization through better taste, texture, and nutritional profiles 

• Affordability through scaled innovations and efficient product lines that are accessible to all 

Retailers who can balance these priorities will be best positioned to capture both the health-conscious foodie and the budget-conscious family shopper.

Regulatory Reform & Transparency 

One of the more urgent calls to action in Ewing’s post is the need for modernized regulations and labeling standards, especially around ultra-processed food concerns. She stresses that today’s consumers want clarity and simplicity when reading ingredient labels. And it’s not something one company can solve alone. 

“These aren’t tasks for individual companies—they require coordinated, industry-wide efforts,” she writes. 

Retail buyers, particularly those building out plant-based sets, can benefit from aligning with organizations like PBFC to stay informed on regulatory shifts and to ensure the products they promote are meeting evolving standards for transparency and trust. 

Canada’s Global Opportunity 

Ewing also paints a broader picture of Canada’s unique role in the plant-based economy. With its sustainable farming practices, access to high-quality inputs, and robust manufacturing infrastructure, Canada is well-positioned to lead not only North America, but the global market, especially as more regions seek affordable, sustainable food systems. 

This positions Canadian retailers and brands as both leaders and exporters of best practices—from how products are grown and made to how they are positioned and sold. 

A Call to Action for Buyers and Brands 

As 2025 unfolds, the biggest wins in plant-based retail will come from those who align with the principles Leslie Ewing lays out.

“Now is the time for plant-based brands to push boundaries,” Ewing concludes. “Those that lead with bold ideas, lean into community, and build trust will help shape the future of food.” 

For both Canadian and U.S. stakeholders, the message is clear: plant-based is not a passing trend—it’s a growing movement that requires new structures, bold leadership, and an unwavering commitment to serving the evolving needs of the modern consumer. 

For more on Plant-Based Foods of Canada and the full article, visit PBFC’s website.