At the end of the 20th century, the organic market was estimated at about 1-2 % of the total share of the retail food trade in Canada and reportedly growing at a rate of about 15-20% per year.  According to a 2004 study, about half of consumers said they purchased organic grains, fruits and vegetables in the past year.  Four in ten purchased free range eggs, and nearly an equal number purchased organic meats. 

The Canadian market is split almost equally into those who purchase them once or twice a year, and those who never purchase these foods.  The incidence of more frequent purchasers represent a cross section of the Canadian demographic, the profile of heavier purchasers have been described as : female (including expectant mothers),  better educated, higher income, somewhat younger  (but all age groups are represented), and more likely to reside in  British Columbia.     

There are two primary motivators to purchase organic products; one is a lifestyle and a philosophical commitment to the environment (more often a sub- segment of lower income consumers) and the other relates to personal health (more evident amongst higher income consumers and those with children.  There is also a strong correlation between purchasing organic foods and concerns with specific food allergies.  Gluten- free food options (to address celiac disease) also fall into this category.  With the aging of the Gen Y’s over the next fifteen years, and with the aging baby-boomers also bode well for this market.