Growing awareness of celiac disease and gluten intolerance has driven the retail sales of Canada's gluten free products and market is expected to reach USD600 Mn by 2014. Despite market competition introduction of new products and rising marketing efforts are going to drive the gluten free market in coming years.

1. Canada’s Gluten Free Market
Growing Health Consciousness
Canada’s gluten-free market is expected to touch USD600 Mn by 2014 as
more and more Canadians adapt to health conscious lifestyle.
Canada’s gluten-free market size (USD million)
178.4
CAGR (2008-2012): 26.6%
226.0
286.2
362.4
458.9
Source: Gluten-Free Foods in Canada report by Packaged Facts
Note: The historical market values have been estimated based on the CAGR growth indicated in the source report
Growing awareness of celiac disease and gluten intolerance coupled with increased
availability of gluten-free products at mainstream retail outlets and improved product
quality have driven the retail sales of Canada‘s gluten-free products to reach USD459
million in 2012, at a CAGR of 26.6% between 2008 and 2012
As per a recent study, about 4.3 million Canadians (12.3%) have gone gluten-free or
have reduced gluten in their diets. Moreover, the study suggests that more people
are adopting the new lifestyle, with about 11% of British Columbians confirming they
have tried a gluten-free or reduced gluten diet in the past six months
A considerable size of the Canadian population is gluten
intolerant, has celiac disease or has a gluten or wheat
allergy. Many purchase gluten-free products to manage
their weight. Furthermore, celebrities endorsing
gluten-free products has helped in raising awareness of
the products and its benefits which has fuelled demand
for these products.
Sales – break up by product category (2012)
27.0%
Canadian gluten-free food market is dominated by few large players including Boulder
Brands, Kinnikinnick, Food Directions, Nature’s Path, Bob’s Red Mill and Amy’s Kitchen.
Compiled by: Mukesh Jaiswal
Introduction of new gluten-free product
options such as whole grain, millet-chia
and omega flax & fibre, customers have a
diverse variety to choose from. Continued
introduction of new oerings along with
increased marketing eorts to promote the
benefits of gluten-free products are going
to drive the gluten-free market in the
coming years.
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549.8
605.9
2008 2009 2010 2011 2012 2013E 2014F
12.3% 87.7%
27.7%
20.5% 24.8%
Others
USD123.9 Mn
Frozen/refrigerated prepared foods
USD94.1 Mn
Snacks
USD127.1 Mn
Breads/cereals/grains
USD113.8 Mn