A surging market
The prevalence of free-from foods has surged in the Canadian marketplace over the past decade. Where consumers once had to diligently read ingredients lists on packaged food, there are now entire supermarket aisles dedicated to gluten-free, lactose-free, and allergen-free foods — along with other product categories such as kosher or vegan. According to a 2011 Euromonitor report, the Canadian food intolerance market is globally ranked tenth at a value of US$161.3 million. (The U.S. has the largest market at US$3.4 billion, followed by Germany at US$828.3 million.)
This new popularity of free-from products is largely a result of increased awareness and media coverage of food intolerances and allergies. The sector has also been pushed into the mainstream market by popular books, television shows, and celebrity endorsements. For example, Wheat Belly: Lose the Wheat, Lost the Weight, and Find Your Path Back to Health by cardiologist William Davis — which touts the benefits of eliminating wheat from our diets, regardless of any intolerance — continues to chart the New York Times bestsellers list after over 40 weeks. In British Columbia, the January 2013 Gluten-free Expo held in Vancouver demonstrated the popularity of the free-from sector as well as the high quality of B.C. companies offering free-from products. The event reached capacity by midday and witnessed unprecedented crowds in the thousands, including four-hour lineups to enter and browse the products offered by over 100 exhibitors.
