Market Research Logo

Gluten-Free Foods in Canada

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.


  • 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
      • Snack Foods the Largest Selling Gluten-Free Food Category
      • Factors Affecting the Gluten-Free Foods Market in Canada
        • Table Reasons Canadians Buy Gluten-Free Foods (in percent)
      • Food Prices in Canada
    • The Marketers
      • Leadership Among Gluten-Free Specialty Companies Consolidating
        • Table 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
        • Table Top Five Types of Stores Where Canadians Purchase Gluten-Free Foods (in percent)
      • Regional Popularity of Store Chains
      • Non-Grocery Chain Gluten-Free Businesses
      • 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 Emotions Frequently Experienced when Following a Gluten-Free Diet (in percent)
  • Defining "Gluten-Free"
    • Key Points
    • What Is Gluten
    • Celiac Disease an Abnormal Immune Reaction to Gluten
    • Symptoms Can Be Severe … or Silent
      • Table 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 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
  • The Market
    • Key Points
    • Definition and Methodology
    • The Canadian Gluten-Free Market Hit $460 Million in 2012
      • Table Canada Retail Sales of Gluten-Free Foods and Beverages, 2008-2012 (in millions of dollars)
      • Snack Foods the Largest Selling Gluten-Free Food Category
      • Canadian Consumers Looking for a Variety of GF Alternatives
    • Factors Affecting the Gluten-Free Market in Canada
      • Canadians Buying GF Products for Range of Reasons
        • Table 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
      • Gluten-Free to Non-Gluten-Free Product Cost Comparison
        • Table Price Comparisons of Gluten-Free and Non-Gluten-Free Foods, 2013 (in $/100 g & percent)
    • Canadian Gluten-Free Market Forecast
      • Table Projected Canada Retail Sales of Gluten-Free Foods and Beverages, 2013-2017 (in millions of dollars)
  • 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
    • Leadership Among Gluten-Free Specialty Companies Consolidating
      • Table 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)
      • Boulder Brands, Inc. (Paramus, NJ/Boulder, CO)
      • Brasseurs Sans Gluten (Montréal, QC)
      • Duinkerken Foods Inc. (Charlottetown, PEI)
      • El Peto (Cambridge, ON)
      • Food Directions Inc. (Scarborough, ON)
      • Kinnikinnick (Edmonton, AB)
      • Nature's Path Organic Foods (Richmond, BC)
      • Small Planet Foods (Minneapolis, MN)
  • The Retail Marketplace
    • Key Points
    • Gluten-Free in Grocery Chains
      • The Rise of Walmart for Gluten-Free
        • Table Shopping Location Preferences for Gluten-Free vs. Non-Gluten-Free Shoppers
      • Gluten-Free Programs in Retail Outlets
        • Table 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
      • 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 Canadian Gluten-Related Food Recalls, 2008-2012 (in number of recalls)
  • 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
      • Product Introductions by Marketer Type
        • Table Leaders in Gluten-Free Product Introductions by Selected Categories and Type of Marketer, 2012-2013 (Number of Individual Products)
        • Table Gluten-Free Private Label Products Available in Canada
      • Product Introductions by Marketer Approach
        • Table Canada Leaders in Gluten-Free Product Introductions by Marketer Approach: Selected Categories, 2012-2013 (Number of Individual Products)
    • Product Trends: Features
      • Note on Product Trend Analysis
      • Gluten-Free Certification Programs
        • Table North American Gluten-Free Certification Programs
      • Gluten-Free Convenience
        • Table 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 Selected New Gluten-Free Products in Canadian Market: Ancient Grains
      • Flavors Even a Foodie Could Love
        • Table Selected New Gluten-Free Products in Canadian Market: Flavor Innovations
  • Consumer Opinions & Behavior
    • Key Points
    • Methodology
    • Canadians' Relationship with Grain Products
      • Table Canada Food Guide Recommended Grain Servings per Day (in number of servings)
    • The Gluten-Free Consumer
      • Reasons for Buying Gluten-Free Foods
      • GF Shoppers Flock to Supermarket Chains & Walmart
      • Breads and Snack Foods Are Top GF Purchases
        • Table Gluten-Free Food Categories in the Packaged Facts August 2012 Survey
      • 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 Emotions Frequently Experienced when Following a Gluten-Free Diet (in percent)
        • Table Adaptive Strategies Often Used to Enhance Ability to Follow a Gluten-Free Diet (in percent)

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report