| Previous original analysis by GFP showed that | | | | gf foods, the major searches were for Gluten |
| Canada had one of the highest online 'searches | | | | free bread (29,600) then flour (13,500). In 2009 |
| per celiac per month' of any country at 3.3. The | | | | the secondary terms of interest were: cakes |
| following analysis uses Google data sets. The | | | | (5,400), diary free (8,300), cookies (6,600) and |
| Canadian value was only slightly behind Australia at | | | | chocolate (4,400). |
| 4.2 and ahead of the USA at 2.7 for 2008. This | | | | Just as important to the level of maturity in the |
| update report looks at how Canada's online gluten | | | | market, is the change in proportion of the seven |
| free market has performed exceptionally well | | | | groups. Previous GFP research showed that the |
| over the last year and how the type of gluten | | | | highest 'celiac search' developed countries showed |
| free search terms have changed. | | | | a distinct pattern in the proportion of these |
| Google values for Nov 2009 showed the following | | | | groups. That is that the generic gluten free group |
| changes in the seven main gluten free searched | | | | was always around 60% of the top 50 searches |
| groups: | | | | followed by the celiac group at around 20%. |
| GF Term................ VOL Nov08....... VOL Nov 09..........% | | | | Along with the large jump in total searches for |
| inc | | | | the year, the proportion of these groups shares |
| GF generic......... 291,760.............534,000.........83% | | | | have changed significantly. For instance, in America |
| Gluten diet...........12,100...............34,800..........188% | | | | while its generic group stayed at 64%, its celiac |
| GF Recipe............42,340................96,800.........129% | | | | group decreased from 20% to 8%, with a slight |
| Celiac...................97,300................154,700........59% | | | | increase in the 'gluten free recipe' search volume |
| Wheat free...........19,780.............. 39,400..........99% | | | | proportion. As can be seen above, for Canada, |
| Locations.......... 3,780..................7,300.......... 93% | | | | the generic 'gluten free' group decreased from |
| Specific foods....36,280..............84,000..........132% | | | | 58% to 56%, and the celiac group dropped from |
| Gluten Free Canada Demand CATEGORIES | | | | 19% to 16%. |
| It can be seen that of the top 50 gluten free | | | | A previous article comparing various leading gluten |
| associated terms on Google in Canada, that | | | | free search countries showed that the last five |
| Canadian (English searches) have increased | | | | year trend for celiac related searches has been |
| between Nov 08 (467,060) to Nov 09 (951,000) - | | | | relatively flat compared to a strong rise in gluten |
| an astounding 103 percent! | | | | free associated searches. This is in line with the |
| When the top 50 monthly searches are | | | | changes to the top 50 group proportions. |
| segmented into seven subcategories, it can be | | | | LONG TERM GF Canada TREND |
| seen that each of the categories received a | | | | The trend for 'gluten free' (single term) searches |
| similar increase (their proportions remain similar for | | | | is shown above. It shows steady seasonal growth |
| 2008 and 2009). The main category (generic | | | | and very similar patterns for 2005 to 2008, |
| gluten free terms), changed from 10 terms | | | | however 2009 shows a stand out increase. Over |
| (291,760 searches) accounting for 58% of top 50 | | | | the years the Jan to Dec increases have been yr |
| searches to 8 terms (534,000 searches) | | | | 2005 (33%), 2006 (42%), 2007 (60%), 2008 |
| accounting for 56% of the top 50. This is an | | | | (55%) AND in 2009 an outstanding 98! |
| increase in volume of 83% for this category | | | | CONCLUSION |
| alone, yet the group proportion decreased by 2%. | | | | Each of the last five years Canada has |
| The second highest category (celiac searches) | | | | experienced a notable increase in December GF |
| increased from six terms (97,300) to seven | | | | online demand and a particularly a very strong |
| terms (154,700 - a 59% increase) but the group | | | | increase in search volumes in 2009 (34% |
| proportion fell 3%. The two largest group volume | | | | between November and December). It would |
| increases were from gluten diet (12,100 to 34,800 | | | | appear that 'Christmas shopping' for Canadians |
| - up 188%) and GF specific foods (36,280 to | | | | buying GF products for friends and family really |
| 84,000 - up 132%). | | | | took off in 2009. |
| Similar to the UK search term trends for specific | | | | |