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Gluten-Free Foods in Canada

  • August 2013
  • -
  • Packaged Facts
  • -
  • 118 pages

The surge in celebrity endorsements of a gluten-free lifestyle, combined with growing awareness of celiac disease and gluten intolerance, has driven the Canadian gluten-free (GF) market to over $450 million in 2012, with the market managing an impressive compound annual growth rate (CAGR) of 26.6% between 2008 and 2012. The growing market has also spawned a considerable number of new gluten-free products in the market, which has only served to further drive GF product sales in Canada. However, general popularity of gluten-free popularity will start to fade by 2014, resulting in single-digit growth for the Canadian gluten-free market in the latter half of the forecasted period. On the other hand, the core market of those who must maintain a GF diet for medical reasons will continue to grow, driving sales of gluten-free products in Canada to reach $812 million by 2017.

This study contains comprehensive data on the Canadian market for gluten-free foods and beverages, including historical (2008–2012) and forecasted (2013–2017) retail sales data. The report discusses key trends affecting the marketplace, trends driving growth, and consumer demographics. In addition, the report profiles major gluten-free product producers.

Report Methodology

The information in Gluten-Free Foods in Canada is based on primary and secondary research. Primary research entailed in-depth, on-site examinations of retail outlets and interviews with companies, distributors, and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature, and corporate annual reports. Sales of packaged products are based on available sales data from publicly traded marketers of gluten-free products, estimates reported in the trade and consumer press, industry experts, and participating gluten-free manufacturers and retail outlets. Consumer findings are derived from Packaged Facts’ proprietary survey conducted in August 2012 expressly for this report, which provides current data on consumers’ purchasing habits, preferences, and perspectives.

What You’ll Get in This Report

Gluten-Free Foods in Canada makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Gluten-Free Foods in Canada offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables, and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the gluten-free and beverage market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for gluten-free foods and beverages in Canada, as well as projected markets and trends through 2017.

Table Of Contents

Gluten-Free Foods in Canada
Chapter 1 Executive Summary
Scope and Methodology

Definition of Gluten-Free and the Gluten-Free Market
Methodology


The Market

The $460 Million Canadian Gluten-Free Market Will Nearly Double by 2017

Figure 1-1 Canada Retail Sales of Gluten-Free Foods, 2008-2017 (in million dollars)


Snack Foods the Largest Selling Gluten-Free Food Category

Figure 1-2 Canada Retail Sales of Gluten-Free Foods: Product Category Shares,2012 (in percent)


Factors Affecting the Gluten-Free Foods Market in Canada

Table 1-1 Reasons Canadians Buy Gluten-Free Foods (in percent)


Food Prices in Canada


The Marketers

Leadership Among Gluten-Free Specialty Companies Consolidating

Table 1-2 Leading Specialty/Health/Natural Food Marketers of Gluten-Free Foods in Canada by Product Segment, 2012


Consumer Awareness of Key Gluten-Free Companies in Canada
The Marketplace
Gluten-Free Shopping Greatest in Grocery Chains and Walmart

Table 1-3 Top Five Types of Stores Where Canadians Purchase Gluten-Free Foods (in percent)


Regional Popularity of Store Chains
Non-Grocery Chain Gluten-Free Businesses

Figure 1-3 Regional Distribution of Gluten-Free Related Businesses in Relation to Gluten-Free Shoppers (in percent)


Ensuring Gluten-Free Standards and Claims in Food Products


The Consumer

Breads and Snack Foods Are Top GF Purchases
Canadians Find GF Quality and Range Increased, but Cost a Deterrent


Emotions and Coping Strategies of Canadians Living Gluten-Free

Medical Professionals Least Useful as Sources for Gluten-Free Information
Difficulties in Living with Gluten-Free
Significant Differences in the Ways Men and Women Cope with GF Diets

Table 1-4 Emotions Frequently Experienced when Following a Gluten-Free Diet (in percent)





Chapter 2 Defining “Gluten-Free”
Key Points
What Is Gluten?
Celiac Disease an Abnormal Immune Reaction to Gluten

Figure 2-1 How Gluten Ingestion Damages the Small Intestine of a Celiac Patient


Symptoms Can Be Severe … or Silent

Table 2-1 Selected Symptoms and Consequences of Untreated Celiac Disease


Producing Gluten-Free Foods Acceptable to Consumers Isn't Easy
Canada Ahead of the U.S. in Terms of Gluten-free Labeling Regulations
There May Be Gluten in Gluten-Free Cereal

Table 2-2 Cereal Species and Storage Proteins Avoided on Gluten-Free Diets


Gluten May Lurk in Licorice, Lip Balm, Lickable Labels
Two-Thirds of Canadian Celiacs Are Undiagnosed
A Growing Incidence of Celiac Disease in Canada
Gluten Sensitivity: An Accepted Condition but Prevalence Unclear
Food Allergies Affect 2.8 Million Canadians
Packaged Facts' Definition of Gluten-Free Foods and Beverages

Chapter 3 The Market
Key Points
Definition and Methodology
The Canadian Gluten-Free Market Hit $460 Million in 2012

Table 3-1 Canada Retail Sales of Gluten-Free Foods and Beverages,2008-2012 (in millions of dollars)


Snack Foods the Largest Selling Gluten-Free Food Category

Figure 3-1 Canada Retail Sales of Gluten-Free Foods and Beverages:


Product Category Shares, 2012 (in percent)
Canadian Consumers Looking for a Variety of GF Alternatives

Figure 3-2 Canadian Google Searches by Gluten-Free Product Category (in average monthly searches)


Factors Affecting the Gluten-Free Market in Canada
Canadians Buying GF Products for Range of Reasons

Table 3-2 Reasons Canadians Buy Gluten-Free Foods (in percent)


U.S. Is the Largest Market of Most Major Canadian GF Companies
Food Prices Rising in Canada

Figure 3-3 Consumer Price Index for Canadian Foods, 20018-2013 (index)


Gluten-Free to Non-Gluten-Free Product Cost Comparison

Table 3-3 Price Comparisons of Gluten-Free and Non-Gluten-Free Foods, 2013 (in $/100 g and percent)


Canadian Gluten-Free Market Forecast

Table 3-4 Projected Canada Retail Sales of Gluten-Free Foods and Beverages, 2013-2017 (in millions of dollars)



Chapter 4 Marketers and Marketing
Key Points
Methodology: How Packaged Facts Classifies Marketers

The Four Marketer Types
The Three Basic Marketer Approaches


Consumer Awareness of Key Gluten-Free Companies in Canada

Figure 4-1 Canadian Google Searches for Gluten-Free Companies (in average monthly searches)


Leadership Among Gluten-Free Specialty Companies Consolidating

Table 4-1 Leading Specialty/Health/Natural Food Marketers of Gluten-Free Foods in Canada by Product Segment, 2012


Selected Competitor Profiles

Bob's Red Mill Natural Foods (Milwaukie, OR)

Leadership Categories
Philosophy, Innovations, and Initiatives


Boulder Brands, Inc. (Paramus, NJ/Boulder, CO)

Leadership Categories
Philosophy, Innovations, and Initiatives


Brasseurs Sans Gluten (Montreal, QC)

Leadership Categories
Philosophy, Innovations, and Initiatives


Duinkerken Foods Inc. (Charlottetown, PEI)

Leadership Categories
Philosophy, Innovations, and Initiatives


El Peto (Cambridge, ON)

Leadership Categories
Philosophy, Innovations, and Initiatives


Food Directions Inc. (Scarborough, ON)

Leadership Categories
Philosophy, Innovations, and Initiatives


Kinnikinnick (Edmonton, AB)

Leadership Categories
Philosophy, Innovations, and Initiatives


Nature's Path Organic Foods (Richmond, BC)

Leadership Categories
Philosophy, Innovations, and Initiatives


Small Planet Foods (Minneapolis, MN)

Leadership Categories
Philosophy, Innovations, and Initiatives





Chapter 5 The Retail Marketplace
Key Points
Gluten-Free in Grocery Chains

The Rise of Walmart for Gluten-Free

Table 5-1 Shopping Location Preferences for Gluten-Free vs. Non-Gluten-Free Shoppers


Gluten-Free Programs in Retail Outlets

Table 5-2 Retail Grocery Chains with Gluten-Free Programs and Services


Regional Popularity of Store Chains


Non-Grocery Chain Gluten-Free Businesses

Regional Distribution of Specialty Gluten-Free Establishments

Figure 5-1 Regional Distribution of GF Related Businesses to GF Shoppers(in percent)


Gluten-Free in Drug Stores and Online
Gluten Free One of the Hottest Restaurant Trends in Canada
Ensuring Gluten-Free Standards and Claims in Food Products

Table 5-3 Canadian Gluten-Related Food Recalls, 2008-2012(in number of recalls)





Chapter 6 Product Trends and Opportunities

Key Points


Product Trends: Introductions

Note on Product Introduction Analysis
Global GF Product Introductions Growing by 50% a Year
Snack Foods Dominate New GF Product Introductions

Figure 6-1 Canada Gluten-Free Food Product Introductions by Category, 2012-2013 (in percent)


Product Introductions by Marketer Type

Figure 6-2
Canada Gluten-Free Food Product Introductions by Marketer Type, 2012-2013 (in percent)


GF-Only Marketers Account for Majority of Baked Goods Introductions

Table 6-1 Leaders in Gluten-Free Product Introductions by Selected Categories and Type of Marketer, 2012-2013 (Number of Individual Products)


Major Chains Producing Private Label GF Lines

Table 6-2 Gluten-Free Private Label Products Available in Canada


Tim Hortons Tentatively Tests Gluten-Free


Product Introductions by Marketer Approach

Strong New Product Rates from Accommodating and Committed Marketers

Table 6-3 Canada Leaders in Gluten-Free Product Introductions by Marketer Approach: Selected Categories, 2012-2013 (Number of Individual Products)


Accommodating Marketers Introducing Less Products in Canada than the U.S.

Figure 6-3 Canada Gluten-Free Product Introductions by Marketer Approach, 2012-2013 (in percent)




Product Trends: Features

Note on Product Trend Analysis
Gluten-Free Certification Programs

Table 6-4 North American Gluten-Free Certification Programs


Gluten-Free Convenience

Table 6-5 Selected New Gluten-Free Products in Canadian Market:Convenience Foods


The Perception and Reality of the Healthiness of Gluten-Free Foods
Blast from the Past: Ancient Grains Deliver Flavor, Variety, Nutrition

Table 6-6 Selected New Gluten-Free Products in Canadian Market: AncienGrains


Flavors Even a Foodie Could Love

Table 6-7 Selected New Gluten-Free Products in Canadian Market: Flavor


Innovations



Chapter 7 Consumer Opinions and Behavior
Key Points
Methodology
Canadians' Relationship with Grain Products

Table 7-1 Canada Food Guide Recommended Grain Servings per Day (in number of servings)
Figure 7-1 Canadian Population Below Recommended Minimum Number of Servings of Grain Products by Age Group (in percent)


The Gluten-Free Consumer

Figure 7-2 Demographics of Canadian Gluten-Free Food Product Purchasers (in percent)


Reasons for Buying Gluten-Free Foods

Figure 7-3 Reasons for Buying Gluten-Free Food, Canada vs. U.S. (in percent)


GF Shoppers Flock to Supermarket Chains and Walmart

Figure 7-4 Types of Stores Where Canadians Purchase Gluten-Free Foods (in percent)


Breads and Snack Foods Are Top GF Purchases

Table 7-2 Gluten-Free Food Categories in the Packaged Facts August 2012 Survey
Figure 7-5 Types of Gluten-Free Foods Being Purchased in Canada (in percent)


Canadians Find GF Quality and Range Increased, but Cost a Deterrent

Figure 7-6 Taste, Quality and Cost Expectations of Canadians for Gluten-Free Foods (in percent)


Emotions and Coping Strategies of Canadians Living Gluten-Free
Medical Professionals Least Useful as Sources for Gluten-Free Information

Figure 7-7 Usefulness of Information Received About a Gluten-Free Diet (in percent)


Difficulties in Living with Gluten-Free

Figure 7-8 Difficulties Experienced Often/Very Often When Living Gluten-Free (in percent)


Significant Differences in the Ways Men and Women Cope with GF Diets

Table 7-3 Emotions Frequently Experienced when Following a Gluten-Free Diet (in percent)
Table 7-4 Adaptive Strategies Often Used to Enhance Ability to Follow a Gluten-Free Diet (in percent)



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