Time to Pack Up

The back-to-school season gives retailers a golden opportunity

By Carly Peters

Canada’s back-to-school (BTS) season represents a $4 billion retail opportunity, driven by 5.8 million students. While BTS spending is largely concentrated on items like clothing, footwear, stationery, books, and electronics, groceries remain a key category as 96 per cent of Canadian kids will take packed lunches/snacks to school, according to Field Agent’s Back to School Shopping Report.

Among the many segments of BTS shopping that experience a significant lift are pre-made, high-protein and low-sugar snacks, single-serve items, and of course, in the current trade climate, Canadian made. Inmar Intelligence’s 2025 Back-to-School Shopping Forecast Report notes that packaged snacks, lunchbox-ready items, and quick-serve options see a five to 12 per cent bump in August to September sales.

Parents shopping for certain items on their list are prioritizing low prices. According to recent research from the Retail Council of Canada (RCC) and Caddle, price pressure tops the list of parent challenges, with 53 per cent saying finding a good price is their biggest concern, especially since 91 per cent feel prices have increased, and over half report that it’s significantly more expensive than in past years.

Price often dictates parents’ first stop to shop, with RCC’s report noting 89 per cent of parents starting with mass merchandisers like Walmart due to cost and convenience. With rising food prices, consumers are also leaning toward store-brand products, leading to strong performance in private label grocery, with families and students on a budget.

When searching for these deals, the report states digital flyers are the first things parents scan – 22 per cent use apps like Flipp, edging out stores’ websites (18 per cent) and search engines (17 per cent) – providing opportunities to not only highlight in-store promotions and bundles, but push out digital coupons and promote loyalty programs. Inmar Intelligence’s research notes, a wide majority (92 per cent) of those surveyed will decide where to shop based on the availability of coupons and accessibility of loyalty programs.

As Canadian families gear up for another school year, retailers have a clear opportunity to connect with consumers who are keeping a close eye on prices, store-brand staples, and smart savings all in one place.

The Retailers are Ready

Canadian Innovation

As families prepare for the back-to-school season, grocery retailers are already anticipating shifts in consumer purchasing habits. “During the back-to-school season, we typically see the same product categories experience a lift in sales, mainly driven by the need for convenient and easy-to-pack lunch options,” says Troy Dewinetz, vice president, centre of store merchandising and procurement for the Pattison Food Group.

Items like granola bars, crackers, fruit snacks, pudding cups, and cheese strings are perennial favourites, along with sandwich staples such as deli meats, sliced cheeses, and tortilla wraps. Single-serve dairy items like yogurt tubes and drinkable yogurts also see a substantial bump.

This year, shoppers can also expect to see more emphasis on Canadian-made goods. Dewinetz notes that the Buy Canadian movement is expected to stay strong, with a lot of innovation focused on Canadian products that also deliver on convenience.

Parents are increasingly focused on both value and nutrition—a balance that’s driving growth in private-label offerings and healthier snack options. “Now more than ever, customers are looking for the best value,” says Dewinetz. “They’re also prioritizing nutritious choices for their children’s lunches.”

Retailers are embracing themed merchandising to capture attention and simplify the shopping experience. Strong promotions like flyer features, in-store signage, and exciting displays are critical, Dewinetz explains. “The most successful efforts tie departments together in a cohesive way, creating big, eye-catching presentations that remind customers of everything they need in one spot.”

When You’re Ready We’re Ready

Loblaws is noting that parents are starting to purchase BTS items earlier in the season. And they’re ready.

From lunchbox staples like granola bars, fruit cups, and mini carrots, to the 900+ health and price-conscious No Name options with the “Simple Check” label, there’s a clear focus on both nutrition and convenience this season. From health and beauty options, bento boxes, to water bottles, Loblaw is leaning into parents’ desire for a true one-stop-shop BTS experience.

With everything from stationery (think glue sticks, pencils, and pens) to stylish, affordable back-to-school fashion from Joe Fresh and a special apparel collaboration with Crayola this year, families can tick every item off their list in one trip.

Loblaw’s Hit of the Month items (which, in 2024, saved consumers a collective $45 million) for August and September have been specially curated with the best deals for back to school, including glue sticks, deodorant, and everyone’s favourite peanut-free lunchbox snack, Wagon Wheels. Some Loblaw stores have a dedicated seasonal shop with top-selling items at the front of the store, while all this year are setting up stores now with an easy shop option with back-to-campus items specific to college and University students.

What to pack: New products for parents & how to merchandise them in-store

Healthy hydration

Back-to-school season signals more than just the return of students to classrooms – it marks a return to routine for families, professionals, and students of all ages. With full schedules, early mornings, packed lunches, and after-school activities, convenience and nutrition become top priorities for households.

Retailers can help families make smarter choices by spotlighting a dedicated “Pack a Canadian Lunch” section during the back-to-school season. Lassonde, a proudly Canadian company with over a century of heritage, offers a portfolio of trusted juice and beverage brands, including Oasis, Kiju, SunRype, Del Monte (which added three new flavours to its 8x200ml on-the-go format), and Allen’s, whose Cranberry Cocktails are made with 100 per cent Canadian cranberries.

Products like Oasis Smoothies and Oasis Health Break, which blend fruit juice with added functional ingredients like vitamins, fibre and omega-3 come in, offer a great grab-and-go breakfast or snack that provides a boost through busy mornings or mid-day slumps.

Sugar reduction remains a top nutrition trend. Oasis Hydrafruit is a smart solution for back to school, offering 60% less sugar than regular 100% juices, with no artificial sweeteners. The latest addition to the Oasis Hydrafruit family is Strawberry Banana, a fan-favourite flavour.

How sweet it is

Let’s be honest, packing fruit in lunchboxes can often be met with groans. But, sometimes, the goodness of fruit doesn’t have to come in the traditional format.

Sunny Fruit dried fruit is packed with essential vitamins, dietary fibre, and antioxidants, while also being organic, Non-GMO project verified, vegan, and nut and gluten free. For this BTS, the brand is launching portion-pack strawberries and tart cherries, along with new shipper displays for greater versatility for in-store placement. Sunny Fruit portion packs are great items to cross merchandise with other bagged or bulk snacking items – think healthy, home-made trail mixes – as well as near fresh fruit items such as apples/bananas/oranges within the produce departments.

The need for caffeine

Whether it’s getting up early with the kids or cramming for a new session at university, coffee is an essential BTS item. Keurig Dr Pepper Canada’s flagship, fair trade brand, Van Houtte, is tapping into coffee creativity with seasonal and limited-edition blends such as Pumpkin Spice and Raspberry Chocolate Truffle, designed to offer Canadians a more personalized coffee moment.

Keurig Dr Pepper Canada also knows the size of coffee machines matters to consumers, especially young, busy coffee drinkers who want a compact, affordable, attractive coffee maker. The Keurig K-Mini Mate helps to save space and time, while offering three new pops of colour- Glamping Green, Red Rocks, and Black.

What’s the scoop

Apple sauce is not just for kids. Today, more than half of Mott’s Fruitsations consumers are adults, busy professionals, young families, and “kidults” who are reimagining when and how the saucy products fit into their day. Whether it’s a quick bite between meetings, a feel-good snack, or a nostalgic moment of pause, Fruitsations is showing up in more ways than ever.

Through targeted digital campaigns and relevant content tailored to both parents and adults, Mott’s Fruitsations is reaffirming its place in Canadians’ everyday lives.

And, families will never run out with the launch of the new 18-cup family pack of Mott’s Fruitsations Unsweetened Apple Cups, tailored to offer a more economical, family-friendly option of a product Canadians stock up on for its quality, convenience, and no added sugar. Stacking on endcaps lends well to the grab-and-go nature of BTS shopping.

Healthy and happy

A return to routine brings with it additional health considerations – the need for better sleep, stress management, and immune support.

Orange Naturals offers a robust portfolio of products for kids (and their parents) to stay healthy throughout the school year, including new Kids D3 Drops 1000 IU – Orange, a higher-dose option to support healthy immune function, bone development, and overall wellness, and Kids Omega·Squeeze – Peach Mango Mania a delicious, mess-free way to support brain health, focus, and learning.

Make it easy for consumers to discover products that address the season’s biggest needs through BTS wellness endcaps, a collection of products with signage and shelf talkers that connect products with real parent concerns. Orange Naturals offers a robust portfolio of marketing materials to help retailers create impactful displays and highlight product placement, along with a Retailer Display Incentive Program, offering prizes to stores that create the most exciting and engaging Orange Naturals BTS displays.

A toast to oats

While the focus is often on kids, university students, and busy parents are key audiences during BTS season. University students are looking for affordable, portable, and nutritious meal solutions they can eat between classes, like Nature’s Path’s new Love Child Organics Oaty Bites, the first oat-based snack of their kind with only five grams of sugar, while parents, want options that go beyond energy, offering fibre, protein, or immune-boosting benefits.

Bundling kid-friendly and adult-friendly options can appeal to families shopping together—think Oaty Bites for the kids, Love Crunch Protein Granola for the parents. Additionally, retailers can make a big impact by creating back-to-school zones or themed endcaps that bring together breakfast, snacks, and lunchbox items. Cross-merchandising Nature’s Path cereals with plant-based milks, yogurts, or fruit makes it easier for parents to plan meals in one stop.

Cookies and cash

Peanut-free has become a staple requirement for school-friendly lunches. Leclerc’s new Mini Celebration cookies and Go Pure energy bars are made in a peanut-free facility and are also free of artificial flavours and colours.

With on-the-go snacks, like cookies and bars, seeing a bump in sales during BTS, grocers can attract consumers to stores through digital programs and offering targeted discounts to loyalty card owners. For students buying into the program, post contests that possibly offer cash prizes to fund their post-secondary studies.

Don’t forget dinner

While BTS is about getting the kids back in the classroom, it’s also very much about helping parents get back into their routines and provide quick dinner solutions for their families. For parents looking for easy meals that take less than 30 minutes to prepare, but don’t sacrifice taste and quality, Kraft Heinz Canada is launching KD Deluxe premium, restaurant-inspired flavours like Truffle & Black Pepper, Creamy Smokehouse, and Cheesy Roasted Garlic.

The brand is also expanding its popular KD Cups 4-packs to include Three Cheese and Paw Patrol characters for an easy and tasty after-school snack for kids or a quick meal for students with limited space and time.

With less free time, there has been a rise in grocery delivery. By optimizing the online shopping experience through easy-to-create “add to cart” product bundles, grocers can help busy families and add value for shoppers.

Getting a D is Good

Snacks that pack flavour and function are top of the list with parents wanting better-for-you options for their families. Wise Bites, known for their sweet, soft cookies, are moving into savoury with new Umami Snapz, plant-based, functional crackers that are high in fibre and protein and offer a full dose of Vitamin D from Earthlight Mushroom Powder. The Canadian-made crackers will be launched in two flavours – warm Turmeric Rosemary and the bold Kalonji Garlic.

The B.C.-based Wise Bites is also further upping the nutrition of their Soft Mini Cookies to meet the January 1, 2026, new Nutritional Value Standards in saturated fats, as well as ensuring the sweet treats have increased protein and fibre.

Spice is Nice

For families looking to spice up their weekday meals (and leftovers for lunch) meal kits are a convenient way to create customizable dinners that can be protein and produce forward.

The Spice Tailor has expanded its global cuisine line to include Asian meal kits: Japanese katsu curry, Korean-style BBQ, and a Vietnamese-style curry. Each meal kit includes three packets – dry spice for aroma, a base sauce to start simmering, and the main sauce to top it all off – for easy, but flavourful dishes with depth.

With The Spice Tailor meal kits being highly adaptable, consider merchandising the kits in out-of-section or end displays with cans of chickpeas, dried lentils, or dried pasta. Each package provides consumers with creative customizations, in addition to the basic prep.

Get prepared

As one of the most active merchandising seasons in the year, retailers who take a well strategized approach to product assortment and placement will win the day. Displays can play a crucial role in helping consumers make choices and should be front and center in BTS planning…..the more creative the better. Tagging onto manufacturers promotions where savings can be achieved helps create loyalty and boosts sales.