In 2009, Canada witnessed a remarkable 103% increase in online demand for gluten-free information, marking its best performance in five years. This surge, occurring at the tail end of the global financial crisis, is a significant development for both suppliers and consumers. Searches for gluten-free recipes soared by 129%, while searches for specific diet information skyrocketed by 188%. This article delves into the nuances of this growth, its implications, and the broader trends in the gluten-free market.
Canada's online demand for gluten-free information reached unprecedented levels in 2009. According to Google data, the following changes were observed in the seven main gluten-free search categories:
| GF Term | VOL Nov 08 | VOL Nov 09 | % Increase |
|---|---|---|---|
| GF generic | 291,760 | 534,000 | 83% |
| Gluten diet | 12,100 | 34,800 | 188% |
| GF Recipe | 42,340 | 96,800 | 129% |
| Celiac | 97,300 | 154,700 | 59% |
| Wheat free | 19,780 | 39,400 | 99% |
| Locations | 3,780 | 7,300 | 93% |
| Specific foods | 36,280 | 84,000 | 132% |
The total number of searches for gluten-free terms in Canada increased from 467,060 in November 2008 to 951,000 in November 2009, an astounding 103% increase.
Previous analysis by Gluten-Free Products (GFP) indicated that Canada had one of the highest online 'searches per celiac per month' rates globally, at 3.3. This was slightly behind Australia at 4.2 and ahead of the USA at 2.7 in 2008. The updated report shows that Canada's online gluten-free market has performed exceptionally well over the last year, with significant changes in the types of gluten-free search terms.
When the top 50 monthly searches are segmented into seven subcategories, each category received a similar increase, maintaining their proportions from 2008 to 2009. The main category, generic gluten-free terms, saw an 83% increase in volume but a 2% decrease in group proportion. The second-highest category, celiac searches, increased by 59% but saw a 3% drop in group proportion. The most significant volume increases were in gluten diet (up 188%) and specific foods (up 132%).
Similar to trends in the UK, the major searches for specific gluten-free foods in Canada were for gluten-free bread (29,600 searches) and flour (13,500 searches). Secondary terms of interest included cakes (5,400), dairy-free (8,300), cookies (6,600), and chocolate (4,400).
The trend for 'gluten-free' searches shows steady seasonal growth from 2005 to 2008, with a standout increase in 2009. The year-over-year increases were as follows:
The significant growth in Canada's gluten-free market has implications for North America, particularly the United States. The proximity and cultural similarities between the two countries suggest that trends in Canada could be indicative of future trends in the U.S. market.
Over the past five years, Canada has experienced a notable increase in online demand for gluten-free products, with a particularly significant surge in 2009. This trend suggests a growing awareness and demand for gluten-free options, which could have broader implications for North America. The data indicates that Canadians are increasingly seeking gluten-free products, particularly during the holiday season, highlighting the importance of this market segment for suppliers and retailers.
For more detailed insights into the gluten-free market, you can refer to authoritative sources such as Grand View Research and the American Journal of Gastroenterology.
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