Gluten-Free Foods in Canada
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.
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.
CHAPTER 1 EXECUTIVE SUMMARY
Scope & Methodology
Definition of Gluten-Free & 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 & 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 & 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 & 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 & 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 & 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 (Montréal, 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 & 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 & Online
Gluten Free One of the Hottest Restaurant Trends in Canada
Ensuring Gluten-Free Standards & Claims in Food Products
Table 5-3 Canadian Gluten-Related Food Recalls, 2008–2012(in number of recalls)
CHAPTER 6 PRODUCT TRENDS & 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 & 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 & 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 & 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 & Cost Expectations of Canadians for Gluten-Free Foods (in percent)
Emotions & 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 & 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)
Scope & Methodology
Definition of Gluten-Free & 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 & 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 & 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 & 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 & 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 & 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 (Montréal, 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 & 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 & Online
Gluten Free One of the Hottest Restaurant Trends in Canada
Ensuring Gluten-Free Standards & Claims in Food Products
Table 5-3 Canadian Gluten-Related Food Recalls, 2008–2012(in number of recalls)
CHAPTER 6 PRODUCT TRENDS & 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 & 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 & 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 & 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 & Cost Expectations of Canadians for Gluten-Free Foods (in percent)
Emotions & 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 & 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)
U.S. Is the Largest Market of Most Major Canadian GF Companies
An interesting aspect of the North American gluten-free market arises from the much larger consumer base of the U.S., and the fact that the North American Free Trade Agreement(NAFTA) makes it much easier for Canadian companies to also enter the U.S. market. The result of these two factors is that most major Canadian gluten-free manufacturers actually derive the bulk of their revenue from U.S. gluten-free sales. Most notable in this category aretop Specialist gluten-free manufacturers Kinnikinnick, Glutino, and Food Directions, as wellas health food marketer Nature’s Path. In fact, the only major gluten-free manufacturerderiving the majority of its revenue from Canadian-based sales is El Peto who, apart from afew distributor relationships, derives all of its U.S. sales from its online store.
This facet of the Canadian gluten-free market leads to some interesting dynamics, such as companies like Nature’s Path actually introducing new gluten-free products to their U.S.market well before they release those same products into their home market of Canada. It also means even Canadian manufacturers are going to focus on developing new products cateringmore to the American gluten-free market, rather than the Canadian gluten-free market. Inparticular, Packaged Facts’ surveys of gluten-free consumers in the U.S. and Canada showsU.S. gluten-free purchasers are more interested in buying GF foods because they believethem to be low carb or for weight management, while Canadian GF shoppers are more likelyto purchase GF foods for their original purpose—because of celiac disease or glutenintolerance.
Gluten-Free in Drug Stores & Online
There is a wide range in terms of the number of GF products the different drug store chains in Canada have for sale. One of the top chains is BC-based London Drugs. The chain sells over70 different gluten-free products at its stores throughout BC and the Prairie Provinces. Rexall provides far fewer gluten-free products on its shelves, but does have a dedicated web page forgluten-free that makes it very easy to determine what the retailer does sell as well as providing its own private label GF products. At the other end of the spectrum, national chain Shoppers Drug Mart (which was purchased by Loblaws in 2013), does not provide any information on available gluten-free products.
There is also still relatively little available in terms of online shopping for gluten free products, although the number has grown steadily in the last two years. In 2011, there were approximately six different Canadian online sites specializing in gluten-free products, with these sites being a mix of manufacturers selling their own products and online retailers. As of 2013, however, the number has more doubled, mostly from the addition of more online retailers, although more gluten-free product manufacturers are now selling online as well.Well-known online shopping sites include manufacturers Kinnikinnick and El Peto, and retailsites Well.ca, Canadian Alternative Foods, and The Specialty Food Shop operated by the Toronto Sick Kids Hospital.
