| The following analysis uses Google data sets. | | | | GF specific |
| Previous Gluten Free Pages research showed that | | | | foods..........54,280....................100,200...................85% |
| the UK started with a healthy 'search per celiac | | | | One of the more interesting trends is the growth |
| per month' value of 2.2 in 2004. However, while | | | | in the GF specific food group. In that group the |
| Australia was in front of the UK and remains so, | | | | leading phrases are still GF bread and flour, |
| by 2008 both the USA and Canada had | | | | however a significant number of people are |
| overtaken this GFP market measure value. The | | | | starting to search for cakes, 'dairy free gluten' |
| UK gluten free online demand (searches) trend | | | | and chocolate. |
| has been very flat over the last five years, until | | | | LONG TERM GROWTH |
| last year. | | | | Google permits trend analysis on individual terms, |
| When the top 50 monthly gluten associated | | | | but plotting the top 50 that comprise the main |
| searches are segmented into seven subcategories | | | | analysis would provide little useful insight. The |
| (see table below), it can be seen that each of the | | | | phrase 'gluten free' represents 41% of ALL |
| categories received a similar increase. While these | | | | searches within the generic group so its two year |
| increases are very large, it was found that all | | | | trend is plotted below as a proxy. |
| other leading gluten free online demand countries | | | | It is noted that not all subregions of the UK have |
| experienced an even stronger growth increase. | | | | trend data available, however England trend data |
| The first thing to notice about the gluten free | | | | shows almost an exact match to UK data. |
| search terms is that the top 50 Google Gluten | | | | Previous GFP trend line research and analysis for |
| associated search terms increased over the last | | | | the UK shows that there is no particular seasonal |
| year from 809K to 1.3M (+62%). The main | | | | trend. This is unusual in that most other leading |
| group's (gluten free) key phrases absolute volume | | | | gluten free search countries show strong seasonal |
| changes were to gluten (201K -> 301K) and | | | | trends over the last five years. The linear |
| gluten free ( 135K -> 246K searches). | | | | forecast over the past year extrapolates to a |
| TOP 50 proportions | | | | growth of 23% for this one term (compared with |
| The composition of the proportions of each group | | | | 10% for 2008). |
| are significantly different from the standard | | | | The following table shows the Dec 2009 leading |
| proportions experienced by other leading online | | | | gluten free search citites in the UK, and their |
| demand countries. For example, the USA NOV | | | | relative strength. |
| 2009 gluten free group proportion data shows | | | | UK City.........................GF Search Importance |
| what is considered to be the standard proportions | | | | St Albans......................1.0 |
| representative of leading 'celiac searches per | | | | Thames Ditton...............0.67 |
| month' countries (eg: USA, Canada, Australia). | | | | Milton Keynes................0.605 |
| The proportion of the top 50's main generic gluten | | | | Reading........................0.595 |
| free group remained stable at 46% of the top 50 | | | | Sheffield.......................0.575 |
| searches and the second largest group 'celiacs' | | | | Oxford..........................0.57 |
| decreased from 24% to 19%. The table below | | | | Watford........................0.57 |
| shows that the overall increase in the top 50 | | | | Hull..............................0.545 |
| Google terms was produced by an increase in all | | | | Poplar...........................0.54 |
| groups search volumes. | | | | Edinburgh......................0.535 |
| GF GROUP...................Search VOL 08.........Volumes | | | | CONCLUSION |
| 2009.........% Increase | | | | Previous analysis on UK searches up to 2008 |
| GF Generic..................375,700...................602,200..................60% | | | | showed that while it had a relatively high 'celiac |
| Gluten diet..................23,480.....................53,900.................130% | | | | search per month' value of 2.2 it had relatively flat |
| GF Recipe....................58,480....................124,000................112% | | | | growth. The analysis for 2009 shows that there |
| Coeliac.......................193,180...................251,500.................30% | | | | has been significant growth in searches in the |
| Wheat free..................95,700....................153,900..................61% | | | | overall gluten category (top 50 terms). |
| GF Locations................8,280......................19,200..................132% | | | | |