Gluten-Free Foods in Canada

Aug 30, 2013
118 Pages - Pub ID: LA4951618
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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.

Notably, a higher percentage of gluten-free product users in Canada, compared to their counterparts in the U.S., report purchasing gluten-free foods or beverages because someone in their households has celiac disease or a gluten or wheat allergy or intolerance.

Gluten-Free Foods in Canada 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 and driving growth, along with the complexities of consumer demographics and motivations for using gluten-free products. 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. 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. 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.

What You’ll Get in This Report

Gluten-Free Foods in Canada 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 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 report will help:
  • Marketing managers identify market opportunities and develop targeted promotion plans for gluten-free foods and beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for gluten-free foods and beverages.
  • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy gluten-free products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers, and other colleagues with the vital information they need to do their jobs more effectively.
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)

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