Executive Summary

Mar 2019
PROSPECTS
Rising health consciousness and shifting consumer perceptions help drive growth

Increasing health consciousness has been a key factor behind sustained strong growth of free from packaged food over the review period. Part of the demand is based on real medical needs based on food allergies or intolerance, as seen in coeliac disease, which impacts only a small fraction of the total population.

Free from dairy remains the largest category and continues to enjoy strong consumer uptake

Free from dairy has consistently enjoyed double-digit growth over the last few years of the review period, and showed no signs of slowing down in 2018. As alternatives to traditional fluid milk, free from milk offers newness while addressing certain medical needs.

Free from gluten plateaus while free from meat gathers momentum

Despite reaching a peak in 2013 the free from gluten movement remains an influential trend in many packaged food categories such as baked goods and breakfast cereals. However, it has overall gradually subsided.

COMPETITIVE LANDSCAPE
Category lead held by DanoneWave

The free from category in Canada is relatively fragmented. DanoneWave, established in 2017 after the merger of WhiteWave Foods and Danone, remained the leading player in 2018.

More players are moving into free from

As one of the fastest growing categories in health and wellness, free from packaged food has attracted an expanding list of both large and small players, which are launching new products and expanding their distribution to satiate consumer demand. In particular, free from lactose has been the focal point since 2017, although free from lactose milk has been around for over a decade.

Increasing transparency around product ingredients

Like the rest of the packaged food market, the growing impulse in conscious consumption is creating a trend towards greater transparency of ingredients used, including free from. In response more brands will market themselves towards an increasingly health-conscious consumer base and endeavour to become more socially and environmentally responsible over the forecast period.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Food Intolerance in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Free From in Canada - Category analysis

HEADLINES

PROSPECTS

Rising health consciousness and shifting consumer perceptions help drive growth
Free from dairy remains the largest category and continues to enjoy strong consumer uptake
Free from gluten plateaus while free from meat gathers momentum

COMPETITIVE LANDSCAPE

Category lead held by DanoneWave
More players are moving into free from
Increasing transparency around product ingredients

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2013-2018
Table 2 Sales of Free From by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Free From: % Value 2014-2018
Table 4 LBN Brand Shares of Free From: % Value 2015-2018
Table 5 Distribution of Free From by Format: % Value 2013-2018
Table 6 Forecast Sales of Free From by Category: Value 2018-2023
Table 7 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Health and Wellness in Canada - Industry Overview

EXECUTIVE SUMMARY

Consumers are looking for offerings that are as natural as possible
Sales of organic food and beverages are flourishing
Health claims on packaging proliferate
Distribution widens, enhancing accessibility for consumers
Bright outlook as sales growth will accelerate

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources