| m-link"> | | | | increased from six terms (97,300) to seven |
| At 103% Canada experienced its best online | | | | terms (154,700 — a 59% increase) but the |
| demand for gluten free associated information in | | | | group proportion fell 3%. The two largest group |
| five years. At the tail end of the global financial | | | | volume increases were from gluten diet (12,100 |
| crisis, this growth is extremely exciting for | | | | to 34,800 — up 188%) and GF specific |
| suppliers and consumers alike. Recipe searches | | | | foods (36,280 to 84,000 — up 132%). |
| were also up 129% and searches on specific diet | | | | Similar to the UK search term trends for specific |
| information were up 188%! | | | | gf foods, the major searches were for Gluten |
| Previous original analysis by GFP showed that | | | | free bread (29,600) then flour (13,500). In 2009 |
| Canada had one of the highest online ‘searches | | | | the secondary terms of interest were: cakes |
| per celiac per month’ of any country at | | | | (5,400), diary free (8,300), cookies (6,600) and |
| 3.3. The following analysis uses Google data sets. | | | | chocolate (4,400). Â |
| The Canadian value was only slightly behind | | | | Just as important to the level of maturity in the |
| Australia at 4.2 and ahead of the USA at 2.7 for | | | | market, is the change in proportion of the seven |
| 2008. This update report looks at how | | | |  groups. Previous GFP research showed that the |
| Canada’s online gluten free market has | | | | highest ‘celiac search’ developed |
| performed exceptionally well over the last year | | | | countries showed a distinct pattern in the |
| and how the type of gluten free search terms | | | | proportion of these groups. That is that the |
| have changed. | | | | generic gluten free group was always around |
| Google values for Nov 2009 showed the following | | | | 60% of the top 50 searches followed by the |
| changes in the seven main gluten free searched | | | | celiac group at around 20%. |
| groups: | | | | Along with the large jump in total searches for |
| GF TermÂ…Â…Â…Â…Â…. VOL Nov08Â…Â…. | | | | the year, the proportion of these groups shares |
| Â Â VOL Nov 09Â…Â…....% inc | | | | have changed significantly. For instance, in America |
| GF genericÂ…Â…... 291,760Â…Â…. | | | | while its generic group stayed at 64%, its celiac |
| Â…Â…534,000Â…..Â….83% | | | | group decreased from 20% to 8%, with a slight |
| Gluten | | | | increase in the ‘gluten free recipe’ |
| …188% | | | | search volume proportion. As can be seen above, |
| GF | | | | for Canada, the generic ‘gluten free’ |
| …Â…129% | | | | group decreased from 58% to 56%, and the |
| 00Â…Â…..59% | | | | celiac group dropped from 19% to 16%. |
| Wheat freeÂ…Â…..Â…19,780Â…Â…. Â…Â…. | | | | A previous article comparing various leading gluten |
| 39,400Â…Â…Â….99% | | | | free search countries showed that the last five |
| LocationsÂ…Â….... | | | | year trend for celiac related searches has been |
| 3,780Â…Â…Â…...Â…Â…7,300Â…Â…Â…. 93% | | | | relatively flat compared to a b rise in gluten free |
| Specific | | | | associated searches. This is in line with the |
| 2% | | | | changes to the top 50 group proportions. |
| Gluten Free Canada Demand CATEGORIES | | | | LONG TERM GF Canada TREND |
| It can be seen that of the top 50 gluten free | | | | The trend for ‘gluten free’ (single term) |
| associated terms on Google in Canada, that | | | | searches is shown above. It shows steady |
| Canadian (English searches) have increased | | | | seasonal growth and very similar patterns for |
| between Nov 08 (467,060) to Nov 09 (951,000) | | | | 2005 to 2008, however 2009 shows a stand out |
| — an astounding 103 percent! | | | | increase. Over the years the Jan to Dec increases |
| When the top 50 monthly searches are | | | | have been yr 2005 (33%), 2006 (42%), 2007 |
| segmented into seven subcategories, it can be | | | | (60%), 2008 (55%) AND in 2009 an outstanding |
| seen that each of the categories received a | | | | 98! |
| similar increase (their proportions remain similar for | | | | CONCLUSION |
| 2008 and 2009). The main category (generic | | | | Each of the last five years Canada has |
| gluten free terms), changed from 10 terms | | | | experienced a notable increase in December GF |
| (291,760 Â searches) accounting for 58% of top | | | | online demand and a particularly a very b increase |
| 50 searches to 8 terms (534,000 searches) | | | | in search volumes in 2009 (34% between |
| accounting for 56% of the top 50. This is an | | | | November and December). It would appear that |
| increase in volume of 83% for this category | | | | ‘Christmas shopping’ for Canadians |
| alone, yet the group proportion decreased by 2%. | | | | buying GF products for friends and family really |
| The second highest category (celiac searches) | | | | took off in 2009. |